A Fresh Start to Embrace Innovation, Diverse and Inclusive Adult Content, and Trust and Safety
Montreal, Quebec (August 17, 2023) – MindGeek, a technology and media company, owner of a large portfolio of adult entertainment properties, including Pornhub, Brazzers, Men.com, Trans Angels and Nutaku, is excited to announce its corporate rebrand and name change, driven by the valuable input from its dedicated employees, stakeholders and ownership group. The decision to rebrand the company as Aylo, comes in response to the need for a fresh start and a renewed commitment to innovation, diverse and inclusive adult content, and trust and safety.
Launched in 2004, the company has grown considerably, becoming an industry leader and tech pioneer. This growth, and the company’s newest chapter under the ownership of Ethical Capital Partners (ECP), meant that it was time for a new brand that aligns with the employees' values and aspirations. Our people, recognizing the importance of an updated identity, voiced their concerns and expressed the desire for a name that truly represents them and allows the company to re-focus its efforts to lead by example, through transparency and public engagement. Aylo’s strong foundation comprises the efforts made, innovations developed, and communities built by employees over the years. These sentiments have been echoed by stakeholders and are shared by ECP.
The new name, Aylo, symbolizes a fresh beginning, reflecting our dedication to being a global leading tech platform that empowers hundreds of thousands of creators to earn a living, that employs innovative employees, and that provides hundreds of millions of users worldwide with safe content. This rebrand not only marks a pivotal moment for our company but also emphasizes our commitment to our employees, the content creator community, and the millions of adult users who visit our sites every day.
The new brand identity will be implemented across all company communications, marketing materials and digital platforms. In March 2023, MindGeek was purchased by ECP.
“While you won’t find “Aylo” in a dictionary, we see this as an opportunity to infuse our new corporate name with meaning. Our goal is for “Aylo” to be synonymous with our core principles: innovation, diverse and inclusive adult content, and trust and safety. We wanted a fresh start, so we opted for a name that gave us that freedom, so that our team and our new owners could define it how we want. Thank you to all employees for their unwavering commitment over the years and for their valuable input throughout this rebranding process.”
- Aylo Management
“My colleagues and I are proud to work at Aylo, and we are eager to build this brand as a tech leader. The Pornhub team is excited to be a part of Aylo and will continue to provide a safe space for verified content creators and the entire adult entertainment community to share, monetize and enjoy content. Under this new banner, we will continue to commit to our core values of consent, freedom of sexual expression, authenticity, originality, and diversity.”
- Alex Kekesi, VP Brand and Community, Pornhub
“Since March 2023, as the new owners of MindGeek, now Aylo, we committed to meeting with employees and external stakeholders. We heard from our colleagues that they needed a fresh start. At the same time ECP, also committed to be more present in conversations that impact Aylo’s business, along with plans to correct misinformation and public perception about the company, who they are, and how they present themselves to the world. This new public mission requires a new public brand. This is but a first step, we will continue to communicate our efforts to position Aylo as a leader in innovation, diverse and inclusive adult content, and trust and safety.”
- Sarah Bain, VP Public Engagement, ECP
Aylo is charting its own path forward separate from other companies in its space. We separate ourselves by doing things no other company does.
Aylo pioneered the initiative to ID verify every single person who uploads content.
Aylo has engaged with more than 70 non-profit organizations globally to combat CSAM and NCC.
Aylo is among the first adult content companies to register and report to the National Center for Missing & Exploited Children (NCMEC), a leading non-profit organization whose mission it is to reduce child exploitation and prevent child victimization. According to NCMEC’s reports, Aylo’s platforms are some of the few adult platforms self-reporting instances of potential CSAM and among the fastest in actioning reports received from the CyberTipline
Aylo Brand Book
The intersection of technology and culture
Launched in 2004, Aylo is a tech pioneer offering world class adult content platforms. The company provides trusted environments to enable a safe online user experience, and to empower its communities by celebrating diversity, inclusion and expression. Aylo holds a number of widely popular and diverse online adult entertainment and gaming properties. Its portfolio includes Pornhub, YouPorn, Brazzers, Men.com, Nutaku, and more, all of which maintain robust trust and safety protocols.
About Ethical Capital Partners (ECP)
Unlocking value through ethics-first investing. Ethical Capital Partners (ECP) is a private equity firm seeking out investment opportunities in industries that require principled ethical leadership. ECP invests in projects which focus on technologies, and have legal and regulatory complexity. ECP was created in 2022 by a multi-disciplinary team with legal, regulatory, law enforcement, public engagement and finance experience. ECP’s philosophy is rooted in identifying properties amenable to our responsible investment approach and that have the potential to create attractive returns over a compelling time horizon. For more information visit EthicalCapitalPartners.com.
For media inquiries, please contact the Aylo Communication Department.