INSIDER
Business Insider (INSIDER) is a New York–based online business media company founded in 2007 that publishes original news, analysis, and video across technology, finance, markets, and lifestyle verticals, distributed via web, app, newsletters, and international editions in five markets.
- Company typePrivate
- Founded2007
- HeadquartersNew York, United States
- Headcount251–500
- GTM typeB2C
- OfferingDigital Commerce or Content
What INSIDER does
Business Insider (operating as INSIDER) is an online media company founded in 2007 and headquartered in New York that publishes original business news, analysis, and commentary for a general business readership. Its editorial coverage spans Business (Strategy, Economy, Finance, Retail, Advertising, Careers, Law, Media, Real Estate, Small Business, Personal Finance, The Better Work Project), Tech (Science, AI, Enterprise, Transportation, Startups, Innovation), Markets (stocks, indices, commodities, crypto, currencies, ETFs), Lifestyle (entertainment, culture, travel, food, health, education, parenting), Military & Defense, Politics, and Reviews (home, kitchen, style, streaming, pets, tech, deals, gifts, tickets), with international editions serving the United States (headquarters), Germany/Austria, Spain, Japan, Poland, and Taiwan.
The company distributes content through its flagship businessinsider.com site, a dedicated mobile app, opt-in email newsletters, and original video programming that includes franchises such as Big Business, So Expensive, View From Above, Risky Business, Boot Camp, Still Standing, How Crime Works, and Life Lessons. It also operates a dedicated gaming vertical called Level Up featuring shows Boxed, Pipeline, Knighthop, and Tally. Editorial operations are led by founders Henry Blodget (Founder) and Nicholas Carlson (Cofounder and Editor in Chief), with a broader leadership bench that includes a second Editor in Chief (Jim Edwards), a CMO (Jenifer Berman), and a VP of Media Strategy & Client Success (Melanie Winer).
Business Insider runs a digital publishing business model combining advertising revenue (across web, mobile, and video inventory) with paid subscription and newsletter products, servicing both consumer readers and brand-side advertising clients via a managed client-success motion typical of large digital publishers. Note: a separate set of structured-data blocks in the input describes an unrelated Turkish AI-personalization SaaS startup also called Insider; that entity does not match the firmographic definition, leadership roster, or website provided for INSIDER, so it is excluded from this analysis.
INSIDER firmographics
Firmographics- Name
- INSIDER
- Legal name
- Insider
- Website
- https://insider.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Business Insider (INSIDER) is a New York–based online business media company founded in 2007 that publishes original news, analysis, and video across technology, finance, markets, and lifestyle verticals, distributed via web, app, newsletters, and international editions in five markets.
- Ownership category
- akta.pro rank
INSIDER industry classification
Industry- Product category
- Online Business News
- NAICS
- Periodical Publishers (513120), Newspaper, Periodical, Book, and Directory Publishers (5131)
- SIC
- Newspapers: Publishing Or Publishing & Printing (2711)
- akta.pro primary industry
- Consumer News & Digital Newsrooms (Web/App-First) (MPAJADAD)
- akta.pro secondary industries
- Business, Financial & Trade News Publishers (MPAJADAC), Digital Magazine & Newspaper Subscription Platforms (Paywalls, Membership) (MPAJAMAD), Newsletters & Email-Based News Publishers (B2B/B2C) (MPAJADAJ)
Keywords
Where INSIDER is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
INSIDER business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Enterprise SaaS Platform Licensing: AI-powered personalization and customer engagement platform sold to enterprise brands for customer experience optimization
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
INSIDER product offering
Product offeringCore offering
Business Insider (insider.com) is an online news and media company that publishes business, technology, finance, markets, and lifestyle journalism. Its core offering is a digital news publication delivering real-time articles, editorial analysis, email newsletters, video programming, and a dedicated markets data subdomain, with revenue generated primarily through digital subscriptions and advertising.
Differentiator
Problem solved
Functional benefit
Products and services
- Business Insider Digital Subscription Paid digital subscription that unlocks premium Business Insider reporting and editorial coverage across business, technology, finance, and markets for individual readers.
- BI Prime Membership Subscription membership tier extending Business Insider's offering to paying members seeking additional premium business news content.
- Business Insider Email Newsletters Email-delivered newsletter products covering Business Insider's editorial beats (business, markets, tech, lifestyle, careers) for readers who want curated news in their inbox.
- Business Insider Mobile App Mobile news application for iOS and Android that delivers Business Insider articles, breaking news alerts, and editorial content to readers on mobile devices.
- Business Insider Markets Dedicated financial markets news portal at markets.businessinsider.com covering equities, indices, commodities, crypto, and companies for investors and finance readers.
- Business Insider Video Programming Original video programming including flagship shows such as "Big Business" and "So Expensive," distributed via web and social video channels to business and consumer audiences.
Companies that use INSIDER
Customer profileSegments1 record
Ideal customer profiles1 record
INSIDER technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
INSIDER partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
INSIDER competitors and assessment
Company assessmentDirect peers
- Bloomberg Media: Bloomberg's consumer digital media arm is a direct peer to Business Insider: both target business, finance, and tech decision-makers with subscription and ad-supported digital news products covering markets, companies, and the economy.
- The New York Times (digital news): The NYT operates a subscription-first digital news business spanning business, tech, and lifestyle. It directly competes with Business Insider for paid digital readers and ad budgets, with a more established paywall and larger subscriber base.
- Wall Street Journal (Digital): WSJ's digital subscription business competes head-to-head with Business Insider for business and finance readers, offering similar Markets, Tech, and Business coverage with a higher ARPU and stronger brand in the category.
- Financial Times: FT is a subscription-led digital business news brand covering markets, companies, and global economy — directly comparable to Business Insider's Business and Markets verticals and competing for the same professional subscriber base.
- Axios: Axios is a digital-first news outlet with a strong business, politics, and tech focus and a signature newsletter-led distribution model. It competes with Insider for both ad-supported and newsletter-driven reader attention.
- Forbes: Forbes is a long-established digital business news and lists brand covering finance, entrepreneurship, and lifestyle — comparable in vertical mix to Insider and competing for similar ad and reader dollars.
- CNBC Digital: CNBC's digital platform covers business, markets, tech, and personal finance with both editorial and video. It competes with Insider on web and app for ad-supported and increasingly subscription audiences.
- Vice Media: Vice operates a digital-first news and video business covering culture, tech, and business-adjacent verticals. While more youth-skewed, it overlaps with Insider on Tech, Media, and Lifestyle and competes for digital ad and video budgets.
Emerging players
- Morning Brew: Morning Brew is a newsletter-native business and finance media brand that has expanded into podcasts and events. It overlaps with Insider on business/finance audiences and competes particularly for young professional readers via email rather than web.
- The Information: The Information is a subscription-led tech and business news outlet focusing on deep, exclusive reporting. It overlaps with Insider's Tech and Startups verticals and competes for high-ARPU subscribers in the tech ecosystem.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
INSIDER social profiles
Digital presenceINSIDER financial estimates
Financial estimateRevenue estimate
Valuation estimate
INSIDER leadership team
Management profileNumber of profiles
Profiles5 records
INSIDER funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
INSIDER M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about INSIDER
What does INSIDER do?
Business Insider (insider.com) is an online news and media company that publishes business, technology, finance, markets, and lifestyle journalism. Its core offering is a digital news publication delivering real-time articles, editorial analysis, email newsletters, video programming, and a dedicated markets data subdomain, with revenue generated primarily through digital subscriptions and advertising.
Is INSIDER a public or private company?
INSIDER is a private company. It is classified as unknown and is currently operating.
When was INSIDER founded?
INSIDER was founded in 2007. It employs 251 to 500 people.
Where is INSIDER based?
INSIDER is headquartered in New York, United States, in the North America region.
How does INSIDER make money?
One revenue line is on record: enterprise SaaS Platform Licensing.
Who are INSIDER's main competitors?
Direct peers on record are Bloomberg Media, The New York Times (digital news), Wall Street Journal (Digital), Financial Times, Axios, Forbes, CNBC Digital and Vice Media. Emerging players are Morning Brew and The Information.
Does INSIDER have an API?
No public API is recorded for INSIDER.
What industry is INSIDER in?
INSIDER's product category is Online Business News. Its primary akta.pro industry code is MPAJADAD, Consumer News & Digital Newsrooms (Web/App-First), with a secondary code of MPAJADAC, Business, Financial & Trade News Publishers. Its NAICS code is 513120 and its SIC code is 2711.