Optum bought RV Health (the health vertical of Red Ventures) which is basically Healthline Media. If it were a “Jo--t Venture” I doubt Red Ventures would have walked away with a truckload of $$$.
Red Ventures business is simple they create dozens of clone affiliate sites per business vertical (bankrate.com, creditcard.com, the points guy.com, etc.) they cobble together recycled manufacturer content and shoddy fake reviews to game Google’s Algorithms. Then hey optimize these sites against what ever makes the most money — credit cards, cable, phone, internet, college admission, travel, health insurance, diets, bo--r pills, etc. Red Ventures would sell crack to children if it were legal.
These affiliate sites produce nothing and add zero value to the consumer or the world. RV says their value is in matching people with products and services through expert reviews and testing. They have no subject matter experts, they are literally kids who know nothing about the category. Mostly recent graduates who interned at their church newsletter. Unlike Consumer Reports or Good Housekeeping, RV has no testing labs, nor do they partner with any external labs. The reviews are made up with no science, no scientist, no experts. They plaster their reviews with official looking badges and comparison tables, which their hack designers buy on Envato and Creative Market.
Red Ventures acquired Healthline Media a couple of years ago, thinking they could funnel the massive traffic (200 million users per month) into these shady affiliate finder sites.
When they acquired Healthline Media they believed Healthline’s traffic would feed the top of The funnel. The problem they ran into was two fold:
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Healthline users are not in the shopping mindset and are not interested in being sold to. The only thing the relentless as----t of native ads did was pollute the brand and destroy Healthline’s editorial integrity.
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Red Venture and Healthline cultures clashed like Russians and Ukrainians. The real talent at Healthline, those responsible for Healthline’s success bailed. Healthline’s steady rise to the number one health site over several years is almost as impressive as how quickly it’s decline in traffic and credibility has been over the last several months since RV’s incompetent leadership has fully taken over.
Red Ventures miscalculated the fact that Healthline had no real products or IP. Healthline’s only valuable asset was their talent. That is how they grew and maintained their audience, through hard work and a top notch editorial, SEO and design team. All of which are foreign to RV. Sure RV had some surface level knowledge of these things but it was very pedestrian.
After RV’s inept management ra--d and pillaged Healthline from the top down and Healthline’s true talent long gone, they finally realized their acquisition strategy was flawed and they sold the picked over carcass of Healthline to Optum to recoup some of their loss.