Hearst's Stealthy Startup Manilla Wants You To Ditch All Paper Bills

George Kliavkoff 400x300

Hearst is taking the wraps off its stealthy new digital startup, “Manilla,” which is being led by former NBCU Digital Exec George Kliavkoff.

In short, Manilla is a free one-stop online hub for all your bills — from magazine subscriptions to credit cards to whatever. It’s a well designed site, which should give it an edge over any rivals.

The site is wholly owned by Hearst, where it was incubated by Kliavkoff, who will be CEO of Manilla. (Previously he was an executive within Hearst.)

How will Manilla make money? It gets paid everytime one of its users scraps paper billing.

If a user signs up through Manilla to manage his Comcast bill, Comcast will stop sending him a paper bill. Comcast pays Manilla a fraction of what it would have cost to mail the bill. Hearst also puts ads for Comcast around the Comcast bill in Manilla, which you can see in screenshots of Manilla.

Here's the first screen when you sign up

And if you don't add anything, this is what it looks like ...

... Manilla is sensitive. If you haven't added anything it wants to know why.

Let's say you have filled it in, here are some alerts for you.

And here's another look at it.

If you want to pay your bill, you see ads on the right.

The ads are a bonus for businesses

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