Business Insider today launched Tech Insider, a standalone website staffed by 40, in its effort to expand from its digital business news heritage.

Plans for a general news site are penciled in for a fall debut, according to a report in the Wall Street Journal.

“We decided at the end of last year to expand beyond just business. We think there is a lot of opportunity for us out there,” the company’s founder and CEO, Henry Blodget, told the paper.

Tech Insider will focus on innovation, science and space as part of its strategy to carve a niche in the crowded marketplace.

Business Insider, which has six international editions, chalked up 39.6M unique views in June, up more than 50 percent than a year ago. It ranks No. 2 behind Yahoo Finance, which attracted 72.6M unique visitors, in the market.

Blodget's operation received a $25M infusion from Germany's Axel Springer media combine earlier this year, an investment that is bankrolling the expansion drive.