The Multipreneur: He’s Building A $10M Portfolio of Income Streams | Starter Story

October 7, 2026

AI Summary

5 min read

Alex Lieberman, who co-founded Morning Brew and sold it for tens of millions, is now building what he calls a "personal holding company"—a portfolio of independent businesses that he co-founds but does not run day-to-day. His first venture under this model is StoryArb, a ghostwriting agency for B2B executives that has already reached roughly $1 million in annualized revenue with just 12 clients paying $7,000 per month. Lieberman’s goal over the next five to ten years is to have a dozen or more companies sitting under his personal LLC, where he serves as co-founder and chairman but is CEO of none of them.

Why a Personal Holding Company

Lieberman argues that several converging trends make the personal holding company model increasingly viable. First, there is a cultural shift toward prioritizing lifestyle, balance, and health in professional life—entrepreneurs want businesses that serve their lives, not the reverse. Second, the cost of failure in entrepreneurship has never been lower. Platforms like Shopify, Beehiiv, Product Hunt, and Kickstarter make it cheap and fast to test and run businesses. This has created a golden age for building cash-flowing assets that do six to seven figures annually rather than swinging for a billion-dollar outcome with near-zero odds. For Lieberman personally, the model allows him to focus on the parts of entrepreneurship he loves most: the ea

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What you'll learn

1 (03:18) **Alex Lieberman & The Personal Holding Company Vision** - Alex introduces himself as the founder of Morning Brew and StoryArb, and explains his goal to build a portfolio of bootstrapped businesses.
2 (05:10) **The Origin Story: From Wall Street to Morning Brew** - Alex recounts his personal journey, from his father's sudden death to quitting his Wall Street job to build Morning Brew.
3 (06:50) **Finding the "Town and Village" Stage** - Alex explains the self-discovery that led him to the holding company model, focusing on the parts of business he loves most.
4 (07:19) **Why Personal Holding Companies Are on the Rise** - Alex identifies the macro and micro trends making the "multipreneur" model more viable than ever.
5 (11:40) **How StoryArb Was Built: From a Tweet to $1M ARR** - Alex breaks down the scrappy, demand-first launch of his million-dollar ghostwriting agency.
6 (13:05) **StoryArb's Business Breakdown & Profit Margins** - Alex shares the current metrics and financial structure of his first holding company asset.
7 (13:59) **Defining Product-Market Fit for a Service Business** - Alex explains his two key metrics for determining if StoryArb has achieved true product-market fit.

+ Full timestamped outline available in the app

Guests on this episode

Alex Lieberman

Show Notes

The Multipreneur: He’s Building A $10M Portfolio of Income Streams

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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!

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