Inc. Founders Project With Alexa Von Tobel

In 2019, serial founders Leif Abraham and Jannick Malling came together to launch Public.com, the popular investing platform that allows everyone to invest in stocks, ETFs, crypto, and alternative assets. They set out to build a community around the stock market, and in just a few years, they've scaled to 3 million members. Leif started as a fintech outsider, but took his entrepreneurial experience and accolades—a double Cannes Lions Grand Prix winner who was named one of the Top 10 Minds in Digital by Adweek—to create a fintech platform that members love. Leif shares how they work to build an emotional connection with users, why it's important to have a "black swan" playbook to prepare for major market events, and why he believes in playing the long game with business relationships.