How MrBeast's business ambitions shifted from NFTs to fintech and phones

Court documents filed in a lawsuit between MrBeast founder Jimmy Donaldson and a former burger business partner show how the creator's plans for a media empire have changed over the years. The filings include pitch decks from 2021, 2024, and 2025 that reveal a pivot from early ideas like NFTs and podcasts to a sprawling set of ventures spanning fintech, consumer goods, a phone service, and theme parks.

A 2021 investor deck labeled “Beast Games, Netflix Beast Studios, Beast NFT, Beast Podcasting” as coming in 2023. None of those businesses launched in that form. The same deck also described a $9.95 per month subscription platform called “Beast World” that would offer exclusive content, merchandise, and community features. That idea never materialized either.

“It's common for startups, and especially creator-led ones, to begin with one idea and then shift gears,” said Megan Lightcap, a partner at Slow Ventures who leads its Creator Fund. “Because their popularity is centered on their personal brand, they have even more opportunities.”

By July 2024, a board meeting presentation focused on opportunities in theme parks, theatrical releases, and a broad range of consumer products. The company also wanted to diversify beyond Donaldson's on-camera presence. That led to animated series and toys under the MrBeast Lab brand.

A February 2025 investor deck, after the hiring of CEO Jeffrey Housenbold, presented the company as built on three pillars: media, consumer packaged goods, and software. The deck listed a “comprehensive” video game portfolio, a loyalty program planned for 2026, and exploration of a creator platform, fintech, and pro sports. It also hinted at a mobile phone service.

Here is how MrBeast is pursuing those areas now.

Fintech: The company acquired Step, a digital banking platform for young people that offers savings accounts, a credit-building Visa card, and a cash-advance program. Step has not posted new YouTube videos since the deal closed.

Creator platform: MrBeast hired a team from Andreessen Horowitz-backed Pietra, including CEO and cofounder Ronak Trivedi, to help build the platform.

Membership: At a May advertiser breakfast, Donaldson revealed plans for what he called the “largest membership service in the world.” It would include a philanthropic component, early content access, exclusive content, and member challenges.

CPG: Feastables, a snack brand launched in 2022 with chocolate bars, continues to operate. The MrBeast Burger business also continues, though Donaldson stopped promoting it after the legal dispute with his partner.

Media: Donaldson has expanded his spectacle-style videos and launched “Beast Games” on Amazon's Prime Video. The company is planning new verticals around food, entertainment, fitness, and gaming that do not depend on his on-screen presence.

Mobile phone: Housenbold said at The New York Times' DealBook Summit in December that the company plans to launch “Beast Mobile.” The 2025 investor deck described it as an MVNO, a model other celebrities have adopted.

Experiential: MrBeast tested the theme park concept in November with a 45-day pop-up in Saudi Arabia where visitors could participate in challenges inspired by his videos.

Lightcap said creator-led companies have more flexibility to pivot than traditional consumer brands. “Because their popularity is centered on their personal brand, they have even more opportunities,” she said. The court documents show Donaldson has taken full advantage of that flexibility, even if early ideas like NFTs and a subscription platform never made it off the ground.