Product: Moniify Creators
Role: Product Lead
I built Moniify Creators to redefine how business media works with creators: integrating credible finance creators directly into editorial output.
Traditional finance outlets avoided creator content for its lack of editorial credibility, despite Zillennial audiences' love for its authenticity. The Creators product blended the two, offering younger audiences short-form finance content that was both engaging and trustworthy.
Problem / Opportunity
Audience research showed that creators had become a vital source of finance and business content for Zillennials — appreciated for their accessibility, tone, and personality — yet audiences sometimes questioned the accuracy of the information they shared.
Major business media outlets (both global and regional) either avoided creator partnerships entirely or treated creator content as peripheral: unverified, off-brand, or purely marketing-led.
The Model
Each creator we commissioned was a verified subject-matter expert. The approach was: creators as editorial contributors, not influencers. The creators were encouraged to share personal perspectives while following clear editorial guardrails: separating fact from opinion, citing sources, and adhering to Moniify's fact-checking standards.
The model balanced creator authenticity with editorial rigor, delivering content that felt native to social platforms but also aligned with business media brand values.
Implementation
I built the end-to-end creator integration pipeline, from partnership strategy to operational systems and distribution:
Creator Partnerships
Developed the selection framework and negotiated direct and agency-based partnerships across key markets.
Editorial Workflow
Collaborated with the Executive Producer to establish editorial standards ensuring content met Moniify's tone, quality, and fact-checking requirements. Co-authored a creator toolkit codifying accessibility and technical standards.
Operations System
Built a custom Airtable app connecting creators, agencies, and the internal team — automating 10K+ handoffs annually across 700+ workflows and five agency pipelines.
Distribution & Launch
Oversaw rollout across Moniify's website and social channels (Instagram, TikTok), working with tech, design, marketing, and PR teams on user journeys and launch promotion.
Outcome
Creator-led content became Moniify's top-performing format on Instagram and TikTok, consistently outperforming channel averages for views and engagement.
The product demonstrated that creators could be editorially integrated into business media without compromising credibility or brand standards: a model that had not been successfully executed by competitors.
Constraints
Certain website discovery features were deprioritized due to engineering resource constraints. Paid amplification was paused shortly after launch due to an ad spend freeze. The product was discontinued following company-wide budget cuts and a strategic pivot.
Key Validation
Despite its short lifespan, Moniify Creators proved that a creator-editorial hybrid model could deliver both audience engagement and editorial trust, addressing a gap that traditional business media had failed to solve.