The MLM Behind Those Bluetooth Beacons
A company called Royaltie is selling Bluetooth devices it calls "gems" through a multi-level marketing structure, with little transparency about who actually runs the operation.
The company's website reveals almost nothing about its ownership or leadership. A footer credits parent company Hiram Lodge Enterprises Corp, based in Ontario, Canada according to the affiliate agreement. Marketing videos on Royaltie's YouTube channel identify Justin Belobaba as founder and CEO. A 2016 press release describes him as a serial entrepreneur with ventures in wireless payments for taxi companies and electronic medical record software. Profit Magazine named him Young Entrepreneur of the Year in 2010. This appears to be his first MLM.
Royaltie's product is straightforward: small Bluetooth devices that broadcast a 40-50 character message plus a URL to Android phones within 100 meters. The company calls them gems. Technical specs show they use Bluetooth Low Energy on the 2.4GHz frequency with up to two years of battery life. The devices can link to secure URLs directly or non-secure URLs through Royaltie's landing pages.
But the pricing structure tells the real story. Royaltie charges $25 monthly for one gem, $49 for three, $99 for eight, and $10 for each additional unit. These aren't cheap gadgets—they're subscription products designed to generate recurring revenue.
The company's history raises more questions. Royaltie launched in July 2016 as a "mobile app rewards program" offering 10% cashback on health, fitness and beauty purchases. That model lasted until early 2017, when the company scrapped it and pivoted to selling the Bluetooth gems instead.
A separate company called Asirvia signed an "exclusive network marketing contract" with Royaltie. Asirvia initially operated its own mobile app subscription service before abandoning it to resell Royaltie's gems. In a May 2016 Facebook video, Belobaba said Royaltie "couldn't be more excited about our strategic partnership with Asirvia." The arrangement looks designed to expand the MLM network through a subsidiary structure.
The gem devices themselves aren't particularly sophisticated. Standard Bluetooth beacons with this functionality cost far less in the legitimate marketing world, where businesses use them for proximity-based promotions. Selling them through an MLM with monthly subscription requirements suggests the real profit isn't in the hardware—it's in recruiting distributors who pay those monthly fees.
Royaltie has shifted its product line twice in three years and created subsidiary MLM partnerships. That pattern, combined with limited public information about leadership and no clear explanation of how distributors actually profit beyond recruitment, follows the standard playbook. The company is betting on subscription fees and recruiter commissions, not on anyone actually using these Bluetooth beacons to run a legitimate marketing operation.
🤖 Quick Answer
What is Royaltie and how does it operate?Royaltie is a multi-level marketing company selling Bluetooth devices called "gems." Founded by Justin Belobaba, it operates through a network marketing structure. The company is registered under parent entity Hiram Lodge Enterprises Corp in Ontario, Canada, maintaining limited transparency regarding its organizational structure and leadership composition.
Who founded Royaltie and what is his background?
Justin Belobaba serves as founder and CEO of Royaltie. According to available information, he is described as a serial entrepreneur with previous ventures in wireless payment systems for taxi services and electronic medical record software solutions. Profit Magazine recognized him as Young Entrepreneur of the Year in 2010.
What concerns exist regarding Royaltie's business model?
Critical analysis suggests Royaltie operates as a multi-level marketing scheme with questionable product value and minimal corporate transparency. The
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