MindGeek, the parent company of Pornhub, has announced a name change to “Aylo” in an effort to rebrand and start anew under new ownership. The decision comes after MindGeek faced criticism for hosting objectionable content, including revenge porn, child exploitation, and sex trafficking. The choice of the name “Aylo” may seem puzzling, but the company spokesperson explained that it was purposely selected as it is a unique word with no existing meaning. This allows the team and new owners to define it as they wish. The rebranding will be implemented across all company communications and digital platforms. Ethical Capital Partners, the Canadian buyout firm that acquired MindGeek, made the decision to change the name after consulting with employees and external stakeholders who supported a fresh start. The firm aims to be more involved in discussions that impact Aylo’s business and intends to improve public perception of the company. As part of its campaign to make Pornhub more socially acceptable, Ethical Capital recently promoted Alexzandra Kekesi, the former marketing director, to head of community and brand. Kekesi will oversee creative direction, engagement with porn stars, and key public matters. With the rebrand, Kekesi expressed enthusiasm for building Aylo as a leading technology brand while upholding values such as consent, freedom of expression, authenticity, originality, and diversity. MindGeek’s portfolio includes popular brands like YouPorn, Brazzers, and Men.com, and claims to have a daily audience of 130 million users. Prior to the name change, MindGeek faced setbacks, including losing access to certain payment systems due to a New York Times report exposing illegal content on Pornhub and its impact on victims. The company responded by removing millions of videos from the site. Despite allegations, Pornhub and MindGeek have denied any wrongdoing and have implemented measures to protect users, such as verifying content uploaders and collaborating with nonprofit organizations to combat child exploitation. Last year, MindGeek’s CEO and COO resigned after a scathing article in The New Yorker shed light on nonconsensual sex videos. Ethical Capital has yet to fill these positions but is actively searching for suitable candidates. The previous MindGeek ownership group has completely exited the company following Ethical Capital’s acquisition. The current leadership at Aylo remains undisclosed, as does the funding and payment details of the acquisition.
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