Misael Martins, a prominent figure from the collapsed TelexFree pyramid scheme, launched One Thor in Brazil in November 2013, installing himself as president. This new venture mirrors the structure of the previous operation, which Martins actively promoted to his extensive network.

Martins featured prominently in TelexFree's marketing materials and promotional videos as a "top 10" affiliate. He now uses that same reputation to pitch One Thor, with company materials explicitly naming him as "Sr Misael Martins" and touting his involvement as proof the new enterprise will succeed. The launch timing suggests premeditation. Martins registered onethor.com on October 6, 2013, keeping the registration private, then officially launched the company a month later.

One Thor's product lineup includes digital electronics, "Vital" brand wellness supplements, an energy drink called Wish, and vague "digital advertising" services. None of these products generate income for affiliates. The compensation plan shows these offerings are merely window dressing.

Recruitment drives the money. One Thor sells "AdCentral" accounts for $350 and "Family" accounts for $1,500. Recruiters earn commissions when new affiliates buy these accounts. Each AdCentral recruit brings in $30. A Family recruit generates $150. This income relies solely on recruitment, not on product sales.

The real profits come through a binary structure, a direct copy of TelexFree's system. Each account purchase goes into a two-sided pyramid. An affiliate sits at the top, with a left team and a right team below. As more accounts are bought, these teams theoretically expand infinitely downward. The company pairs filled positions from the left and right sides daily, paying the affiliate $20 for each matched pair. If someone recruits three accounts at once—a "trio"—and those accounts get paired on both sides, the payout increases to $80 per pairing.

This architecture ensures most participants lose money. Anyone below Martins in the recruitment chain depends entirely on recruiting faster than everyone else. In a binary structure, this becomes mathematically impossible as the network grows. Once recruitment slows, the money stops. The structure collapses, leaving everyone except the early movers with losses.

The company provides no transparency. Its domain registration is hidden. Product integration into the business model remains unexplained. Public materials contain no earnings claims, meaning such promises are made in private pitches. This follows a classic method for illegal pyramid schemes in most jurisdictions. One Thor revives a familiar scheme. Martins saw TelexFree make millions by moving money upward through fake products and recruitment. Now he uses the same method with a new name, a new website, and new targets. This approach continues to work until regulators shut it down.