The Multipreneur: He’s Building A $10M Portfolio of Income Streams | Starter Story
August 20, 2026
AI Summary
5 min readIn 2015, Alex Lieberman co-founded Morning Brew, a media company that grew to $75 million in annual revenue and was sold to Axel Springer in 2020. But after stepping down as CEO, he spent a year feeling lost—reading about stoicism, taking long walks with his dog, trying to find his purpose. What he discovered was that he loved only certain parts of building a business: the early stages, coaching founders, storytelling, and selling. He did not want to run a large company again. So he invented a new structure for himself: a personal holding company called Story Arb, under which he plans to launch a dozen or more businesses—none of which he will serve as CEO. His first bet is a ghostwriting agency for B2B executives that is already on track to do $1 million in annual revenue with a 30–35% profit margin.
Why personal holding companies are emerging now
Continue reading the full summary in the app — free to try.
Read Full Summary →Free • No credit card required
Never miss an episode of Starter Story
Get every new episode summarized in your inbox — free, ~5 minutes to read.
No spam. Unsubscribe anytime.
What you'll learn
- 1 (02:50) **Who Is Alex Lieberman & What Is He Building** - Alex introduces himself as the founder of Morning Brew and his current project, Story Arb, a ghostwriting agency for B2B executives, which is the first company in his personal holding company.
- 2 (04:47) **The Origin Story: From Wall Street to Morning Brew** - Alex recounts his journey from wanting to work on Wall Street to co-founding Morning Brew after his father's sudden death shifted his perspective on life and fulfillment.
- 3 (06:56) **Why Personal Holding Companies Are Trending** - Alex explains the macro and micro trends that make the personal holding company model viable and popular today.
- 4 (10:43) **The Birth of Story Arb: A $1M Ghostwriting Agency** - Alex details how he launched Story Arb with a single tweet to test demand, then built the product and supply chain around the response.
- 5 (13:03) **Defining Product-Market Fit for a Service Business** - Alex shares the two specific metrics he uses to determine if Story Arb has achieved product-market fit.
- 6 (14:10) **The CEO Hiring Framework: Four Unteachable Qualities** - Alex explains the exact traits he looks for when hiring a CEO to run a company in his holding company, focusing on qualities that cannot be taught.
- 7 (16:40) **CEO Compensation: Salary, Equity & Profit Distributions** - Alex breaks down the financial structure for the CEOs he hires, including salary ranges and equity stakes.
+ Full timestamped outline available in the app
Guests on this episode
Show Notes
The Multipreneur: He’s Building A $10M Portfolio of Income Streams
📚 Find Your $1M Business Idea (10x Faster) with Case Studies - https://www.starterstory.com/?utm_source=youtube&utm_campaign=alexlieberman&yts=true
📩 Business Ideas Newsletter - https://www.starterstory.com/newsletter
In this video, I'm I flew out to New York City to meet up with Alex Lieberman -the guy who sold his newsletter for $75M. Now he's onto a new venture - to become a Multipreneur. He share's exactly how he plans to build a personal holding company with several tiny businesses - AND, the scrappy method he used to get his first business idea off the ground. Enjoy it!
Follow Alex 🐦 Twitter - https://twitter.com/businessbarista
Our Links 🔔 Subscribe - https://www.youtube.com/@starterstory 📸 Instagram - https://www.instagram.com/starter_story/ 🐦 Twitter - https://twitter.com/thepatwalls
Sharing ideas that make money!
Disclaimer: This podcast is published by a viewer using content from Starter Story's YouTube channel with the goal of making his valuable insights more accessible to those who prefer audio formats, helping more people discover and learn from the insights shared in his videos. It is not an official production of Starter Story. For any requests from Starter Story, please don't hesitate to get in touch.
-------
------------- Keywords: app store success, business ideas, online business, make money online, app flipping, revenue stories
Learn more about your ad choices. Visit megaphone.fm/adchoices
More from this podcast
Starter Story →