William Pattison launched 10 Level Riches in July 2011, a matrix program operating without a legitimate product line. This venture follows his earlier scheme, The Final Matrix, which was reviewed in March of the same year and co-ventured with Trevor Hovick.

The Final Matrix paid commissions solely on recruitment, offering text ads, banner placements, and e-books as window dressing. Those products held no real value. Pattison now runs 10 Level Riches as a solo operation. These schemes are unsustainable. Pattison regularly launches new ones to maintain his income. 10 Level Riches offers no true value within direct sales or to consumers; it exists to generate money for its creator.

The product line consists of various marketing software downloads, unlocked as recruits fill the matrix. These are third-party affiliate offers, not custom-designed for 10 Level Riches. Pattison likely receives an affiliate commission on each download, essentially profiting twice from his members.

The ten matrix levels correspond to ten software downloads. These "training materials" instruct members on recruiting, the only genuine activity within the program. No one can purchase these downloads separately through 10 Level Riches. Buyers must find them from other affiliates online.

A 10 x 3 forced matrix forms the core, holding up to 88,573 members. Levels nine and ten account for 78,732 of these positions. Joining costs $20. Of this, $5 goes to the company and $15 to the upline. Members earn nothing until they recruit three people and upgrade to "Level 2, Topaz."

Pattison states he pays out 90% of membership fees to members, keeping 10%. However, the initial $20 buy-in shows a gross 25% cut for him, taking $5 directly. A 10% withdrawal fee on earnings also goes straight to Pattison.

Members earn $15 for each direct referral's $20 buy-in. This continues until the 88,573-member matrix fills, a highly unlikely event. Each matrix level carries a gemstone name: cubic zirconia, topaz, citrine, peridot, amethyst, onyx, sapphire, emerald, ruby, diamond. The first $15 earned at each new level is paid to the company as an "upgrade" fee. The entire system is automated, minimizing administrative costs. This upgrade fee exists purely to keep the pyramid scheme operational.

Members can buy infinite positions within their own matrix. No payment occurs until each account has three new members beneath it. This further indicates the products are irrelevant, serving as a legal facade. Multiple copies of the same marketing material hold no practical use for members.

William Pattison himself describes 10 Level Riches as a "3x10 Forced Matrix? – Cycler? – 1 UP? – 2 UP? – 10 UP? – Cash Leveraging? – Gifting? ALL OF THE ABOVE!" This appears in the company website's "details" section. "Gifting" explicitly refers to cash gifting, a term for pyramid schemes, which are illegal in the United States.