How The Independent Grew Its Email Sign-Ups 750%

The publisher worked with FT Strategies through the GNI Subscriptions Lab


In March 2020, The Independent embarked on a journey that has since led to substantial gains in its growing subscription program.

The publisher joined the inaugural cohort of the GNI Subscriptions Lab, alongside seven other media companies, in an immersive program that lasted nearly nine months and was led by FT Strategies, the consultancy arm of the Financial Times.

While there, The Independent worked with FT Strategies’ managing director Tara Lajumoke and her team of 22 to identify key areas in which it sought to improve, particularly subscriptions. At

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