Case Study: Sifted (Financial Times-backed news site) achieves stronger reader attachment and predictable subscription revenue with Piano

Financial Times-Backed News Site Sifted Launches Paywall with Piano

Sifted, the two‑year‑old Financial Times–backed news site covering European start‑ups, drew 5 million unique visitors in 2020 and had 67,000 newsletter sign‑ups. Facing volatile commercial and advertising income, the team wanted to build a subscription/membership model to deepen reader attachment and create more predictable revenue.

Sifted partnered with Piano to launch a paywall aimed at converting its audience and newsletter base into paying members. The launch, covered in the Press Gazette, positions the site to grow reader revenue and establish a steadier, long‑term income stream.

Sifted

John Thornhill

Co-Founder and Editorial Director