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About Us

Trruster is a reputation search engine based on genuine feedback from real people whose identity has been verified. The results are presented as a series of easy-to-read gauges to facilitate smarter decision-making, faster.

  • Mission

    Our mission is to help individuals, groups and organizations to buy, sell, hire, interact, vote, share and cooperate with greater confidence on a global basis.

  • Our goal

    Our goal is to become the trust "clearing house" of a global economy where trust is the new currency and economic power is democratized under a new economic model we call Coliberalism.

Towards realizing the promise & potential of the Internet

George Matafonov
CEO & Founder

The Internet was supposed to the basis of a new paradigm in how we live, work, cooperate and share – a sort of information age revolution.

But this revolution never happened because the existing social, political and economic paradigm simply absorbed and adopted this new technology to reinforce the status quo.

Instead of the Internet propelling society into the information age, the existing paradigm dragged the Internet back into the Industrial Age replete with using advertising as the primary funding model.

While the age of information has arrived, all our systems – social, political and economic – are still stuck in Industrial Age thinking.

Trruster provides the platform for disrupting and dragging our key institutions into the information age with one clear goal - to finally democratize economic power - under a new Internet funding model we call Web USM which will underpin a new economic model called Coliberalism.

Questions & Answers

What is Web USM?

In the early days of the Internet no one quite knew what it was or how to fund the services it offered. For lack of a better option, the advertising-funded model of the industrial-age print media was adopted and re-engineered for the online world.

While the advertising-funded Web has been phenomenally successful it has reached its limit and needs to move on, if it is to be more than just another advertiser tool and a place to watch funny cat videos.

Web USM is about creating a new funding model for the Web as a basis for a new economic model that finally democratizes economic power. This paves the way for practical solutions to the many modern-day challenges ranging from dealing with the impact of job automation to accelerating the transition to renewable energy through our Trruster Clean Energy Fund as a way of tackling climate change without the politics.

Who pays for Web USM?

The global business community currently pays for most of the free online services through advertising.

While online advertising revenue figures can be eye-watering, the reality is that only a small fraction of the business community pays because only a small fraction of the 100 million plus businesses globally advertise on a regular basis.

The rest get a free ride.

Web USM is about getting the whole global business community to contribute in supporting the Internet – a global, indispensable tool – by encouraging them to subscribe to a global, indispensable service – online reputation management.

While not every business needs to advertise, every business, large and small, has to build and maintain a reputation in order to stay in business.

This is where Trruster comes in by providing a universal online reputation management service through subscription.

We call this the Universal Subscription Model or USM, hence the term Web USM.

What is the Universal Subscription Model or USM?

The USM is an alternative funding model for online services and works in a similar way to the advertising model except the scale is much greater, the applications wider and the non-discretionary nature of reputation management will make the USM more stable and consistent.

USM revenue is shared in a similar way to how advertising revenue is shared with the community of content developers and content distributors with one major exception – the community get the lion’s share of the revenue.

How is the USM shared with the community?

80% of all Trruster revenue is diverted into the Trruster Income Sharing Fund or TISP.

The proceeds of TISP are distributed monthly to our global community based on feedback received from Trruster members.

The remaining 20% is used to run the Trruster service and to fund a range of free online services without advertising.

In the first 5 years, 100% of TISP will be directed to our Trruster Clean Energy Fund as a way of accelerating the transition to clean, renewable energy to tackle climate change on a global scale and without the politics.

How does the USM work in practice?

Advertising works on recording and paying for clicks and views.

With the USM, content developers can add a Trruster feedback link to any content or initiative and invite people to give feedback. This creates a direct link (text or button) which can accompany each communication seeking feedback from the public.

feedback_mediumFor example, a member who reads an article and finds the content valuable and informative will be encouraged to click on the accompanying Trruster Feedback button to record feedback. Positive feedback results in Trruster credits being allocated as follows:

  • 0 credits for  “very unhappy”,  “unhappy”very unhappy
  • 10 credits for “neutral”Neutral
  • 30 credits for “happy”happy
  • 60 credits “very happy ”Very happy

At the end of each month, the total credits accumulated will be used as the basis for sharing revenue subject to maximums and minimums to ensure distribution equity.

The fact that users determine value directly and reward accordingly will result in a powerful form of community moderation as well as directing capital to where it is needed most and can be of greatest value.

The following example illustrates how Trruster Credits are allocated to support freelance content developers as well as distributors.

An article written by single journalist with an image from a photographer would result in a 33% split between the three parties – the distributor and the two contributors (author and photographer).

A report with a distributor and four contributors would result in a 20% split between the five parties involved.

At the end of each month the Trruster Credits are used in the distribution of revenue and all the contributors are paid independently and directly.

One of the key benefits of this approach is how a good article or a great photograph can continue to generate income to the distributor and contributors long after the original was published due to its ongoing availability online.

Importantly, this approach provides the commercial basis for true independent journalism.

Key benefits

Realizing the promise and potential of the Internet

A more stable, global economy

Economic stability depends on both consumer and investor confidence. A change in either can impact on capital flows and, depending on the severity, can lead to economic recessions and even depressions.

Web USM, by creating a non-discretionary capital flow of potentially $billions per month - independent of both consumer and investor confidence - will lead to greater economic stability.

A practical solution to technological unemployment

Traditional jobs are disappearing and the emerging industry of content providers is being stymied by the lack of a viable financial model.

Web USM provides a new financial model for content providers such as journalists, authors, musicians, artists, film makers, bloggers, open source software developers and social capital builders in all areas of life, enabling more people to be gainfully employed beyond the traditional job sector leading to greater self-sufficiency and less reliance on government welfare.

This is achieved by breaking the monopoly of the market in deciding value - which it decides solely in terms of financial profit and loss - to include individuals deciding value based on feedback through Trruster.

Reduced government regulation with greater scrutiny

Government regulation at the national level is insufficient and, ultimately, ineffective in a globalized economy. Additionally, regulation creates barriers and bureaucratic red tape that reduces business efficiency and translates into higher prices.

Trruster provides a market-based approach to guiding commercial activity to help prevent market excesses and failures like the Global Financial Crisis through real-time scrutiny based on verifiable and analyzable online feedback.

Lower business taxation with higher tax revenue

Once established, the expected Web USM revenue stream will be in the hundreds of billions of dollars per year from over 100 million businesses worldwide.

This will be distributed back to the community, creating a stable source of government tax revenue, independent of investor and consumer confidence and independent of economic circumstances.

Tackling Climate Change

We believe that climate change is one the biggest global challenge and that is why we are proposing to channel 100% of TISP  into the transition to renewable energy, on a global basis.

Once fully operational, TISP is expected to channel in excess of $US 1 trillion over 5 years into the transition to clean, renewable energy through our Trruster Clean Energy Fund.

A new model for independent journalism

Journalism, like many other areas of gainful employment, is evolving from mass employment to self-employment through freelancing and independent contracting.

This is a welcome development in terms of editorial freedom, but under the advertising-funded model it is commercially unsustainable.

Web USM makes this development commercially sustainable for both journalists and media outlets by providing the mechanism to easily monetize online traffic beyond advertising and beyond paywalls.

Restoring the original vision of an open and free World Wide Web

Web USM, instead of penalizing and discouraging, promotes and rewards the sharing of content through the Trruster feedback mechanism. This restores the original vision of an open and free World Wide Web and provides a practical, information-age solution to the problem of content piracy.

Additionally, Web USM not only removes the necessity of locking up information behind paywalls, it also makes the distribution of content over different platforms commercially viable for both content developers and content distributors.

The following example illustrates how distributors and contributors can profit from sharing over different platforms.

An article published on a news site with two contributors will result in 33% split of Credits between the participants.

Premium or Group members who want to share this article can do so by creating a new Trruster Feedback button which they can then use to replace the original Trruster Feedback button in the article. The article can then be republished or shared in whatever way that suits.

Any positive feedback from the new feedback link button will result in the sharer being treated as a contributor and thus entitled to share in the proceeds on an equal footing with the other contributors and original distributor.

In the above example, the shared link would result in a 25% split of Credits between the four participants (including the sharer or re-publisher).

Every article will have a separate tab entitled "sharing". If sharing or republishing is allowed then this tab will show the new custom feedback buttons. If sharing or republishing is not allowed, it will indicate so.

The taking back of privacy

Pre-internet the price of watching a few ads for free content was tolerable and acceptable.

In age of the Internet this means giving up our privacy almost completely, which is ringing alarm bells everywhere at the implications which extend to undermining the very basis of democracy.

Web USM restores privacy by getting the advertisers out of our personal online lives.

Restoring, reinvigorating and spreading democracy

The best way to restore and reinvigorate democracy is to make the political leaders accountable not just at election time but on an ongoing basis through direct community feedback, which is analyzable and which can be trusted.

Western liberal democracies, by taking the lead in becoming open to community feedback, will put enormous pressure on all political leaders globally, including the dictators, populists and all religious leaders to do the same.

This will not only restore and reinvigorate but also spread democracy globally, which is the only sure pathway to peace and security.

Reducing the role of politicians

Trying to deal with a rapidly changing world has resulted in people naturally looking to politicians for answers.

The problem is that most politicians, particularly those stuck in Industrial Age thinking, see regulation and taxation as the solution to everything, even extending to trying to control human behaviour by legislating political correctness and chasing people through the courts for the most farcical reasons.

It is always a bizarre situation seeing politicians celebrate how much legislation and regulation they manage to pass seemingly oblivious to the fact they are eroding the very freedoms our ancestors gained for us, often at a huge cost.

This development will restore the role of politicians as public servants representing the will of the people and not their own personal or party agendas, as is often the case.

Replacing neoliberalism with coliberalism while freeing the market

Coliberalism (short for cooperative liberalism) is a new philosophy of social organization that utilizes the Internet to democratize economic power. It can be broadly defined as a system of social, economic and political organization based on individuals cooperating freely for mutual benefit, guided by online feedback and within the bounds of common law.

Coliberalism affirms the long-standing belief that human progress is the result of cooperative effort based on trust and underpinned by an attitude of selflessness, grounded in empathy. As such, it is a rejection of the neoliberal concept of trying to organize society on the principle of self-interest and enforced through competition and the market's monopoly on defining value, which it defines solely in terms of financial profit and loss.

Coliberalism works by relegating the market to being a subset of society rather than being its central institution, as it is under neoliberalism. This has the effect of quarantining the broader community from the withering impact of self-interest while freeing the market to deliver economic benefits with minimum government regulation and minimum taxation.

Under coliberalism the traditional process of sharing wealth through salary, wages, taxation and investment is expanded to include human creativity and social capital as recognized by direct feedback through Trruster.

Coliberalism frees the market to automate to improve efficiency while sharing the gains more equitably and more broadly on a global basis by rewarding human creativity, ingenuity and social capital building.

While coliberalism is a rejection of the dominion of the market over the individual, it is also a rejection of collectivism in all its forms, which can be broadly defined as the dominion of the state over the individual.

For those familiar with Karl Polanyi’s book, The Great Transformation, coliberalism represents the reimbedding of the market within the social context in a way he could never have imagined. ( See Coliberalism: Towards a Polanyi-inspired Unified Economic Theory for more details.)

Read our founding essay entitled: Yes! There is an alternative economic model for the Information Age