Bluehost has long been a trusted name in web hosting, especially for beginners and small businesses. However, with recent changes in ownership and infrastructure, many users are questioning its reliability and independence.
As of 2026, Bluehost is owned by Newfold Digital, a large conglomerate that also controls several other major hosting brands like HostGator and Network Solutions.
More recently, Newfold Digital has started migrating Bluehost’s infrastructure to Oracle Cloud, sparking concerns about data security, vendor lock-in, and service consistency.
Here’s what you’ll learn in this blog:
- Who owns Bluehost in 2026
- Why it’s no longer considered independent
- How recent changes may negatively affect users
- Whether Bluehost is still a trustworthy choice for your website
What Is Bluehost and Why Is It So Widely Used?
Founded in 2003, Bluehost quickly became a go-to hosting provider due to its affordability, user-friendly interface, and tight integration with WordPress. It’s one of the few hosts officially recommended by WordPress.org and powers millions of websites globally.
Some of its most popular features include:
- One-click WordPress installs
- Free domain for the first year
- 24/7 support (though quality has been questioned in recent years)
- Competitive pricing plans
While it once stood out for its value and service, recent corporate shifts have started to tarnish this legacy.
Who Currently Owns Bluehost, And Is That a Red Flag?
Bluehost is no longer an independent company. It is fully owned by Newfold Digital, a private equity-backed conglomerate formed through the merger of Endurance Web Presence and Web.com Group in 2021.
This massive umbrella company controls several other web hosting services, which creates a few important concerns:
- Lack of transparency: When a single company owns multiple brands, it becomes difficult for users to know what really differentiates them.
- Reduced competition: Hosting brands under the same ownership may offer similar infrastructure and pricing, limiting consumer choice.
- Corporate priorities: Decisions are often driven by investor returns, not customer satisfaction.
“When I first discovered that Bluehost was no longer an independent company, my immediate reaction was simple: if so many hosting brands are owned by the same parent, how different can they really be?”
In essence, Bluehost is no longer operating independently, and that should be a consideration for anyone choosing a long-term hosting partner.
Why Did Bluehost Abandon Independence After the Merger?
Bluehost didn’t exactly have a say in losing its independence. When Endurance International Group merged with Web.com to form Newfold Digital, Bluehost became just another brand in a vast portfolio.
This move was clearly strategic, from a business standpoint, but for end users, it represented a loss of unique identity.
Under Newfold Digital, hosting companies are increasingly standardised, often leading to:
- Shared infrastructure and resources
- Homogenised pricing models
- Reduced customer service flexibility
Bluehost, once praised for its tailored experience and small-business focus, is now governed by a much broader and less personalised strategy.
Is Bluehost’s Move to Oracle Cloud a Risk for Users?
In 2025, Oracle announced that Newfold Digital is migrating its brands, including Bluehost, to Oracle Cloud. While this may appear to be a technological upgrade, it has also raised concerns among users and industry observers.
One website owner summed up the uncertainty clearly:
“On paper, moving to Oracle Cloud sounds impressive, but as a website owner, I can’t help wondering whether this change is really about better performance—or simply about cutting costs behind the scenes.”
Key concerns linked to the migration include vendor lock-in, which could reduce flexibility for customers wishing to move elsewhere, and limited transparency around how much of Bluehost’s infrastructure has shifted and what this means for real-world performance.
There are also questions around security and data sovereignty, particularly for non-US users unsure where their data will be stored. Without clearer communication from Newfold Digital, the move feels less like a performance-driven upgrade and more like a cost-control decision
Has Bluehost’s Service Quality Declined Since Its Acquisition?
Unfortunately, yes. User complaints have been mounting, particularly around customer support, account management, and unexpected service interruptions.
A Reddit post from a user who lost their entire hosting plan after a failed upgrade clearly illustrates the issue.
The customer claimed:
- Their entire site disappeared
- They were told to pay again to restore it
- They were escalated multiple times without resolution
These aren’t isolated incidents. Many long-time users report:
- Slower response times
- Scripted support with minimal resolution authority
- Increased upselling pressure for features that were once free or included
Bluehost’s Decline: Before vs After Acquisition
Feature / Metric Before Acquisition After Acquisition (2026)
Support response time Within 15 minutes Often exceeds 1 hour
Account recovery process Simple & direct Complicated, sometimes costly
Customisation options High Standardised offerings
Infrastructure transparency Clear Limited disclosure
What Are the Downsides of Choosing a Hosting Brand Owned by Newfold Digital?
When a hosting company is part of a conglomerate like Newfold Digital, users face several real-world issues that aren’t always visible at signup.
Here’s what you may run into:
- Cookie-cutter platforms across all owned brands
- Slow roll-out of new features due to centralised decision-making
- Lower accountability because responsibility is diffused across departments
- Marketing over quality, more resources go into advertising than infrastructure improvements
You may also find it difficult to get an honest comparison between Bluehost and other brands like HostGator or iPage, because they’re all ultimately managed by the same parent company.
Should You Still Trust Bluehost with Your Website in 2026?
Whether you should still trust Bluehost with your website in 2026 depends largely on your priorities. For users seeking a low-cost, beginner-friendly hosting option and who are comfortable with corporate ownership, Bluehost may still be a workable choice.
However, for those who value transparency, responsive support, and long-term reliability, the outlook is less reassuring. Ongoing concerns around reduced independence, inconsistent customer support, and a lack of clarity about future infrastructure direction have raised doubts among experienced users.
These issues have led many website owners to reconsider their options. In particular, independently operated hosting providers are increasingly attractive to users who want greater accountability, clearer communication, and hosting platforms built for stability rather than scale alone.
If you’re still on the fence, my detailed review of Bluehost offers a closer look at its current performance, pricing, and real-world customer experiences to help you make an informed decision.
My Final Verdict on Bluehost
Having used and followed Bluehost for years, I can confidently say it’s no longer the same company that once led the market in user experience and trust. The transition to Newfold Digital and migration to Oracle Cloud has shifted its identity from a helpful hosting provider to just another brand under corporate management.
For newcomers, Bluehost might still be a decent starting point, but for serious website owners or businesses, it may be time to look elsewhere.
FAQs About Bluehost Ownership
What makes a web host truly independent today?
An independent host is typically self-owned, controls its infrastructure, and doesn’t share operations with other major brands under a conglomerate.
Does corporate ownership affect website performance?
Yes. Corporate priorities often favour cost-efficiency over customer performance, leading to resource-sharing and slower upgrades.
Are there any Bluehost alternatives not owned by Newfold Digital?
Yes, providers like SiteGround, A2 Hosting, and Krystal Hosting (UK-based) are independently run and worth considering.
How do hosting migrations impact existing website data?
Poorly planned migrations can lead to data loss, downtime, or configuration errors. Transparency is key to a smooth transition.
What should I ask before choosing a web hosting provider?
Ask about ownership, support availability, infrastructure location, and whether their services are managed in-house or outsourced.
