Inman News

How do you convince 600,000+ monthly visitors to pay for news they already get for free?

The real-estate publishing site Inman News had several hurdles when we began our partnership. After a decade of relying on a ad-based model, they needed to transition to a new membership-based model. They also wanted a faster way launch their new products, maintain their loyal readership, and simultaneously tap into new markets. A clunky paywall, limited scalability, and cluttered and inconsistent design were standing in their way.

Sleek and Intuitive
Subscription Product

First, we redesigned the Inman News subscription experience based on defined user personas and expectations that felt less intrusive to the customer while providing a load of value. The new one-click system of compelling paywall-locked content matched with great design not only helped Inman retain users, it grew the paid member base by 300K.

Scalable Hub Platform
and Updated Design

Then we built a modular backend that could integrate best- in-class tools and technology without a requiring a massive engineering investment. This new system improved production, increased traffic, and allowed the team to scale at will. We also implemented visual and UX design changes focused on thoughtful and consistent branding that built trust with users, minimized clutter, improved readability, and clarified functionality.

Combined, our changes boosted readership by 30% within 90 days of launch.




Rich Content Pieces


Current Records in Data Warehouse in Use

As our partnership evolves, we continue to add value to the Inman users. We’ve since incorporated revolutionary technology like AI-powered personalized content, developed new business units like a market data platform and a learning management system and expanded their subscription services by creating new tiers with specific features. Together, we’ve spent countless hours defining the future of the real estate industry and we’re just getting started.

Morgan Brown

Inman News

" They really put a lot of value and emphasis on process and not skipping steps, not rushing. They’re very methodical.”