The Multipreneur: He’s Building A $10M Portfolio of Income Streams | Starter Story
October 15, 2026
AI Summary
5 min readFrom Morning Brew to Multipreneur: Alex Lieberman’s Blueprint for a Portfolio of Businesses
Alex Lieberman built Morning Brew from a college newsletter into a 200-person company generating over $75 million in annual revenue, then sold it to Axel Springer in 2020. But after stepping down as CEO, he spent 12 months feeling lost—reading about stoicism, taking long walks with his dog, doing “every cliche thing that an entrepreneur does when they’re looking for meaning.” What emerged was a new identity: the multipreneur, a term coined by his friend Greg Eisenberg. Lieberman’s goal is to build a personal holding company—Alex Lieberman LLC—with a dozen-plus businesses underneath it, where he serves as co-founder and chairman but not CEO of any single one. His first venture, Storyarb, a ghostwriting agency for B2B executives, already generates roughly $1 million in annualized revenue with 12 clients paying $7,000 per month each.
The Logic Behind Personal Holding Companies
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What you'll learn
- 1 (01:00) **From Morning Brew to Multipreneur: Alex Lieberman's Origin Story** - Alex introduces himself as the co-founder of Morning Brew, a $75M+ media company, and describes his new project: Storyarb, a ghostwriting agency for B2B executives. He lays out his vision to build a personal holding company with a dozen+ businesses where he is the chairman, not the CEO.
- 2 (04:18) **The Pivot: From Wall Street to Entrepreneurship** - Alex shares his personal journey, from the death of his father giving him a new perspective on life, to quitting his Wall Street trading job to work on Morning Brew full-time with zero revenue, and ultimately selling the company and feeling lost.
- 3 (06:24) **Why Personal Holding Companies Are the New Trend** - Alex breaks down the macro and micro trends making the "multipreneur" model viable and popular right now.
- 4 (09:46) **Case Study: Launching a $1M Ghostwriting Agency from a Tweet** - Alex details exactly how he started Storyarb, his first holding company business, by validating demand before building the product.
- 5 (11:13) **Storyarb's Business Model & Path to $10M** - A deep dive into the unit economics of the agency, including current revenue, profit margins, and the specific KPI for product-market fit.
- 6 (13:14) **Hiring CEOs: The "Unteachable" Qualities** - Alex explains his framework for finding and compensating the CEOs who will run each company in his portfolio.
- 7 (15:52) **Finding New Ideas: Be a Magnet for Problems** - Alex shares his philosophy for generating and validating new business ideas, and even gives away a free idea for the next business in his HoldCo.
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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
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