Alright – so today we’ve got the honor of introducing you to Nick Toso. We think you’ll enjoy our conversation, we’ve shared it below.

Nick, looking forward to hearing all of your stories today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

Rolli is on a mission to elevate expert voices and bring reliable, high-quality media to the forefront for the public good. We’re driven by the urgent need to enhance representation, combat disinformation, and ensure that trustworthy information is accessible to everyone.

As journalists and founders, we saw a critical gap: the historic reduction in newsroom resources, coupled with a faster news cycle, and the growth of disinformation and news deserts was leading to an erosion in public trust. In a landscape where the loudest voices can drown out the most credible ones, Rolli aims to level the playing field. We believe expertise, credibility and representation matters—diverse perspectives lead to richer, more informed public discourse and a more inclusive and equitable media ecosystem.

In today’s digital age, disinformation poses serious threats to democracy, public health, and social cohesion. Rolli combats these threats by connecting journalists, researchers, and the public with verified, credible experts who provide accurate, timely insights. To further support journalists, we offer cutting-edge tools like our Information Tracer, available for free, which helps them track and verify information sources, making it easier to identify and counteract false narratives. This is essential for rebuilding trust in the media and fostering an informed society.

Our mission is also about honoring the invaluable work of experts who dedicate their lives to mastering their fields. This mission is deeply personal for us. We’ve witnessed firsthand the damage caused by disinformation and the lack of representation in the media. Our commitment is to challenge these trends by prioritizing accuracy, diversity, and the public good. By democratizing access to expert knowledge and providing tools that empower journalists, Rolli strives to create a more informed, empowered, and connected world.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Rolli was founded by a team of current and former journalists who are deeply passionate about the power of credible, expert-driven information. We’ve spent years in the trenches of journalism, witnessing firsthand the challenges of finding reliable sources and the growing impact of disinformation. Our backgrounds in journalism gave us a unique perspective on the gaps in today’s media landscape—particularly the lack of accessible expert voices and the overwhelming spread of false information. This inspired us to create Rolli, a platform designed to bridge these gaps and reimagine the way media connects with expertise.

How We Got Started:
As journalists, we saw a troubling trend: despite the explosion of content online, trustworthy, expert-backed information was increasingly difficult to find. Disinformation was on the rise, public trust in media was eroding, and diverse expert voices were often sidelined. Frustrated by these challenges, we decided to take action. We leveraged our industry experience to build Rolli—a platform that not only amplifies credible, diverse experts but also equips media professionals with the tools they need to combat disinformation effectively.

What We Provide:
Rolli offers a robust platform that connects journalists with a diverse network of verified experts across various fields. We provide access to high-quality, reliable insights that can elevate storytelling, enhance research, and inform decision-making. Understanding the unique needs of journalists, we also provide free, cutting-edge tools like our Information Tracer, which helps track and verify the origins of information, making it easier to identify and counteract disinformation.
Rolli addresses several critical challenges facing the media today:

Representation: We believe that diverse perspectives lead to richer, more accurate public discourse. Rolli works to amplify underrepresented experts, ensuring that the media reflects the diversity of our world.

Disinformation: Our platform connects journalists with credible experts and provides verification tools to help combat the spread of false information, which is crucial for restoring public trust in the media.

Access to Expertise: We make it easy for journalists and researchers to connect with verified experts, saving time and enhancing the quality of their work with credible insights.

What sets Rolli apart is our foundation in journalism and our mission-driven approach. We’re not just another expert directory; we’re a team of journalists dedicated to improving the quality of media by connecting it with the best possible sources. Our commitment to diversity, accuracy, and public service underpins everything we do. Unlike traditional platforms, Rolli provides free tools specifically designed by journalists, to help journalists verify information, making it a powerful ally in the fight against disinformation. We are proud to stand at the forefront of efforts to restore trust in the media and elevate the voices that matter most.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Rolli’s reputation in the market has been built on a foundation of trust, credibility, and a deep understanding of the challenges faced by journalists and media professionals—insights that come directly from our own experiences as current and former journalists. Several key factors have contributed to our reputation:

Journalistic Integrity: Our background in journalism has been crucial in establishing Rolli’s credibility. We understand the value of reliable sources, the importance of accuracy, and the urgency of deadlines. This perspective has allowed us to design a platform that truly meets the needs of journalists. Our commitment to journalistic integrity resonates with our users, who trust us to connect them with credible experts.

Commitment to Combating Disinformation: One of our core missions is to fight disinformation by connecting media professionals with verified experts and providing tools that help verify and track information. Our proactive stance against disinformation and our dedication to promoting truth have set us apart in the industry, earning us a reputation as a trusted ally in the fight for accurate information.

Diverse Expert Network: We have prioritized building a diverse network of organizational partners and experts from various fields and backgrounds, which has helped us stand out. Our commitment to amplifying underrepresented voices and providing a platform for experts who might otherwise be overlooked or left out of the conversation has not only enriched the quality of information we provide but also attracted users who value diversity and inclusivity in their sources.

Innovative Tools for Journalists: Our free, cutting-edge tools, like Rolli’s Information Tracer, are specifically designed to help journalists identify coordinated and inauthentically amplified social media disinformation campaigns. This focus on providing tangible value has helped solidify our reputation as a trusted resource in the industry.

User-Centric Approach: We’ve built Rolli with a strong focus on the needs of our users. Feedback from journalists, researchers, and other media professionals has been integral to our development process, allowing us to continuously refine and improve our platform. This responsiveness and commitment to meeting the real-world needs of our users have helped us earn their trust and loyalty.

Mission-Driven Vision: At the heart of Rolli is a mission to improve the media landscape for the public good. Our dedication to this mission is evident in everything we do, from our focus on credible information and expert representation to our efforts in fighting disinformation. This mission-driven approach resonates with our users and sets us apart as a company that is not just about business, but about making a positive impact.

By staying true to our values, leveraging our journalistic roots, and continuously focusing on delivering value to our users, Rolli has built a strong reputation as a trusted, reliable, and innovative leader in the market. We believe this dedication to integrity, quality, and service will continue to define our brand as we grow and evolve.

Can you tell us about what’s worked well for you in terms of growing your clientele?

The most effective strategy for growing Rolli’s clientele has been a combination of building strong relationships, leveraging our unique value proposition, and maintaining a laser focus on our mission.

Rolli stands out because we are a platform built by journalists for journalists, and our deep understanding of the media landscape is reflected in our offerings. By emphasizing our unique value—such as access to a diverse network of verified experts and free, innovative tools like the Information Tracer—we’ve been able to attract media professionals who are seeking reliable, expert-driven information.

Relationship-building has been a cornerstone of our growth strategy. We actively engage with journalists, researchers, and media organizations through industry events, webinars, and one-on-one meetings. By taking the time to understand their needs and challenges, we’ve been able to create meaningful connections that translate into long-term clients.

Content Marketing and Thought Leadership: We’ve focused on establishing Rolli as a thought leader in the fight against disinformation and in the promotion of expert representation. Through blog posts, whitepapers, webinars, and social media, we share insights, industry trends, and practical tips that demonstrate our expertise and commitment to improving the media landscape.

Referrals and Word-of-Mouth: Satisfied clients are our best advocates. We’ve encouraged our existing users to refer Rolli to their networks, and we’ve seen significant growth through word-of-mouth recommendations. Our focus on delivering exceptional value and service makes it easy for clients to recommend us to their peers.

We’ve also grown our clientele by partnering with relevant organizations, industry groups, and educational institutions. These partnerships allow us to reach new audiences and provide additional value to our clients through collaborative initiatives.

Offering free, high-value tools like Rolli’s Information Tracer has been a powerful strategy for attracting new users. By giving potential clients a taste of what Rolli can do for them without any upfront cost, we lower the barrier to entry and build trust early in the relationship.

Listening to our clients and continuously refining our offerings based on their feedback has been crucial. By staying responsive to their evolving needs, we not only retain existing clients but also attract new ones who are looking for a platform that truly understands and addresses their challenges.

By combining these strategies with our mission-driven approach, Rolli has been able to steadily grow its clientele while staying true to our core values of credibility, diversity, and service to the public good.

Contact Info:

• Website: https://rolli.ai
• Instagram: https://www.instagram.com/rolliapp
• Facebook: https://www.facebook.com/RolliApp
• Linkedin: https://www.linkedin.com/company/rolli
• Twitter: https://x.com/rolliapp

Image Credits

Rolli