Are New Things Risky or Revolutionary?

June 25, 2024

It’s a debate that’s been making the rounds ever since the JOBS Act was passed in 2012. Once or twice a year, an article or op-ed will come out criticizing the exemptions that make online capital-raising possible—often framing them as ultra-risky legal loopholes designed to trick “unsophisticated” investors out of their hard-earned money.

As an industry, I think we’ve been pretty patient with this commentary over the years. When you’re doing something no one else has ever done before, some fear-based criticism is par for the course. In the early 1900s, newspapers ran anti-electricity propaganda and warned people to stay away from it. In the 1980s, when personal computers were popularized, “computerphobia” ran rampant.

Electrical wires with skull and light bulb with afraid people running away.
Anti-electricity cartoon fom the 1900s.

But we’re now talking about a mature ecosystem that has fueled growth for thousands of early-stage companies, created hundreds of thousands of jobs, and channeled over $7B into local economies across North America. So this time, I want to address those claims.

Investing, in any form, is inherently accompanied by a degree of risk—whether that’s real estate, stocks, venture capital, or equity offerings. No investment is devoid of risk; the potential for loss exists across the board.

It’s easy to cherry-pick examples to support any narrative, positive or negative, across all investment categories. For every Uber, there’s a WeWork. In fact, research shows as many as 75% of venture-backed companies never return cash to investors at all. Similarly, the stock market has seen both incredible bull runs and devastating crashes. By focusing on selective examples, it’s easy to paint a skewed picture of any investment vehicle.  When you’ve been in the industry as long as I have, you remember when venture was the “risky” category, a label it’s successfully shaken off to become the “cool kid” of investing.

The reality is that Reg CF and Reg A both come with strict regulatory requirements that protect investors—including providing financial statements, adhering to SEC disclosure requirements, and updating investors annually. Meanwhile, retail investors are limited in how much they can invest in any given 12-month period—a safeguard that prevents them from “betting the farm” on these types of investments.

All this to say that retail investors are well-protected by the powers that be—and more importantly, just as deserving of access to these opportunities as anyone else. That’s what this industry is really all about: democratizing access for both issuers and investors.

Regulation A+ is not a “shortcut”—it's a well-thought out, regulated space that is a catalyst for innovation and economic expansion, enabling a wider pool of investors to participate in the growth of dynamic, forward-thinking companies. That’s not something to be afraid of—it’s something to be excited about.

Monogram Case Study - DealMaker (Embed)

When VCs said no, Monogram turned to retail investors. That decision powered their rise from startup to publicly traded company—and even helped them raise an additional $13M privately after their Nasdaq debut.

Monogram at NASDAQ celebration

The Challenge: Raising Capital on Their Terms

The Challenge: Raising on Their Terms

Monogram Technologies was founded with a bold vision: to revolutionize orthopedic surgery with a robotic joint replacement system using custom 3D-printed joints. The market for this technology is massive—approximately $19.6 billion, with over 1 million knee replacements per year. But it's a capital-intensive, regulation-heavy space—and traditional VCs weren't biting.

Instead of compromising, co-founders Dr. Doug Unis and Ben Sexson went all-in on a different path: retail capital. Why?

  • Control and ownership: Not only were they able to raise the capital they needed to grow the business—they did it on their own terms.
  • Long-term asset: They wanted to build an army of true believers who wanted to see the company succeed and would continue to reinvest over the years.
  • A value-add network: Raising from retail allowed Monogram to amass a waiting list of thousands of patients eager to participate in future trials.
  • Aligned incentives: Their mission to improve patient outcomes and build a better future for those struggling with joint pain resonated with retail investors.

The Power of Retail: Monogram's Capital Journey

Start Date End Date Type Platform Amount Raised # Investors
3/13/193/31/20A+SeedInvest$14,588,6686,000
11/16/201/16/21A+StartEngine$2,965,5018,000
1/17/212/18/22A+StartEngine$23,647,85314,082
7/15/223/16/23CFDealMaker$4,673,0002,249
3/1/234/8/23A+Republic$232,275120
3/1/235/23/23A+DealMaker$15,958,3645,198
5/18/23-Nasdaq listing
7/2410/24Unit OfferingDealMaker$12,990,1032,745

Monogram Capital Raise Timeline

Monogram's first direct-to-investor raise was a $14.6M round in 2019. Since then, Monogram has raised retail capital six additional times, using Reg A+ as a springboard to a Nasdaq listing in 2023.

Each raise brought in new believers—and more importantly, kept bringing them back. That's the long-term power of retail capital. It's not just one campaign—it's a compounding asset that grows with the business.

$80M+
Raised across seven campaigns
~40,000
Investors championing Monogram's vision
20%
Of each raise came from previous investors

Marketing Excellence

DealMaker Reach provided strategic investor acquisition services, helping Monogram connect with the right audience through high-impact channels.

Premium Publications

Targeted campaigns in premium publications like Morning Brew captured qualified investors

High-Engagement Webinars

Engaging events that generated over $4.3 million in investments

Community Building

Strategic approaches that fostered a loyal shareholder base

Investment Momentum

Innovative approaches that amplified investment momentum

Monogram's Journey to Success

Monogram's journey has been defined by relentless innovation, strategic fundraising, and breakthrough advancements in robotic-assisted joint replacement. From early-stage research to a Nasdaq listing and beyond, Monogram's milestones reflect its evolution into a pioneering force in orthopedic surgery:

  • Filed its first patent application in 2017
  • Conducted clinical studies at UCLA and University of Nebraska
  • Expanded the team with key hires
  • Attracted a top-tier advisory board to guide clinical innovations
  • Signed their first distribution partnerships
  • Made headlines with cutting-edge live demonstrations
  • Secured 501(k) FDA clearance for the mBôs surgical system

Nasdaq Debut & Beyond

In May 2023, Monogram Orthopaedics successfully listed on the Nasdaq—a significant milestone offering liquidity and growth opportunities for the company.

For most companies, that would be the end of their story in the private markets. But for Monogram, it was just the beginning of a new chapter.

Public perception says you can't raise privately post-IPO. Monogram proved that wrong.

Defying conventional fundraising norms, Monogram raised an additional $13 million from private investors, powered by DealMaker. This move highlighted the power of a dedicated investor community and provided additional strategic growth capital. Meanwhile, strategic digital marketing for the private offering helped boost the public share price—a win-win for the company and its investors, both public and private.

This was retail capital at its best: strategic, repeatable, and aligned.

One vision. Zero compromises.

This wasn't a one-time raise. It was a multi-year capital strategy.

Retail capital helped Monogram:

  • Go from concept to commercialization without relying on VCs
  • Retain ownership and control in a high-burn industry
  • Build a base of loyal shareholders who invested not once, but over and over again
  • Uplist to the Nasdaq, and still keep raising post-IPO

This is what makes retail capital different. It doesn't expire—it compounds. And DealMaker is built to maximize that long-term value.

Dr. Doug Unis Quote
Ben Sexson Quote

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