Lex interviews Alessandro Chesser - CEO of Dynasty, a San Jose-based online platform for trust creation and management. In this episode, the key topics discussed include: The importance of aligning business and product teams, and the challenges Chesser faced when this alignment broke down during Carta's unsuccessful foray into the private markets business. Chesser's decision to leave Carta and co-found Dynasty, a startup that aims to simplify the process of creating trusts to avoid probate and protect assets. Dynasty's go-to-market strategy, which focuses on driving organic growth through short-form video content on platforms like TikTok. And lastly, the technical and legal complexities of automating the trust creation process, and how Dynasty is navigating those challenges. MENTIONED IN THE CONVERSATION Topics: Dynasty, GetDynasty, Carta, eShares, fintech, trusts, legaltech, private markets, legal, SaaS, social media, TikTok, Instagram, LegalZoom ABOUT THE FINTECH BLUEPRINT 🔥Subscribe to the Fintech Blueprint newsletter to stay at the forefront of Fintech and DeFi: https://bit.ly/3hyhlC2 🤝 Partner with Fintech Blueprint through sponsorships: https://bit.ly/3UZllsV 👉 Twitter: https://twitter.com/LexSokolin TIMESTAMPS 1’24: From Sales Pioneer to Scaling Success: Alessandro Chesser on Building Carta’s Sales Organization and Transforming the Cap Table Market 5’38: Building Carta's Success: Strategic Partnerships, Demand Generation, and Sales-Product Synergy 9’57: Navigating Growth and Product Alignment: Carta's Scaling Challenges and the CartaX Experience 14’19: The Journey from Carta to Founding Dynasty: The Lessons Learned and Taking the Leap 16’55: Democratizing Estate Planning: Dynasty’s Mission to Make Trusts Accessible for Everyone 23’11: Unlocking Wealth Protection: Directed Trusts, Asset Security, and Tax Strategies for Founders and Investors 26’00: Trusts for the Middle Class: Simple Solutions for Inheritance and Probate Avoidance 28’19: Privacy and Protection: Using Trusts to Safeguard Real Estate and Build Awareness Through Organic Growth 32’02: Cracking the Viral Code: Leveraging Short-Form Video to Drive Customer Acquisition in Estate Planning 35’09: Building a Viral Marketing Team: Crafting Convincing Content for Organic Growth in FinTech 39’35: Engineering Simplicity in Legal Tech: Automating Trusts and Navigating Legal Complexities 42’52: The channels used to connect with Alessandro & learn more about Dynasty