my end game: get "fuck you" rich then give $ away (status update)

my investor was very annoyed w/ me a few weeks ago (def still is).

she asked me point blank: “Kaeya, what’s your end game?”

i was shocked.
she brought me to a halt.
i hadn’t actually played it out.

so I sat with it, ran the scenarios, thought it through.

and what I landed on tonight feels…very Kaeya.
gotta be right:

tl;dr:
in 2022, spotted the internet’s most dangerous ad format.
in 2023, started building the compliance infrastructure to fix it.
in 2024, the government made it official.
now, the lawsuits are catching up to what we began solving 24+ months ago.

phase 1 (2021–2022): accidentally scaled a deceptive ad engine (Swaypay).
In the process, uncovered UGC ads as the internet’s most dangerous — and least regulated — ad format.

phase 2 (2023-2024): pivoted from Swaypay to SwayID, started building the system that should’ve existed all along (before anyone asked for it).

phase 3 (2025-Present): now everyone’s scrambling to solve the problem, we’re refining the solution we already mapped, built, and operationalized.

phase 4 (2025-2030): become the default compliance infrastructure for influencer and UGC advertising.

exit.

phase 5 (2030-2032): give away my money, throw away all my tech, get a flip phone, new number, give new # to sister, go live with monks.

Longer Form (for the archive):

PHASE 1 (2021-2022): identify an invisible but lethal problem

✅ 90%+ of highest performing digital ads today are technically illegal (since Oct ‘24)
✅ Knew this reckoning was coming by end of 2022

PHASE 2 (2023-Present): build the missing infrastructure before anyone asks for it

✅ mapped full scale of problem at 60k ft (market level)

✅ mapped scale of problem at 15k ft (workflow level)

✅ built only viable solution: first shared compliance rails for brands + creators.

pre-publish risk checks, proof-of-intent logs, embedded behavioral guardrails etc.

PHASE 3: the market catches up to blindspot we found

🚨 Federal Ban in 2024

💣 $50M class actions in 2025

⛑️ Our cleanup tool becomes industry-critical infrastructure layer (blue)

next:

🧱 own the ugc ad compliance rails → become the industry standard by 2030
🧠 document everything → make survival replicable
💸 get “fuck you” rich → give it away clean
🌱 change my number, throw away my tech, live with monks at least a year

worst case: become proud of myself enough of what i built to stop obsessively building. have enough money to live peacefully the rest of my life.

disclaimer: this post (and the entire blog) is a personal archive of my late-night thoughts. I only start thinking deeply about a topic once I write especially when I know it’ll be seen publicly (by, say, my mom, my team, or my investors…). That’s when the juiciest, most unexpected dots start connecting. It’s why I write and publish religiously. This isn’t investment advice, legal guidance, or a literal roadmap. Just raw, working notes written and shared for clarity, accountability, and a lil catharsis.

kaeya