Clarita needed to put herself through nursing school; Lex wanted to boost his income as a labourer – now they are erotic influencers on the subscriber site

In many ways, Lex Lederman, 28, is a classic American family man. He owns a farm in New Hampshire, where he lives with his wife and three children (plus a sizable company of chickens, pigs and geese). He’s teaching himself home renovation (plumbing, electrics, how to lay floors) and regularly helps out with homeless food charities, refugee relief, and the local high school football team. But this lifestyle has only become possible since he quit his construction job for a full-time career on OnlyFans – the content subscription service where he uploads erotic pictures and videos for his predominantly gay male fanbase.

One of the biggest tech success stories of the last few years, OnlyFans was founded by British entrepreneur Tim Stokely in September 2016. “You could see the explosion of influencer marketing, but the influencers were getting paid via ad campaigns and product endorsements,” he explained in an interview earlier this year. “Our thinking was always, OK, what if you could build a platform where it’s similar to existing on social media, but with the key difference being the payment button?” Stokely is now worth an estimated $120m (£86m).