Business Insider vs. Insider vs. Insider: What’s the difference?

Katie Morley

Sep 4, 2023

Business Insider vs. Insider vs. Insider: What’s the difference? Featured Image
Katie Morley

Sep 4, 2023

In this day and age, stumbling across multiple websites or companies with similar names is not unheard of. However, when two of the most recognizable, industry-leading companies in the world are both named Insider, it’s can lead to a bit of confusion. 

So, we’re here to set the record straight. Our friends at Insider Inc.–formerly Business Insider–are not in the same industry as us, and we are not the same company.  For those who are still feeling a little confused, we wanted to lay it out plain and simple.

What is Insider Inc. (the news company) and how is it related to Business Insider? What is Insider (the #1 platform that helps marketing and ecommerce teams build individualized, cross-channel experiences). Are we related, and why do we share the same name?

Phew, let’s get into it.

Table of Contents
  1. What is Insider Inc.? (the news company)?

  2. What is Insider (the cross-channel marketing platform)?

  3. Insider and Insider: Two very different companies

  4. Insider v Business Insider FAQs

What is Insider Inc.? (the news company)?

Business Insider homepage

We’re going to kick off with the multimedia news company.

Insider Inc. is an American online media company known for publishing Insider and other media websites. It was founded in 2007, under the name Business Insider—but the brand later changed to ‘Insider’, as it felt ‘Business’ didn’t reflect the wide range of topics it covers, including news, entertainment, lifestyle, technology, and culture.

Insider focuses on creating impactful and shareable content, and the company has amassed a significant following, becoming one of the most recognizable names in online media.

While it was once just one website, the company has expanded into industry-related publications. Business Insider is now the name of Insider Inc.’s business-specific subsidiary of Insider, rather than being the original name of it’s parent company – Insider Inc.

Still confused? Let’s break it down: 

Insider and Business Insider Timeline

2007: Business Insider, a multimedia online news company, is formed by Henry Blodget and Kevin P. Ryan.

2015: Business Insider launches Tech Insider, another publication to focus on tech news.

2016: Business Insider launches Markets Insider, a globally-focused markets data and news service.

2017: Business Insider formally changed its name to Insider Inc., reflecting the wider topics covered by the publication. It launches Business Insider as a separate publication.

Present: Insider Inc. continues to run as the umbrella company of Insider, Business Insider has consumed Markets Insider and Tech Insider, that now sit within the single publication.

In summary, Insider Inc. is a multimedia company with publications that deliver a wide range of diverse content. And at no point in its history, has Insider Inc.—formally Business Insider—been associated with Insider, the #1 platform that helps marketing and ecommerce teams build individualized, cross-channel experiences.

What is Insider (the cross-channel marketing platform)?

Insider's unique customer profile

Insider is the #1 cross-channel marketing platform, first established in 2012 back when Insider Inc. was still known by its first name—Business Insider. Hence the confusion. 

Insider is recognized as the #6 Best Software Product in the world, according to G2, the largest and most trusted software marketplace, trusted by more than 80 million people annually—including employees at all Fortune 500 companies. Insider is also recognized as a leader in Gartner Magic Quadrant for Personalization Engines 2022, The Forrester Wave for Cross-Channel Campaign Management 2021, and IDC MarketScape: Worldwide Customer Data Platforms Focused on Front-Office Users 2021-22 Vendor Assessment.

Insider now boasts 1,200+ customers, which include 1/3 of the Fortune Global 500 and some of the world’s best-loved brands, including Singapore Airlines, Estée Lauder, Samsung, Vodafone, Allianz, Virgin, Toyota, New Balance and, L’Oreal

The Insider Platform offers services and solutions to help businesses personalize their marketing efforts, optimize performance through data-driven analytics, and manage customer experiences effectively with patent-pending, industry-leading AI capabilities.

While Insider does have extensive resources, including success stories, eBooks, and webinars to learn from, it is not a news company. Instead, content is focused on high-value strategies for marketers and CX professionals to boost sales and conversions.

Insider and Insider: Two very different companies

While both Insider and Insider Inc.—formally Business Insider—share a name, it’s crucial to clarify that they are not in any way related in terms of ownership or operations: Insider focuses on marketing technology solutions, while Insider Inc. née Business Insider is a media company, primarily known for its business and finance news coverage. Both companies are completely separate entities and both have built their success independently.

If you’re looking for a cross-channel marketing platform—not a news publication—to elevate your marketing strategy, reach your customers, and boost conversions, then why not book a demo? One of our experts would love to help you achieve your business goals.


“Insider is more than just a platform that helps us achieve our targets, they truly care about our continued success. Ever since we started leveraging Insider’s app push notifications, the growth team at Insider always supported us with all the relevant items whenever we needed help. Their exclusive in-app recommendations have also helped us revamp our merchandising strategy with impressive results.”

– eCommerce Executive | Read more happy customer reviews on G2

Insider v Business Insider FAQs

What is Business Insider?

Business Insider is now known as Insider Inc, an American multimedia news company. Business Insider is a publication of Insider Inc, owned by German publisher, Axel Springer SE.

What is Insider Inc.

Insider Inc. is the company name of an American online media company known for 
publishing Insider and other media websites, preciously known as Business Insider. .

What is Insider?

Insider is a cross-channel marketing platform for businesses looking to drive growth and boost conversions through consistent, relevant customer journeys. 

Katie is an award-winning content marketer with over eight years of experience in content strategy, development, and copywriting. As Global Content Director at Insider, she currently oversees content strategy across 26 regions. Fun fact: Katie read 64 books last year (for which she owes a long commute and two week-long holidays where she spent approximately six hours a day with her nose in a book).