Streamlabs, a Logitech-owned company that specializes in tools to help streamers increase engagement, is including a tipping option in its mobile website builder Willow. The capability allows creators to link PayPal accounts to Willow.

Why should we care?
Willow is part of a group of site builders aimed at content creators – so-called “link in bio” sites – which allow creators to receive digital tips from fans. Others in the space include Linktree and Beacons. Streamlabs’ Willow wants to set itself apart from tipping capabilities embedded within social streaming platforms, where platforms take a cut of content creators’ tips. By contrast, Streamlabs says Willow lets creators keep all of their tip money. Instead of monetizing Willow through a cut of the tip revenue, Streamlabs intends to offer a paid version of the service that will include more sophisticated analytics and design themes. Tools like Willow cater to a growing group of influencers and creators that are driving demand for niche financial products, including Karat, a credit card for influencers that launched last year.