Inside Carta’s brand publishing strategy

Fintech firm Carta is on a mission to create more equity owners. It’s doing so with a suite of software tools designed to help companies manage their equity more efficiently, but its brand publishing operation is also playing a crucial role in educating founders, investors and employees about the often-confusing world of equity. Carta’s editorial operation now publishes a range of articles, podcasts, guides and other resources designed to make founders’ lives easier, help investors achieve their goals, and make equity basics a little less daunting for the average employee. Its editorial team is run by former Ellevest editor-in-chief and SheKnows executive editorial director Julie Ross Godar, who manages a team of reporters, data journalists and content strategists who work within