We love consumer brands

We operate at the intersection of venture capital, media and creativity

Hanassi Ventures is a media-backed investment fund taking consumer startups to the mass market using audio and visual podcasts. With the backing of the UK's most popular podcasts, we help brands reach millions of UK consumers every month.

For Publishers For Brands

What Is Media for Equity?

Media for Equity is a simple swap. A podcast publisher provides advertising space. A growing business provides a small piece of ownership (equity) in return. No cash changes hands.

The publisher turns ad slots into shares in exciting, fast-growing companies. The business gets its brand in front of thousands of engaged podcast listeners.

We are the platform. For publishers, we source the right companies, conduct due diligence, structure the deals and support the companies in our portfolio. For businesses, we understand their commercial goals, match them with the right podcast audiences, and put in place the deal structure, so if multiple podcast platforms are involved, they have just one entity on the cap table.

For Brands

Reach your audience and grow your brand

You get the brand-building power of podcast media without the cash outlay. Your money stays where it's needed most: building product, hiring great people, and growing the business.

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For Publishers

Take a stake in the next big thing

Podcast networks can leverage their media assets and audience reach to secure equity stakes in fast-growing companies — giving them venture-level upside, a powerful tool for attracting and retaining top talent, and a different way to monetise inventory.

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Media for Equity is a Win-Win

The Publisher Gets…

Equity in high-growth companies
A pipeline of future cash-paying advertisers
A diversified portfolio built from their own shows
A tool to attract and retain top talent
Unsold ad slots turned into real long-term value

The Brand Gets…

Premium podcast advertising — no cash required
Exposure to engaged, loyal podcast audiences
Improves ROAS of other paid media channels
One point of contact, we manage everything
Real attribution data before committing budget

Why Podcasts + Brands Is a Game-Changer

Trust is built in

Podcast hosts read the ads themselves. Listeners trust their favourite hosts in a way they don't trust banner ads or TV commercials. That trust transfers directly to the brand.

Audiences are deeply engaged

Podcast listeners are actively listening, giving brands a direct line to attention that's almost impossible to buy elsewhere.

Both sides are invested in success

The publisher owns shares in the brand and genuinely wants it to succeed. The brand gets advertising at no cash cost.

It creates a flywheel

When a brand grows thanks to podcast advertising, it eventually becomes a cash-paying advertiser. The publisher helped build that future client — and earned equity along the way.

The Opportunity

Podcast advertising is fast becoming the most effective medium for brands to build their reputation and to grow, while other broadcast mediums are going in reverse.

Audience Reach

16.3m

Weekly podcast listeners in the UK

RAJAR, Q2 2025

51%

Of UK adults listen monthly — 25 million people

RAJAR, Q2 2025

30%

Of higher-income households listen weekly vs 22% national average

RAJAR, Q2 2025

Advertising Effectiveness

86%

Ad recall among regular listeners — highest of any ad-supported medium

Sounds Profitable, 2025

71%

Brand recall vs 32.5% for TV advertising

Nielsen

80%

Of UK listeners trust host recommendations

Acast/Nielsen, 2024

41%

Have made a purchase after hearing a podcast ad

Acast/Edison Research, 2024

57%

Visit a brand's website after hearing a podcast ad

Acast/Edison Research, 2024

1.7x

Lift in purchase intent; 2.1x aided awareness; 2.7x brand favourability

Kantar LIFT

How It Works

Two parallel paths — one for brands, one for publishers.

For Brands

Pitch to us

Tell us about your brand, your target audience, and your growth ambitions.

Due diligence

We conduct due diligence on your business, similar to how any investor would evaluate and understand the business and its prospects.

Deal structure

The deal is structured through two simple agreements: a Venture Investment Agreement and an Advertising Service Agreement spelling out exactly what media you get.

Use media

Media needs to be used over a 1 to 2-year period. A 5% arrangement fee is paid in cash at completion, and a 5% media buying fee applies at each redemption.

For Publishers

Become a partner

Tell us which shows are available, their verified impression volumes per host-read over a 4-week cycle, and the agreed CPM rate benchmarked with your hosting platform.

We find the companies

Our venture team sources and vets post-Series A/B businesses with real product-market fit — companies where the equity has significant upside potential.

We build the media plan

We match the investee company's audience profile to the right shows across your portfolio. Placements are selected by audience fit.

We structure the deal

We create the legal structure for publishers to hold their shares. At a liquidity event, returns are distributed in proportion to your contributed media value.

Key Principles

We find the companies

Hanassi Ventures approaches businesses proactively. This keeps quality high and positions the offering as a real investment.

Only the best companies

We only invest where we genuinely value the equity. We find businesses where the equity is actually worth having.

New business, not cannibalisation

Deals target companies not currently buying podcast media. This creates new revenue rather than eating into existing ad income.

Transparent pricing

Every placement is valued at CPM rates agreed with Acast and Audioboom, using verified data. No ambiguity.

Everyone wins together

Every stakeholder benefits when the investee company grows. Genuinely aligned incentives.

About Hanassi Ventures

What We Do

Experienced investors

We work with venture capital funds to source great companies and deals.

Due diligence on the brands

We conduct thorough homework to invest in the most promising consumer brands.

Legal structure put in place

We take care of the legals, putting in place the right structure.

Regular updates

We share regular updates from the business with publishers, keeping everyone informed.

Leadership

Adam Pike is a serial entrepreneur, including co-founding SuperCarers (acquired by Home Instead) and being part of the team behind Cimagine (sold to Snap), with a career that began at Deloitte before taking him to the UK Treasury and into founding roles across technology, media and consumer services. A CIMA-qualified accountant, he has advised founders and leadership teams across VC-backed businesses.

Frequently Asked Questions

Everything you need to know about Media for Equity.

Ready to Get Started?

Whether you're a brand looking to grow or a publisher looking to invest, we'd love to talk.

Free 30-minute discovery call. No commitment required.