Clutch

Clutch was a digital marketing marketplace that connected businesses with content creators for their marketing needs. The platform was co-founded by Madison Long (CEO) and Simone May (CTO). Clutch aimed to address the challenge creators face in securing consistent income by providing a platform where they could set their own rates and find work without losing a percentage of their earnings to an intermediary. The business model involved charging businesses an upcharge on creator fees, while creators received their full payment weekly.

The platform facilitated the matching process by having admins curate and connect businesses with suitable creators from their vetted pool. Businesses could review creator profiles, which included skills, rates, and offered services, and then request collaborations. The process involved an application and vetting call for creators, followed by a trial assignment to ensure quality before they were approved for client matching. Originally focused on student creators to empower the next generation, Clutch broadened its scope to include a wider variety of content creators.

In July 2024, approximately four years after its founding, Clutch was acquired by Plaiced, a self-serve platform for advertisers. The acquisition was seen as a strategic move to remain competitive in the rapidly growing creator economy. Co-founder Simone May had departed the company in June 2023, and CEO Madison Long continued to lead the company until the acquisition, after which she was set to remain as an advisor for about 18 months.

Keywords: digital marketing, content creators, creator economy, influencer marketing, creator marketplace, business-to-creator, B2C marketing, creator monetization, digital content, social media marketing, brand collaboration, creator discovery, freelancer platform, Madison Long, Simone May, Plaiced, tech acquisition, small business marketing, user-generated content, content strategy