Kelly is a consumer app where Australians back the moves the powerful are already making — politics, AI, markets, culture — in plain English, capped on purpose so members finish the month slightly ahead. Daily. Social. Built for the people the system left out. Pair it with LMCT+, and every deposit also plays for the cars, the cash, the houses.
An idea, presented for your read — to be shaped together if it lands.
The deposit habit meets the prize machine.
Three things to know about the product before we talk about why LMCT+ is the perfect partner.
Members open Kelly and see plain-English markets about what’s already happening: politics, AI, crypto, defence, culture. “Will Pelosi-linked tech beat the Nasdaq this month?” Tap YES or NO. No charts. No jargon. The same conviction the powerful are already positioned for — finally available to everyone else.
Members deposit $20–50 a month — about what they’d drop on takeout. Kelly holds a thin edge on the markets, then hands most of it straight back so the typical member finishes ahead. Capped on purpose, so insiders can’t extract and members can’t get hurt. Retention is bought with member wins, not extracted from member losses.
Members come back every day to back markets, check the wire, and watch their LMCT+ entries stack. Every dollar deposited plays for the cars, the cash, the houses — the cashback a gambling-adjacent app can’t legally do, reborn as the country’s biggest prizes. Daily engagement that no subscription can match.
Senators trade the same week they sit in classified briefings. Funds move on flow no one else can see. Insiders are positioned before the announcement everyone else reads about next Tuesday. People aren’t angry at capitalism — they’re angry at being locked out of it.
This isn’t a niche feeling. It’s the dominant cultural mood of the cost-of-living era. Every viral post about billionaires, every meme about “the system,” every screenshot of a politician’s trade — it’s the same story, told a thousand ways: the game is real, the rules are public, and most of us weren’t in the room.
Kelly isn’t anti-wealth. It’s anti-exclusion. We take the moves the powerful are already making, strip the jargon, and let the rest of us stand at the same table for the price of takeout. The brand language is rebellious because the audience is. The voice is sharp because the moment demands it.
Cheap fuel. Coles vouchers. Giving the western suburbs a fair go. You didn’t build LMCT+ as a subscription business — you built it as a public statement that ordinary Australians deserve a turn at the wheel. The marketing is loud because the message is. The prizes are big because the gesture has to be.
Kelly is that statement, productised: a daily app that puts the people’s edge into ten million pockets. The brand voice is already yours. The audience is already yours. We’re just giving them somewhere to spend ten minutes a day standing where they’ve never been allowed to stand before.
You’ve built a machine that turns subscriptions into the country’s most-watched prize draws — on a legal model where entries are a free reward attached to a real purchase. Kelly is the same legal shape, with a deeper, stickier purchase and a daily reason to open the app.
LMCT+ entries are lawful because they ride on the purchase of a genuine benefit (the discount club), never sold on their own. Kelly’s wallet deposit is exactly that kind of genuine, recurring purchase — so entries attach cleanly, the same way they do for your membership today.
LMCT+ is a brilliant subscription — but it’s a once-a-month decision. Kelly turns the same dollar into a daily one: members open the app to back markets, check the wire, and watch their entries stack. That’s the engagement layer LMCT+ has never had.
“Spend $100k on a car, $1M on ads.” Kelly is a content machine purpose-built for that: viral, screenshot-ready markets and creator-streamed picks that make every prize a campaign. Your distribution muscle, pointed at a product that compounds.
Cheap fuel. Coles vouchers. Giving the western suburbs a fair go. Kelly is that brand as a product — “turn elite advantage into public opportunity.” As a shareholder, you’re not licensing a logo; you’re extending the mission into a category that didn’t exist yesterday.
Every dollar a member deposits earns LMCT+ entries at a fixed rate. Kelly funds the entry cost as its rewards line (it replaces points/cashback). Members never pay for entries — they’re free with the deposit.
Equity + the headline LMCT+ prize supply. You provide the prize gravity and the distribution; Kelly provides the daily product and the recurring deposit. The flywheel is co-owned, not rented.
A co-branded “Kelly × LMCT+” monthly draw — a McLaren, an apartment, $1M tax-free — that only Kelly deposits can enter. The most-watched recurring moment in Australian fintech.
Partnership structure is indicative and subject to legal review of trade-promotion and gambling regulation across applicable states, and to being shaped jointly with LMCT+.
Launch on top of regulated prediction-market infrastructure (Kalshi / Polymarket) to cut time-to-market, regulatory burden and liquidity needs — and own the experience, brand and distribution.
Run the managed book directly, depending on relationships, licensing and how the partnership develops. Lifts the gross margin we keep, adds infrastructure and compliance cost.
The economics in this memo are deliberately rails-agnostic and conservative — they hold either way. Which path we take is a decision for Kelly and LMCT+ to make together.
Conservative, point estimates only. Every figure is a cell you can change in the model. The numbers below describe what one active member earns in a steady month — the whole business is just this, multiplied.
| Line item | Amount |
|---|---|
| Net trading margin (after handing wins back) | $4.25 |
| Subscriptions (6% × $12) | $0.72 |
| Advertising (incl. sponsorships) | $0.50 |
| Float yield | $0.06 |
| Revenue / member | $5.53 |
| LMCT+ entry prize-pool funding | ($1.50) |
| Points & rewards | ($0.70) |
| Payments · infra · support · KYC | ($1.20) |
| Variable cost | ($3.40) |
| Contribution / member | +$2.14 |
Built on a 9.0% gross hold (below the 10.15% US sportsbook average) with 55% handed back to members — so the typical member still finishes ahead while the platform keeps a thin, real margin. Holds whether we run on shared rails or in-house.
Kelly holds a thin 9% gross edge on member volume — well below the 10.15% US sportsbook average — then hands 55% straight back to members as winnings. The platform keeps the difference plus three around-the-game lines: a small premium tier, advertising, and float yield. No grind, no extraction; the math only works if members stay, and members only stay if they finish ahead.
Steady-state monthly EBITDA at fixed MAU. Below ~110k members the fixed cost base outweighs contribution and we run at a planned loss. Above it, every member is pure operating leverage.
The seeding phase. Fixed costs run higher than contribution until the user base scales. The flywheel starts here.
Break-even lands near ~110k MAU. By 250k we’re firmly profitable.
~34% EBITDA margin → ~$226M/yr. Pure operating leverage from here on.
| MAU | Revenue / mo | Costs / mo | EBITDA / mo | Margin | Status |
|---|---|---|---|---|---|
| 10,000 | $0.06M | $0.28M | ($0.22M) | — | LOSS |
| 50,000 | $0.28M | $0.41M | ($0.13M) | — | LOSS |
| 100,000 | $0.55M | $0.58M | ($0.03M) | — | LOSS |
| ~110,000 | $0.61M | $0.61M | $0.00M | 0% | BREAK-EVEN |
| 250,000 | $1.38M | $1.09M | +$0.29M | 21% | PROFIT |
| 500,000 | $2.77M | $2.00M | +$0.77M | 28% | PROFIT |
| 1,000,000 | $5.54M | $3.82M | +$1.72M | 31% | PROFIT |
| 2,500,000 | $13.84M | $9.28M | +$4.56M | 33% | PROFIT |
| 5,000,000 | $27.68M | $18.38M | +$9.30M | 34% | PROFIT |
| 10,000,000 | $55.40M | $36.61M | +$18.79M | 34% | PROFIT |
Costs include variable cost/member plus a step-scaled fixed base. Excludes one-off CAC, modelled separately in the growth ramp. Source: KELLY_Financial_Model.xlsx — every cell is live and editable.
Kelly is the daily product LMCT+ has been missing, and LMCT+ is the prize gravity Kelly needs to win Australia. The brand voice is yours already. The audience is yours already. The legal shape is one you’ve proven at scale.
This is a starting point, not a deal sheet. If the idea lands, the right next step is a room, a coffee, and a whiteboard — not a term sheet. Let’s shape it together.
