Five years ago we covered leaked Lyoness internal video, in which owner and CEO Hubert Friedl laid out the company’s business model.

It’s all about positions, positions, positions, positions.

By making downpayments one can acquire positions in the Lyoness system.

I don’t go out to merely register someone, it’s not about registering people for the cashback card. Then I could as well just register you at the nearby swimming pool.

Five years later, nothing has changed.

Lyoness, now known as myWorld, recently held their annual “President Council” in Pamhagen, Austria.

The big announcement at the event was “limited edition discount vouchers” which, as Friedl explained, are available to myWorld affiliates who buy “at the right time”.

For those unfamiliar with Lyoness’ business model, the company originally
solicited investment through accounting units
.

When regulators in Europe began to crack down on the company they
renamed accounting units to “shopping points”
, which affiliates invest in through “discount vouchers”.

Limited edition discount vouchers are a vehicle through which myWorld affiliates are able to invest directly into “Enterprise Cloud” positions.

As Friedl (right) explains, limited edition discount vouchers exist solely as a cover for Enterprise Cloud position investment.

You buy a discount voucher at the right time, because this is why it’s “limited edition”, and you’ve got in addition for free… the Enterprise Cloud.

Because you cannot buy an Enterprise Cloud. You 
cannot 
buy a cloud.

Please, for compliance this is really important.

You buy a discount voucher. That’s a product and this 
includes
a cloud (position).

And if you talk there right outside, then everybody will understand and we will have no problems.

Because our discount voucher is approved by so many governments, but if we tell people, “Hey, buy a cloud (position)”… cloud (position) is not a product.

The discount voucher is a product and the cloud (position) is part of it for free.

Friedl doesn’t go into which government’s have approved their discount vouchers. Likely because no government I’m aware of has.

A discount voucher is simply pre-paid access to myWorld’s merchant network. In and of itself it is not a product.

So there’s that, and then also the issue of why would myWorld affiliates want Enterprise Cloud positions?

Lyoness Cloud positions first surfaced in 2015, as part of the Lyconet Customer Cloud.

Lyconet Premium Affiliates invested 1500 to 4500 EUR with Lyoness, in exchange for Customer Cloud share positions.

Each Customer Cloud share position paid a passive ROI for six years.

This of course had nothing to do with the merchant network, with Lyoness simply shuffling newly invested funds to pay existing Customer Cloud investors.

This was back in 2015 mind, with affiliates then also investing in “Limited Edition Vouchers”.

Can’t be that limited if the vouchers have been issued to investors for three years running.

Anyway, getting back

🤖 Quick Answer

What is the core business model of myWorld (formerly Lyoness) according to internal company statements?
The business model centers on acquiring "positions" within the system through financial downpayments rather than simply registering members for cashback services. CEO Hubert Friedl emphasized that recruitment and position accumulation, not basic card registration, constitute the primary focus of the company's operations and affiliate activities.

What was the main product announcement at myWorld's recent President Council meeting in Austria?
myWorld announced limited edition discount vouchers exclusively available to affiliates who make purchases at specific times. This offering represents the company's strategy for incentivizing position holders and maintaining engagement within their compensation structure and affiliate network system.

How has myWorld's fundamental business approach evolved since its earlier operations?
According to available evidence, myWorld's essential business model has remained unchanged for approximately five years, continuing to prioritize position acquisition and recruitment-based

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