Sifted

The idea for Sifted originated from Thornhill's interactions with European innovators who felt underrepresented in major financial publications. Recognizing an opportunity to serve this niche, he partnered with Woolley to build a standalone media business. The platform was designed to provide in-depth news, analysis, and data specifically for startup founders, investors, and operators within Europe's burgeoning tech ecosystem. Amy Lewin joined as the first employee and now serves as the editor, playing a key role in shaping the editorial voice and hosting the "Startup Europe — The Sifted Podcast".

Sifted's business model is centered on a mix of free and premium content. Revenue is generated through its "Sifted Pro" subscription, which provides access to verified startup and deals data, exclusive newsletters, and all journalistic content. The company also offers a variety of free specialist newsletters covering sectors like Climate tech, Fintech, and Venture Capital, alongside a daily news digest. Its offerings are designed to cater to a wide audience within the ecosystem, from founders and senior management to investors and service providers. In November 2021, Sifted raised £4m in an investment round led by ScaleUp Capital, which became its largest shareholder.

The platform serves as a source for news, in-depth reports, and market intelligence on emerging trends. It produces content that aims to be a "critical friend" to the startup community, covering not just successes but also the realities of building a business. In addition to written content and podcasts, Sifted fosters community through events and provides resources like data trackers for deals, investors, and market M&A. The company positions itself as a key information and connection hub for Europe's tech sector, aiming to amplify and empower the key players driving innovation across the continent.