JetSynthesys-funded tech start-up Fanory has appointed Azim Lalani and Saurabh Singh Kushwah as co-founders to enhance its founding team. Lalani and Kushwah, who were previously colleagues of Fanory co-founder Manish Maheshwari at Network18 from 2016 to 2019, bring experience in the digital media space that will provide the start-up with strategic insights and industry connections. 

Fanory's platform helps digital creators monetise their craft directly through their fanbase, offering a comprehensive 360-degree transparent ecosystem for creators, including the ability to build their own apps and web apps. The team believes that their platform is highly scalable and will be effective in helping creators monetise.

Lalani, who previously served as the President of Digital Revenue at TV9 Group and chief operating officer (COO) of News at Network18 Digital, has made significant contributions to the digital media industry in his career spanning two decades. He is credited with creating India's first personal finance platform, Money9, and was among the founding members of Firstpost at Network18. 

In 2016, Lalani launched Firstpost Studio, where he identified a gap in monetising creator content. Lalani said, "We are trying to restore parity by partnering with the creators to give them a platform that gives them avenues to create carefully curated content in different formats, serving their fans delightful experiences and also making the most of it for themselves."

Kushwah is an experienced entrepreneur and product leader who has been developing and managing digital products for over 15 years. He has previously created OTT platforms for Zee Entertainment and led product initiatives at Republic Media and Network18. Kushwah believes that "Monetisation for a creator is a massive challenge that is not easy to crack. It requires personalizing the experience for the user through interactivity. I believe these aspects, supported by our AI-enabled algorithm, help us tap all the monetization opportunities and reduce churn."

Fanory's platform is designed to support torso and tail creators who struggle to monetiae, targeting a problem area that big tech companies are struggling with due to their platforms being technically built to serve users and drive engagement so that they can sell more adverts. 

JetSynthesys Founder and chief executive officer (CEO) Rajan Navani said, "I am glad that Fanory now has a well-staffed team to target this problem area globally." The team's roadmap for this year includes working with content creators and brands to facilitate partnerships without compromising on the end-user experience, which can only be achieved by using predictive analytics capabilities to create premium offerings over and above the regular ones of traditional social media.