A group of former National World executives has launched Profenx, a new media technology company that aims to combine AI-driven publishing tools with creator-led content businesses.
The launch comes as publishers grapple with declining search traffic, pressure on advertising revenues and the rapid growth of independent creators. Profenx is positioning itself between those worlds, arguing that established publishers’ scale and operational expertise can be combined with the flexibility and audience relationships that have fuelled the creator economy.
The company plans to develop a technology platform designed to improve the economics of digital content creation. Its model includes licensing the platform to third-party partners while also building, launching and acquiring its own portfolio of media brands.
The founding team brings together experience from publishing, technology and entrepreneurship. Chief executive John Rowe is an entrepreneur and investor who has launched and exited a number of digital businesses, while Alan Renwick has held senior roles across broadcasting, consumer publishing, business publishing, consulting and private equity. Martin Crawford was part of the team that built and sold sports publishing business Snack Media, and Nick Kendal previously held senior audience, data and technology positions at National World.
Rowe said the company believes publishers need a different operating model as technology reshapes the market. “We are delighted to introduce Profenx to the world. The industry is crying out for a fresh approach, and we believe our stripped down, technology driven approach can steer the creation of the high quality, high value content that consumers increasingly demand,” said Rowe.
He said the company has already begun work on three pilot projects and plans to announce further details later.
The business has been funded jointly by the management team and Jaipur Capital, a Singapore-based venture capital firm focused on digital, media and service businesses. Jaipur recently acquired the Asian luxury publishing assets of German media company BurdaMedia.
“We are excited at the potential for Profenx to reshape the digital publishing sector and in particular its ability to help us accelerate our ambitious video first publishing plans across Asia. We are delighted to be partnering with such an experienced, ambitious and distinctive team,” said Vikas Johari, a director at Jaipur Capital.
Profenx will operate as an international business, with bases in London, Dubai and India.
The launch reflects a growing effort across the publishing sector to use AI not simply as a productivity tool but as the foundation for new media businesses. While many publishers remain focused on efficiency gains, Profenx is betting that technology can support entirely new operating models built around both media brands and individual creators.
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