FT rebrands B2B subscription to FT Professional

The Financial Times says the rebrand marks the evolution of the rapidly growing service that has, since 2007, delivered commercial success providing news and business intelligence content to subscribers.

FT Professional equips nearly 8,000 businesses, government and education institutions around the world with tools and features that make FT journalism more personalised and actionable. FT Professional revenue has grown at an average of more than 10% year on year since 2018, and today accounts for 75% of the FT’s paying readership.

As part of the rebrand, the publisher says FT Professional will introduce new features on FT.com for professional subscribers, configured to support those using it for work and learning, with access to community-focused products such as newsletters, events and networking sessions. The subscription also comes with a dedicated global customer success team to help readers get the most of products and services.

FT Professional has also released a range of new collaboration tools in the last year, with additional enhancements planned in the coming months. To date, these include Advanced Sharing, a feature that allows subscribers to share free-to-read FT articles and spark conversations with colleagues and clients; integrations such as the FT App for Microsoft Teams, which seamlessly embeds FT content into business workflows; and Workspace and Highlighting tools that provide tailored content recommendations and allow readers to save key points from FT articles.

“Now is the time to clearly articulate how we are different and how we add value to subscribers over and above just reading a newspaper, helping them address specific business challenges and outcomes,” said Nick Fallon, managing director of FT Professional. “Over the last decade, we’ve seen increasing demand from subscribers who use the FT to work or study. We know that FT Professional subscribers feel more equipped to do their job well or make informed decisions in the workplace. Readers who use new professional features visit ft.com three times more often and engage with 50% more content than average.”

The FT says FT Professional will introduce a new visual identity – with elements of a distinct mint green colour palette that contrasts with the FT’s iconic pink – that have been developed to reinforce and build on the FT’s heritage and differentiate the user experience.