What Tom's Guide does

Tom's Guide is a US-headquartered consumer-technology media publication founded in 2007 as a lifestyle-tech spin-off from Tom's Hardware and operated under Future US, Inc., a subsidiary of the publicly listed UK media group Future plc. It serves general consumer-tech buyers, tech enthusiasts, and fitness/wellness consumers with hands-on product reviews, buying guides, breaking tech news, deals coverage, and how-to content across phones, TVs, audio, computing, AI, smart home, and fitness categories. The publication tests hundreds of products per year through a multi-editor signoff and peer-review process, and distributes content globally via tomsguide.com, mobile apps, four specialized newsletters, YouTube, TikTok, and community forums.

The core product is a digital publishing platform layered with proprietary editorial IP and a growing set of interactive tools, most notably the AI Product Finder (launched April 2026) which uses natural language processing over the publication's review library to deliver personalized product recommendations, and the forthcoming Leap-O-Meter upgrade-decision tool. The business model is primarily affiliate commerce, complemented by brand-paid award entry fees ($250 per product per category across at least five annual award programs) and a free community membership tier, Tom's Guide Club, that drives engagement and data capture. The publication operates distinct US, Canada, UK, and Australia editions, and is part of Future plc's B2C division alongside TechRadar, Windows Central, Android Central, and T3. In early 2026, parent Future plc announced a restructure that cut a net 30 editorial positions across the Tom's Guide and TechRadar titles amid a 6% B2C revenue decline and a 10% session decline to 317 million.

Name

Tom's Guide

Legal name

Future US, Inc.

Website

https://tomsguide.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

251–500 employees

Short description

Tom's Guide is a US-based consumer-technology publication and Future plc subsidiary that publishes lab-tested product reviews, buying guides, news, and deal coverage for consumer-tech buyers, enthusiasts, and fitness consumers across US, UK, Canada, and Australia editions, monetizing via affiliate commerce, brand-paid award programs, and a free membership community.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Affiliate Commerce: When readers purchase products through links on the site, Tom's Guide earns affiliate commissions. The site clearly discloses affiliate relationships while maintaining editorial independence.
2. Award Entry Fees: Brands can submit products for award nominations at $250 per product per category. Covers TV & Audio Awards, AI Awards, Smart Home Awards, Fitness Awards, and Best in Show MWC awards.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Tom's Guide is a digital consumer technology publication that publishes lab-tested product reviews, expert buying guides, breaking technology news, and curated deal recommendations for individual consumers. Editorial coverage spans consumer electronics categories including phones, laptops, TVs, streaming services, and smart home devices, supported by an in-house testing team and a network of specialist contributors.

Product overview

Tom's Guide is a comprehensive tech publication offering product reviews, breaking tech news, and deal recommendations across multiple content categories including phones, TVs, audio, computing, AI, wellness, and home. The publication operates as a unified platform featuring expert product testing (Labs tested), award programs (Fitness Awards, AI Awards, TV & Audio Awards, Smart Home Awards), and membership community (Tom's Guide Club). Key services include the Savings Squad deal curation team and an AI-powered Product Finder tool that provides personalized recommendations based on their review library. The site also offers daily puzzle content (Wordle, Connections, Strands) and interactive features like jigsaw puzzles.

Differentiator

Problem solved

Functional benefit

Brands

• Savings Squad: An expert team of deal specialists providing purchasing advice, money-saving tips, and curated shopping recommendations across product categories.
• Tom's Guide Club
• Product Finder
• Leap-O-Meter

Products and services

• Tom's Guide publication
• AI Product Finder
• Savings Squad
• Tom's Guide Club

Quantifiable outcome

• Hundreds of products tested per year with 100% independent methodology
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature2 records

Partnerships

One partnership is on record.

• Future plccoreOthersTom's Guide is a tech publication under Future plc, an international media group and leading digital publisher. Future plc is the parent company that owns Tom's Guide along with sister publications TechRadar, Windows Central, Android Central, and T3.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• CNET: CNET, owned by Red Ventures, is the most directly comparable tech product review publication, with similar affiliate-driven revenue and editorial coverage of TVs, phones, and home tech.
• Wirecutter: Wirecutter, part of The New York Times, is the leading affiliate-driven consumer product review and buying guide publisher, competing head-to-head in TV, laptop, and headphone categories.
• TechRadar: TechRadar is a sister Future plc publication covering the same consumer tech categories with similar affiliate monetization, frequently bundled in B2C division metrics alongside Tom's Guide.
• PCMag: PCMag (Ziff Davis) operates a comparable tech product review and lab-testing operation with strong SEO and affiliate revenue from computing and consumer electronics coverage.
• Engadget: Engadget is a long-running consumer tech publication covering reviews, news, and deals across categories that directly overlap with Tom's Guide's core vertical.
• The Verge: The Verge (Vox Media) is a direct competitor in tech reviews and news with growing commerce-oriented content targeting similar consumer electronics buying decisions.
• Digital Trends: Digital Trends is a consumer technology publication focused on product reviews, deals, and how-to content, operating a similar affiliate and advertising-driven business model.
• Trusted Reviews: Trusted Reviews is a UK-based tech review publication with strong testing methodology and affiliate commerce, directly comparable in audience and product coverage.
• Reviewed: Reviewed is USA Today's product reviews and recommendations arm, competing for the same affiliate-driven consumer electronics commerce audience.

Broad incumbents

• Consumer Reports: Consumer Reports is the largest legacy independent product testing organization in the U.S., covering a broader product set but with a comparable lab-tested methodology and editorial authority that competes for the same consumer decision-quality positioning.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/tomsguide
• Xx.com/tomsguide
• Facebookfacebook.com/tomsguide

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tom's Guide