Creator economy is a buzzy, often catchall term used to describe independent contractors. But in reality, most of the innovation has revolved around passion-project content (Substack for writing, Teachable for courses, etc.) and niche side projects. To date, “creator” tools have largely been quasi-horizontal, designed to serve broad categories of largely creative pursuits: writing, podcasting, course creation, and the like.
Lost in all this talk of digital nomads and side gigs, however, are the masses of independent professionals who are working on their own and making a living, but not necessarily pursuing their creative passions. Not everyone’s talents lay in the creator class. A lawyer, a recruiter, or even a venture capitalist may not recognize themselves in this new creator economy, but since the onset of the pandemic they are “going solo” — performing the work of existing professions without the infrastructure of a firm — at an astounding clip .
There’s a pressing need — and an opportunity — to build vertical-specific tools for workers striking out on their own. Much has been written about the proliferation of vertical software tools that help firms run their businesses, but the next generation of great companies will provide integrated, vertical software for individuals going solo.