Sifted
Med Trafficsifted.eu
Overview
Sifted is a digital media company focused on European startup and tech ecosystem news, analysis, and data. It was founded as a joint venture with the Financial Times and covers venture capital, founders, and emerging technology trends across Europe. Sifted serves as a go-to resource for founders, investors, and operators building technology companies in Europe.
By the Numbers
Founders
Isabel Woodford is a journalist and co-founder of Sifted who has covered fintech, startups, and venture capital across Europe. She was instrumental in launching the publication as a go-to source for European tech news.
She has been one of the most prominent voices covering European fintech and venture capital from the early days of Sifted's launch.
Jim Pickard is a journalist with a background at the Financial Times who helped establish Sifted as a credible editorial voice for European tech. He brought FT-caliber journalism standards to the startup media space.
Sifted was partly incubated within the Financial Times ecosystem, giving it rare institutional backing from day one.
Funding
Competitors
US-centric tech media giant with global reach vs Sifted's exclusive European focus
Premium subscription US tech journalism; Sifted is more Europe-specific and community-driven
Dealroom focuses on data and intelligence; Sifted emphasizes editorial journalism and community
French startup media; Sifted covers all of Europe rather than one country
EU-Startups covers funding rounds and news broadly; Sifted offers deeper analysis and FT editorial standards
Key People
Amy Lewin serves as Editor of Sifted and has been central to shaping the publication's editorial voice and coverage strategy across the European tech ecosystem.
Freya Pratty covers deep tech, AI, and climate tech for Sifted and has become a prominent voice on European deep tech investment trends.
Eleanor Warnock has held editorial leadership at Sifted, helping guide coverage strategy and team development as the publication scaled.
Revenue & Model
Hiring Signals
Tech Stack
Notable Customers
Web Presence
Verified from public records — not AI-estimated.
How They're Doing
Sifted has established itself as the leading English-language media brand covering the European tech and startup ecosystem. It has grown its newsletter subscriber base, events business, and data/intelligence products alongside core editorial. The company has been expanding its PRO tier and Sifted Intelligence research products to diversify revenue beyond advertising.
●Launched Sifted Intelligence, a premium data and research product targeting investors and operators
●Expanded events and community programming across European startup hubs
●Grew newsletter subscriber base substantially with multiple vertical-specific newsletters
Prognosis
Sifted is well-positioned to capitalize on the maturing European tech ecosystem as more capital flows into the region and demand for quality intelligence grows. Its FT association provides credibility, but it must continue to build subscription and data revenue as advertising markets remain challenging. Expansion into premium intelligence and community products represents its clearest path to sustainable growth.
●Growing demand for European startup intelligence from US and Asian investors looking at European deals
●Expansion of Sifted PRO and data/research subscription products targeting VCs and corporates
●Community and events business as European tech hubs mature and consolidate
●Digital media advertising market headwinds affecting revenue diversification
●Competition from well-funded data platforms like Dealroom and Pitchbook entering editorial
●Dependence on FT relationship for brand credibility and potential editorial independence concerns
Recent News
Sifted expands Sifted Intelligence premium research tier targeting European VC and corporate clients
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Sifted launches new vertical newsletters covering AI and climate tech in Europe
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Sifted hosts flagship European startup summit bringing together founders and investors
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Sifted expands editorial team and coverage of Central and Eastern European tech ecosystems
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Fun Facts
- 01Sifted was backed by the Financial Times from inception — a rare case of a legacy media giant incubating a digital-native competitor to itself in the startup news space.
- 02The name 'Sifted' was chosen to evoke the idea of filtering signal from noise in the crowded European startup landscape.
- 03Sifted launched in 2019 just months before the COVID-19 pandemic, yet managed to grow substantially as interest in European tech boomed during the remote-work era.
Timeline
Continued expansion of Sifted Intelligence premium data and research product; consolidated position as Europe's leading startup media brand
Scaled events business and community programming; launched vertical newsletters for AI and climate tech
Launched Sifted PRO subscription tier and began building intelligence/research products targeting professional audiences
Expanded newsletter portfolio and editorial team; increased coverage of VC funding rounds and founder stories across Europe
Navigated COVID-19 pandemic; grew audience as European tech coverage demand surged during remote-work boom
Sifted launched as a digital media company backed by the Financial Times, focused on European tech and startup ecosystem coverage