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New Wealth · New Health

The 90-Day Proof of Concept

New Wealth (Bitcoin) meets New Health (Longevity).

Who Love Your Liver are

de-liver-ance® is made by Equilibrium Labs, built by a husband-and-wife pair. Siggi Clavien, inventor and founder, lost people close to him to liver disease and has since made liver health his life's work, bringing biotechnology together with traditional herbal medicine. Twenty years of it sits in each bottle.

Cassandra Odqvist Clavien is co-founder and brand director of de-liver-ance® and The Liver Clinic. Raised in Mallorca by a Swedish father and an Irish mother and fluent in five languages, she read modern languages and business at Birmingham, then spent ten years leading sales teams in London's M&A software industry before moving into health and wellness in 2016 — and studied nutrition to meet the brief. She now divides her time between Europe and the US.

Her mission is to make liver care both accessible and appealing, and it is that international read — five languages, two continents — that shapes how the brand travels. It is also why a roster spanning European and US audiences fits her rather than stretches her.

Why this lands with a Bitcoin audience. The formula is backed by a named medical and advisory board that the company publishes openly — a Cleveland Clinic Lerner College associate professor as Global Chief Medical Officer, an intensive care consultant from the Royal Free in London, and the founder of Next Health among them. An audience whose instinct is to verify can go and check every one of them.

Equilibrium Labs also publishes a headline efficacy figure — a 42% reduction in blood toxins. Creators quote the cleared claims list, never the marketing site, and the language rules later in this deck apply to that number as much as any other.

Longevity's last unclaimed audience

The Bitcoin Longevity Demographic: high-net-worth, predominantly male, 35–55, low time preference — engineers, founders, ex-traders and physicians. Already spending heavily in the category you sell into.

Our creator roster reaches them daily, with trust already established. They buy on a trusted voice's recommendation — not an advert.

No route to this audience exists today

A liver-health product meets this audience where they already are. Love Your Liver currently has no channel that reaches them.

Three confirmed voices— of 16 on our roster

All three, two, or one

Break-even is measured on your own $500 lifetime value, at a 70% gross margin and net of the 10% revenue share. Because the rate is flat, the bar per creator is identical at every tier — only the number of audiences changes.

The full test costs less than a single trade-show stand.

Fifty points — or thirty

The discount gives every new customer a reason to act on the code today — and it is still 20 points better than wholesale on the first order, and 50 better on every order after.

The 90 days

On one page

Equity: an optional, later layer — advisor-grade, vesting against sustained performance after the initial term. Never in place of retainer or revenue share.

The creators keep working until the pilot has paid for itself

Equilibrium Labs' own numbers set the bar. At a $78 cost to acquire and a $500 lifetime value, the pilot is measured against the economics you already run on.

Eight new customers per creator per month. Because the rate is flat, that figure holds whether you take one creator, two or all three — 24 customers each across the term. Choosing three does not raise the bar per voice; it spreads the same bar across three audiences.

Blended across the 90 days that is roughly $315 to acquire a customer — more than your $78, and honestly so: this is a test that buys content production as well as customers. The comparison that matters is what comes after. Past break-even this channel costs the 10% share alone — about $50 per $500 customer, against a $78 CAC that rises with every auction.

And these customers arrive from an audience the $78 channel cannot reach at all: no ad platform segments it, and search cannot find it. They should also be worth more than $500 — median lifetime value here runs 21× a paid-social cohort, because they pay full price, stay, and refer unprompted.

A handful of sales a week

de-liver-ance® in four bundles — 3-pack £27, 12-pack £97, 30-pack £227, 60-pack £420 — subscription available, as published on loveyourliver.com. The creators recommend the 30-pack — a full month of product, and the tier each host points their audience to alongside their own code.

Your $500 lifetime value is about £390, which implies 2.3 orders per customer at this mix — better than the 1.5× we had assumed, which is why break-even lands lower than our opening model. Steer buyers to the 30-pack and every subscriber lifts it further.

The 30-second read

Approved by Cass. Each host rewrites in their own style — nothing scripted verbatim. The framing is deliberately financial: health as a long-term position rather than a quick fix, which is the register this audience already thinks in. Note what it refuses to say — no detox, no cleanse, no miracle.

Each host speaks their own promo code on air — 20% off for the listener, and the attribution trail for the pilot. The scripts are the base; the code and the 30-pack recommendation go in on top, in the host's own words.

The 60-second read

The longer form, for a pre-roll or a dedicated segment. It names the ingredients — Seanol®, VitaCholine®, seventeen in total — and points to the non-invasive liver scans, so a listener can measure rather than guess. It closes on the host's own promo code — spoken, not just linked — with the 30-pack as the tier to start on. Bloodwork still drives the campaign as the content engine: each creator's 90-day results become the mid-pilot episode, and the case study writes itself.

The line either read can open or close on — health as an asset that compounds, not a fix that expires.

What can and cannot be said

Every host read is paid media, however conversational it sounds. This is the brief creators work from before any script goes live.

The pattern throughout: the creator says what happened to him, not what the product does. It is also the stronger read — closer to the verify-it-yourself register already built into the scripts.

Disclosure is separate, and not optional. Every host read is paid media whether or not the recommendation is genuine.

The claim everyone will want to make

Brain fog is the benefit a host will reach for first, and it is the one most likely to breach the rules. So here is the actual evidence, and the wording Equilibrium Labs has approved.

Fatty liver disease — MASLD, metabolic dysfunction-associated steatotic liver disease — is increasingly linked to changes in cognitive function even in people without cirrhosis. The liver and brain communicate along several pathways.

What people report — often subtle, and often mistaken for stress, ageing or poor sleep.

And it may be reversible. Interventions that reduce liver fat — weight loss, exercise, improved insulin sensitivity, treating sleep apnoea, a Mediterranean-style diet — have been associated with improvements in both liver biomarkers and cognitive performance in some studies. Research is ongoing.

That framing states the association without asserting cause. No creator may say that de-liver-ance® improves cognition — that would need robust clinical evidence specific to this product. A host describing their own experience in the first person remains fine; a host explaining what the product does to your brain does not.

The amplification plan

A few last questions, together

Nothing here is a hurdle. These are simply the things worth agreeing between us before the clock starts, so that everyone measures the ninety days the same way.

Then the machine runs

Start date is agreed (in principle): 1 October, which gives September for contracts, codes and product. That leaves four things.

• Creators selected — all three, and we would push for it. One trusted voice is a recommendation; three, independently, across ninety days, is proof of work — and proof it works.
• The success number written down — 71 new customers clears the full three-creator pilot at your own $500 lifetime value: eight per creator per month.
• The two guarantee inputs still outstanding — gross margin and the attribution method.
• The claims list confirmed, and a 30-pack with each creator before the first read.

Day 90 delivers attributed revenue, CPA against both the wholesale channel and your $78 cost to acquire, repeat purchase, the bloodwork arc — and the first proven campaign of its kind in the category.

The brand, in the wild

Assets the creators can work from — packaging, botanicals and the settings this product already lives in.

Two booklets, for the creators

The evidence and the formula, published by Equilibrium Labs. Hosts read these before they write anything — and the cleared claims list still governs what can be said aloud.

Clinical evidence

The Preclinical and Clinical Evidence

The study base behind the formula, set against the 500+ functions of the liver.

PDF · 20 pages · 1.0 MB Open↗ The formula

Ingredients and Their Functions

Every one of the seventeen botanicals, and what each is there to do.

PDF · 20 pages · 2.6 MB Open↗

The organ that never gets a block reward

Two explainers from Equilibrium Labs, chosen because they back what the deck already argues — the liver–brain axis behind page fifteen, and Seanol®, the Jeju seaweed extract Cass's read names by hand.

The full video library↗Equilibrium Labs' Drive folder — open, no sign-in required.