PYMNTS MonitorEdge May 2024

Real-Time Market Value Unlocks New Avenues for Creator Financing

content creator, payments

Access to financial resources is undeniably critical for business success. Without it, the road ahead can be fraught with challenges, potentially leading to the demise of even the most promising ventures. 

Yet, for independent creators — whether they are influencers, musicians or content creators — the landscape is uniquely complex. 

“Access to business loans and lines of credit are virtually non-existent,” James Jones, founder and CEO of creator-focused wealthTech and financing platform Bump, told PYMNTS in a recent interview. “Most creators are denied access because they don’t have paystubs or W2s, or because their income is just too unpredictable for traditional institutions with very little appetite for risk.” 

Moreover, most emerging creators frequently enlist promoters to boost their online following and engagement, which may lead to the creation of multiple social media accounts on behalf of the creator to bolster metrics such as follower count or music streams. 

However, this arrangement introduces complexities in determining fair compensation for the creator and establishing reliable tracking mechanisms, Jones said.  

Another challenge lies in assessing a creator’s value for financing or negotiating deals. When presented with an offer from a brand, creators often lack the resources or validation to effectively negotiate, he further noted, and as a result, may struggle to gauge the worth of their content or the potential returns on their collaborations, leaving them at a disadvantage in deal-making scenarios. 

These obstacles highlight the delicate nature of financing for creators and the pressing need for tailored solutions that accommodate their unique circumstances — a gap that Bump aims to bridge. According to Jones, the company simply doesn’t ”believe [that] creators should be subjected to the same criteria as people who have regular jobs and therefore more income predictability.” 

Maximizing Wealth-Creating Opportunities

As part of its mission to reshape the financial landscape for creators and their businesses, the California-based firm currently offers an array of financing options and business growth tools. This includes features like an income discovery software that helps creators to gain clarity on owed payments, alongside real-time analytics and reporting to help them track their earnings effectively.

Meanwhile, “our market value feature has earned the moniker ‘stock market for creators’ among our clientele,” Jones said, noting that the platform provides real-time market value on a per-content basis across digital platforms to enable creators confidently negotiate brand deals, ensuring fair compensation for their work. 

Additionally, clients have access to the Bump Creator Credit Card, with no monthly fees or credit checks. Moreover, direct deposit accounts (DDAs) offer a secure placement of creators’ royalties and payouts into managed money market accounts, enabling creators to earn interest on their idle cash, maximizing the value of their earnings in the long run.

To further help clients maximize their wealth-creating opportunities, Bump announced Tuesday (April 23) that it has raised $3 million in seed funding, expanding its services throughout the U.S., Europe and Africa.

With this capital injection and integrated financial solutions, Jones said the company will continue to empower clients to achieve their financial goals and aspirations by addressing the unique challenges and opportunities within the booming creator economy. 

“We help facilitate the building of true wealth for creators,” he said.