Shifts in Personal Finance Possibly Led by Media-for-Equity Approach
The financial landscape is witnessing a significant shift with the emergence of media-for-equity funds, a model that is transforming the way new financial providers reach the market. One such fund, Visionary, founded in 2023 with a backing of $90 million, is based in the US.
This innovative approach allows startups to grow by trading company shares for advertising space. This model is no longer confined to traditional TV and print media; it is now striking deals with influencers, reaching younger, digital-first audiences. The influencer market, which grew from $1.7 billion in 2016 to $24 billion in 2024, is a testament to the model's growing popularity.
The media-for-equity model offers growth opportunities for startups, helping them to reach new heights. Companies like Zalando, Uber, Airbnb, and Pinterest have already leveraged this approach to grow internationally. For consumers, this means more financial products can reach the market, providing them with more options, better prices, and new trusted brands.
However, the funding landscape for consumer startups has been facing a crisis since 2025. Funding dropped from $6.3 billion in early 2022 to $800 million in early 2025. Yet, a solution gaining attention is the media-for-equity model. MMC, the first U.S. media-for-equity fund, launched in December 2023, partnering with media outlets like Sinclair Broadcast Group, TelevisaUnivision, and Atmosphere TV, giving startups access to major advertising channels.
The media-for-equity model also benefits media companies, opening new revenue streams. Consumers, in turn, have faster access to innovative, trustworthy financial products backed by credible media. Media-for-equity partnerships with influencers offer startups the opportunity to connect with consumers without overspending on ads. Influencers, in return, receive company shares for long-term promotion.
Moreover, media-for-equity allows startups to grow brand awareness without spending money. Since 2022, the U.K.-based MediaForGrowth fund has linked startups with media outlets in the US and Europe. This approach is a significant part of the growth story for startups in the financial sector and is part of the story shaping personal finance.
In conclusion, the media-for-equity model is reshaping the financial industry, providing a win-win solution for startups, media companies, and consumers alike. It is an exciting development that is set to redefine the future of personal finance.
