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Photo: Bloomberg

Bloomberg Media is expanding its portfolio to provide more general business and lifestyle content to readers, instead of just straightforward markets and business news, executives tell Axios.

Driving the news: On Thursday, the company will launch Bloomberg Wealth, a new editorial vertical to help readers and viewers make smarter decisions about their personal finances, including divorce and moving.

Bloomberg Wealth will include 6 pillars: Investing, Savings & Retirement, Taxes, Living (where to live, renting vs. buying, divorce, etc.), Reinvention (education, careers, networking, starting a business), Opinion and Advice.

  • It will include data-backed tools designed to help readers navigate key financial decisions and moments in their lives as well as a weekly newsletter.
  • Education, real estate, careers, stock trading, ETFs, and cryptocurrencies will also be covered via new features within Bloomberg Wealth.

Bloomberg has recently expanded into an array of new verticals, including health care ("Prognosis"), auto ("Hyperdrive"), climate ("Bloomberg Green"), cities ("Bloomberg CityLab") and the business of entertainment ("Screentime").

  • It's offered subscription bundles with The Athletic, a consumer sports media company, as well as The Information, a business and tech media company.
  • It also created Bloomberg Quicktake, a business network for streaming and social media.

The big picture: Amid the fight for readers' attention, more media companies are looking to become a bigger part of a readers' daily lives, instead of just their professional news source.

  • The New York Times has pushed aggressively in recent years to increase subscriptions by offering readers more lifestyle services, including apps around things like Cooking and Crosswords, as well as verticals around topics such as Parenting and Wellness.

Go deeper

Dec 15, 2020 - Economy & Business

Scoop: David Bradley commits to owning National Journal until 2030

Photo illustration: Sarah Grillo/Axios. Photo: Marvin Joseph (The Washington Post)/Getty Images

David Bradley says he is committed to owning and growing National Journal — the first media company he ever purchased — for at least the next 10 years, according to a memo obtained by Axios.

Driving the news: Bradley says his family is selling its controlling interest in National Journal's lucrative research business to Falfurrias Capital Partners (FCP), a Charlotte-based private equity firm that invests in growth-oriented, middle-market businesses.

Caitlin Owens, author of Vitals
46 mins ago - Health

Who benefits from Biden's move to reopen ACA enrollment

Photo: Chip Somodevilla/Getty Images

Nearly 15 million Americans who are currently uninsured are eligible for coverage on the Affordable Care Act marketplaces, and more than half of them would qualify for subsidies, according to a new Kaiser Family Foundation brief.

Why it matters: President Biden is expected to announce today that he'll be reopening the marketplaces for a special enrollment period from Feb. 15 to May 15, but getting a significant number of people to sign up for coverage will likely require targeted outreach.

2 hours ago - Technology

Big Tech bolts politics

Illustration: Eniola Odetunde/Axios

Big Tech fed politics. Then it bled politics. Now it wants to be dead to politics. 

Why it matters: The social platforms that profited massively on politics and free speech suddenly want a way out — or at least a way to hide until the heat cools.