It was a pleasure to sit down with Alex Recouso, Co-Founder and CEO of CitizenX, a company launched to streamline the process of investing in multiple/alternative citizenship. The site describes the company’s platform as “the only secure and private platform to acquire citizenship in countries welcoming investors and entrepreneurs. By combining Swiss engineering with 24/7 Concierge service, we help you diversify your passport portfolio and secure a safe future for you and your loved ones.”
Site users can explore multiple opportunities for investment in citizenship from multiple nations, including Portugal, Malta, Antigua, Grenada, Turkey, and many others, with offered prices ranging from the low to high 6-figures (in dollars).
As Alex notes, recent geopolitical instability is accelerating interest in alternative citizenship, and we explore the many reasons individuals – both high-net individuals and those with more modest means – might begin thinking of passports as important assets that might deserve diversification.
We discuss CitizenX’s marketing strategy, which targets two audiences: those aware of the benefits of multiple citizenships and those unaware, and how this strategy focuses on building trust through content and regular reports, leveraging YouTube and SEO. We discuss the sales cycle, which is long, emphasizing the importance of long-term investments and strategic partnerships with professionals and advisors.
Discussion points include:
- The origin of Citizen X, highlighting the realization in 2020 that citizenship is an asset, especially for those with weaker passports.
- The concept of citizenship as an asset that includes mobility, freedom, and tax implications, similar to other asset classes like real estate or stocks.
- CitizenX’s content strategy, which includes addressing specific questions about citizenship programs and countries, as well as leveraging YouTube for video content to build trust.
- The importance of exchanging information with users to enhance the user experience.
- The growth of the industry and the increasing number of countries offering citizenship in exchange for economic contributions.
- The impact of geopolitical events on interest in multiple/alternative citizenships.
- The strategy of starting with long-form content and repurposing it for different channels, such as podcasts, videos, and infographics.
- Content partnership opportunities involving co-creation of content with governmental departments and other entities.
