Alex Cooper built her brand on control, confidence, and knowing exactly how to steer a conversation, but now, that control is being tested in a very public way.
The “Call Her Daddy” host is facing growing scrutiny after serious allegations surfaced about her husband and business partner, Matt Kaplan.
As reports describe tension behind the scenes of their company, the spotlight has shifted from Cooper’s success to the cracks forming within her empire, and the pressure is only building.
Alex Cooper found herself at the center of controversy after calling out former collaborator Alix Earle, an unexpected move that quickly snowballed into something much bigger.
Instead of the focus staying on that feud, attention shifted to Cooper’s husband, Kaplan, and his alleged behavior at their company, Trending.
A recent investigation claimed the 42-year-old created a difficult work environment, with accusations that he “berated” and “yelled” at employees.
There were also claims that Kaplan threatened to blackball staff from working in Hollywood. As the reports gained traction, insiders suggested the situation hit at something deeply personal for Cooper.
“This is Alex Cooper’s biggest fear: bad press,” a source told the Daily Mail, adding, “It matters to her. She wants to control the narrative, always. She is insecure and cutthroat all in one. She really doesn’t have that many friends.”
Cooper’s Company Hit With Workplace Complaints And Staff Turnover
According to reports regarding the recent investigation, Matt Kaplan allegedly “berated the staff on set” of the Unwell Winter Games and warned them they could lose future opportunities if mistakes were made.
One experienced crew member was said to have broken down in tears. Another claim involved a production manager who nearly quit during Alex Cooper’s 2023 live tour, citing concerns about Kaplan “disrespecting staff by yelling and swearing at them.”
Footage later showed the film producer telling his wife that the manager had simply “snapped.”
While their creative agency, Unwell, reportedly employs around 100 people, several high-level executives have left within the past year, including key leadership roles in marketing and growth.
Alex Cooper’s Marriage To Matt Kaplan Faces Strain Behind The Scenes
Beyond the business concerns, sources suggest the pressure has also affected Cooper’s personal life.
Insiders claim that tension has been building within her marriage to Kaplan, particularly as their professional partnership has deepened.
“There’s a lot of tension in their marriage right now,” a source said, adding that the couple is not sleeping in the same room.
The insider also described a shift in Kaplan’s behavior over time, noting how their relationship changed after they began living together.
“Matt fully courted Alex and was so sweet with her in the beginning. Once they moved in together, that’s when things changed,” the source explained.
The couple’s decision to combine their business ventures has also raised concerns among those close to Cooper. According to the same source, Kaplan plays a dominant role in her career decisions.
“Matt pushes her to do things in her business,” they said, adding, “She doesn’t have a manager. Matt is always in the room. Everything goes through Matt.”
Cooper’s Expanding Vision Raises Questions About Sustainability
Even as controversy swirls, Alex Cooper’s ambitions remain massive. The Unwell brand has expanded into live events, reality-style content, merchandise, energy drinks, and streaming projects like “Love Overboard” and “Call Her Alex.”
However, some critics believe the scale of these efforts may be part of the problem. Courtney Babbin, who interviewed for a role at Unwell, described her experience with Kaplan as unsettling.
“Alex and Matt truly think they are the smartest people in the world,” she said, recalling what she called “the most uncomfortable two hours of my life.”
She also claimed Kaplan asked “inappropriate” personal questions and avoided eye contact during their meeting.
Babbin questioned how the company operates internally, adding, “If my interview is that rough, I could only imagine what happens behind closed doors.”
She also raised concerns about the company’s ambitious expansion. “They’re trying to do everything,” she said. “It’s reality TV, it’s events.”
Babbin added that the film producer openly shared business plans without requiring a non-disclosure agreement, calling it unusual.
Alex Cooper’s Business Empire Built With Kaplan Now Under Pressure
Cooper’s personal and professional life became deeply intertwined after meeting Matt Kaplan in 2020.
Introduced over Zoom, he quickly became a major figure in her life, both romantically and in business, earning the nickname “Mr Sexy Zoom Man” among fans.
Kaplan brought his own success into the partnership, having founded ACE Entertainment and produced projects like “To All the Boys I’ve Loved Before” and “XO, Kitty.” Together, they expanded Cooper’s brand into a full-scale media operation.
In 2021, the 31-year-old signed a $60 million deal with Spotify. By 2023, she and Kaplan were engaged and launched Trending, which became the parent company of Call Her Daddy and ACE Entertainment.
That same year, they introduced the Unwell Network, bringing in creators like Earle and Madeline Argy.
The couple tied the knot in April 2024, and just months later, Cooper secured a $125 million deal with SiriusXM.
They continued expanding with ventures like the Unwell Creative Agency, aimed at connecting brands with Gen Z audiences.
