Morning Brew's Founder Uses This Tech Stack

✨Hey there, tech stackers! 🚀

If you're in the business of building, you're in good company. Alex Lieberman—co-founder of Morning Brew and now a multi-business operator—has spent the last decade testing tools, launching startups, and scaling brands. After years of trial and error, he’s landed on a go-to business operating system: a tech stack he relies on across all his ventures.

This newsletter breaks down Alex's current stack—what he uses, why it works, and how other founders can benefit.

🧾 Legal & Incorporation: Doola

Product: Start your U.S. business from anywhere in the world

Why Alex uses it: Every time he launches a new company, Doola handles it. He just selects his entity type (e.g. NJ LLC), fills in a few details, and Doola takes care of the rest—formation documents, EIN, operating agreement, all delivered digitally within a few days.

💰 Finance: Mercury

Product: Online business banking

Why Alex uses it: Once he has his EIN, Mercury is the first stop. With a sleek interface and no hidden fees, it's a refreshing upgrade from legacy banking options. The whole experience is fast, intuitive, and reliable.

Are you an entrepreneur or creator who is looking for a free way to connect with new customers and build your brand?

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🧠 Operations: Oceans

Product: Hire proactive global talent

Why Alex uses it: After years working with his longtime EA (his mom, Stacey!), the bar was high. But Oceans delivered. His new assistant, Yunus, sourced through Oceans, has been proactive, detail-oriented, and a strong addition to his workflow.

📈 Marketing: storyarb

Product: Outsourced B2B content marketing

Why Alex uses it: Alex co-founded storyarb to solve a personal pain point: most B2B content is bland. Storyarb helps companies run content strategies that are both high-quality and growth-focused. He uses it internally and recommends it widely.

🌍 Growth Talent: growthpair

Product: Offshore marketing talent at a fraction of the cost

Why Alex uses it: The offshore hiring trend is growing—but only a few firms do it right. growthpair specializes in marketing, has a rigorous vetting process, and is led by a seasoned growth exec from Uber and Coinbase. It's a winning combo.

📘 Operations Framework: EOS (Entrepreneurial Operating System)

Product: A set of principles and tools to streamline business

Why Alex uses it: Back in 2019, Alex’s Morning Brew co-founder introduced him to the book Traction. EOS transformed how they ran their business, bringing structure and clarity. He now applies the EOS framework across all his ventures.

🧾 Bookkeeping: Better Bookkeeping

Product: Bookkeeping, tax planning, and filing

Why Alex uses it: He openly admits he hates bookkeeping. Better Bookkeeping makes life easier by combining skilled humans with smart automation—so he can focus on what he does best: building.

💳 Spend Management: Ramp

Product: Corporate cards, expense management, and accounting tools

Why Alex uses it: Ramp isn’t just slick—it’s effective. Morning Brew has used Ramp for over 3 years, and it continues to impress with fast setup, modern UX, and deep functionality.

🧑‍💼 HR & Payroll: Gusto

Product: Platform for onboarding, payroll, and benefits

Why Alex uses it: When it comes to HR platforms, Alex values three things: speed, support, and simplicity. Gusto checks all the boxes and is now his default for handling people operations.

📇 CRM: Hubspot

Product: CRM for marketing, sales, and service

Why Alex uses it: Hubspot powers his creator talent agency. His team uses it for prospecting, outreach, invoicing, pipeline management—you name it. It’s user-friendly, yet robust enough for power users.

⚙️ Alex’s stack isn’t just a list of tools—it’s a system refined over years of building. Whether you're launching your first project or scaling your tenth, there’s something in here to make your life easier and your business stronger.

Always remember,

Explore broadly 

Not just SaaS or tech, but multiple disciplines.

Share ideas selflessly

Be willing to share your knowledge. Keep giving and it will come back to you. 

Your stack is not going to save you. 

You are. So just build. 

Go crush it,

Mark

Tech Stacks is human-compiled, edited, and designed.