Outlet profile

Invezz

UK financial/business, no explicit political affiliation

Owned byInvestoo Group, backed by Kinetic Investments and Optimizer Invest

FundingDigital advertising and affiliate marketing; earns commissions from broker and financial product referrals; some sponsored placement

On the administrationbroadly critical

Background

Invezz was founded in 2012 by John Alexander Adam and Ivaylo Kostadinov in Sofia, Bulgaria, with the stated goal of making investing accessible to ordinary people through plain-language guides and financial news. The site grew to over 200,000 unique monthly visitors before being acquired in April 2017 by Investoo Group, one of the largest financial lead-generation companies in the world. Investoo Group had received a seven-figure investment from Kinetic Investments and Optimizer Invest in late 2016, and the Invezz acquisition was part of a broader expansion strategy. In 2019, Investoo Group converted a £7.5 million credit line into equity, further cementing Optimizer Invest's stake. Today Invezz is headquartered in London with offices in three countries, more than 40 full-time staff and 30-plus contributors, and publishes content in 13 languages for a global audience. Its revenue model relies heavily on affiliate marketing—particularly referrals to brokers and trading platforms—alongside display advertising, which critics note can create commercial pressure on product reviews. No major third-party bias rater (Media Bias/Fact Check, AllSides, Ad Fontes Media) has issued a formal rating for Invezz, and it does not carry a recognized political label; its coverage of the Trump administration's economic and trade policies has been fact-cited and largely unfavorable.

Sources

Profile compiled 2026-07-16; refreshed when ownership, funding, or the administration changes.

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