Secret London

What Secret London does

Secret London is a privately held digital media publication operating at secretldn.com, founded in 2015 and based in London, United Kingdom, with a headcount of 11-50 employees. It produces editorial content across ten themed sections — Things To Do, Top News, Food & Drink, Culture, Escapes, Wellness & Nature, Secret Guides, Visit London, Sports, and Music — covering restaurants, attractions, events, day trips, culture, wellness, and live entertainment aimed at London residents and visitors. The platform is built on a WordPress CMS, with media hosting and delivery handled through FeverUp's infrastructure (offloadmedia.feverup.com), and is available in eight language versions to serve a pan-European visitor audience.

The company is the London edition within the Secret Media Network, a multi-city network of city-focused digital publications spanning Paris, Madrid, New York, Los Angeles, Birmingham, Bristol, Manchester, Liverpool, Edinburgh, and Glasgow, with FeverUp acting as a core strategic partner for advertising, branded content, and event promotion. Its primary revenue mechanism is display advertising, sponsored content, and branded content partnerships; no paid subscription or premium tier is offered. A free membership program, Secret Club, distributes exclusive perks and discounts at partner venues (e.g., 25% off at The Cinnamon Collection and Candlelight Concerts) and acts as the company's first-party engagement and newsletter channel.

Go-to-market is product-led: the company acquires audiences through SEO-optimized editorial content, organic social media, and an email newsletter, with a hybrid audience segmentation across London locals, tourists, and food and drink enthusiasts. DICE is integrated as a ticketing partner within the Music section, indicating early moves toward transactional monetization beyond traditional advertising. Publicly disclosed financials, revenue, funding, and management-team information are not available.

Name

Secret London

Website

https://secretldn.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Secret London is a privately held London digital media publisher that produces editorial guides on food, culture, travel, wellness, and events, monetizing through advertising and sponsored content via the Secret Media Network and FeverUp.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

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. Advertising and Sponsored Content: Secret London generates revenue through display advertising, sponsored content partnerships, and branded content opportunities. The site features sponsored sections and accepts paid partnerships with brands for event promotion.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Secret London is a digital media publication and online city guide that publishes editorial content about London covering things to do, food and drink, culture, wellness, nature, sports, music, day trips, and local news. The platform operates a free membership program called Secret Club that offers subscribers exclusive discounts and perks at partner venues, and monetizes primarily through display advertising and sponsored content.

Product overview

Secret London is a digital media publication providing editorial content about London events, attractions, and experiences. The platform consists of multiple content sections including Things To Do, Top News, Food & Drink, Culture, Escapes, Wellness & Nature, Secret Guides, Visit London, Sports, and Music. The company also operates a membership program called Secret Club that offers subscribers exclusive discounts and perks. The content is available in multiple languages (English, Spanish, German, French, Italian, Portuguese, Dutch) through language-specific subdirectories.

Differentiator

Problem solved

Functional benefit

Brands

• Secret Club: A membership program offering exclusive perks and benefits across London including discounts and access to events

Products and services

• Secret London Online Publication

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• FeverUpcoreStrategic or Co-development PartnerSecret London is operated in partnership with FeverUp, a platform for brand partnerships, branded content, and event promotion. The business.feverup.com platform is referenced for advertising, branded content, and event listing services. The website hosting and media assets reference offloadmedia.feverup.com for content delivery.
• Secret Media NetworkcoreStrategic or Co-development PartnerSecret London is part of the Secret Media Network, a network of city-focused digital publications including Paris Secret, Madrid Secreto, Secret NYC, Secret Los Angeles, and other UK city editions (Birmingham, Bristol, Manchester, Liverpool, Edinburgh, Glasgow). The network provides shared technology, brand, and content infrastructure.
• DICEminorGTM or Marketing PartnerDICE is referenced as a music partner integrated into the Music section of the site. DICE is a music discovery and ticketing platform that appears to provide concert and event listings or ticketing functionality.
• Candlelight ConcertsminorGTM or Marketing PartnerCandlelight concerts are featured on the platform, with Secret Club members receiving 25% discount. These are immersive concert experiences organized by FeverUp, promoted as exclusive member benefits.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Time Out London: Time Out's London edition covers events, restaurants, culture, and things to do with editorial content, sponsored content, and advertising — the same product category, audience, and monetization model as Secret London.
• DesignMyNight: London-focused events, nightlife, and restaurant discovery platform with editorial content, listings, and ticketing — directly comparable to Secret London's nightlife, music, and Food & Drink coverage.
• Secret NYC: Sister brand within the Secret Media Network covering NYC events, food, culture, and wellness with the same template, monetization stack (FeverUp), and Secret Club membership model as Secret London.
• The Infatuation: Restaurant-and-city-guide digital publisher with city editions, editorial reviews, and sponsored content — overlapping audience (food and culture enthusiasts) and a similar ad-plus-partnership revenue model.
• Londonist: Independent London editorial site covering events, food, culture, and hidden spots — same niche (curated local London content), similar SEO-driven audience model, though typically smaller-scale.
• Eater London: Food-focused digital publication under Vox Media covering London's restaurant and bar scene, monetized via advertising and branded content to an audience that overlaps Secret London's food and culture readers.
• Secret Paris: Another Secret Media Network sister brand covering Paris with the same content sections, FeverUp monetization stack, and Secret Club membership — directly comparable in template and operating model.

Broad incumbents

• VisitLondon (official London tourism): Official London destination marketing site with comprehensive attraction, event, and neighborhood content. Competes for tourist-intent search traffic and advertiser/sponsor interest, though backed by London & Partners rather than independent media economics.
• TripAdvisor London: Global travel platform with dominant London presence across attractions, restaurants, and experiences; competes for the same London-visitor search audience and is a major share-of-voice competitor for sponsored placements.

Others

• FeverUp: Strategic partner that supplies Secret London's advertising infrastructure, event listings, and ticketing (Candlelight). It is also an adjacent competitor offering paid experiences directly to the same London consumer audience, making the partnership dual-edged.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Secret London