Extra Crunch roundup: Lordstown Motors’ woes, how co-CEOs work, Brian Chesky interview

Lordstown Motors released its Q1 earnings yesterday, and the electric vehicle manufacturer is facing a few challenges.

Expenses were higher than expected, it plans to slash production by about 50%, and the company reported zero revenue and a net loss of $125 million. Oh, it also needs more capital.

“But there’s more to the Lordstown mess than merely a single bad quarter,” writes Alex Wilhelm. “Lordstown’s earnings mess and the resulting dissonance with its own predictions are notable on their own, but they also point to what could be shifting sentiment regarding SPAC combinations.”

In light of the company’s lackluster earnings report (and a pending SEC investigation), Alex unpacks the company’s Q1, “but don’t think that we’re only singling out one company; others fit the bill, and more will in time.”

May 27 Clubhouse chat: How to ensure data quality in the era of Big Data

TC unwind chat with Ron Miller and Patrik Liu Tran

Image Credits: TechCrunch

Join TechCrunch reporter Ron Miller and Patrik Liu Tran, co-founder and CEO of automated real-time data validation and quality monitoring platform Validio, on Thursday, May 27 at 9 a.m. PDT/noon EDT for a Clubhouse chat about ensuring data quality in the era of Big Data.

The world produces 2.5 quintillion bytes of data daily, but modern data infrastructure still lacks solutions for monitoring data quality and data validation.

Among other topics, they’ll discuss the build versus buy debate, how to better understand data failures, and why traditional methods for identifying data failures are no longer operational.

Click here to join the conversation.

Thanks very much for reading Extra Crunch; have a great week!

Walter Thompson
Senior Editor, TechCrunch
@yourprotagonist


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How Expensify shed Silicon Valley arrogance to realize its global ambitions

The Expensify origin story

Image Credits: Nigel Sussman

Expensify may be the most ambitious software company ever to mostly abandon the Bay Area as the center of its operations.

The startup’s history is tied to places representative of San Francisco: The founding team worked out of Peet’s Coffee on Mission Street for a few months, then crashed at a penthouse lounge near the 4th and King Caltrain station, followed by a tiny office and then a slightly bigger one in the Flatiron building near Market Street.

Thirteen years later, Expensify still has an office a few blocks away on Kearny Street, but it’s no longer a San Francisco company or even a Silicon Valley firm. The company is truly global with employees across the world — and it did that before COVID-19 made remote working cool.

It makes sense that a company founded by internet pirates would let its workforce live anywhere they please and however they want to. Yet, how does it manage to make it all work well enough to reach $100 million in annual revenue with just a tad more than 100 employees?

As I described in Part 2 of this EC-1, that staffing efficiency is partly due to its culture and who it hires. It’s also because it has attracted top talent from across the world by giving them benefits like the option to work remotely all year as well as paying SF-level salaries even to those not based in the tech hub. It’s also got annual fully paid month-long “workcations” for every employee, their partner and kids.

Brian Chesky describes a faster, nimbler post-pandemic Airbnb

Image Credits: TechCrunch

Managing Editor Jordan Crook interviewed Airbnb co-founder and CEO Brian Chesky to discuss the future of travel and what it was like leading the world’s biggest hospitality startup during a global pandemic.

“Our business initially dropped 80% in eight weeks. I say it’s like driving a car. You can’t go 80 miles an hour, slam on the brakes, and expect nothing really bad to happen.

Now imagine you’re going 80 miles an hour, slam on the brakes, then rebuild the car kind of while still moving, and then try to accelerate into an IPO, all on Zoom.”

Embedded finance will help fill the life insurance coverage gap

Image of a keyboard with one key featuring a family covered by an umbrella to represent life insurance.

Image Credits: alexsl (opens in a new window)/ Getty Images

There’s latent demand for life insurance currently unaddressed by much of the financial services industry, and embedded finance can be the solution.

It’s imperative for companies to consider product lines and partnerships to expand markets, create new revenue streams and provide added value to their customers.

Connecting consumers with products they need through channels they already know and trust is both a massive revenue opportunity and a social good, providing financial resilience to families at a time when they need it most.

Zeta Global’s IPO filing uncovers modest growth, strong adjusted profitability

Zeta Global raised north of $600 million in private capital in the form of both equity financing and debt, making it a unicorn worth understanding.

The gist is that Zeta ingests and crunches lots of data, helping its users market to their customers on a targeted basis throughout their individual buying lifecycles. In simpler terms, Zeta helps companies pitch customers in varied manners depending on their own characteristics.

You can imagine that, as the digital economy has grown, the sort of work Zeta Global supports has only expanded. So, has Zeta itself grown quickly? And does it have an attractive business profile? We want to know.

5 predictions for the future of e-commerce

Image of hands holding credit card and using laptop to represent online shopping/e-commerce.

Image Credits: Busakorn Pongparnit (opens in a new window) / Getty Images

In 2016, more than 20 years after Amazon’s founding and 10 years since Shopify launched, it would have been easy to assume e-commerce penetration (the percentage of total retail spend where the goods were bought and sold online) would be over 50%.

But what we found was shocking: The U.S. was only approximately 8% penetrated — only 8% for arguably the most advanced economy in the world!

Despite e-commerce growth skyrocketing over the past year, the reality is the U.S. has still only reached an e-commerce penetration rate of around 17%. During the last 18 months, we’ve closed the gap to South Korea and China’s e-commerce penetration of more than 25%, but there is still much progress to be made.

Here are five key predictions for what this road to further penetration will hold.

Develop a buyer’s guide to educate your startup’s sales team and customers

Every company wants to be innovative, but innovation comes with its share of difficulties. One key challenge for early-stage companies that are disrupting a particular space or creating a new category is figuring out how to sell a unique product to customers who have never bought such a solution.

This is especially the case when a solution doesn’t have many reference points and its significance may not be obvious.

Some buyers could use a walkthrough of the buying process. If you are building a singular product in a nascent market that necessitates forward-looking customers and want to drastically shorten sales cycles, create a buyer’s guide.

When to walk away from a VC who wants to invest in your startup

lighted fire exit sign

Image Credits: cruphoto (opens in a new window) / Getty Images

Pay attention to red flags when meeting with VCs: If they cancel late or leave you waiting, it’s a sign, just like being asked generic questions that demonstrate little or no understanding of the proposition. If they critique you or your business, that’s fine (obviously), but make sure you find out what’s behind their assertions to judge how well informed they are.

If you’re going to face these people each month and debate the direction of your business, the least you can expect is a robust argument outlining precisely why you may not have all the right answers.

If you fail to spot the warning signs, you’ll live to regret it. But do your due diligence and work constructively with them and, together, you might actually build a sustainable future.

Deep Science: Robots, meet world

Image via Getty Images / Westend61

This column aims to collect some of the most relevant recent discoveries and papers — particularly in, but not limited to, artificial intelligence — and explain why they matter.

In this edition, we have a lot of items concerned with the interface between AI or robotics and the real world. Of course, most applications of this type of technology have real-world applications, but specifically, this research is about the inevitable difficulties that occur due to limitations on either side of the real-virtual divide.

2 CEOs are better than 1

Defocussed shot of two silhouetted businesspeople having a meeting in the boardroom

Image Credits: PeopleImages (opens in a new window) / Getty Images

Netflix has two CEOs: Co-founder Reed Hastings oversees the streaming side of the company, while Ted Sarandos guides Netflix’s content.

Warby Parker has co-CEOs as well — its co-founders went to college together. Other companies like the tech giant Oracle and luggage maker Away have shifted from having co-CEOs in recent years, sparking a wave of headlines suggesting that the model is broken.

While there isn’t a lot of research on companies with multiple CEOs, the data is more promising than the headlines would suggest. One study on public companies with co-CEOs revealed that the average tenure for co-CEOs, about 4.5 years, was comparable to solitary CEOs, “suggesting that this arrangement is more stable than previously believed.”

Furthermore, it’s impossible to be in two places at once or clone yourself. With co-CEOs, you can effectively do just that.

Watching startups eat markets is good fun

Welcome back to The TechCrunch Exchange, a weekly startups-and-markets newsletter. It’s broadly based on the daily column that appears on Extra Crunch, but free, and made for your weekend reading. Want it in your inbox every Saturday? Sign up here.

Ready? Let’s talk money, startups and spicy IPO rumors.

The huge sale of Utah-based startup Divvy to Bill.com is still bouncing around my head this week, not only because the $2.5 billion exit was huge for both the company and its local scene, but also because its target market is exciting to watch.

Divvy competes in what we call the corporate spend market with a few other unicorns, including Ramp and Brex. Now with Divvy taken off the table, the pair of competitors are differentiating in a few ways that matter.

And Brex is getting back on its billboard game.

This week Brex announced that it is rolling out IRL advertising in a few American cities. Residents of San Francisco back when Brex was a baby will recall how the startup plastered its brand all over the city. Essentially, it was a cheap way to get a lot of impressions.

Now the startup is taking the strategy to Houston and Miami and D.C. Why? The Exchange caught up with Brex CEO Henrique Dubugras this week to chat about the matter. Per the executive, his company has two goals for its renewed meatspace marketing push. First, Brex wants to talk up its software game over its initial branding as a corporate card for startups. And, second, it wants business owners to know that it works with all types of companies now, not merely those with Sand Hill Road on speed dial.

The push to get the Brex name out in markets less known for their startup activity than overall business climate makes sense, if the unicorn wants to attract more nonstartup customers. But it’s the software element of its efforts that unsurprisingly caught our attention.

That’s because Brex recently rolled out Brex Premium, a package of software services that it charges around $600 per year for. Brex and rivals like Ramp and Divvy have spent lots of energy and money in recent quarters building out increasingly sophisticated software around their traditional corporate card products. The result thus far are codebases more and more able to supplant other pieces of enterprise software, like expense software.

But as Brex looks to double down via an advertising push on its decision to charge for Brex Premium — which Dubugras says is performing better than his company had initially anticipated — competitor Ramp is pushing its free software as an edge.

Ramp CEO and co-founder Eric Glyman pointed The Exchange to his company’s refreshed pricing page, which highlights its zero-cost software. And, he said in an email, the new page was “powering the fastest growth month we’ve ever had.”

Broadly, what we’re seeing with Ramp and Brex and Divvy — along with Airbase and others that also compete in the space — is a cohort of startups attacking an aged corporate issue with more nimble, lower-cost products. And proving while doing so that there was huge untapped demand for something different and better. The various players competing for the startup crown in the corporate spend world wouldn’t all be growing as rapidly as they are if that weren’t the case.

If you want more, here’s our dig into the Divvy-Bill.com deal.

More from startup-land

The Exchange was lathered up in SPACs this week, which means that we missed a host of interesting news that we otherwise would have loved to poke into. For example, here are some very neat venture rounds that it would have been fun to dig into more deeply:

  • ProducePay raised a $43M Series C: LA-based ProducePay helps food growers access capital, software and market data, linking them to food demanders (importers, etc.). Per its website, ProducePay funded a Bajío, Mexico-based asparagus growing operation to the tune of a half million dollars to hire labor and invest in its growing operation. Repayment, again per the company, starts when product ships.
  • Farming is hard, fickle, expensive and not always aligned with traditional banking requirements. Throw in an increasingly global production/consumption food network, and you can see why G2VP and IFC co-led the round.
  • Oh, and The Exchange learned that ProducePay’s reported 2020 doubling was measured in GAAP revenue terms. The startup’s gross margins “grew by over 75% from 2019 to 2020, thanks to improved underwriting policies and a more attractive cost of funds as volume scaled,” per its PR team. That’s super cool.

Another neat company that raised this week was Panther, which put together a $2.5 million round. Panther wants to help companies hire in 160 different countries. Our read of the company and its round is that, as more companies go remote-first, this sort of service is going to become a must-have. Gusto also competes in the market, so it should be an active one to watch from both VC and M&A perspectives.

Panther is based in Florida, and raised funds from, per its release, “Tribe Capital, Eric Ries, Naval Ravikant and Carta Ventures.”

One more round: Lance, a freelancer-focused neobank, raised $2.8 million this week. The round was led by, per the company, “Barclays, BDMI, Great Oaks Capital, Imagination Capital, Techstars, DFJ Frontier, New York Venture Partners” along with some angels.

Now that the fintech world has created Chime and other broad-remit neobanks, it’s not surprising to see more targeted efforts get put together. And Lance CEO Oona Rokyta is betting that the freelance world is set to grow further. Given how the labor market has evolved in the last few years, I’d hazard she’s making an intelligent bet.

To close out today, a quick note on Alpaca. It’s a startup that TechCrunch has dug into here and there, as it fits into both our general focus on API-delivered services (on-demand pricing is hot), and it exists in the consumer fintech world (powering other companies’ equities trading services). We caught up with CEO Yoshi Yokokawa this week to chat about what’s been going on at his company since we last tracked its growth rates.

After all, whatever we can learn about the world of consumer investing — and Robinhood told us quite a lot this week — is useful given the somewhat global savings/investing boom that we’ve seen in the last year or so.

Per Yokokawa, Alpaca has global plans, including rolling out with new partners on a few continents in the coming months. The company is handling 1,000 new accounts daily outside the United States, which Yokokawa expects to rise sharply in the coming months. And the company recently built out a broker API to make onboarding users simpler for its partners.

Sounds like growth to us. More when we can milk it out of, er, the alpaca.

Alex

Daily Crunch: Snap spends more than $500M to acquire AR display startup WaveOptics

To get a roundup of TechCrunch’s biggest and most important stories delivered to your inbox every day at 3 p.m. PDT, subscribe here.

Welcome to Daily Crunch for May 21, 2021. Closing out the week, bitcoin dropped sharply today on (more?) news from China about possible restrictions on cryptocurrencies more broadly. Depending on your priors, the most recent news is purely FUD, or it’s indication that Bitcoin and friends are terrible inflation hedges. Pick your poison! Regardless, we have a grip of startup news to get to, so off we go! — Alex

The TechCrunch Top 3

  • Snap spends a half billion on AR: Yesterday’s news from consumer photo giant Snap didn’t stop with the company plunking down $500 million for WaveOptics, which we reported “makes the waveguides and projectors used in AR glasses.” That sure sounds like Snap gearing up for eventual mass production? Right?
  • Startups heart farming: TechCrunch covered a huge $65.5 million Series B for Indonesian startup TaniHub Group today. Part of what it does is loan capital to farmers ahead of their harvests. In related news, ProducePay raised $43 million earlier this week to do something similar in Latin America. There’s notable startup activity, then, at the intersection of agtech and fintech.
  • Mobile gaming is bigger than you thought: Did you know that former gaming darling Zynga is in the midst of a comeback? Mobile gaming, its core focus, had a huge 2020, leading to the company posting record Q1 results. Riding the same way is Jam City, another mobile gaming shop is going public. More here.

Startups and VC

To round out the week, how about a few smaller venture capital rounds? We have a number from today that are well worth our time:

Secai Marche raises $1.4M for farm-to-table food distribution: We don’t cover enough Japanese startups, frankly, but here’s to doing better. Tokyo-based Secai Marche is building a B2B “logistics platform for farmers that sell to restaurants, hotels and other” food and beverage companies, and we think it’s neat. Rakuten and Beyond Next supplied the capital.

Mio raises $1M to bring social commerce to rural Vietnam: Quickly growing e-commerce market Vietnam is seeing rising penetration in major cities. Mio wants to bring e-commerce to smaller cities and rural areas. Per our reporting, it is “building a reseller network and logistics infrastructure that can offer next-day delivery to Tier 2 and 3 cities.” Our present may be someone else’s future, so it’s swell to see startups bring the latest to more folks.

To round out our round coverage today, a slightly larger deal for a mental-health focused service:

Wysa raises $5.5M for AI-powered mental health: This is at a minimum cool on paper. We’ll have to get some time with the service as it evolves through time, but TechCrunch reports that “Jo Aggarwal, the founder and CEO of Wysa, is hoping you’ll find it easier to confide in a robot. Or, put more specifically, “‘emotionally intelligent’ artificial intelligence.” I, for one, welcome our robot mental-health overlords. Jokes aside, there is a therapist shortage in the world, and if Wysa can help more folks handle their mental health better, we’re all for it.

5 predictions for the future of e-commerce

The United States is one of the world’s most advanced economies, but until quite recently, South Korea and China had much higher e-commerce penetration.

American consumers and companies are closing that gap. In 2016, the percentage of total retail spend where the goods were bought and sold online in the U.S. was about 8%. Today, that figure is closer to 17%.

Despite the last two decades of disruption, we’re still in the early days of e-commerce. But as more merchants of every size start making their goods and services available online, we’ve reached an inflection point.

In an exclusive report for Extra Crunch, Ethan Choi, a partner at Accel, offers five well-researched predictions about where e-commerce is heading in terms of D2C and the overall enablement landscape.

“We’re entering what we at Accel believe is ‘the golden age of D2C e-commerce,'” says Choi.

(Extra Crunch is our membership program, which helps founders and startup teams get ahead. You can sign up here.)

Big Tech Inc.

Today we have to stretch the Big Tech portion of this newsletter to include entities even larger than the largest technology companies, namely governments.

The Indian government is mad at tech companies yet again. This time it’s Twitter’s turn. Per TechCrunch, New Delhi “has expressed strong objection to Twitter for classifying tweets by Indian politicians as ‘manipulated media,’ and separately asked social media firms to remove posts that refer to an ‘Indian variant’ of the coronavirus.”

A few thoughts here: One, Twitter is going to have to navigate an increasingly complicated global climate for free speech in general. And figure out how to handle governments’ reactions to its decisions on labeling content. That’s going to be hard. And asking a social service to blanket-ban a particular phrase is going to be essentially impossible. After all, even in China, where banned phrases on social media are common, individuals have found myriad ways around the restrictions. So, good luck, Indian government.

On a related note, if you are interested in privacy more generally, what’s going on in the European Union regarding data protection is fascinating.

Moving back to the world of corporate news, Spotify is finally bringing offline listening to the Apple Watch. For runners, this is big news. Our own Brian Heater is hype about the update.

To close us out today, the Equity podcast team has thoughts on the growth in corporate “media” and what it means for unicorns and other large technology companies.

Community

Two quick things heading into the weekend: Ford’s new electric truck looks cool, but you, our readers, are hodling out for Tesla’s Cyber Truck. If you’re a founder of a startup of any stage and want to try your pitch out on some really cool investors … then Extra Crunch Live is the place to go. Check out this week’s pitch by Capri Money. From the audience to the stage, just like that! See you there next week.

TechCrunch Experts: Email Marketing

Intellect illustration

Image Credits: Getty Images

We’re thrilled with the responses to our survey about the top email marketers. It’s not too late to weigh in: Fill out the survey here.

In addition to giving founders who respond to the survey a discount to a new Extra Crunch subscription, we’ll be featuring a couple of nominations in Daily Crunch starting next week!

If you’re a growth marketer, pass the survey on to your clients — we’d love to hear from them!

To find out more details about this project and how we plan to use it to shape our editorial coverage, visit techcrunch.com/experts.

TC Eventful

The Extra Crunch Live party carries on into June, with new episodes connecting you with some of tech’s biggest names.

Piano raises $88M for analytics, subscription and personalization tools for publishers, adds LinkedIn as investor

As publishers face up to whatever might be their next existential crisis — there are so many options from which to choose, including Substack stealing all their writers; or Clubhouse pulling in people through audio-based conversations where news and analysis intermingle seamlessly with networking — a startup that’s helping them build more tools to keep their businesses and audiences intact, and hopefully grow, is announcing a growth round of its own.

Piano, which provides analytics and subscription services to publishers, has closed a round of $88 million, funding that it will be using to continue building out the technology that it provides to its customers, as well as forge into newer areas where it can better connect audiences online.

The funding comes on the heels of a strong period for Piano. The company works with around 1,000 customers — they include CNBC, Wall Street Journal, NBC Sports, Insider, The Economist, Gannett, Le Parisien, Nielsen, MIT Technology Review, The Telegraph, South China Morning Post and (disclaimer) TechCrunch; and it has seen revenues grow 400% since 2019.

Piano has an interesting new backer in this round that might point to what form those newer areas of development might take. LinkedIn, the Microsoft-owned social networking site aimed at the working world, is participating in this Series B, which is being led by previous backer Updata Partners. Rittenhouse Ventures, which is based in Piano’s hometown of Philadelphia, is also participating.

(Piano is not disclosing valuation with this round but I understand it’s operating on a $75 million annual run rate currently. It has now raised just over $241 million.)

Trevor Kaufman, Piano’s CEO, would not be drawn out on how it specifically will be working with LinkedIn, but it’s notable that the latter company has long held back from leveraging the profiles it holds on its 740 million users to do much outside of the core LinkedIn experience.

That could be applied in a number of ways, for example similar to Facebook and Google logins to third-party sites; or for providing an identity layer to comment on stories; or even building a way to manage logins via a LinkedIn profile, which could then potentially be used to help people manage and read/consume all the content they subscribe to. Or something totally different: LinkedIn has a lot of unrealised potential that Piano could help tap.

“Members are increasingly turning to LinkedIn to stay informed on the news and views that shape their respective industries – critical to this is the work we do with trusted publishers and journalists,” said Scott Roberts, VP and Head of Business Development at LinkedIn, in a statement. “The opportunity to collaborate with Piano to help unlock more value for publisher content on LinkedIn makes it a natural strategic investment opportunity.”

The last year has seen many of us spending significantly more time indoors, and for a number of us that has also meant more reading, especially of smaller and more digestible formats such as periodicals. In a way, it’s no surprise that models like Substack’s have emerged and apparently thrived in this period, where writers are looking for different approaches and ways of connecting with readers while publishers by and large are conserving costs and strategies to weather out the storm.

Piano’s rise in that context is especially interesting, as in many cases it’s not reinventing the wheel for publishers but providing them with the tools to better leverage the content production that they already have in place. What’s notable is that in the process, it’s been able to capitalize on changing sentiments in the publishing industry. Whereas paywalls and subscriptions have in the past been seen as a drag on traffic (and the ads that get sold against it) and only useful for those in the world of B2B, now they are increasingly becoming more commonplace in a much wider range of settings, Kaufman said.

Piano’s tools are notable not just as basic levers to manage subscriptions (free and paid) but a more sophisticated set of analytics that provide more insight into how content is being read, which can in turn be used to develop those subscription tiers and determine the likelihood of people subscribing (Nieman Lab has good article on how that works here). 

To add to that, now another area where Piano is likely to develop more products is in the area of newsletters. No, not the Substack kind, but building tools for publishers to help them build out newsletter businesses that they can monetize if they choose. Indeed, the other kind of newsletter venture is far from Piano’s agenda.

“I can’t imagine a more damaging entity for journalism than Substack,” Kaufman told me. “I think it’s gotten a tremendous amount of attention from writers because it is a fantasy come true for journalists, this idea that you can make $500k a year for writing on occasion. But nothing can be farther from the truth.” He believes the model is so “pumped up venture funding” that it’s not a viable one for the long haul.

That remains to be seen, I suppose, and of course Piano has a strong vested interest in supporting its publisher customers. What it mainly says to me is that there are still some innings left in this game, and maybe some more games in a longer series.

The company may also be dipping into more M&A, given how fragmented the audience development, analytics and measurement space is. In March of this year, the company acquired AT Internet, a French company, to better manage and crunch analytics from across a number of silos, including traffic, advertising, subscriptions, engagement and more.

“Piano’s recent growth has been outstanding, and we continue to be impressed by the expanding set of capabilities they bring to both media companies and brands looking to drive more revenue from their audiences,” said Jon Seeber, general partner at Updata Partners and a member of Piano’s board, in a statement “They now have a true end-to-end platform that can power all aspects of the customer journey, allowing their clients to incorporate only the highest-quality data from across touchpoints to create the best experiences for users.”

Twitter acquires distraction-free reading service Scroll to beef up its subscription product

Twitter this morning announced it’s acquiring Scroll, a subscription service that offers readers a better way to read through long-form content on the web, by removing ads and other website clutter that can slow down the experience. The service will become a part of Twitter’s larger plans to invest in subscriptions, the company says, and will later be offered as one of the premium features Twitter will provide to subscribers.

Premium subscribers will be able to use Scroll to easily read their articles from news outlets and from Twitter’s own newsletters product, Revue, another recent acquisition that’s already been integrated into Twitter’s service. When subscribers use Scroll through Twitter, a portion of their subscription revenue would go to support the publishers and the writers creating the content, explains Twitter in an announcement.

Scroll’s service today works across hundreds of sites, including The Atlantic, The Verge, USA Today, The Sacramento Bee, The Philadelphia Inquirer and The Daily Beast, among others. For readers, the experience of using Scroll is similar to that of a “reader view” — ads, trackers, and other website junk is stripped so readers can focus on the content.

Image Credits: Twitter

Scroll’s pitch to publishers has been that it can end up delivering cleaner content that can make them more money than advertising alone.

Deal terms were not disclosed, but Twitter will be bringing on the entire Scroll team, totalling 13 people.

For the time being, Scroll will pause new customer sign-ups so it can focus on integrating its product into Twitter’s subscriptions work and prepare for the expected growth. It will, however, continue to onboard new publishers who want to participate in Scroll’s network, following the deal’s closure.

And Scroll itself will be headed back into private beta as the team works to integrate the product into Twitter.

Image Credits: Twitter

Twitter says it will also be winding down Scroll’s news aggregator Nuzzel product, but will work to bring some of Nuzzel’s core elements to Twitter over time.

“Twitter exists to serve the public conversation. Journalism is the mitochondria of that conversation. It initiates, energizes and informs. It converts and confounds perspectives. At its best it helps us stand in one another’s shoes and understand each other’s common humanity,” said Tony Haile, Scroll CEO, in the company’s post about Scroll’s acquisition.

“The mission we’ve been given by Jack and the Twitter team is simple: take the model and platform that Scroll has built and scale it so that everyone who uses Twitter has the opportunity to experience an internet without friction and frustration, a great gathering of people who love the news and pay to sustainably support it,” he added.

Twitter earlier this year detailed its plans to head into subscriptions, as a way to diversify beyond ad revenue for its own business. The company unveiled what it’s calling “Super Follow,” a creator-focused subscription that would give paid subscribers access to an expanded array of perks, like exclusive content, subscriber-only newsletters, deals, badges, paywalled media, and more. The company is aiming to use this new product to help it achieve its goal of doubling company revenue from $3.7 billion in 2020 to $7.5 billion or more in 2023, it said.

Twitter quietly rolls out Revue newsletters integration on web

If you were itching to launch an email newsletter via Twitter, following its acquisition of the Dutch newsletter platform Revue last month, it appears you’ll have to wait a little bit longer for the official unveiling — although some Twitter users are reporting being able to sign up for the newsletter publishing tool right now.

The social media company confirmed to TechCrunch it’s reverted Revue’s Publisher offer back to private beta for the moment — saying this means it’s only accessible to existing customers at this time.

Nonetheless, it also appears to have quietly flipped the launch switch over the last 12 hours or so — at least for some users.

Earlier today, a number of TechCrunch staffers were able to go through the process of setting up a Twitter Revue newsletter — including our very own Editor-in-Chief, Matthew Panzarino.

At the time of writing India-based reporter, Manish Singh, also has access to the interface — which prompts Twitter users to set up a free newsletter to reach their audience, flagging features such as the ability to embed tweets, import email lists, analyze engagement and earn money from subscribers.

So it looks as if Twitter has been testing a newsletter launch in a number of markets. It’s less clear whether/if it aborted a planned launch. We’ve asked the company for more details and will update this post with any response.

Unless you’ve been on a very long digital detox you’ll have noticed that newsletters have been having quite the moment of late. The rise of platforms that help writers monetize their content via an email-delivery format presents a clear risk/opportunity to Twitter, a company that relies on an army of users freely and publicly contributing short-form content.

But with Twitter launching its own in-house newsletter, tweets can potentially inflate in value — becoming the top of the funnel for Twitter users to build a community of followers who they made be able to convert to paying subscribers for longer form content, delivered in a newsletter format.

Twitter told us today that it has put new sign-ups to Revue on ice so it can focus on improving the offering in order to effectively meet the demand of new customers — and make Revue an even more powerful tool for publishers.

It added that it’s working quickly to roll out a new version that’s open to new customers, with a spokeswoman pointing to a mailing list for interested parties to sign up to get the latest updates here.

It’s not clear exactly why Twitter might have aborted a launch — or whether it was just quietly testing sign-ups in select markets, which at least three of our writers happened to be able to access. As we reported last month, it had already been working to integrate the newsletter into its platform and is clearly moving at a clip to get Revue plugged in so it can start to capitalize on the hype and momentum around paid newsletters.

Simultaneously, preventing users from finding a home for their longer form thoughts elsewhere is also likely front of mind for Twitter — as competition for attention in the social sphere heats up, such as from the likes of (rival) newsletter platform Substack (which has been building momentum since 2017); and buzzy live-voice chat app Clubhouse (which has recently captivated the clique-loving technorati).

But it seems Twitter feels its Revue newsletters aren’t quite ready for the prime time just yet.

For those eager to know more about how ‘Twitter + Revue’ will work in practice, here’s the lowdown from our very own @refsrc — who does have early access.

The newsletter feature, available from the three-dot “More” menu option on Twitter’s web interface, enables a user to sign up for Revue with a few clicks using their social account. Once onboard, users can begin drafting their newsletter and drag their recent tweets to it — if they so choose.

Image credit: TechCrunch

The newsletter platform, which competes with among others Andreessen Horowitz-backed Substack, maintains integration support for a number of third-party services including Facebook, Instagram, Pocket, Product Hunt, Instapaper, and even RSS feeds. Once users have integrated these services, they can drag and drop stories from those feeds to the newsletter.

In the current avatar, users can manually add email addresses of subscribers, or import a list from Mailchimp or a CSV file. On the welcome screen, which noted reverse engineer Jane Manchun Wong first spotted last week, Twitter also advertises that its newsletter can help writers and publishers earn money from paid subscribers.

Like before, Revue lets users schedule their newsletters. All in all, there doesn’t appear to be any additional features in this entire workflow.

Image credit: TechCrunch

 

Twitter is already working on integrating newsletters on its site, following Revue acquisition

Twitter only announced its acquisition of newsletter platform Revue two days ago, but the company has already begun to integrate the product into the Twitter.com website. It appears “Newsletters” will soon be the newest addition to Twitter’s sidebar navigation, alongside Bookmarks, Moments, Twitter Ads and other options. The company is also readying a way to promote the new product to Twitter users, promising them another way to reach their audience while getting paid for their work.

These findings and others were uncovered by noted reverse engineer Jane Manchun Wong, who dug into the Twitter.com website to see what the company may have in store for its newest acquisition.

According to a pop-up promotional message in development she found, Twitter will soon be pitching a handful of Revue benefits, like the ability to compose and schedule newsletters, embed tweets, import email lists, analyze engagement and earn money from paid followers. The messaging was clearly in early testing (it even had a typo!), but it hints at Twitter’s larger plans to tie Revue into the Twitter platform and serve as a way for prominent users to essentially monetize their reach.

Currently, the “Find Out More” button on pop-up message will redirect Twitter users to the Revue website Wong found.

In addition, Wong noted Twitter was making “Newsletters” a new navigation option on the Twitter sidebar menu. Unfortunately, it was not shown on the top-level menu where you today find options like Explore, Notifications, Messages or Bookmarks, but rather on the submenu you access from the three-dot “More” link.

 

The tight integration between Revue and Twitter’s main platform could potentially give the company an interesting competitive advantage in the newsletters market — especially as Twitter has already dropped hints that its new audio product, Twitter Spaces, will also be used as a way to connect with newsletter subscribers.

In its announcement, Twitter referred to “new settings for writers to host conversations” with their readers. That likely means Twitter users would be able to not just publish newsletters with the new Twitter product, but also monetize their existing follower base, find new readers through Twitter’s built-in features, and then engage their fans on an ongoing basis through audio chats in Spaces. Combined with its lowering of the paid newsletter fee to 5%, many authors are rightly considering the potential Twitter advantages. If anything at all is holding them back, it’s Twitter’s less-than-stellar reputation when it comes to successfully capitalizing on some of its acquisitions.

Twitter declined to comment on Wong’s findings, but we understand these features are currently not live on the website. Wong told us she hasn’t found any indications of Revue integrations in the Twitter mobile apps just yet.