David Collins, identified as "D&K Collins" in company documents, launched 10FreeMoney in November 2013. This followed the collapse of his prior venture, Alert2Pay, which operated for barely two months in 2012. Alert2Pay had promised 7% daily returns over 30 days on $50 investments.

Alert2Pay ceased payments in September 2012. Collins claimed a "hacker" named Wealthy Rick stole $60,000 from the server. He sent an email promising refunds to investors who had not yet recouped their money. Social media comments from Alert2Pay affiliates suggested most refund requests went unfulfilled.

10FreeMoney operates without retail products. Affiliates market membership, then buy "10FM Start Packs" for $20 or $50. These packs include advertising credits for displaying ads on the 10FreeMoney website. No other product or service exists beyond these advertising credits tied to cash investments.

Affiliates invest $20 or $50. The $20 tier offers 150% daily returns, while the $50 tier yields 200%. However, 30% of $20 returns and 50% of $50 returns must be reinvested back into the system. Withdrawals begin at a $20 balance, with a daily cap of $250. Affiliates must view 10 company-supplied websites each day to receive their returns, or pay an extra fee to skip the task.

The referral commission structure pays 10% on level 1 investments and another 10% on level 2 investments. Joining 10FreeMoney is free, but earning requires a minimum $20 or $50 investment.

All revenue for 10FreeMoney originates from new affiliate investments. This money directly funds the daily returns paid to existing members. This structure aligns with a typical Ponzi scheme.

Collins denies 10FreeMoney is a Ponzi or HYIP. The FAQ states, "We are an advertising platform which generates revenue through the sales of advertising services." This explanation does not account for how the company generates external revenue to sustain its promised returns. New money from new investors pays earlier participants. When new investments stop, payouts will halt.

Collins guarantees payments, writing, "We are the only marketing site that 'guarantees' your payments." But guarantees do not create money where none exists. He also pitched the scheme on MoneyMakerGroup using terms like "passive income" and "returns on investment."

Collins then targeted a new demographic after the Alert2Pay failure. The 10FreeMoney FAQ states, "In God we trust and we are also a Christian community dedicated to helping those with little or no work, earn a decent income working from home. We especially invite stay at home mom's and dad's to come and earn with us... Father God see's everything and believe me when I say, we pray over this website everyday!" This appeals directly to Christian stay-at-home parents.