Troy Muhlestein founded WakeUpNow in 2009, operating out of Utah. He previously served as Company Director. Muhlestein stated a corporate merger left him "looking in from the outside" before starting the venture. Business Week identified the merger as involving Longview Fibre, a subsidiary of Brookfield Asset Management Inc.
Kirby Cochran has led WakeUpNow as CEO since 2011, expanding his role from an initial investor and advisor. The company recently announced a partnership with That Free Thing, co-founded by Matt Goettsche.
Goettsche explained on a May 2012 company call that a $10 monthly fee did not generate "a whole lot of money for an average person...that makes it worth your time, money and effort building it." This statement followed That Free Thing's history of short-lived ventures.
That Free Thing launched a "Vendor Network" daily deal site in October 2011. A "Blog Network" for blog-hosting followed in March 2012. Neither opportunity gained significant traction. This partnership with WakeUpNow appears to be the latest attempt to establish a viable revenue stream for That Free Thing's member base, which reportedly numbers in the hundreds of thousands.
WakeUpNow's product line consists primarily of two offerings. Members can market advertising to businesses through "WakeUpNow Premiums" and "WakeUpNow Grocery." These platforms provide on-demand daily deal coupons. The company does not disclose advertising campaign costs to businesses. However, WakeUpNow pays initial and ongoing commissions for purchased advertising when members sign up businesses.
The other product members sell is WakeUpNow membership subscriptions. These subscriptions grant access to various company services. Paid monthly memberships include access to a Personal Financial Management (PFM) tool, described as providing "a clear and simple overview of your finances." Taxbot, a third-party tax software, helps US small businesses manage deductions. Invisus provides "digital protection suite" services, including security alerts and identity protection.