Scalable Launches to Cover Creator Economy, Led by Former Tech Journalists

Kaya Yurieff and Jasmine Enberg, seasoned journalists, have launched Scalable, a new media company dedicated to covering the burgeoning creator economy. The venture operates as a 50-50 joint venture with Whalar Group's The Lighthouse, aiming to provide essential insights and a "playbook" for an industry experiencing rapid growth and legitimization. The launch was exclusively reported by Axios on October 30, 2025.

Scalable will deliver its analysis and reporting through a twice-weekly newsletter and a weekly podcast, available across major audio and video platforms. The newsletter will be hosted on Beehiiv, with Scalable joining the Beehiiv Media Collective to leverage its tools and support systems for independent journalists. The company also plans to host its inaugural annual event in Los Angeles next year.

Jasmine Enberg emphasized the timing of the launch, stating, > "We're at this point now where the creator economy has been legitimized. The dollars are starting to shift, but there really isn't a playbook for how to operate within this industry." This highlights Scalable's mission to address a critical gap in the market. Revenue for Scalable will initially be generated through brand partnerships, with potential for future paid products.

Kaya Yurieff previously launched and led The Information's newsletter on the creator economy and covered technology for CNN. Jasmine Enberg served as an analyst at Emarketer, focusing on the business of creators and social media. Their combined expertise positions Scalable to offer in-depth coverage and analysis of this dynamic sector.

The Lighthouse, a division of creator and social agency Whalar, provides capital and operational support to Scalable, while Yurieff and Enberg maintain full editorial control. Whalar launched The Lighthouse earlier this year to create physical spaces for creators, with locations in Venice, California, Greenpoint, Brooklyn, and a planned expansion to London. This partnership underscores a broader trend of media professionals and companies adapting to the evolving landscape of content creation and distribution.