What is Minfo?
Minfo is building a trusted engagement layer that connects broadcast, digital and places to physical-world audiences through verified, opt-in interactions. At its core is AudioQR, a patented ultrasonic watermark embedded in TV, radio, podcasts, streaming media, digital content and public spaces. When someone chooses to engage, their mobile device detects the signal and instantly connects them to information, offers, purchases, accessibility features or other actions.
Available via the Minfo app and web app, the platform also includes secure visual QR, Minfo Zones for physical locations, and attribution tools that link engagement to measurable outcomes. Think of Minfo as Shazam meets Linktree, focused on trusted engagement, first-party data, attribution and actionable insights for media owners, creators, advertisers and brands.
How does it work in terms of TV/film/streaming?
Minfo embeds a patented, inaudible audio signal into television, radio, streaming content, podcasts, films and other media. The signal is undetectable to audiences and does not affect the viewing or listening experience.
When someone chooses to engage using the Minfo app or web app, their device recognises the signal and instantly connects them to a destination created by the content owner, such as information, purchases, competitions, donations, accessibility services and/or other calls to action.
Because the trigger is embedded within the content itself, Minfo works across virtually any screen, platform or venue, including broadcast TV, streaming services, YouTube viewed on television sets, cinemas and physical locations. Every interaction is consumer-initiated, creating a trusted, opt-in engagement model that delivers measurable actions, attribution and real-world outcomes without disrupting the content experience.
How does it help commercial broadcasters/streamers/production companies etc?
Minfo helps broadcasters, streamers and production companies turn audience attention into measurable engagement and outcomes.
While TV, streaming and film content reach millions, content owners often have limited visibility into what viewers do next, with audience relationships and data largely controlled by third-party platforms.
Minfo creates a direct, opt-in connection between content and viewer, enabling actions such as accessing additional content, entering competitions, making purchases, providing feedback, accessing services or engaging with sponsors and advertisers.
For commercial teams, this delivers measurable outcomes, trusted audience insights and new revenue opportunities. For production companies, it extends content value by turning every programme, film or episode into an ongoing engagement asset. Minfo also supports accessibility through direct access to alternative formats, support services and relevant information.
Are there other areas where you think Minfo could be adopted (eg content creators?)
Absolutely. Minfo is a universal engagement platform that helps any organisation connect people with information, services, offers and actions.
Creators can use Minfo to build direct, measurable audience relationships for commerce, subscriptions, fundraising and community engagement. Brands can deploy it across advertising, packaging, sponsorships and customer communications. Event organisers, venues and accessibility organisations can deliver real-time content, services and support, including alternative formats and assistive resources.
Minfo works across television, radio, podcasts, streaming, YouTube, digital signage, print, in retail, hospitality and tourism environments and public spaces. Its purpose is simple: to create trusted, opt-in connections between messages and actions.
We believe every communication should be interactive, measurable and actionable. Minfo provides the Trusted Engagement Layer that makes this possible.
What was the motivation behind building Minfo?
Minfo was born from a simple frustration. Driving home from work I heard a radio advertisement for a product I genuinely wanted. By the time I finished two phone calls and fifteen minutes in traffic, I’d forgotten what it was. My first thought was that I was getting old. Then, with my years in business, I realised the that business just lost a sale because I could not act in the moment.
That experience highlighted a much larger problem. Broadcast and offline media attract enormous attention, yet audiences often have no simple way to respond when interest is highest. The opportunity is lost or captured by a third-party platform.
Minfo exists to create a direct, opt-in connection between content (info or advertising) and audience, with the audience in control. After more than a decade of development, the market need has only sharpened as TV, cinema and radio continue to lose share to online platforms.
What is the key advantage of Minfo’s creator-focused advertising model in securing affiliate revenue for content producers?
The advantage: outcomes, attribution, and accountability.
Creators and publishers influence purchasing decisions but often rely on third-party platforms to estimate outcomes. Minfo provides direct, opt-in connection between content and consumer action, giving creators clearer visibility into purchases, enquiries, subscriptions, donations and other measurable outcomes.
This strengthens affiliate, sponsorship and commerce partnerships, demonstrating verified engagement and commercial impact while helping creators build direct audience relationships beyond platform-controlled data.
TV-viewed YouTube and streaming’s rise create an even bigger opportunity. Creators increasingly reach audiences on the largest screen at home, yet TV remains almost completely passive. Minfo transforms attention into interaction, enabling viewers to engage, subscribe, purchase or connect in real-time.
Minfo helps creators move beyond reach and engagement metrics to verified outcomes, stronger audience relationships, sustainable revenues and business growth opportunities.
Your strategy involves partnering with YouTube influencers. How will this lead to broader adoption of the technology for linear/CTV television advertisements?
Our work with YouTube creators is an acceleration strategy, not the end market. As viewing shifts from broadcast to streaming and creator-led content, more YouTube consumption now occurs on television screens. Creators increasingly face the same challenge as broadcasters and advertisers: turning passive viewing into measurable engagement.
Creators are an ideal proving ground. They move quickly, prioritise audience engagement and readily adopt tools that improve commercial outcomes. By partnering with creators, Minfo can rapidly validate consumer behaviour, engagement models, attribution and revenue opportunities at scale.
The data demonstrate that audiences will move seamlessly from TV viewing to mobile action when offered relevant, trusted engagement opportunities. Success in the creator economy provides proof, learning and momentum for broader adoption across broadcast television, streaming, connected TV and premium video advertising.
What is the biggest challenge Minfo faces in making broadcast media measurable and competitive against online platforms?
The biggest challenge is not the technology, but adoption.
For decades, audiences have consumed broadcast and offline media passively, while advertisers have viewed those channels primarily as awareness and brand-building media. Changing those behaviours takes time, even when the technology is proven.
The industry has also built its measurement frameworks around digital platforms that were designed to capture engagement, attribution and audience data. As a result, organisations need clear evidence that a trusted engagement layer can deliver measurable improvements in engagement, attribution, accessibility and commercial outcomes.
There is also a structural challenge. Many of today’s largest platforms control audience relationships, data and attribution within closed ecosystems. Minfo takes a different approach, helping broadcasters, creators, brands and media owners build direct, opt-in relationships with their audiences.
Our focus is therefore simple: prove value through real-world deployments, measurable outcomes and repeatable success. We believe the opportunity is substantial, but adoption will be earned through evidence, not claims.
What’s next for Minfo? What do you have planned over the next 6-12 months?
Our focus over the next 6-12 months is validation, commercialisation and scale.
- Expanding real-world deployments through initiatives such as ConnectedBath, working with Radio Bath, the University of Bath, local businesses and community organisations to generate measurable evidence of engagement, accessibility and commercial outcomes across multiple use cases.
- Strengthening Minfo’s accessibility capabilities, guided by independent reviews and input from organisations including the Royal National Institute of Blind People and the National Association of Deafened People. We believe accessibility should be built into the platform, not added later.
- Accelerating commercial readiness through Shopify integration, creator and media partnerships, and onboarding foundation organisations. Our goal is to make trusted engagement simple and scalable across media, commerce and physical environments.
Alongside this, we are pursuing seed funding to accelerate deployment, customer acquisition and product development, moving from pilot validation to commercial traction and building the foundations for a Series A growth round in 2027.
What haven’t we asked you that our readers should know about Minfo?
Three things. Accessibility is core, not a feature: because AudioQR lives in the content’s audio, it can connect a viewer directly to a transcript, audio-described or sign-language version, which is why we work with the RNIB and the NADP. Minfo is also infrastructure, not a destination app competing for attention; an open engagement layer that broadcasters, producers and creators own, with verified, fraud-resistant attribution.
Most importantly, for over a century marketers have wrestled with the Wanamaker dilemma: half my advertising is wasted, I just don’t know which half. We believe we have the answer, on a help-us-to-help-you basis driven by compound network effects. Every business that joins boosts the pool of primed Members able to connect with it, so the network grows more valuable for everyone with each new participant, the architecture earlier ventures lacked.
