Spoken Layer

Will Mayo co-founded Spoken Layer after running into a personal problem. He is dyslexic, and written text overwhelmed him, so he looked to audio as a way to consume content. The idea first took shape as an iPhone app that launched at TechCrunch Disrupt in 2012.

The team found that consumer apps were a hard path. In Mayo's words, "Acquiring customers is really hard in audio." Instead of competing with the publishers that were their potential partners, they chose to power them. Spoken Layer moved behind the scenes as a platform that turns publisher articles into short audio pieces that listeners can play on a commute or at the gym.

The company built a stack of core technologies: a cloud studio, an optimized distribution platform, an audio CMS, and ad serving and ad network technology. Mayo said technology and infrastructure have been the largest use of funds.

Spoken Layer did not describe a single outbound acquisition push. Mayo said, "Everything's inbound." The company now works with about 40 to 50 partners, including Playboy, Wired, Reuters, Huffington Post, Bustle, Mashable, and TechCrunch. It has been selective, focusing on English-language domestic content and clients with audiences of 10 million or more.

The business runs on two sides. Some publishers pay for a SaaS license, while larger publishers join an ad network and marketplace that Spoken Layer helps sell. Mayo said the SaaS side currently brings in more revenue, since the company also serves non-media clients such as a hedge fund that produces reports for traders.

The pivot away from consumer apps worked. Partners distribute the content, and Spoken Layer benefits from their reach. Mayo also noted that audio builds habits that keep listeners returning, even though early growth is slower than with video.

The model also has limits. Mayo acknowledged that not every blog post suits audio. He said first-person editorial and personal stories work well, while reverse-pyramid news articles do not. Interviewer Nathan Latka challenged the robotic quality of the output, and Mayo conceded that some content needs changes before it works in audio.

Pricing stayed opaque. Mayo declined to share revenue figures and said pricing was still being worked out, so the company is not a clear source of hard traction numbers.

Spoken Layer has raised a bit over $2 million over six years, all from angels, friends, family, and industry executives rather than VCs. Mayo said the company is cash-flow positive and not required to raise, though the team is exploring a round. The team of about 10 is based in Midtown Manhattan, North Chelsea, San Francisco, and London.