NY Confidential was founded by Jason Itzler (born 1967 as Jason Sylk), a marketing genius and early pioneer of phone sex M2 Communications and webcam porn businesses. His first agency was a legitimate fashion modeling agency SoHo Models in NYC with famed photographer Peter Beard. After an attempt to smuggle Ecstasy (3,867 pills) into the U.S. from Amsterdam in the late 1990s, he received a 5 year sentence and was paroled after having served 17 months. He started NY Confidential, while still under parole wearing an electronic bracelet on his ankle the entire time he ran the agency, and subsequently emerging as the self styled "King of all Pimps" becoming a regular guest on the Howard Stern Show and the most famous pimp/hooker expert in America.
Aspiring actress Natalie McLennan (born c. 1980 in Montreal) started to work for NY Confidential in 2004 as the escort "Natalia", and was heavily promoted by Itzler on escort review sites where she received several high ratings by satisfied customers. She would reportedly charge up to $2000 per hour, with 45% for her, 45% for the agency and 10% for the booker. Itzler and McLennan eventually got engaged. In addition to the out-call business, the agency also ran a 5,000 sq/ft harem-like loft in TriBeCa, subject of the 4-episode reality TV series Inside New York Confidential (2004). The police arrested Itzler and several employees in January 2005.
In the summer of 2005 McLennan talked about her experiences at the agency in a major New York magazine article and on CNN, saying that she enjoyed the work. The police used these public statements against her, and she was arrested in July 2005 for prostitution and money laundering.
In January 2007, after a plea bargain, Itzler was sentenced to a year and a half to three years in prison for attempted promotion of prostitution.
As of 2008, McLennan had returned to Canada. A forthcoming biography from her is due in the fall of this year. The memoir is being published by Phoenix Books and Audio. Its working title is "The Price".
Itzler discovered Ashley Alexandra Dupré, the call girl and aspiring singer at the center of the Eliot Spitzer prostitution scandal. Her first escort job was for Itzler's New York Confidential. Itzler announced this on CNN's Larry King Live