What the business is
Scalable is a media company covering the creator economy through a twice-weekly newsletter, a weekly podcast and live events.
The bet
That a creator-economy newsletter and podcast backed by a creator agency can fund independent coverage without losing editorial control.
Starting capital
Capital and operational support from Whalar's The Lighthouse in a 50-50 joint venture.
How it started
Kaya Yurieff launched and led The Information's creator-economy newsletter and previously covered tech at CNN. Jasmine Enberg covered the business of creators and social media as an analyst at Emarketer. Enberg said the creator economy had been legitimized and dollars were shifting, but there was no playbook for operating in it.
What happened
On 30 October 2025 the pair launched Scalable as a joint venture with The Lighthouse, a creator workspace launched earlier in 2025 by agency Whalar Group. The Lighthouse provides capital and operational support while the founders keep editorial control, in a 50-50 structure. The newsletter publishes on Beehiiv as part of its Media Collective, and a first annual event is planned in Los Angeles in 2026.
What has to be true
Enberg argued the creator economy had been legitimized but lacked an operating playbook.
Journalists were leaving newsrooms for independent writing platforms amid layoffs and cuts.
A creator-agency partner supplies capital and operations, reducing solo-founder risks.
Brand partnerships give a revenue route without paid products at the start.
What can be applied
Independent journalists can trade half the company for capital and operations while keeping editorial control, if revenue is brand partnerships that do not touch the newsroom.
Aftermath
As of 2025-10-30 Scalable was launching its newsletter and podcast; no audience or revenue figures were reported.
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