In April 2010, Tout spun-off as its own company with SRI taking an equity stake. Tout gained popularity in June 2011 when basketball player Shaquille O'Neal used the service to announce his retirement. As of early 2012, Tout has had over 12 million visitors since its launch, and 75 million Touts have been created and shared by users of the service.
On July 11, 2012, WWE invested $5,000 in Tout Industries, Inc.'s ("Tout") Series B Preferred Stock and in July 2012, WWE entered into a two-year strategic partnership in Tout that will leverage WWE's vast array of assets, including television, live events, digital, print and more than 100 million social media followers to expand Tout’s platform for real-time video status updates, creating a new dynamic social experience for WWE fans. WWE will be eligible to receive up 11,250 shares of Tout common stock per quarter for the life of the two-year agreement that is if certain performance metrics are met during the two years of the agreement. 
During WWE CEOVince McMahon's quarterly conference call with investors held on the morning of August 2, WWE CFO George Barrios disclosed the amount of that investment to have been $5 million but would not disclose what percentage of the company that sum represents.Stephanie McMahon, CBO of WWE, would appear on the Board of Directors for Tout. Starting with the 1000th episode of its weekly flagship television program Raw on July 23, WWE began airing Touts of both fans and wrestlers at certain points during episodes of the show.