FT Alphaville Launches on Substack to Reach Younger Readers

The Financial Times has expanded its digital presence by launching FT Alphaville, its markets and finance blog, as a free newsletter on Substack. This move aims to engage a younger audience and broaden the reach of Alphaville’s insightful financial commentary. The newsletter, which began on November 21, 2025, will complement the existing free blog content on FT.com.

What is FT Alphaville?

Launched in 2006, FT Alphaville has established itself as a key source of information for financial market professionals. According to the FT, Alphaville aims to cover all aspects of financial markets “through a wide-angle lens,” from market microstructure to macroeconomic trends FT Alphaville About. The publication differentiates itself with in-depth analysis, occasional humor, and a commitment to questioning conventional wisdom. Unlike much of the Financial Times’ content, Alphaville is freely accessible with only email registration required.

Why Substack?

The Financial Times identified a strong resonance between Alphaville’s content and younger readers. Sarah Ebner, Director of Editorial Growth and Engagement at the Financial Times, explained that launching on Substack is a strategic effort to “reach more of them by launching on a platform where we recognize they already are” Press Gazette. The FT believes that Substack’s ecosystem will also attract new readers who may not be familiar with FT.com.

What to Expect from the Newsletter

The weekly FT Alphaville newsletter, delivered every Friday, will include:

• Commentary on current market events
• Links to the latest blog posts from FT Alphaville
• Data visualizations and research
• Previews of upcoming Alphaville events, such as pub quizzes and chart shows
• A curated selection of charts from across the Financial Times

Robin Wigglesworth, editor of Alphaville, described the newsletter as being “for smart, open-minded readers who are curious about markets, economics, and the geeky mechanics of finance, even if they don’t function in those fields” Press Gazette.

The Alphaville Team

The FT Alphaville team includes:

• Robin Wigglesworth – Editor, previously held various financial roles at the FT and Bloomberg FT Alphaville About.
• Louis Ashworth – Based in New York, joined Alphaville in September 2022 FT Alphaville About.

FT’s Broader Substack Strategy

The launch of FT Alphaville on Substack is part of a broader trend of established publishers utilizing the platform to reach new audiences. Other organizations, including Reach titles and the Daily Mail, have also launched newsletters on Substack Press Gazette.