How a Scam Turned Into a Mission: The Story Behind TruRex
How a Scam Turned Into a Mission: The Story Behind TruRex
Most startups begin with a spark, an idea, a frustration, a quiet moment of clarity.
TruRex began with something far less elegant: I was scammed.
Like many people, I relied on what appeared to be credible online reviews. The platform seemed trustworthy, the comments looked authentic, the experience was rated highly and yet, the moment I arrived, it was clear I’d been completely misled. I lost money, time, and confidence. But the deeper sting was emotional: how had it become so hard to know what (or who) to trust anymore?
I’ve spent my entire career across global communications and corporate affairs, helping businesses build trust, navigate complexity and communicate transparently. And yet even I couldn’t see through the noise, the fake reviews, the hidden incentives, the polished algorithms. That moment stayed with me.
And the more I spoke to people, the more I realised my experience wasn’t unique. It was universal.
Listening to People: The Qualitative Research That Changed Everything
Before building anything, I did what any communicator would do: I listened. I spoke to friends, colleagues, founders, creators, professionals and strangers. The patterns were immediate and loud:
People were tired of fake or AI-generated reviews.
They didn’t trust influencer ads.
They were sceptical of anonymous opinions.
They wished there was one place to see what people they actually trusted recommended.
But the most surprising insight was this: People wanted recommendations far beyond restaurants and hotels.
Over and over, I heard:
“I wish I knew what books she was reading.”
“I’d love to know how a CEO like her unwinds? Does she meditate? What’s her secret?”
“If I could see which financial advisor he trusts…”
“Where do successful people go to learn? Which podcasts do they love?”
People weren’t looking for a ‘review site.’ They were looking for trusted insight.
They wanted to say: I love the way you think, can I borrow your brain for a minute?
A Dinner Conversation That Confirmed Everything
One night, I was having dinner with friends.
No one was talking about restaurants.
They were sharing podcast episodes and books and not casually but passionately.
It wasn’t just “listen to this.” It was thoughtful, nuanced: “This episode changed how I think about focus. Here’s the part that stuck with me… Here’s what I learned…”
I asked a simple question: “Would you share this on an app like TruRex?”
The reaction was immediate enthusiasm.
They told me they’d love a place to store the things they learn both for themselves and also to easily share with friends. They wanted their own curated space of what shaped, inspired, taught or made their lives better.
In that moment, the idea clicked into place:
TruRex wasn’t just about avoiding bad decisions; it was about making better ones.
It wasn’t just about avoiding scams; it was about empowering people to grow.
And it wasn’t just about sharing favourites; it was about sharing wisdom.
How TruRex Evolved Into a Human-Powered, Expert-Led Discovery Platform
The more conversations I had, the clearer the mission became.
People want authenticity.
They want clarity.
They want real insight from real people.
TruRex is designed to give them exactly that:
Trusted insights from experts, professionals & tastemakers
Recommendations from your own personal network
A place to keep track of your favourites, learnings, rituals & discoveries
A tool to help your friends by sharing what truly matters
Zero algorithms, zero anonymous reviews, zero paid influence
It’s kind of like when you admire someone and wish you could just download their recommendations, from the books that shaped them, the advisors they trust, the podcasts that expanded their thinking, the tools they rely on, to the places they revisit.
TruRex makes that possible.
It’s not a review site.
It’s not a social feed.
It’s a human-powered recommendation engine.
A place built on trust, not noise.
Where We’re Headed: Building the TruRex Founding Circle
Right now, we’re building something very special: The TruRex Founding Circle, a small, curated group of respected creatives, leaders, advisors, and professionals whose judgment others already trust.
We’re inviting people who:
are known for having impeccable taste
others naturally turn to for advice
are generous with recommendations or knowledge
value authenticity over algorithms
want to help shape a platform that genuinely helps people
If that sounds like you, we’d love for you to apply.
The Founding Circle is intentionally limited to ensure we build a thoughtful, high-integrity group from day one. You’ll play a meaningful role in shaping a platform that makes life’s important decisions easier, smarter, and more human.
Apply for the Founding Circle
Please send expressions of interest directly to hello@trurex.com. Our team will then follow up.