The creator economy is broken. Here's how we're fixing it.
Brands and creators both lose in the current system. We're building something better.
The creator economy is worth $250 billion and growing. Yet somehow, both brands and creators feel like they're getting a bad deal. That's because the system wasn't designed for either of them — it was designed for middlemen.
The brand perspective
Brands know that creator marketing works. They've seen the data — creator content generates 8x more engagement than branded content. But working with creators at scale is a nightmare.
Finding the right creators takes weeks. Negotiating deals requires endless back-and-forth. Tracking performance across platforms is nearly impossible. And measuring actual ROI? Most brands are flying blind.
The result? Brands either overpay for big-name influencers who don't convert, or they give up on creator marketing entirely.
The creator perspective
Creators face the opposite problem. They've built engaged audiences but struggle to monetize them fairly. Brand deals are inconsistent, payment terms are terrible, and there's no transparency around what they should be charging.
Many creators rely on agencies that take 20-30% cuts while providing questionable value. Others spend hours every week in their DMs, negotiating deals instead of creating content.
The real problem
The creator economy is broken because it's built on information asymmetry. Brands don't know what creators are worth. Creators don't know what brands will pay. And everyone's guessing at what actually drives results.
This creates a market where the loudest voices win, not the most effective ones. Where relationships are transactional rather than strategic. Where neither side can plan ahead because everything is unpredictable.
How we're fixing it
Anyway brings transparency and intelligence to creator marketing. We're building a platform where:
- Discovery is data-driven — AI matches brands with creators based on audience fit and historical performance, not follower counts
- Pricing is fair — both sides can see benchmark data to negotiate deals that make sense
- Performance is measurable — every partnership is tracked from content to conversion
- Relationships scale — automation handles the logistics so humans can focus on creativity and strategy
The future we're building
We believe the creator economy should work better for everyone. Brands should be able to predict and optimize their creator marketing ROI. Creators should be compensated fairly for the value they create. And the whole system should be transparent enough that both sides can trust it.
That's the future we're building at Anyway. Join us.