Paul Skulitz and Blaine Williams launched Wealth Creation Alliance in September 2012. The company initially accepted $2 investments from affiliates, guaranteeing a $3.25 return on each. This 162% ROI came directly from money supplied by new investors.

Within a week of its launch, the company rebranded as World Creation Alliance. This change followed reports of a separate, pre-existing financial scam called "World Consumer Alliance," run by an individual named Chuck Hughes. The founders aimed to distance their new venture from that earlier negative association.

Despite the name change, the $2 micro-Ponzi scheme business model remained. Blaine Williams also promised affiliates new features. These included a business directory, an online shopping mall, "WCA University," and daily coupon details. These new components, along with an updated compensation plan, appeared online in the first quarter of 2013.

The company, sometimes referred to as World Consumer Alliance, now markets several products and services through its online subsidiary ventures. These offerings include online advertising, advertising directories, and promotional coupons. It also provides "coaching and tools for small businesses," e-commerce mall products, and "Life Mastery University Educational Modules." A "Lifestyle Leisure and Travel Network" subscription and "online entertainment and products" complete the listed offerings. Some are available for retail purchase, while others bundle with affiliate membership.

The World Consumer Alliance compensation plan v2.0 appears to have dropped the micro-Ponzi model. The updated plan combines Business Volume (BV) commissions with a daily revenue-share model.

To earn commissions, a WCA affiliate must generate 10 "Activity Units" (AU) each month. Affiliates earn AU by completing various tasks. Viewing a 20-second ad earns 0.1 AU points. Reviewing and evaluating an ad earns 0.25 AU points. Sending an ad to three people also earns 0.25 AU points. Creating a free ad in the basic business directory provides 0.5 AU points. Making a retail sale generates 1 AU point. Giving a marketing DVD or affiliate link to a prospect, verified as watched, earns 0.5 AU points. At least 4 of the 10 required AU points each month must come from creating a free ad, making a retail sale, or providing a marketing DVD/link.

The World Consumer Alliance compensation plan includes 6 affiliate membership ranks. Each rank has specific qualification criteria.