Alan Frei is an entrepreneur based in Zurich who started 51 projects before co-founding Amorana, a multi-million-dollar e-commerce business he sold to the UK-based Lovehoney Group in 2022. After that exit, he created the Alan Frei Company (AFC) — a next-generation D2C brand built on three pillars: content, community, and products for lifehackers and urban travelers. AFC is structured so that all of Alan's future income flows into the company — events, speaking engagements, product sales, ad revenue, and content. The vision: build a global brand over 20 years and let the people who believe in it co-own the journey.
THE CHALLENGE
What they wanted to achieve
01Decrease minimum ticket sizeEnable Family & Friends investors to participate despite traditional minimum ticket size barriers.
02Increase liquidityImprove accessibility and liquidity for startup investments, which are typically difficult to buy and sell.
THE SOLUTION
How they did it
01Tokenization & Legal Setup
AFC tokenized 5–10% of its 10.5 million shares under the Swiss DLT law framework. Legal setup was handled by LEXR. Shares are represented as tokens on the Ethereum blockchain.
02Issuer Portal
Alan Frei uses the Issuer Portal as the central dashboard for shareholder management — a real-time share register that replaced spreadsheets, transaction oversight, and compliance reporting.
03Direct Investment
AFC embedded the Direct Investment tool on alanfrei.com/investor, creating a branded interface where anyone can buy shares directly. Alan made ownership accessible down to a single share because the cost structure on a decentralized blockchain allows it.
THE RESULTS
What changed
Since launching with Aktionariat in March 2023, AFC has grown from zero to over 600 shareholders — with no traditional funding rounds, no VC negotiations, and no minimum investment requirements. 116 investors joined in the first year alone. By 2025, the number crossed 500 and continues to climb.
“For me, it is a community-building tool. I already have a large community. Instead of just watching my content or buying products, people can now participate as shareholders. That is powerful. In the future, people will not just be consumers. They will be co-owners, and they can become one with just a few clicks.”
Alan FreiFounder, Alan Frei Company
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