Built to Win: Neora's Epic Seven-Year Battle with the FTC

by Paul Murry Chief Media Editor

Some companies are built to win in the business world, and Neora, the innovative direct-selling company, is a shining example of this. Led by visionary founder Jeff Olson, Neora embarked on a remarkable journey – a seven-year David versus Goliath battle against the Federal Trade Commission (FTC). This episode of the "Built to Win" podcast offers a glimpse into the challenges, perseverance, and ultimate triumph of Neora in its quest to redefine the direct-selling industry.

Neora's story began with Olson's extensive experience in the direct-selling world. A true traditionalist in business, Olson had a passion for building companies that not only offer financial opportunities but also focus on personal development and bettering people's lives. With this mission in mind, Olson and his team set out to create the "perfect" direct-selling company would revolutionize the industry.

The early days of Neora were marked by remarkable success. The company quickly broke records, becoming one of the fastest-growing direct-selling businesses in the industry. Neora's unique approach, which emphasized customer-focused products and a community-driven culture, resonated with both customers and distributors alike. The company's recognition and accolades, including being named one of the Inc. 500 fastest-growing companies, were a testament to its innovative spirit and unwavering commitment to its values.

However, the company's success did not go unnoticed, and the FTC came knocking on Neora's door with a civil investigation demand. What followed was a grueling, seven-year battle that tested the resolve of Olson, his co-founder Debra Highs, and the entire Neora team.

The FTC's investigation, initially focused on product claims made by some brand partners, quickly escalated into a larger challenge. Neora's leadership knew they had done nothing wrong and were confident in their business mobut the the federal agency was determined to change the industry's prac—es – a move that would have a devastating impact on Neora's independent distributors and their families.

Faced with the FTC's demands, Neora made the unprecedented decision to sue the government agency, a move that no other company in the industry had attempted. This decitook worky one, as the team was well aware of the immense pressure and challeof with taking on the federal government.

The ensuing battle was a testament to Neora's unwavering commitment to its principlesbelief in the the rule of law. The company endured a barrage of tactics designed to "chit, resulting in theg the loss of credit card processing and banseizures and the behaviorrture of some team members who were afraid of the consequences.

Throughout this arduous journey, Olson and his team remained steadfast in their focus on the business, refusing to let the lawsuit distract them from their mission. They kept the company's operations running smoothly, continued to introduce innovative products, and strengthened the Neora community through unwavering communication and a commitment to their core values.

The pivotal moment arrived in October 2022, when Neora's case went to trial. After years of legal battles, the company emerged victorious, winning all five counts brought against it by the FTC. This historic ruvindicatedcated Neora's business practand established precedentedent for the direct-selling industry, empowering other companies to stand up for their principles in the face of government overreach.

The Neora story is a testament to the power of perseverance, integrity, and a commitment to building a company that truly embodies the "Built to Win" mindset. Through their unwavering dedication and belief in their mission, Olson, Highs, and the entire Neora team only secured a victory for their own comand have paved the way for a brighter future for the direct-selling industry as a whole.