In a bold move to shake up the audiobook industry, Michelle Dalton has chosen to invest in Xigxag, a rising British platform that blends clever technology with user‑centric design. Co‑founded by Kelli Fairbrother and Mark Chaplin, Xigxag aims to redefine how the UK listens to and reads electronic books – a genuine contender to take on Amazon’s Audible.

A Fresh Approach to Listening and Reading

Spotted by its founders observing a stagnation in audiobook innovation, Xigxag launched in 2019 (with operations ramping up in 2020) to challenge the status quo.

Kelli Fairbrother, former US Army officer turned McKinsey consultant and sustainable‑tech executive, teamed up with Mark Chaplin, a seasoned digital media technologist, to build a platform tailored to today’s listeners and readers alike.

Their goal: blend audiobook and e‑book into a seamless experience through their proprietary x‑book® format. Users can listen, read, view graphs and illustrations, search, lookup words, take notes, share quotes all within the app. In short, it’s an ebook and audiobook rolled into one, for the price of one.

Rewards Over Subscriptions

Perhaps the most striking divergence from Audible is Xigxag’s pay‑as‑you‑go, subscription‑free business model. There is no monthly fee; users simply buy what they want. But the more they listen/read the more they are rewarded! A loyalty‑based sliding‑scale pricing structure rewards continued use: starting from £7.99 per title at first, prices drop every five books, eventually falling to around £3.99 for avid listeners. This approach not only delivers cost savings but enables users to fully own their content.

Independent testing has validated its value. A Guardian commissioned review found Xigxag offered the lowest average price among UK platforms at approximately £7.68 per book.

Independent, Ethical and Human

Xigxag distinguishes itself as one of the few Certified B Corporations in the digital audiobook sector – a badge of ethical stewardship. It’s also earned recognition as an “Ethical Consumer Best Buy,” affirming commitments to sustainability and responsible business practice.

As an independent UK‑based platform (headquartered in Cornwall), Xigxag operates free from the gravitational pull of big tech conglomerates. That independence underpins not only its product design, but its customer service, which has been repeatedly praised as “fast, helpful, and human” in contrast to the faceless support of larger rivals.

Strategic Vision and Social Purpose

Kelli Fairbrother and Mark Chaplin share more than technological ambition – they are motivated by a broader social purpose. Their vision encompasses accessibility, sustainability and innovation in literacy. The platform aims to engage diverse audiences, including those who struggle with traditional reading, and to make books more sustainable via low‑carbon digital distribution platforms.

As proof of their ambition, they have built one of the most advanced digital content systems in publishing, automating quality and completeness across 90 % of titles and enabling publisher features like “First Listen” for digital proof distribution.

They are also the first company of its kind in the UK to accept National Book Tokens which can be redeemed directly on the Xigxag platform towards audio and Xbooks.

Betting on the Future of Books

Michelle Dalton’s backing of Xigxag is more than a financial investment – it signals confidence in a UK‑grown, female‑led team delivering genuine innovation. Against the backdrop of Amazon’s dominance, Xigxag stands out with its pioneering x‑book® technology, ethical credentials, flexible pay‑as‑you‑go pricing, and an independent spirit rooted in human‑centred design.

For listeners and readers seeking choice, fairness and a fresh take on digital books, Xigxag is not just an alternative, it is the future!

Will You Be Next?

Michelle and the Rockfine Group team are always exploring investment opportunities, both through the business and as individual investors.

Get in touch if you are exploring ways to Grow or Exit your business – our team is here to help.