Resources
HOME
The Insumer Revolution: Transforming Consumers into Stakeholders
Reimagining the relationship between brands and their customers through blockchain-powered shared ownership.
Meet Douglas Borthwick
With over 30 years of experience in global financial markets, Douglas Borthwick has established himself as a visionary leader at the intersection of traditional finance and blockchain technology.
Having spent decades at Morgan Stanley, Merrill Lynch and other Wall Street banks navigating complex financial landscapes, Douglas made history by championing the world's first SEC-registered security token IPO at INX Limited—a watershed moment for digital securities.
As an accomplished author on blockchain and Bitcoin, and co-host of the popular "Old Men, New Money" podcast, Douglas continues to bridge the gap between innovative financial technologies and mainstream adoption.
"The future of business is shared ownership. When consumers become stakeholders, brands create unbreakable loyalty while democratizing success."
— Douglas Borthwick, Founder
This philosophy forms the cornerstone of the Insumer Model, revolutionizing how businesses interact with their customers by transforming traditional consumer relationships into investment partnerships built on mutual benefit and transparency.
Understanding the Insumer Model
The Insumer Model represents a paradigm shift in business-consumer relationships, leveraging blockchain technology to create shared ownership between brands and their customers.
Through tokenized equity, customers evolve from passive consumers to invested stakeholders—"Insumers"—who participate in the brand's growth journey, access exclusive perks, and enjoy unprecedented transparency in operations.
How It Works
Traditional Consumers
Customers purchase products or services from brands they enjoy, with a purely transactional relationship.
Blockchain Transformation
Brands sell or distribute tokenized equity to customers through blockchain technology, creating secure, transparent ownership records.
Insumer Evolution
Consumers become stakeholders with vested interest in brand success, exclusive benefits, and participation opportunities.
Key Benefits for Brands
Reduced Acquisition Costs
Brands significantly lower customer acquisition costs as Insumers become natural brand advocates, driving organic growth through authentic word-of-mouth marketing.
Unbreakable Loyalty
By giving customers a financial stake in success, brands create a level of loyalty impossible to achieve through traditional loyalty programs or marketing tactics.
Instant Capital Access
The Insumer Model enables brands to raise capital directly from their most dedicated supporters, bypassing traditional financing routes and creating strategic funding alternatives.
Benefits for Customers
Ownership Opportunities
Access equity in beloved brands without traditional investment barriers
Exclusive Perks
Unlock special benefits, early access to products, and personalized experiences
Shared Success
Participate in brand growth and value creation through tokenized equity

Twitter

Douglas Borthwick

Pioneer of SEC-Registered Security Tokens | Author of 5 blockchain books | Host @OldMenNewMoney (13K+ YouTube) | Creator of Insumer Model | Tokenization expert

Blockchain: The Enabling Technology
At the heart of the Insumer Model lies blockchain technology, providing the secure, transparent infrastructure necessary for tokenized equity distribution and management.
Security
Immutable ownership records that cannot be altered or compromised, protecting both brands and Insumers.
Transparency
Open visibility into operations, decisions, and performance metrics, building unprecedented trust.
Fractionalization
The ability to divide ownership into micro-shares, making participation accessible to all customer segments.
Join the Insumer Revolution
Ready to transform your business model and create unprecedented customer loyalty? The Insumer Model represents the future of brand-customer relationships, offering a win-win scenario where growth and success are shared.
Douglas Borthwick and our team of blockchain and business strategy experts are available to guide your organization through implementation, from technical infrastructure to customer communication strategies.