Grace Beverley has voiced concerns about the high fees charged by talent agencies to social media content creators and is introducing a cost-effective AI assistant that she claims can perform the same functions.

As a serial entrepreneur, author, podcaster, and influencer with three million followers globally, Beverley has collaborated with tech entrepreneurs Jake Browne and Gary Meehan to develop Retrograde.

Retrograde’s AI assistant is designed to replace traditional talent agencies for social media creators who have straightforward brand transactions. The software will automate tasks such as assessing new sponsorship deals, negotiating rates and terms, and sending invoices, allowing content creators to concentrate on their videos and posts. The service will charge a 10% fee on any secured income, compared to the typical 20% charged by agencies. Browne, 34, remarked that creators often resort to agencies even if their interests aren’t best served, citing, “It’s the done thing, it’s not a first principles decision. Twenty per cent of gross income really isn’t fair in 2024.”

Beverley, 27, pointed out that creators frequently receive subpar service as agencies prioritize their most profitable clients. “I have friends who earn considerable amounts as creators, yet often miss out on opportunities due to lack of communication from their agents,” she said.

“Anyone can monetize their social media presence, and the industry has outgrown the one-size-fits-all talent management model. There are simply too many content creators for good talent agents to manage,” she added.

Beverley, who partnered with the YMU talent agency in April, emphasized the need to make monetization accessible to all creators. “We need to democratize this monetization. Small, independent creators need the option to earn income and focus on creating, without the burden of self-management or forfeiting 20% of their earnings,” she said.

Beverley’s journey began as a fitness influencer, sharing workout videos from her Oxford University dorm room. She has since founded three businesses: Tala, an activewear brand that recently secured an additional £5 million to expand in the U.S.; Shreddy, a fitness app; and The Productivity Method, where she sells her own line of daily planners.