Every’s Path From Newsletter Bundle to AI Product Studio

In 2019, Dan Shipper launched a productivity newsletter called Superorganizers to reach people who might one day use the productivity software he planned to build. As a University of Pennsylvania student, he had co-founded Firefly, a co-browsing tool that Pegasystems acquired in July 2014 for $2.3 million in cash. Seven years after Superorganizers launched, Every publishes a daily newsletter, runs a consulting arm, and lists 34 staff and contributors on its team page. By September 2025, it had built four AI apps (Spiral, Sparkle, Cora, and Monologue) and has since added Every Agent and Compound Engineering.

Growing the Bundle Through Writer Partnerships

Superorganizers took off quickly, and Shipper told A Media Operator that its growth led him to think he could simply start newsletters. Nathan Baschez, Substack’s first employee and a former head of product at Gimlet Media, wrote Divinations, a $20 monthly newsletter on business strategy. In April 2020, the two launched a bundle of both newsletters on Substack at $20 a month, later known as the Everything Bundle, and Indie Hackers reported that revenue doubled overnight. Tiago Forte brought his Praxis newsletter in for a six-month trial, and Adam Keesling added Napkin Math in June 2020. Lead writers typically received 50% of the subscription profit attributed to their publications, measured through a sign-up survey, and could leave with a copy of their email list.

Leaving Substack

In January 2021, Axios reported that the bundle had raised $600,000 led by Bedrock Capital and moved to its own publishing platform. Evan Armstrong took over Napkin Math that April. By October 2021, Every had 13 newsletters, about 2,400 paying subscribers and 36,000 free subscribers. The price was $20 a month or $200 a year, and about 60% of site visits came directly.

By May 2023, Every was building chatbots that answered reader questions about its articles, and Lucas Crespo, who ran ads and courses, built an article summarizer in two days with no prior programming experience. Baschez incubated Lex, an AI writing app, inside the company. In August 2023, Lex spun out with Baschez as chief executive and raised a $2.75 million seed round from True Ventures. Every’s paid subscribers kept free access to Lex’s paid plans. 

Every Studio

Shipper’s first master plan, published in July 2024, laid out how Every would build software from ideas explored in its writing. By then Spiral had passed 3,000 users, and Sparkle, a Mac app that organizes files, was in closed beta. In October 2024, Every launched Every Studio, an incubation arm for AI apps led by Brandon Gell. Gell had founded the insurance technology company Clyde, raised more than $50 million, and grown it to over 100 people before selling it. Five entrepreneurs in residence joined for three months, and Gumroad founder Sahil Lavingia invested $150,000. Shipper and Gell described customer acquisition costs as negative because subscribers paid for the writing that helped fund the software.

Cora Joins the Bundle

In December 2024, Shipper introduced Cora, an AI email assistant that flags messages needing a reply in the inbox and summarizes the rest in morning and afternoon briefs. Kieran Klaassen built it as an entrepreneur in residence and became its general manager. By February 2025, Every had cut Cora’s AI inference cost from $25 to $35 per user each month to under $5. Cora joined the subscription bundle with more than 10,000 people on its waitlist and left beta in June with more than 2,500 users and a $15 standalone price. Mercury reported that Every had reached $1 million in annual recurring revenue by then. In September, Naveen Naidu released Monologue, a Mac dictation app whose private beta logged about 7,000 uses a day.

Every Expands Into Enterprise AI Training

In September 2025, Shipper reported about $1.2 million in annual recurring revenue and 15% average monthly growth over the prior three months. He projected $1 million to $2 million in consulting revenue for the year from training companies to use AI, with engagements booked through the first quarter of 2026. He wrote that consulting funds the writing and software and opens a route to sell to large companies. Every’s 2025 year in review reported 444 articles from 74 writers, 145 training sessions for 1,530 attendees, and 8 camps for 5,395 people. Cora processed 31.55 million emails, and Monologue users dictated 60.7 million words.

Publishing Becomes the Funnel for Software

Casey Newton of Platformer reported in August 2026 that Every had doubled to about 30 people in a year, and Shipper told him that AI writes nearly all of the company’s code. Every built a copy-editing agent using 30,000 historical edits by editor-in-chief Kate Lee so staff can request her style on any draft. The standard subscription costs $30 a month or $288 a year and includes Monologue, Compound Engineering and Every Agent, an AI assistant in Slack. The All Access tier, launched in July 2026 at $625 a year, adds the Builder Pack, office hours, early access, unlimited Spiral usage and unlimited Cora email accounts.

For publishers fighting shrinking ad revenues and rising reader fatigue, Every offers a roadmap out of the traditional media trap. Instead of relying solely on paid subscriptions or sponsored content to survive, the company used its writing to build trust, spot market needs, and launch software products. The smartest path forward for modern media brands is not just to report on their industry, but to turn industry knowledge and reader trust into a software business.

Every’s progression offers a playbook for other media brands looking to add a revenue stream. Every built on the audience, subject knowledge, and trust developed through its writing to introduce products readers could use in their profession. By leveraging software and bundle pricing, the company expanded its offerings within an established subscriber base, diversifying revenue while staying anchored to its original audience.

See you next week.

If you liked this edition of Growth Curve, forward it to a founder or marketer who needs to stop renting their audience — and start owning it.