Turtl began as a few lines of code written by founder Nick Mason in 2014. His idea for a new way of creating and publishing digital content resonates, and it hasn’t taken long for the company to blossom into the bright and ambitious team of thirty we are today.
It all started when Nick was working as a consultant on a research management project at the University of Oxford. During the project, he found himself spending considerable time in the departments of psychology and psychiatry. From casual conversations with resident psych professors, Nick began to learn about the many different psychological principles underpinning how we receive, process and store what we read.
These learnings raised questions about the way many businesses and thought leaders have been choosing to present their ideas and messages. So much content goes against the core principles of how we absorb and remember information, to the detriment of how readers engage with it. Therein lay the seed of Turtl.
Our mission is to make digital content more human-friendly – both for the creator and the reader. To that end, we want to empower marketing and communications teams to create, publish and measure content experiences that readers actually want to interact with – without the need for dedicated design, performance marketing or analytics resources.
Weighing up to half a tonne, the leatherback turtle is a sizeable creature with an appetite to match. Due to its delicate jaw, the breed survives mostly on a diet of jellyfish. At night, jellyfish tend to propel themselves around the top 300 metres of the ocean, where leatherbacks can comfortably scoop them up.
But unlike other breeds, leatherbacks have been known to dive as far as a kilometre down towards the seabed, slowing their heart rate in the process.
At these depths, the turtles are ill-equipped to hunt effectively, so why do they go there? According to researchers, this behaviour is rooted in reconnaissance. These depths are where jellyfish go to hide from the heat of the day. Leatherback turtles dive down to learn where in the wide expanse of the sea they can expect their next meal to emerge.
This behaviour mirrors certain principles underpinning how we read. We have an easy time at the surface of magazines or books, where we skim and surf through titles and headings to locate something relevant to us. To learn more about the item of interest, we dive in, immersing ourselves in the story.
Like the leatherback, Turtl steers readers through Surf levels and Immerse levels, with the latter demanding more of the reader but delivering greater insight and value in return.
Because we also love turtles (how can you not?), we do our bit for the preservation of these amazing creatures. We recently adopted two sea turtles through the WWF.