Ethical Capital Partners?

It’s the irony of all names. Back in March, Pornhub announced it had been bought by “Ethical Capital Partners”.

“We are a different kind of private equity firm,” states their website. “Where others see complexity, we see opportunity.”

Ethical Capital Partners (ECP), based in Ottawa, Canada, is a newly-formed small private equity company. It acquired MindGeek — the parent company of Pornhub and a number of other porn sites — for an undisclosed sum.

For a new, unheard of firm this is a significant purchase. Pornhub has an estimated net worth of $1.5 billion. It gets more visits per month than Amazon.

Support investigative reporting at Whale Hunting and get access to exclusive content every week by signing up for our paid subscription.