How GetDynasty CEO Alessandro Chesser grew GetDynasty to $50K revenue and 505 customers in 2024.

get dynasty.com if you are building a company right now and you think one day you might sell for 10 50 $100 million and have a lot of cash your biggest expense are going to be taxes you got to be thinking about a rable trust for free today or more importantly near vocable trust over time this is what the wealthiest people do to shelter a lot of those gains you can do it finally with G Dynasty comes from the brain of Alexandre Chester who thought a lot about this kind of thing as he was talking to customers building cter from 0 to 400 million bucks of AR they decided hey can't build this at cter let's take it out build it ourselves they've raised 5 Million Bucks sold 20% of the company to get going uh on their way now to scaling and getting their license so they can officially become the corporate trustee in Delaware again g dynasty.com go sign up today hey folks my guest today is alesandro Chester he's the co-founder and CEO of g dynasty.com a free and easy living trust creator for homeowners prior to Dynasty he was VP of sales at Carter where he took the company from Z to over $400 million in ARR before Carter Alexandre spent 9 years in financial services working with high net worth individuals alandre you ready to take us to the top ready to do it all right before we get into Dynasty um obviously Carta you know we have to talk about Cara quickly it's one of the most successful B2B software companies in the in the near term that I can think of and in a very unique space was there anything unique there you tested in terms of scaling the sales operation that maybe might not be a standard Playbook you know standard Playbook is you know get an AE have them hit a million dollar quota pay him 250k Allin keep a 5 to1 ratio get him enough leads with the bdrs that kind of thing yeah I think we're pretty stand for the most part I think I we were heavily focused on um you know creating channels through Venture Capital firms and law firms uh very very focused on that and we really I think the most important thing was we were trying to create a network effect right and so it kind of was inherently built into the the product because um you know for Carta that's what we did we signed on companies and we got them to move their cap table onto the system but every time we signed on a company we forced them to invite their investors into the platform which is kind of a unique thing at the time uh cap table management providers weren't actually getting investors to use the product as well um so you know we had we created this flywheel where the more companies we signed on the more investors we invited the more investors we invited the more they told their other companies to it gave them more value their portfolios got bigger and bigger in Carta and so just this flywheel of more companies met more investors more investors met more companies um and then we did something similar with the law firms it was the same thing we forced companies to invite their law firms we forced their law firms to be administrators uh they didn't want to do that initially companies were trying to cut out their law firms and trying to save legal expenses but we we knew that we had to get the law firms using the platform if we wanted the law firms to recommend us and so it was the same type of thing like your Law Firm has to be a user like you're still gonna your your Law Firm is going to become more efficient you're still going to save legal fees um but this is going to give you the the the the most out of our you know this is going to give you the most benefit from our platform it's going to get everybody looped into the same environment it's going to keep it as a source of Truth and it's going to make you more transparent and efficient going forward so unlike document signing or you know sharing a loom video where there's an inherent V coefficient built in it takes two people to get value right two people signing you guys said look we don't have it organically but we could kind of force it here and say look if you're going to bring your cap table over you got to add your VCS to verify it and your Law Firm to check the box too you guys invented that got it going and then did you create a unique experience for the VC so when they logged in they saw their portfolio companies and so you were basically building products for two sides that's right we we wanted to be you know the entire stack in the public markets you have brokerage account you have brokerage accounts right and so we wanted to be The Brokerage for the employees and the investors we also wanted to be the transfer agent and we wanted to be the central regist which is like the dtcc and the public markets all right let's get into Dynasty so first off what year did you launch what year did you write the first line of code for the platform uh two years ago exactly all right so call it 2022 time frame and what is a free fre and easy living trust creator for homeowners yeah so when we looked at the space initially we saw that it was broken every every living trust that you could get up until Dynasty existed was was paper uh you know you go to the most expensive law firm in the United States you get a stack of paper as your output or if you go to Legal Zoom Rocket Lawyer name your online trust Trader you were buying stacks of paper like you slide your credit card paay 500 bucks print out a stack of paper find a notary store in your filing cabinet now you have this massive stack of paper how do you update it what happens if you lose it and so we saw the exact same problem that we saw in Carta in the early days it was it was Paper Stock certificates the paper option agreements we digitized everything and so we we looked at we actually came up with this idea at Carta we saw this as another set of legal documents that needs to be digitized and democratized uh but we realized we weren't going to be able to build it at Carta so we left and we got a lot of the same investors to invest in us and we we kicked off the company interesting how much did you guys end up raising uh just under five million bucks okay so you call that like a seed round yeah we did a friends and family and then we just did a seat a few months ago I I see very cool how much was the friends and family uh friends family is about two seed R was about two and a half oh got it so all in all in you were about five total now Mo most folks preed seed especially now with compressed valuations are selling somewhere on the order of 20% of the company were you sort of in that same range uh exactly that's right 20% okay and and what makes this that's a lot of delution right so you must have a good reason to give up that Equity right what makes this so expensive to build why do you need five million bucks yeah we don't actually we have a lot of we have like three to plus years of Runway we're keeping expenses super low I think the most uh the most important reason why we wanted to raise the money is because we're becoming a licensed Trust Company in South Dakota and that's going to require us to have a minimum of million dollars on reserves it filed via a bond in addition to that there's just there's you have to get some insurance and so it's really just for getting the through the Trust Company application process and it's very specific we're doing it in South Dakota K South Dakota is the number one place for trust there's different kinds of trust there's revocable trust which we offer for free that's kind of our top of funnel Le gen engine we help you know that's what 99% of Americans need revocable trust protects you from probate Court you know because most Americans don't have a trust hundreds of billions of dollars every single year gets seized by the state governments and placed in Probate Court uh it's the biggest tax on non-general joh non- generationally Rich Americans that exist so we want to solve that problem for them that's our free product our paid product is the irrevocable trust that's the South Dakota trust product um and so we have to become a licensed Trust Company in South Dakota so that we can serve as a trustee and actually help people custody the Assets in South Dakota that gives you uh two major benefits taxes and protection uh so South Dakota has zero state income taxes zero State dividend taxes and zero State cap gains taxes in addition to that it's the number one state for asset protection so if you put your assets in a South Dakota trust it's going to protect you from divorce it's going to protect you from lawsuits it's going to protect you from creditors it's this whole full quote uh it's actually on our website it's own nothing control everything you do that with the South Dakota Trust You Don't Own the assets anymore your South Dakota trust owns then um and so that creates that layer of Separation which gives you the protection and the tax benefits so just I don't want to lose our audience because I want them to listen to you both because you're acent about building a company but also because I think a lot of my wealthy entrepreneur friends they all set up some form of a book living trust so I don't want to lose people here right give a very real example there is a Founder right now listening that is doing 2 million bucks AR they think they might sell their company for $10 million...