all that matters
An independent German digital-media company providing curated editorial content and knowledge-oriented formats.
Website: https://all-that-matters.com/
Cover Block
Publicly reported
| Field | Value |
|---|---|
| Name | all that matters |
| Tagline | An independent German digital-media company providing curated editorial content and knowledge-oriented formats. [all that matters, October 2026] |
| Headquarters | Berlin, Germany [all that matters, October 2026] |
| Business model | B2C |
| Industry | Media / Entertainment |
| Technology type | Software (Non-AI) |
| Geography | Western Europe |
| Growth profile | Lifestyle Business |
| Founding team | Co-Founders (3+): Simon Kretschmer, Hans-Peter Junker, Benjamin Schubert [all that matters, October 2026] [kress.de, retrieved 2026] |
Links
Publicly reported
- Website: https://all-that-matters.com/
Summary and Signal
PUBLIC all that matters is a Berlin-based digital media and knowledge platform that curates articles, podcasts, videos, and studies across 50 topics from more than 2,000 selected sources, a proposition that stands out because it is framed less as content production at scale and more as expert-led filtering in an overcrowded information market [all that matters, October 2026]. The company deserves attention now because its public positioning is unusually explicit about independence, stating that it operates without technology-company or content-provider ownership, platform dependencies, or venture-capital pressure, which shapes both its editorial claim and its financing posture [all that matters, October 2026].
The founding story, as disclosed publicly, is a media-native build led by Simon Kretschmer, Hans-Peter Junker, and Benjamin Schubert, with the company describing itself as an independent business producing editorial content and knowledge-oriented formats [all that matters, October 2026]. The product appears to center on topic-based curation by named experts rather than a single-format publication, a model also reflected in LinkedIn descriptions that characterize the platform as selected content on specific topics with selected curators across providers and formats [LinkedIn, retrieved 2026].
Team quality is the clearest asset visible from public sources. The company says Kretschmer brings more than 20 years in digital journalism and publishing leadership, Junker more than 35 years across German media titles including VIEW and GALA, and Schubert responsibility for product and technology with prior roles at Correctiv and Table.Media; separate reporting and LinkedIn profiles partially corroborate Kretschmer's Table.Media connection and the operating roles of the broader team [all that matters, October 2026] [HORIZONT, retrieved 2026] [LinkedIn, retrieved 2026].
On funding, the public record is defined more by what the company rules out than by what it confirms. No disclosed funding round, lead investor, or accelerator affiliation appears in the cited material, while the company explicitly states it operates without venture-capital pressure, which is directionally consistent with a lifestyle-business profile but does not by itself establish capitalization, profitability, or revenue model [all that matters, October 2026].
Over the next 12 to 18 months, the central watchpoints are straightforward: whether the platform can translate editorial credibility into a durable consumer business, whether the curator-led topic architecture produces repeat engagement beyond initial discovery, and whether the company begins to disclose clearer evidence on monetization, hiring, or scale. The only role surfaced in the captured material is a Director HR & Organization position in Hamburg, which may indicate organizational build-out, though the available evidence does not establish whether it is an active hiring process or a profile page [all that matters, October 2026].
No independent source found -- This section relies primarily on company-owned materials, with partial corroboration from LinkedIn and trade-press reporting on founder backgrounds.
Taxonomy Snapshot
| Axis | Value |
|---|---|
| Business Model | B2C |
| Industry / Vertical | Media / Entertainment |
| Technology Type | Software (Non-AI) |
| Geography | Western Europe |
| Growth Profile | Lifestyle Business |
| Founding Team | Co-Founders (3+) |
Company Overview
PUBLIC
The public record on all that matters is thin, but the basic shape is clear. The company presents itself as an independent German digital-media business based in Berlin, focused on curated editorial content and knowledge-oriented formats rather than a single publication or software product [all that matters, October 2026]. Its website also makes independence part of the corporate identity, stating that it operates without ownership by technology companies or content providers, without platform dependencies, and without venture-capital pressure [all that matters, October 2026].
What is less clear is chronology. The company website identifies Simon Kretschmer, Hans-Peter Junker, and Benjamin Schubert as the founding team around editorial leadership, product, and technology, but the retrieved public materials do not establish a founding date or legal entity name with precision [all that matters, October 2026]. Kretschmer is separately described by kress.de as founder and managing director of all that matters, which supports his central role in the company’s formation, though it does not add a dated incorporation milestone [kress.de, retrieved 2026].
The few verifiable milestones are personnel-linked rather than financing-linked. Kretschmer was reported to have become managing director of Table Media before later leaving Table Briefings to pursue his own company idea, a sequence that helps explain the emergence of all that matters but does not by itself date the company’s launch [HORIZONT, retrieved 2026] [Medieninsider, retrieved 2026]. By October 2026, the company’s own site showed a live consumer-facing platform with topic-based navigation and an "Über uns" page naming leadership, which is the clearest public evidence that the business was operational by that point [all that matters, October 2026].
No independent source found -- This section relies primarily on company website claims, with limited corroboration from kress.de, HORIZONT, and Medieninsider on founder background and chronology.
The Product and the Stack
MIXED
The product is best understood as a curated knowledge platform rather than a conventional digital publication. On its homepage, all that matters describes itself as an independent company for editorial content and knowledge-oriented formats, and frames the offer with the line "Wissen ist kostbar. Deine Zeit auch." [all that matters, October 2026]. The same public materials describe "reliable contributions" across 50 topics, spanning articles, podcasts, videos, and studies drawn from more than 2,000 selected sources and recommended by experts [all that matters, October 2026]. LinkedIn descriptions from team members and curators broadly align with that positioning, describing the platform as selected content on defined topics, curated across providers and formats rather than produced solely in-house [LinkedIn, retrieved 2026].
What is visible from the public record is the editorial layer, not a deeply disclosed software stack. The site structure and metadata show topic-based navigation, user-account elements such as "Meine Topics," "Meine Bibliothek," and "Mein Account," plus an upgrade flow, which suggests a consumer subscription or membership-style product surface, although the revenue model is not explicitly disclosed in the cited material [all that matters, October 2026]. Public examples also point to curator-led verticals inside the platform, including a "World of Wine" topic associated with sommelier Turadj Schahbasi [LinkedIn, retrieved 2026; all that matters, October 2026]. Benjamin Schubert is identified by the company as responsible for product and technology, with prior product and design roles at Correctiv and Table.Media, which supports the view that the platform has an intentionally designed software layer even if the underlying architecture, content ingestion workflow, and recommendation mechanics are not publicly specified [all that matters, October 2026].
No independent source found -- This section relies primarily on company website claims, with partial support from LinkedIn profiles for the curation model and named topic examples.
The Market They Are Entering
Publicly reported
The market matters now because all that matters is not selling into a blank space, it is operating at the intersection of digital publishing, expert curation, and knowledge discovery, three areas where information volume keeps rising faster than reader attention [all that matters, October 2026].
The public record does not support a clean TAM, SAM, or SOM for the company itself. There is no cited third-party market model in the available materials for curated knowledge platforms, and the company has not disclosed a commercial segment, pricing architecture, or customer base that would allow a defensible bottom-up estimate [all that matters, October 2026]. The most grounded way to frame demand is as an analogous market: premium digital media, specialist newsletters, podcast discovery, and expert-led knowledge products all compete for the same scarce input, which is audience time rather than raw content supply [all that matters, October 2026].
That matters because the product claim is less about producing another broad media destination and more about filtering abundance. The homepage says the platform offers contributions across 50 topics and draws on more than 2,000 selected sources, with articles, podcasts, videos, and studies recommended by experts [all that matters, October 2026]. LinkedIn profiles for team members and curators reinforce that positioning, describing the service as a topic-specific knowledge platform where selected curators recommend relevant content across formats and providers [LinkedIn, retrieved 2026].
A simple way to size the reachable surface is to look at the public product footprint rather than infer revenue. The available evidence points to a multi-topic, cross-format consumer proposition rather than a single-vertical publication, which broadens thematic reach but also places the company in several adjacent attention markets at once, including digital magazine reading, podcast and video discovery, educational media, and paid expert curation [all that matters, October 2026] [LinkedIn, retrieved 2026].
| Publicly cited market proxy | What the source supports | Relevance to all that matters |
|---|---|---|
| 50 topics | The homepage lists 50 subject areas covered by the platform [all that matters, October 2026] | Suggests breadth across multiple interest verticals rather than one niche publication |
| 2,000 selected sources | The homepage says content is drawn from over 2,000 selected sources [all that matters, October 2026] | Indicates the product is built around aggregation and curation, not only original reporting |
| Articles, podcasts, videos, studies | The homepage names these content formats directly [all that matters, October 2026] | Places the company in substitute markets for reading, listening, and learning time |
The table does not establish market size in euros, but it does show the strategic surface area. Breadth can expand addressable audience, though it also raises execution demands around curation quality and repeat engagement.
The main demand driver is overload. The source materials repeatedly frame the value proposition around saving time and surfacing reliable material, with the homepage tagline stating, "Wissen ist kostbar. Deine Zeit auch" [all that matters, October 2026]. In practical terms, that aligns the company with a durable consumer problem: readers increasingly face fragmented information flows across articles, podcasts, videos, and social distribution, and may pay attention to products that reduce search costs if the recommendations are meaningfully better than generic feeds.
A second tailwind is the credibility of human-led curation in specialized topics. The website and LinkedIn evidence both emphasize expert recommendation rather than algorithmic discovery alone, and the source text names at least one topic curator publicly, Sommelier Turadj Schahbasi for "World of Wine" [all that matters, October 2026] [LinkedIn, retrieved 2026]. That does not prove monetization, but it does suggest a product thesis tied to trust, taste, and subject-matter filtering, which can travel better in high-consideration categories than purely volume-based media models.
Substitute markets are broad and worth taking seriously. A user seeking insight on AI, work, health, culture, or wine can choose among mainstream publishers, newsletters, podcasts, creator communities, search engines, social feeds, and specialist learning platforms instead of using a dedicated curation layer [all that matters, October 2026]. The company's differentiation, based on the cited materials, rests on editorial selection and topic organization rather than exclusive ownership of the underlying content corpus [all that matters, October 2026] [LinkedIn, retrieved 2026].
Macro and regulatory forces cut both ways. On the positive side, rising concern over misinformation and content quality can support demand for trusted selection, especially in topics such as digital ethics, AI, law, and media literacy that appear on the site taxonomy [all that matters, October 2026]. On the constraint side, a business built around recommending material from many sources may remain exposed to changing platform discovery patterns, publisher licensing norms, and consumer willingness to add another paid or habitual information product, none of which the current public record resolves [all that matters, October 2026].
No independent source found -- This section relies primarily on company website claims, with limited corroboration from LinkedIn profiles and no independent third-party market-sizing report in the cited public evidence.
The Competitive Field
MIXED The company is positioned less against a single direct rival than against a broad set of content-discovery habits, legacy publishers, and platform-based recommendation systems that already compete for a reader's limited attention window [all that matters, October 2026].
On the evidence available, the nearest competitive set breaks into three segments. First are incumbent media brands and magazine-style publishers that produce original editorial packages and already command audience trust in German-language quality journalism, a relevant benchmark because the founding team comes from institutions such as stern, VIEW, NEON, and GALA according to the company and supporting trade coverage on Simon Kretschmer's career [all that matters, October 2026] [HORIZONT] [kress.de]. Second are adjacent knowledge products, including specialist briefings, podcast networks, and curated topic newsletters, which compete less on raw reporting and more on synthesis and time savings, a need the homepage addresses directly with the line "Wissen ist kostbar. Deine Zeit auch." [all that matters, October 2026]. Third are large horizontal discovery platforms, including search, social, and podcast apps, which are not named by the company but are implicitly part of the positioning because all that matters says it operates without platform dependencies and organizes recommendations from more than 2,000 selected sources across articles, podcasts, videos, and studies [all that matters, October 2026].
The clearest edge visible today is editorial taste and operator credibility, not capital or proprietary technology. The company states that it covers 50 topics with recommendations from experts and selected curators, and LinkedIn profiles support the presence of named curators and editorial participants such as Henrik Dittmar, Peter Decker-Altenkirch, and Turadj Schahbasi [all that matters, October 2026] [LinkedIn]. That matters because a curated knowledge product lives or dies on trust in selection quality. The same advantage is also perishable. Curatorial authority can attract an early audience, but it is difficult to defend if larger publishers, newsletter operators, or platform features replicate topic bundling and expert recommendations with stronger existing distribution [all that matters, October 2026].
The main exposure is channel ownership. The company emphasizes independence from technology-company ownership, content-provider ownership, and venture-capital pressure, which may preserve editorial flexibility, but the same posture can imply slower scaling if audience acquisition still depends on open web discovery, word of mouth, or founder-led networks rather than a controlled distribution pipe [all that matters, October 2026]. There is also an execution exposure in breadth. Covering 50 topics from over 2,000 selected sources suggests ambition and range, but broad topic coverage can dilute distinctiveness unless individual verticals develop enough authority to become repeat-use destinations in their own right [all that matters, October 2026]. In practical terms, an incumbent publisher with a narrower but deeper franchise in one topic could outcompete all that matters for user loyalty inside that niche, while a large platform could outcompete it on convenience.
The most plausible 18-month scenario is a sorting between trusted specialist curation and generic aggregation. If expert-led curation becomes more valuable as readers try to filter rising content volume, all that matters is a plausible winner because its public pitch is already centered on expert recommendation across formats and providers [all that matters, October 2026] [LinkedIn]. If, instead, users continue to default to broad consumer platforms and established publisher brands for discovery, the loser is more likely to be independent cross-topic curation products without a locked-in audience or a clearly disclosed commercial wedge, and all that matters would fit that risk profile on current public evidence [all that matters, October 2026].
No independent source found -- This section rests mainly on company website positioning and a limited set of LinkedIn and trade-publication corroboration; no named competitors were confirmed in the source set, so competitive mapping beyond the company's stated posture is analytical inference from public evidence only.
Opportunity
PUBLIC
If execution holds, the prize here is not another niche editorial brand, but a durable paid knowledge destination for German-speaking professionals and consumers who want trusted curation across dozens of subjects without platform, advertiser, or venture pressure [all that matters, October 2026].
The headline opportunity is straightforward: become the reference layer for high-intent knowledge consumption in German language media, where the product is less about producing infinite original content and more about reducing search, selection, and trust costs for readers. That is at least directionally reachable from the public evidence because the company is already framing itself as an independent platform for editorial and knowledge-oriented formats, spanning articles, podcasts, videos, and studies across 50 topics and more than 2,000 selected sources [all that matters, October 2026]. The founder set is also unusually weighted toward premium publishing, editorial judgment, and product execution, with Simon Kretschmer, Hans-Peter Junker, and Benjamin Schubert bringing backgrounds across stern, VIEW, Correctiv, and Table.Media according to company materials and LinkedIn profiles [all that matters, October 2026] [LinkedIn] [turi2]. In plain terms, the bet is that curation becomes the product, not a feature.
That matters because the company is not presenting itself as a broad social network or commodity news feed. It is narrowing the use case to selected topics, expert recommendation, and format breadth, which is a more defensible position if reader behavior continues to fragment across text, audio, video, and specialist research [all that matters, October 2026] [LinkedIn]. The public record does not yet show distribution scale, paid conversion, or retention, so the opportunity remains conditional. Still, the basic ingredients of a focused knowledge platform are visible in the product surface and team composition.
| Scenario | What happens | Catalyst | Why it's plausible |
|---|---|---|---|
| Trusted curator brand | The platform becomes a paid destination for readers who want expert-filtered coverage across professional and lifestyle topics, with breadth large enough to support habitual use | A successful conversion of the existing 50-topic structure into a repeat subscription habit | The product already spans 50 topics and aggregates articles, podcasts, videos, and studies from more than 2,000 selected sources, which supports a broad but curated proposition [all that matters, October 2026] |
| Expert network marketplace | The company turns its curator layer into the primary draw, where named experts pull in audiences around specialist verticals such as wine, work, AI, and culture | A breakout curator or topic cluster that proves audiences will follow trusted individuals inside the platform | Public profiles already point to a curator model, including Henrik Dittmar and Peter Decker-Altenkirch, while the site itself highlights expert recommendation and named verticals such as World of Wine with Turadj Schahbasi [LinkedIn] [all that matters, October 2026] |
| Independent premium media asset | The business matures into a profitable, strategically valuable German knowledge brand that larger media groups or specialist information services would want to partner with or acquire | Evidence of recurring subscriber demand without dependence on major platforms or outside capital | The company explicitly emphasizes independence from technology-company ownership, content-provider ownership, platform dependencies, and venture-capital pressure, which is consistent with building a self-directed premium media property [all that matters, October 2026] |
The scenarios above all rely on the same underlying mechanism: if curation quality is high, every new topic can add both audience breadth and renewal depth. A reader who arrives for one topic can discover adjacent ones, while a respected curator can raise trust for the platform as a whole. The homepage already shows a multi-topic architecture that ranges from AI, digital ethics, and modern work to wine, resilience, and financial education, suggesting the company is building for cross-topic engagement rather than a single-vertical publication [all that matters, October 2026]. The early shape of the flywheel is therefore plausible: more credible curators improve selection quality, better selection improves reader trust, and stronger reader trust makes it easier to add the next curator and the next topic.
The compounding case is helped by format diversity. If one platform can organize articles, podcasts, videos, and studies in a consistent recommendation layer, then its value rises as content abundance rises elsewhere [all that matters, October 2026]. That is especially relevant in categories where users feel overloaded rather than underserved. Public evidence does not yet establish proprietary data, algorithmic advantage, or network effects in the stricter software sense, so the moat at this stage looks editorial and brand-driven, not technical. Even so, editorial moats can compound if users come to believe the platform saves time reliably.
The size of the win is harder to bound because no public funding, revenue, or market-sizing data was confirmed in the supplied materials. The cleanest public framing is qualitative: if the company proves that expert-led curation can support recurring paid consumption across dozens of topics, it could become a meaningful German-language premium media asset with strategic value to subscription publishers, professional information providers, or event and community businesses (scenario, not a forecast). That upside rests less on breakout advertising scale and more on whether the team can convert editorial credibility into habitual paid usage, which is the central commercial question left unanswered by the public record [all that matters, October 2026] [kress.de].
No independent source found -- This section relies mainly on company website claims, with partial support from LinkedIn profiles and trade-press items on founder backgrounds.
Sources
Publicly reported
[all that matters, October 2026] all that matters | Wissen ist kostbar. Deine Zeit auch. | https://all-that-matters.com/
[kress.de, retrieved 2026] "Ein mich seit längerem begleitender Gedanke": Geschäftsführer Simon Kretschmer hört bei Table.Briefings auf | https://kress.de/news/beitrag/147980-quot-ein-mich-seit-laengerem-begleitender-gedanke-quot-geschaeftsfuehrer-simon-kretschmer-hoert-bei-table-briefings-auf.html
[LinkedIn, retrieved 2026] Simon Kretschmer - CuriousMind | LinkedIn | https://www.linkedin.com/in/simonkretschmer/
[HORIZONT, retrieved 2026] Digitalpublisher: Simon Kretschmer wird Geschäftsführer von Table Media - HORIZONT | https://www.horizont.net/medien/nachrichten/digitalpublisher-simon-kretschmer-wird-geschaeftsfuehrer-von-table-media-212848
[Medieninsider, retrieved 2026] Table Briefings: Geschäftsführer Simon Kretschmer hört auf • Medieninsider | https://medieninsider.com/table-briefings-geschaeftsfuehrer-hoert-auf/23212/
[turi2, retrieved 2026] Mein Podcast-Tipp: Simon Kretschmer über "Reveal". | https://www.turi2.de/community/mein-podcast-tipp-simon-kretschmer-ueber-reveal/
Articles about all that matters
- A Berlin Startup's Knowledge Platform Covers 50 Topics, From Wine to Finance — The Berlin-based startup, founded by Simon Kretschmer and Hans-Peter Junker, is betting that editorial curation can beat algorithmic feeds.