Lucy Mort, former Head of Design at Hinge and co-founder of creator monetization platform Sunroom (acquired by FanFix in 2025), has launched OnlySearch, a search and discovery engine built specifically for OnlyFans creators.
OnlyFans has grown into one of the world’s largest creator platforms, generating billions in annual gross revenue. Yet the platform offers almost no native discovery functionality. Growth is effectively offloaded onto creators, who are expected to drive their own traffic via social media, paid promotions, and third-party platforms. These channels are increasingly unreliable for adult creators, with frequent shadowbanning, content restrictions, and shifting algorithms creating an unstable growth environment.
OnlySearch positions itself as infrastructure for this missing layer of the creator economy: an external discovery engine designed to route high-intent user traffic directly to creators’ profiles. Rather than competing with social feeds for attention, the platform captures demand from users actively searching for specific categories, niches, and creator attributes, and routes that traffic into OnlyFans.
Mort began researching the problem in 2020, interviewing creators about operational bottlenecks in their businesses. A consistent insight emerged: monetization tools on OnlyFans had matured, but growth tooling had not. This pattern resurfaced during Mort’s time as CEO of Sunroom, where creators faced similar challenges around distribution, platform dependence, and algorithmic volatility.
“Creators are running real businesses, but they’re doing it without reliable distribution infrastructure,” said Mort. “OnlySearch is about building a predictable growth channel. Instead of fighting algorithms or risking account shutdowns on social platforms, creators can tap into search-based demand from users who already know what they’re looking for.”
Now live, OnlySearch allows users to filter and discover creators by category, niche, and interests, functioning as a specialized search layer for a platform that was never designed for discovery. The product is structured around intent-based search behavior rather than feed-based distribution, creating a more direct acquisition funnel for creators.
Despite being early-stage, OnlySearch has rapidly become one of the most widely used discovery tools dedicated to OnlyFans creators, reflecting strong market demand for third-party growth infrastructure in the adult creator economy. The company is also building an advertising toolkit that allows creators to sponsor placement within search results, introducing a paid acquisition channel similar to search ads in traditional marketplaces.
OnlySearch represents Mort’s next venture in building creator-first platforms, and reflects a broader trend toward standalone infrastructure tools emerging around dominant creator platforms — particularly in categories where the core platform has little incentive to solve discovery itself.
