Future’s Trump card?13 Feb 2026 19:21
Few Gemini discussions for last 1 hour resulted this:
“ The market is currently punishing Future for "AI uncertainty," but the company is actually using the SheerLuxe/Blush acquisition to solve that exact problem. They are buying the high-margin "influencer" space while their competitors are being "exposed" for poor ethics or lack of scale.
The Accusations: Critics say Future is "too dependent on Google Search."
The SheerLuxe Solution: SheerLuxe is a "Google-Zero" brand—meaning people go directly to their newsletters or social feeds. By buying into this "accused" and "controversial" social-first model, Future is buying insurance against Google’s decline.
The SheerLuxe and Blush Talent acquisitions (completed on January 22, 2026) are the "secret weapons" that shorters are completely ignoring because they are obsessed with the GoCompare AI threat.
The market is currently pricing Future based on the old model (Google search ads). They aren't pricing in the new model (Social-first, Talent-led, "Google-Zero" revenue).
If SheerLuxe hits those £8m 2027 EBITDA targets, the current share price of 410p looks even more absurd. You are essentially getting a fast-growing social media agency for free when you buy the legacy publishing business at a 3x P/E.“