Background
Sean Sanders, the CEO and Founder of Altify comes from a private markets investing background. Over time, he grew frustrated by the disparity between the lucrative private credit opportunities available to institutional investors and the limited access for individuals like himself.
Compelled to challenge this outdated status quo, Sean questioned why individual investors faced such restrictions and gated access to private markets. These barriers are remnants of a pre-internet era dominated by offline analog systems, where financial information was shared through newspapers and concepts like fractionalisation were yet to be conceptualised. Determined to modernise this landscape and level the playing field, Sean founded Altify.

The name Altify combines the the first three letters of alternatives and the last three letters of diversify, representing the core value proposition of the business.
Altify officially launched in December 2023, following the merger of two prominent digital asset brokers, Revix and Coinpanion. These firms were celebrated for their ETF-style crypto investment portfolios designed for individual investors — digital asset products that continue to be offered on the Altify platform today.
Our Mission & Vision
At Altify, our mission is to make investing in private credit opportunities as easy as buying stocks today.
For too long, private credit has been reserved for financial institutions and the ultra-wealthy who control more than 99.7% of all invested value in this rapidly growing asset class. An injustice, given that private credit has yielded higher returns than stocks, alongside the reliable cash flows typical of bonds.
It doesn’t matter if you’re a PE firm or an everyday investor, we all want the same thing — to build a financial future for ourselves that we can control.
Our vision is to create EMEA’s leading private markets investing platform where individuals can grow their wealth, diversify their portfolios, and secure their financial future — just like the most successful investors. That's the future we're committed to building.
>75k
$880k
>98%
12.5x
>$235m
92%

Arabia
Raise Information
We’re raising a total of $3 million. This may be increased to $5 million if a strategic investor is obtained. This funding round is EIS eligible for UK investors.
The first $1 million of this raise is reserved for current shareholders and select investors through a convertible SAFE or ASA. The investment terms are being offered at attractive discounted valuation, where early investors will receive a 20% discount on our next priced funding round’s valuation, with a valuation cap of $20 million, and a lifetime fee-free trading account with us.
Raise Amount
Target $1m
(For early investors only)
Minimum Investment
$20k
Tax Relief ⓘ
EIS
Deal Type ⓘ
SAFE
(Or an ASA for UK investors)
Valuation Discount ⓘ
20%
On our next priced round
Valuation Cap ⓘ
$20m
Conversion Period ⓘ
6 Months
Or, as soon $1m is committed
Closing Date ⓘ
01 Nov 2024
Or, as soon $1m is committed
Key Documents
Email s.sean@altify.app or book a call to learn more.
Investment Case
- Altify is an innovative, scalable and high-margin business offering industry-leading customer retention, strong product-market fit, and favourable unit economics.
- We’re supported by significant secular trends, such as the $25 trillion wealth transfer to younger tech-savvy investors over the next decade, the accelerating shift from managed to self-directed investing, and the supportive regulatory reforms enabling retail investors to access private markets.
- Led by Sean Sanders (2x founder) with an exceptional executive team, that have worked together for 5 years, from Metamask, The Royal Bank of Scotland, Deutsche Bank, Allianz and Old Mutual.
- Fully regulated across multiple jurisdictions and powered by our own proprietary purpose-built tech infrastructure. Owning our end-to-end tech stack enables us to operate with 2.5x lower cost than using external SaaS infrastructure providers, with more customisable system and scaling potential.
- Launching premium subscription accounts to grow our average monthly revenue per user (MRPU) by more than 50% in H1 2025.
- Expanding internationally in 2025 including launching in two new underserved markets — Egypt and Turkey.
- A once-in-a-generation opportunity to be an industry-leader driving the retailisation of private credit markets: Where 99.7% of the market is dominated by financial institutions and HNWIs.
- An established digital asset brokerage business with >75k users that is cash-generative.
Problem
Since 2000, private credit has consistently outperformed stocks and enhanced portfolio diversification. Over the past 3 years, the private credit market has experienced rapid growth, producing a compound annual growth rate of 17%, reaching a total market size of $1.8 trillion.
However, access to private credit has been limited to institutional investors such as private equity firms, hedge funds, pension funds and sovereign wealth funds. This is due to high minimum investment thresholds, lengthy lockup periods and restricted deal flow. As a result, 99.7% of the market is controlled by these entities.
Solution
At Altify, we're democratising access to private credit investments through our secure mobile app and web platform. We’re positioning ourselves as the 'Robinhood' of this sector.
We focus on underserved markets, offering low minimum investments, liquidity for early exits and more.
Our mission is rooted in our belief that the future of private credit markets will be more digital, retail-friendly, and mainstream, making them as accessible as stocks are today.
Market & Growth
The private credit market in EMEA has expanded to a size of $1.8 trillion, with around 840 million potential individual investors. This opens up an annual revenue opportunity of $1.9 billion.
EMEA’s private credit markets are expected to continue expanding at a 17% CAGR from 2025 to 2030.
Business Model
Multiple sources of revenue ensure consistent and reliable income, which will be further diversified with premium subscription accounts launching in H1 2025.
Sources of revenue:
- Transaction Revenue: Brokerage fees earned on all buy and sell transactions
- AUM Revenue: Crypto Bundle management fees
- Spreads: Asset pricing spreads and interest rate spreads
- Interest Revenue: Interest earned on uninvested cash balances
- Subscription Revenue: Access to Altify premium services
Competition
We’re taking on traditional wealth managers and financial advisors who allocate to private credit on their clients' behalf, as well as established banks with their low-interest money market savings accounts.
We’re also challenging crypto exchanges with our digital asset offering.
Use of Funds
We’re raising $3m to become the leading retail-focused private credit platform in EMEA. We’re investing in key growth areas, including launching in two new markets — Egypt and Turkey, rolling out more advanced platform functionality, and launching our premium subscription accounts to increase monthly revenue per user (MRPU).
Breakdown
$1m (33%) Marketing & Growth
$1m (33%) Product Development
$500k (17%) Regulatory, Compliance & Legal
$500k (17%) Other Operating Costs
Investors & Funding
$6.5m raised from Johannesburg Stock Exchange speciality investment group Sabvest, High-Tech Gründerfonds, CVVC, Emurgo, CoastCap, & Calm Storm Ventures. Angels include Patrick Pöschl, co-founder of the Munich-based Unicorn Scalable Capital, Austria’s most famous start-up investor Johann “Hansi” Hansmann who has accompanied Austria’s largest start-up exits (including Runtastic, Shpock and mySugr the diabetes app), as well as Frank Westermann, co-founder of mySugr.
Differentiation vs Competitors
We stand out by focusing on underserved markets, offering $100 starting investment amounts, not millions. We offer early exit options instead of multi-year lock-ups, together with a diverse range of digital assets, and private credit investment opportunities. Additionally, our behavioural loyalty program rewards regular activity and promotes retention.
Meet Our Team
Sean, a CFA Charterholder, is a second-time founder and brings over a decade of experience across fintech, trading, and asset management. He has successfully managed substantial portfolios at top investment firms and pioneered innovations in the digital asset-ETF space.


Tiaan brings over a decade of experience in start-up innovation, product development and execution. Being community-focused, he has contributed to some of the largest global open-source projects for the likes of the Bitcoin Foundation, Ethereum Foundation, WallETH, and MetaMask.


Ruan brings 16 years of software development, system architecture, and leadership expertise. He's excelled in highly technical roles at Quirk and Fluid Business Solutions. Due to a motorcycle accident in 2017 Ruan as dedicated himself to developing software that has a positive social impact.


Greg has over 17 years of experience with leading financial institutions in New York, London, and Cape Town, including EY, Bank of America, Royal Bank of Scotland, and Prodigy Finance. He brings expertise in debt raising, capital restructuring, and treasury management.


Meet Our Advisors
FAQs
Our goal is to create EMEA’s leading private markets investing platform that empowers individuals to grow their wealth, diversify their portfolios, and secure their financial future — mirroring the most successful investors.
Over time we will launch new investable asset classes expanding our total addressable market, leveraging technology to drive greater retail adoption of private market assets. We plan to forge meaningful partnerships with established financial service providers, specifically, public market stock brokers with revenue-share agreements looking to broaden their investable asset suite to retain clients.
Our overarching aim is to transform the portfolio of individual investors so that their portfolio allocation aligns more closely to that of the ultra-wealthy. This approach enhances their long-term wealth generation potential while better protecting their wealth through diversification.
In the future, if anyone considers exploring alternative investments, such as private credit, digital assets, real estate, commodities or private equity, we want them to think of Altify.
We anticipate that revenue directly attributable to our digital asset division will make up approximately 45% of our revenue in 2025, and 25% of our revenue in 2026.
Monthly subscription fees, interest rate spreads, and liquidity fees all linked to private credit and other private market investing opportunities will make up the remainder of the forecast revenue in the years ahead.
This diversification of revenue streams is beneficial for the business as it reduces our dependence on market volatility and market growth to drive trading volumes, enhancing our financial stability.
Additionally, the introduction of subscription fees and interest rate spreads provide us with high quality, recurring and predictable revenue, ensuring a more resilient and sustainable business model over the long term.
Today, approximately 70% of our revenue is generated from clients based in South Africa, Namibia, and neighbouring countries, while the remaining 30% comes from clients in the EU.
By expanding into the UAE, Saudi Arabia, Egypt, and Turkey, over the coming years, and by allocating a greater percentage of our growth marketing budget to these regions, we anticipate a shift in our revenue breakdown as outlined in the table below.
This strategic expansion significantly expands our addressable market and mitigates region-specific risks by diversifying our geographic revenue sources leading to a more robust and balanced business.
Altify’s primary target B2C customers are mass affluent retail investors with secondary clients including independent financial advisors and boutique wealth managers.
B2C
Altify’s ideal customers are self-directed, aspiring mass affluent retail investors who favour digital, seamless interactions and prefer managing their investments through mobile-first platforms. These individuals are motivated by the pursuit of financial freedom and comfortable retirement, often willing to take calculated risks for the potential of above-market returns.
They are typically working professionals aged 30 to 55 with annual incomes ranging from $25,000 to $200,000 and investable assets between $25,000 and $1 million. These clients tend to be well-educated, possessing a foundational understanding of finance, and have prior investment experience in stocks, pensions, and savings accounts with their banks. They are keen to expand their knowledge, seeking more sophisticated investment opportunities like private credit and digital assets to diversify their portfolios.
Our clients are predominantly male, with a growth-oriented mindset, eager to achieve long-term wealth accumulation. They are generally willing to allocate 1% - 15% of their portfolios to alternative investments and are most active around payday, using this period as an opportunity to diversify further.
Despite their ambition and potential, these investors are often underserved by traditional wealth managers and brokerage accounts. They typically fall below the wealth thresholds required for personalised attention from wealth managers, meaning they miss out on the tailored advice and access to exclusive investment opportunities that wealthier clients receive. Brokerage accounts, on the other hand, tend to focus on standard stock market offerings and lack the specialised, high-yield alternative investments that these investors seek. This gap leaves them without a reliable avenue to diversify their portfolios and grow their wealth beyond conventional assets, making Altify’s platform a perfect fit for their needs.
B2B
Independent financial advisors (IFAs) with 30-200 clients and boutique wealth managers (under $200m in AUM) work with us in a mutually beneficial manner. First, they can allocate part of their own or their clients' portfolios to our investment products. While we’ve historically focused on crypto assets, we're expanding into a broader range of alternative investments. In doing so, IFAs and wealth managers can offer their clients reduced fees and earn commissions, depending on their in-house policy.
Second, our partners are financially incentivised to refer private market deal flow to us to earn a commission. This combination of exclusive investment opportunities and a competitive referral structure makes us a valuable partner for IFAs and boutique wealth managers who want to increase their alternative asset exposure for their clients.
Yes — at Altify, we've spent the last 6 years building the foundational technology and regulatory infrastructure to scale our offering. We’re now perfectly positioned to launch new investment opportunities, focusing on scaling across EMEA, with sound unit economics, and a proven growth model as demonstrated by the 75,000 investors onboarded and $250m processed to date.
Specifically, we’re at a pivotal inflection point as we’ll soon expand our investment product suite to include private credit investment opportunities with low minimum investment amounts and liquidity for our clients, avoiding the multi-year lock-ups periods associated with traditional private credit investments. These new investment products compliment the existing digital asset investment products we have today, creating a more diversified and resilient business.
We are an early mover in the retail-focused private credit space, giving us the once-in-a-generation opportunity to become an industry leader in this asset class.
Yes, Altify is regulated across several jurisdictions.
Europe
Altify EU DAS Sp. z o.o. (“Altify EU”) is a Virtual Asset Service Provider (VASP) incorporated in the Republic of Poland. Altify EU is registered as a VASP in Poland, listed on the Polish VASP register with KRS Number 0001030633 and NIP Number 7252330350. It is authorised to provide exchange and/or intermediation services related to crypto assets and associated means of payment. Once the Markets in Crypto-Assets Regulation (MiCA) comes into effect, Altify EU's current VASP licence will be converted into a fully MiCA-compliant licence. MiCA aims to create a unified regulatory framework for crypto-assets across the European Union.
South Africa
Altify SA Capital (Pty) Limited (“Altify Capital”) is an authorised financial services provider (FSP) and Crypto Asset Services Provider (CASP) in the Republic of South Africa, with registration number 52727. Altify Capital holds non-advisory Category I and Category II licences from the Financial Sector Conduct Authority (FSCA) for a broad range of financial products, including crypto assets, shares, money market instruments, bonds, warrants, certificates, and derivative instruments. Additionally, Altify Capital is an Accountable Institution registered with the Financial Intelligence Centre (FIC) and maintains a comprehensive Anti-Money Laundering (AML) policy and Risk Management and Compliance Programme (RMCP).
Altify SA DAS (Pty) Limited (“Altify Crypto”) is an authorised Crypto Asset Services Provider (CASP) with registration number 53289. Altify Crypto holds non-advisory Category I and Category II licences from the FSCA specifically for crypto assets. It is also an Accountable Institution registered with the FIC, bearing registration number 54051. Altify Crypto also maintains a comprehensive AML policy and RMCP.
Altify's adherence to various regulatory frameworks ensures that it operates transparently and securely, providing clients with confidence in their financial dealings.
- Private Market Brokerage Competitors
- Alto, Private Markets Brokerage (USA)
- STOKR, Tokenised Private Markets Brokerage (EU)
- Heron Finance, Web 3.0 Private Credit Brokerage (USA)
- Percent.com, Private Credit Brokerage (USA)
- Moonfare, Private Markets Brokerage (USA, EU and UK)
- Nao, Private Markets Brokerage (DACH region)
- Yieldsteet, Multi Asset Brokerage (USA)
- Splint Invest, Multi Asset Brokerage (Switzerland)
- UpMarket, Private Market Brokerage (USA)
- Easy Equities, Multi Asset Brokerage (South Africa)
- Sarwa, Multi Asset Brokerage (UAE)
- Dot Invest, Multi Asset Brokerage (UK)
- Equity Multiple, Private Market Brokerage (USA)
Digital Asset Brokerage Competitors
- BitPanda, digital asset broker (EU)
- Coinbase, digital asset exchange (US, UK and EU)
- BitOasis, digital asset exchange (UAE)
- Luno, digital asset exchange (UK and South Africa)
- VALR, digital asset exchange (South Africa)
- What is Altify's go-to-market and growth strategy?
Our growth strategy at Altify focuses on a multi-faceted approach:Our marketing activities focus on building trust and educating retail and institutional investors across MEA, helping them understand and invest in alternative assets.Our growth strategy is built on three key pillars:Educational ContentWe take an education-led approach that attracts high-value customers (CLTV of ~$850) at a low cost (CACs under $80). We host webinars, participate in podcasts, and publish newsletters and articles about the asset classes and opportunities we offer. This content is distributed through paid partners and social media, positioning us as thought leaders.Results
- 30 campaigns run
- Over 30,000 sign-ups
- 18% conversion rate into active clients
Loyalty Programme
Our rewards loyalty programme encourages ongoing engagement and referrals. Users earn points by making regular investments, diversifying their portfolios, or referring friends. They can progress from Blue to Silver, Gold, and VIP levels, unlocking benefits like lower fees, priority support, and higher yields on private credit investments. This approach has driven 15-25% of our new users through referrals.Results
- 65% of clients engaged with Altify Rewards
- Over 6,000 referrals
- 30% conversion rate into active clients
Referral PartnershipsWe collaborate with independent financial advisors (IFAs) and wealth managers who refer clients to us in exchange for a share of the fees earned. As we expand our range of alternative investments, we plan to further leverage these partnerships.Results
- 3 referral partnerships established (this is relatively new for us)
- ~200 sign-ups
- 25% conversion rate into active clients
When evaluating the health of Altify, we focus on a set of leading metrics. These metrics help us ensure that the company is on track to meet our strategic goals and provide clear data points to communicate our progress to investors and stakeholders. Here are the core metrics we monitor:
- Monthly Revenue per User (MRPU) and Monthly Recurring Revenue (MRR): These metrics are crucial for assessing the predictability and stability of our revenue streams. They provide insight into the scalability of the business and are particularly important for a tech-enabled scalable business model like ours.
- Customer Acquisition Cost (CAC): This figure tells us how much we spend to acquire each new client. Keeping this number in balance with the lifetime value (LTV) of our clients ensures that we are not overspending to gain new business.
- Customer Lifetime Value (LTV): This metric estimates the total revenue a business can reasonably expect from a single client account throughout the business relationship. We compare LTV to CAC to ensure healthy profit margins and long-term viability.
- Customer Retention Rate: This measures how well we are retaining our clients, which is a critical factor for sustainable growth in recurring revenue models. A high retention rate often correlates with client satisfaction and product-market fit.
- Gross Margin: Reflecting the profitability of our core activities, the gross margin shows the percentage of total sales revenue that we retain after incurring the direct costs associated with offering our core investing services.
- Burn Rate and Runway: These metrics indicate the rate at which we are spending cash reserves before generating positive cash flow. They help us plan for future funding needs and manage our financial health effectively.
- Conversion Rate: This measures the effectiveness of our marketing and sales efforts in turning leads into paying clients. A high conversion rate indicates effective sales channels and appealing product offerings.
Fintech’s like Moonfare and Yieldstreet have taken a similar approach in other jurisdictions and have been incredibly successful — rewarding early investors.
For us at Altify, the opportunity lies in serving a broader retail investing audience across underserved markets while leveraging tokenisation. Up until now, the regulatory framework’s in most jurisdictions have not adequately addressed security tokens. This is now rapidly changing opening up fractional investing in private market assets.
We have an exceptional team of professionals in tech, product development, and wealth management with decades of fintech experience. We're well-versed in the technical limitations and opportunities, understand the regulatory landscape, and most importantly, have a deep understanding of our clients' wants, needs, and preferences in the markets we serve.
CEO & Founder | Sean Andrew Sanders
Sean has a decade of trading, investing, and asset management experience from top investment firms including Johannesburg Stock Exchange listed Sabvest and the Draper Gain family office, where he managed diverse investment portfolios. He progressed to the VC industry, joining Knife Capital which was followed by the founding of Revix, a crypto-ETF platform that merged into Altify in 2023. Previously, Sean founded Sataya, a trading firm, and Application Portal, an online university application system. A CFA Charterholder, he graduated Magna Cum Laude from the University of Cape Town with a degree in Finance and Economics.
CFO | Gregory Rodrigues
Greg, the CFO at Altify, has over 15 years of experience from leading financial institutions and investment banks in key financial cities like New York, London, and Cape Town. His expertise in debt raising, capital restructuring, treasury management, and financial reporting was sharpened as Treasurer at Prodigy Finance, a leading an unsecured lending firm, where he emphasised the importance of financial empowerment. He holds a Bachelor of Business Science (Honours) in Finance and Accounting from the University of Cape Town, became a Chartered Accountant in 2006, and completed his Articles with Ernst & Young in 2007. Greg also earned a Post Graduate Diploma in Future Studies from the University of Stellenbosch Business School.
CTO | Ruan Smit
Ruan brings 16 years of software development and system architecture expertise, along with 10 years of team management experience. He has led multiple ventures, especially in online platforms and software development agencies, showcasing his entrepreneurial skills. Ruan excels in software-centric enterprises, adept at building and managing teams vital for core operations, with a strong focus on system architecture. His leadership was evident at Quirk, a top digital agency in South Africa, where he served as a front-end lead and later showcased his technical versatility as a full-stack software engineer at Fluid Business Solutions. A former accomplished athlete, Ruan's sporting career was cut short by a motorcycle accident in 2018, an event that intensified his drive to help others through the innovative software he creates.
COO | Tiaan Wolmarans
Tiaan is a seasoned innovator with over a decade of experience driving startup growth through strategic vision and creativity. His expertise in transforming groundbreaking ideas into market-leading products has established him as a key figure in the startup community. Tiaan has successfully collaborated with visionary founders to enhance life through technology, and his extensive background spans sales, marketing, operations, and product development. He has also made significant contributions to the open-source community, working on pivotal projects for prominent organisations such as the Bitcoin Foundation, Ethereum Foundation, Walleth, and MetaMask.
Yes, Altify has an Employee Management Incentive (EMI) scheme in place. The EMI has a 17.00% non-dilutive equity allocation of all outstanding shares.
- Johannesburg Stock Exchange speciality investment group, Sabvest.
- German VC, High-Tech Gründerfonds.
- Swiss VC, CVVC.
- Austrian-based family office, CoastCap.
- German-based VC, Calm Storm Ventures.
- UK-based VC, Founders Factory.
- Japanese VC, Emurgo.
- UK-based investment manager, Universum Wealth.
Angels include:
- Patrick Pöschl, co-founder of the Munich-based Unicorn Scalable Capital.
- Austria’s most famous startup investor, Johann “Hansi” Hansmann, who has accompanied Austria’s largest start-up exits (including Runtastic, Shpock and mySugr).
- Frank Westermann, co-founder of the diabetes app mySugr (sold to Roche for $100m).
- Chirayu Gandhi, Senior Partner at Mckinsey.
- Doug Hoernle, Founder of fintech Karri.
- Max Heizle, Founder of 21Finance.
- Michael Guzic, Founder of CLST.
- Herman Kotze, Partner of VCAP1.
+ More
Altify has not raised any capital since its formation in Q4 2023. However, prior to merging to create Altify, Revix and Coinpanion successfully raised a total of $6.5 million.
FinTech is a dynamic sector with substantial exit potential. At Altify, we aim not only to serve society but also to deliver significant returns to our investors. We are currently developing two strategic exit plans to be executed within the next five years.
Our primary exit strategy involves acquisition by a major player in the investment management or brokerage industry. This move would allow an acquirer to efficiently enter the EMEA market with Altify's established client base, regulatory framework, and banking infrastructure. Furthermore, acquiring Altify would enable a firm to diversify its offerings by incorporating our private market investment solutions, complementing their existing public market operations.
Potential acquirers could include leading financial institutions like Robinhood, Coinbase, TD Ameritrade, Fidelity, Betterment, Barclays, Revolut, or HSBC. These institutions are well-known for their extensive retail client bases and strong brand reputations, and they could significantly benefit from integrating Altify’s specialised private market investment platform into their offering.
For context, recent market activities such as Robinhood's acquisition of the European crypto exchange Bitstamp for $100 million to enter the EU crypto market, and Betterment's $150 million acquisition of Makara in January 2022 to expand their product suite in the US, illustrate the viability and potential profitability of such exit strategies in our industry.
At Altify, our culture is centred around goal orientated high performance – a problem solving, agile workforce with a positive, highly collaborative and proactive, go-getting attitude.
We have regular all-team meetings to ensure that every part of the business is in constant communication. These meetings enable the team to discuss new developments, share ideas, and celebrate successes together, fostering a strong sense of unity and shared purpose.
We also have regular check-ins with individual members of staff. These sessions are designed to gather feedback on the working culture, address any concerns, and ensure that everyone feels valued and heard. This approach helps us maintain a positive and supportive work environment.
By continuously reviewing our operations and gathering insights from our team, we identify areas for improvement and implement changes that drive growth and continuous improvement.
We are dedicated to creating an environment where every team member can thrive, contribute, and grow.