Creators Are Building Empires Beyond Ads: Chocolate Bars and Fintech Take Center Stage

Creators Are Building Empires Beyond Ads: Chocolate Bars and Fintech Take Center Stage

The digital creator economy is undergoing a fundamental transformation. No longer reliant on volatile ad revenue streams, top influencers are leveraging their massive audiences to build diversified, asset-backed businesses—ranging from premium chocolate brands to fintech startups. According to TechCrunch, MrBeast’s company, Beast Philanthropy, acquired the fintech startup Step in a deal that underscores a broader trend: creators are no longer content to be media personalities; they are becoming entrepreneurs, investors, and CEOs of multi-platform enterprises.

MrBeast, whose real name is Jimmy Donaldson, has become a poster child for this evolution. His chocolate brand, Feastables, launched in 2022, has rapidly gained traction, with sales reportedly surpassing those of his YouTube channel’s ad-supported content. The product line—featuring indulgent, influencer-branded chocolate bars—has tapped into the growing demand for authentic, personality-driven consumer goods. Meanwhile, the acquisition of Step, a neobank designed for teens and young adults, signals a strategic move into financial technology, positioning MrBeast’s empire not just as a content engine but as a financial services player.

This isn’t an isolated case. Across platforms like YouTube, TikTok, and Instagram, creators are following a similar playbook. Content stars such as Jake Paul, Emma Chamberlain, and David Dobrik have all launched branded merchandise, beverage lines, or tech-enabled services. The shift reflects a maturation of the creator economy: as platform algorithms change and ad rates stagnate, creators are seeking ownership over their revenue streams. Owning a product or a company means controlling pricing, margins, and customer relationships—factors far more stable than ad CPMs.

Investors are taking notice. Venture capital firms are increasingly allocating funds to creator-founded consumer brands, recognizing the power of direct-to-consumer (DTC) marketing powered by loyal fanbases. Unlike traditional advertising, where brands pay for exposure, creators now monetize through loyalty—turning viewers into customers who buy because they trust the person behind the screen.

Additionally, fintech acquisitions like Step represent a new frontier. Step’s mission to provide banking tools to Gen Z aligns perfectly with MrBeast’s core demographic. By integrating financial services into his brand ecosystem, he’s not just selling chocolate—he’s building a financial identity for his audience. This vertical integration is becoming the gold standard: content drives awareness, products drive revenue, and fintech drives retention and long-term value.

Industry analysts warn that this trend also raises questions about regulation, transparency, and ethical marketing. When a creator promotes a product they own—or a fintech app they’ve acquired—the line between endorsement and ownership blurs. Regulatory bodies may soon need to clarify disclosure requirements for creator-led business ventures.

For the next generation of creators, the message is clear: build a channel, then build a company. The future belongs not to those with the most views, but to those who can convert those views into ownership, equity, and sustainable business models. As TechCrunch’s Equity podcast hosts noted, this isn’t just a trend—it’s the new playbook for digital success in the post-ad era.