the company began life as a social media tool for politics, under the brand icitizen. when this proved not to be a commercial idea the founders pivoted into the newly defined digital collectibles space. it won a place on the inaugural dcu propeller venture accelerator in 2011, securing a €30,000 investment in the company. later that year a full seed fund round was completed bringing the total of outside investment in the company to €490,000. investors include the irish government agency enterprise ireland, the aib seed capital fund and a number of private investors: kevin neary, and bloom equity (conor stanley and tadhg o'toole).