The Insumer Model: Turning Consumers into Stakeholders (The Insumer Revolution: Turning Customers Into Stakeholders Through Tokenization)

Second Edition, Revised and Updated. Now with the new chapter "The Model, Built."

What if your best customers owned a piece of your business?

The first edition of this book made the argument. This edition can show receipts. Between editions, the author's companies built the recognition layer the book described, and the new Chapter 9 walks through it: one membership pass, recognized on a brand's website, at its checkout, and at its door, with the member's privacy intact.

After thirty years trading at Morgan Stanley, Merrill Lynch, and Standard Chartered, Douglas Borthwick helped take the world's first SEC-registered security token IPO through 950 days of regulatory review, closing in April 2021 with $83.6 million from more than 7,300 investors across 74 countries. That experience revealed something bigger than one deal: the wall between customers and investors is now optional.

The Insumer Model is the short, clear case for taking it down. An insumer is a customer with a genuine ownership stake in the business they buy from. Not points. Not coupons. Equity, delivered through compliant tokenization, in amounts that make sense for a neighborhood cafe or a national brand.

Inside, you will learn:

• What an insumer is, and why ownership keeps customers points never could
• How to turn your best customers into stakeholders with compliant security tokens
• Sector playbooks you can adapt: retail, food and beverage, consumer products, services
• NEW: The Model, Built. The real tools, real pricing, and the recognition experience, shipping today
• The funding routes that actually work for a community raise, and the launch order that gets you there

For the founder, the CFO, and the brand builder who suspects the loyalty program is a cost center and wants to know what replaces it.

Book 1 of the Insumer series. Book 2, Your Equity in Your Pocket, shows what the experience feels like when it arrives.