In 2025, consumer startups are struggling to raise money. Funding has dropped sharply—from $6.3 billion in early 2022 to just $800 million in early 2025, according to Carta. That $800 million, spread across 111 deals, is the lowest since at least 2019.

One solution getting attention is media-for-equity. In this model, startups give up a small share of their company in exchange for advertising space or airtime. For startups, it’s a way to grow brand awareness without spending precious cash. For consumers—especially in personal finance—it means more financial products can reach the market, giving people more options, better prices, and new trusted brands.

From Europe to the U.S.

Here’s how it works: a media company offers unused ad space, and in return, it gets shares in the startup. This approach has already helped companies like Zalando, Uber, Airbnb, and Pinterest grow internationally. Now, it’s spreading in the U.S.

Since 2022, the U.K.-based MediaForGrowth fund has linked startups with media outlets in the U.S. and Europe. In December 2023, Mercurius Media Capital (MMC) launched as the first U.S. media-for-equity fund with $90 million in backing.

“At MMC, we see media-for-equity as a way to shape markets, not just grow companies,” said MMC founding partner Piyush Puri.

MMC has since partnered with media outlets like Sinclair Broadcast Group, TelevisaUnivision, and Atmosphere TV—giving startups access to major advertising channels that would normally be too expensive.

Why It Matters for Families

Media-for-equity is not only about startups and investors. It also affects how people discover and judge new financial products. As personal finances get more complicated, people need a wider range of smart financial tools. But since advertising is costly and venture capital is harder to get, fewer new providers may reach the market.

Media-for-equity helps solve this problem. It gives startups the chance to grow by trading company shares for advertising space. For example, the savings app mynestegg made a deal with ITV AdVentures Invest worth up to £3 million. This model also supports stability—87% of startups backed by media-for-equity survive long-term, compared to only 10% across the industry. That means more reliable financial providers for consumers.

Media companies also gain by earning money from new sources, which helps keep the content people rely on sustainable. Research shows that almost 24% of publisher income now comes from non-traditional sources, up 5% from last year.

How Does It Work?

For consumers, the biggest effect is that new financial tools become visible faster. Take Edly, a student loan company. It signed a $1 million media-for-equity deal with MMC.

Edly focuses on repayment based on outcomes, aiming to make loans more affordable. Thanks to Sinclair’s broadcast network, Edly reached students and families during March Madness and football season—exactly when they were thinking about education costs.

This exposure gives people more financing options at a time when traditional loans are changing. As one executive explained, they weren’t just buying ads—they were connecting financial wellbeing with big cultural moments like sports.

The Next Phase: Influence Meets Equity

The model is also growing beyond TV and print. Startups now strike deals with influencers, giving them company shares in return for long-term promotion. The influencer market has exploded from $1.7 billion in 2016 to $24 billion in 2024. While TV is still powerful, influencers can also bring trust, credibility, and lasting brand awareness.

These partnerships help startups reach different groups—older, traditional audiences through media, and younger, digital-first audiences through creators. Most importantly, it lets startups connect with consumers while opportunities are open, without overspending on ads.

A New Kind of Growth Story

Personal finance is not just about money—it’s about the companies shaping how we borrow, spend, and invest.

Media-for-equity is part of that story.

  • For startups, it offers survival and growth.

  • For media companies, it opens new revenue streams.

  • For consumers, it means faster access to innovative, trustworthy financial products backed by credible media.

Published: 4th September 2025

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