First, we hid our product education within stories. Rather than explaining how a Roth IRA works, we told people that a legendary investors like Peter Thiel and Warren Buffet were able to amass millions of dollars in tax-free accounts. Once they were invested in the story, we pointed out that they to could take advantage of these rules, maybe even by opening an IRA with Choice. Second, we were always on & always relevant. While retirement accounts are boring to almost everyone, Bitcoin is not. We knew we couldn't outspend Fidelity or Charles Schwab, but they couldn't keep up with us with our core audience. Built by bitcoiners, for bitcoiners became a rallying cry for the Choice brand. Bitcoin related memes played a large role in building Choice's audience organically. Lastly, we utilized our greatest tool -- giving away free bitcoin daily. It is a lot easier to create scroll stopping ads about winning free bitcoin than it is rolling over your old 401(k).

Choice experienced explosive growth to the tune of 1,678% increase in users with a 3.18x ROAS based on first one revenue. Many Choice users will remain clients for 10+ years, so having a positive ROAS in year one is quite a feat!