What EFTM does

EFTM is an Australian digital men's lifestyle media company, operating as EFTM Pty Ltd, that publishes technology news and product reviews, automotive and electric vehicle coverage, and lifestyle editorial aimed at Australian consumers. The company was founded in 2009 (the earliest archived posts date to July 2009) and is operated as a privately held proprietary limited company headquartered in Australia. Trevor Long is the primary editorial voice and a co-host of the flagship podcasts, and the company publicly positions itself on a "100% human-generated content" stance as a deliberate contrast with AI-generated media.

The core product surface is the eftm.com website, a WordPress-based content management system with custom theming, complemented by native iOS and Android mobile applications and a portfolio of branded podcasts including "Two Blokes Talking Tech" (739+ episodes), "Two Blokes Talking Electric Cars" (126+ episodes), "The Best Movies You've Never Seen," and a general "EFTM Podcast." Content is distributed through the website, podcast aggregators (notably Whooshkaa), mobile app stores, email/newsletter, social media, and a recurring Tech Talk segment on Triple M radio hosted by Trevor Long. The editorial archive spans more than 1,100 pages of articles and reviews.

The business model is advertising-driven: EFTM provides free editorial content to consumers and monetizes through display advertising on the website (banner placements and MREC medium-rectangle units), sponsored content segments, and likely radio/brand integrations. There is no subscription paywall, no disclosed product sales, no disclosed enterprise customers, no funding rounds, and no parent company. Geographic focus is domestic Australia, with no claim of global footprint beyond incidental podcast availability on global aggregators.

Name

EFTM

Legal name

EFTM Pty Ltd

Website

https://eftm.com.au

Company type

Private

Founded year

2009

Operating status

Operating

Short description

EFTM is an Australian digital media company that publishes free technology, automotive, and lifestyle editorial content for Australian consumers, monetized through display advertising and supported by podcasts, mobile apps, and Triple M radio.

Ownership category

akta.pro rank

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Advertising: EFTM generates revenue through display advertising on their website, with ad placements including banner ads, MREC (medium rectangle) ads, and sponsored content segments.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

EFTM is an Australian digital lifestyle media publisher that produces original editorial content including technology news, consumer electronics and gadget reviews, automotive and electric vehicle coverage, and lifestyle articles. Content is distributed across the eftm.com website, iOS and Android mobile apps, multiple branded podcasts, and Tech Talk segments broadcast on Triple M radio.

Product overview

EFTM is an Australian digital media publication providing technology news, product reviews, and lifestyle content. They operate the main eftm.com website as their core content platform, complemented by native iOS and Android mobile applications. Their content is delivered through multiple branded podcast shows including 'Two Blokes Talking Tech' (technology discussions), 'The Two Blokes Talking Electric Cars' (EV reviews and news), 'The Best Movies You've Never Seen' (film commentary), and the general 'EFTM Podcast' covering tech, cars, and lifestyle topics. Content is also distributed via email newsletter and the website features consumer guides, product reviews, and editorial coverage across tech, motoring, and lifestyle categories.

Differentiator

Problem solved

Functional benefit

Brands

• Two Blokes Talking Tech: A technology podcast featuring Trevor Long and Stephen Fenech discussing the latest tech news and product reviews.
• Two Blokes Talking Electric Cars
• The Best Movies You've Never Seen
• Triple M Tech Talk

Products and services

• EFTM Website The main digital publication platform delivering technology news, car reviews, and lifestyle content through articles, reviews, and product coverage for Australian consumers.
• EFTM Mobile App Native mobile application available on iOS and Android for accessing EFTM content, podcasts, and reviews on mobile devices.
• Two Blokes Talking Tech Podcast Weekly tech podcast featuring discussions on the latest gadgets, technology trends, and product reviews, hosted by Trevor Long and Stephen Fenech, distributed via podcast platforms.
• Two Blokes Talking Electric Cars Podcast Podcast focused on electric vehicle news, reviews, and discussions covering the transition to electric mobility in Australia.
• The Best Movies You've Never Seen Podcast Movie podcast covering overlooked or underappreciated films, providing commentary and recommendations for film enthusiasts.
• EFTM Podcast General EFTM podcast covering technology, cars, and lifestyle topics with listener interactions and calls.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Regional players

• Choice: Australian consumer advocacy and product review organization. Comparable consumer-trust positioning in tech and household product reviews for the Australian market, though non-profit.
• Tech Guide: Australian consumer tech review site covering smartphones, laptops, audio, and home entertainment. Comparable horizontal tech/lifestyle review format targeting the same Australian consumer audience.
• CarAdvice: Australian automotive review and news outlet with strong EV and new-car launch coverage. Comparable in the motoring editorial space and EV focus area, serving the same Australian car-buyer audience.
• Ausdroid: Australian consumer technology publication focused on Android, smartphones, and gadgets. Closest direct peer in the Australian tech-review niche that EFTM occupies, with similar ad-supported editorial model.

Direct peers

• Drive.com.au: Major Australian automotive review and news site covering new car launches, reviews, and EV coverage. Direct peer on the motoring vertical where EFTM publishes its 'Two Blokes Talking Electric Cars' content.
• Finder: Australian comparison and reviews platform covering tech, automotive, and lifestyle products. Highly comparable in vertical mix (tech + cars + lifestyle) and Australian consumer focus, though with a stronger comparison/commerce orientation.

Broad incumbents

• The Verge: Major US-based consumer technology and lifestyle publication covering tech, cars, and culture. Highly comparable horizontal mix of tech + cars + lifestyle reviews and editorial, but at much larger scale under Vox Media.
• TechRadar: Global consumer technology review and advice publication with strong buying-guide and review content. Comparable in review-driven SEO content model and consumer-tech focus.
• Engadget: Global consumer technology publication covering gadgets, reviews, and tech news. Comparable product-review editorial format and consumer tech audience, with significantly larger scale and resources.
• Gizmodo Australia: Australian edition of the global Gizmodo tech publication. Comparable consumer tech editorial but with the backing of a global media network, representing a larger-scale competitor in the same category.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks4 records

Key highlights5 records

Customer concentration

• Xx.com/eftm
• Facebookfacebook.com/EFTMonline

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 EFTM