Rolli is dedicated to sustaining the integrity of journalism by
equipping journalists with innovative tools and resources.
Our mission is to foster a thriving media ecosystem where
factual, impactful reporting prevails.
Through our Newsroom as a Service® platform, we empower
journalists to navigate the challenges of shrinking newsrooms,
faster deadlines, and widespread disinformation. By
connecting them with a diverse range of vetted experts and
leveraging advanced AI newsgathering resources, Rolli
promotes accurate, equitable, and sustainable journalism that
enhances public discourse and strengthens democratic
societies.
Empowering the public with the most reliable information.
Answering Your QuestionsLA Press Club Board of Directors and News Anchor, Catalina Villegas asks Rolli’s founder your most Frequently Asked Questions.
Message from Our Founder
Nick Toso Welcomes You to Rolli!
About The Founders
Nick Toso
Founder
Rolli was founded by Nick Toso, former CNN en Español Washington DC Bureau Chief and Senior
Producer. During his time in the newsroom, Nick saw the impact that having vetted and diverse
subject matter experts had on the quality and depth of news coverage – and how it led to more
equitable representation in the media, and meaningful public discourse.
Additionally, Nick saw the challenges that the digital era brought to many newsrooms and
wanted to provide all journalists with better tools to accomplish their goals, but few existed.
Catalina Villegas
Co-Founder
Catalina Villegas is an anchor for Spectrum News 1 in Los Angeles. She has worked at the local,
national, and international level for stations ranging from CNN, to CBS, NBC and Univision.
Catalina is also a member of the Board of Directors for the LA Press Club. She is a mentor with the
Foot in the Door fellowship and hosts Rolli’s Experts Explain Everything Podcast.
Catalina immigrated to the US from Colombia in 1999.
Meet The Team
Stacey WoelfelDirector of Partnerships
Stacey Woelfel is a renowned journalist and educator, who spent 35 years teaching at the Missouri School
of Journalism. He is the past national chairman of the Radio Television Digital News Association (RTDNA)
and has held leadership positions in various media organizations. Stacey holds a doctorate in political
science.
As Director of Partnerships, Stacey embodies Rolli’s commitment to the future of journalism
and the thousands of young journalists who step into their first newsroom every year
Suzanne RingersDirector of Member Development
Suzanne Ringers is a seasoned media professional with over two decades of experience booking high-profile guests and shaping editorial content at major national networks, including CNN and Scripps News. She has booked everyone from legal analysts and CEOs to athletes and public officials, playing a vital role in daily news coverage and breaking news events.
As Director of Member Development at Rolli, Suzanne leads journalist and expert engagement, drawing on her newsroom background to grow and support a thriving, high-integrity member community. She works directly with both journalists and expert contributors to ensure Rolli’s platform remains trusted, diverse, and relevant—connecting the right sources with the right stories in real time. Her deep understanding of newsroom needs and editorial standards helps drive the adoption of Rolli’s tools across the media industry.
Rob EdenzonChief Growth Officer
Rob Edenzon is a veteran sales strategist with nearly 40 years of experience driving revenue growth across enterprise software, SaaS, EdTech, and media. His leadership has fueled scale-ups from startup to national impact, including more than doubling growth in K–12 education markets during the pandemic.
As Chief Growth Officer at Rolli, Rob leads go-to-market strategy, enterprise partnerships, and customer acquisition across both sides of the platform: journalists and experts. He is spearheading the buildout of Rolli’s sales and onboarding infrastructure, forging relationships with media companies, academic institutions, and professional organizations to expand the reach and relevance of our trusted expert network. Rob’s work ensures Rolli can scale responsibly while preserving its commitment to quality, verification, and impact in an AI-driven media landscape.
Vincent HendrickxChief Product Officer
Vincent Hendrickx brings over a decade of experience leading innovation at the intersection of software, strategy, and scalable systems. As CEO of Codelitt, he has guided more than 100 digital transformation projects for global organizations. Vincent approaches problem-solving with analytical rigor and a human-centered mindset.
As Chief Product Officer at Rolli, Vincent leads the development and iteration of AI tools and expert infrastructure that power journalist workflows, ensuring every feature we build serves trust, speed, and real-time media accuracy.
Frequently Asked Questions
Rolli’s founder recently sat down to answer all your questions!
Are there any guarantees?
Rolli has no editorial influence on journalists, therefore we do not guarantee bookings.
However, we are confident of the value that Rolli provides to qualified subject matter experts (SMEs), organizations, and journalists. For that reason, Rolli offers a full money-back satisfaction guarantee on yearly memberships. Why a year? Because news works on a cycle, and experts may need to wait for their expertise to have increased news relevance to receive media requests.
What does Rolli do with my information?
You are a valuable member of our community, not as a set of data points to be monetized. We only use the information you provide to fulfill our stated purpose of connecting our community of experts, organizations, and content producers.
We do not sell or otherwise make your information available to anyone outside the Rolli platform.
Rolli takes your privacy very seriously and we're proud of our commitment to guarding your information. For more details, please see our Privacy Policy and don't hesitate to contact us at hello@rolli.ai with any questions.
Who is considered an "Expert"?
Rolli defines an expert as someone with deep, demonstrable knowledge in their field, whether through advanced degrees, professional certifications, long-term experience, or meaningful contributions to public understanding. This includes licensed professionals like doctors and lawyers, as well as researchers, educators, nonprofit leaders, journalists, authors, and other individuals with subject-matter expertise.
We take expert vetting and verification seriously. Every expert on Rolli is reviewed against standards informed by journalism ethics and best practices, including guidelines from the Poynter Institute. We also partner with trusted organizations like CLEAR that share our commitment to source verification in the age of generative AI, helping to ensure that every expert you find on Rolli is credible, reliable, and ready to contribute to responsible public discourse.
How is Rolli different from other tools, like HARO?
Rolli eliminates the outdated pitch model used by platforms like HARO, Qwoted, and Cision. Instead of blasting out mass emails and hoping a journalist responds, Rolli flips the script: journalists actively search you out through our AI-powered discovery platform.
What makes Rolli stand apart is our commitment to credibility, efficiency, and transparency:
No Pitching: Experts don’t have to compete in crowded inboxes. Journalists come to you directly—no cold outreach required.
Verified Expertise: Every expert is vetted through a rigorous process guided by journalistic standards, including those from the Poynter Institute. We also partner with trusted verification leaders like CLEAR to uphold source authenticity in the age of generative AI.
AI-Driven Matching: Rolli uses powerful AI to match journalists with relevant, reliable experts in real time—far beyond basic keyword filtering.
Designed for Newsrooms: Rolli integrates into the tools journalists already use, making it a seamless part of their editorial workflow.
In short, Rolli isn’t another PR pitching platform. It’s a smarter, journalist-first system that empowers real experts to be discovered and trusted—when it matters most.
