Sifted is a Financial Times-backed media platform that has become the principal news source for Europe's startup ecosystem. Founded in January 2019 by digital entrepreneur Caspar Woolley and John Thornhill, a longtime FT innovation editor, Sifted emerged from a deliberate gap in the market: high-quality journalism focused specifically on European entrepreneurship rather than global tech trends.
The publication's editorial operation spans multiple European cities including London, Paris, and Stockholm, with dedicated staff journalists supplemented by part-time reporters across Berlin, Barcelona, and Bucharest. This continental presence distinguishes Sifted from competitors with predominantly UK-centric coverage.
Sifted's business model extends beyond traditional journalism. The organization generates revenue through subscriptions, advertising, and events while maintaining editorial independence from its financial backer. In its early years, the platform attracted substantial readership, reaching 2 million unique visitors annually and building a subscriber base of 30,000 for its newsletter by 2020.
The organization has evolved its offerings to serve the startup community comprehensively. Beyond daily news coverage, Sifted produces data-rich reports on specific European market segments, hosts events bringing together founders and investors, and maintains a community platform facilitating professional connections. Recent initiatives include the Sifted Talks series, which convenes decision-makers to discuss sector challenges.
Leadership includes CEO Florencia Schiavon, Editor Amy Lewin, and founding Editorial Director John Thornhill. The organization positions itself as a "critical friend" to Europe's startup sector rather than a cheerleader, reporting on both successes and failures within the continent's innovation landscape.