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Key people at Born To Sell.
Based in Los Altos, California, Born To Sell develops subscription software tools and portfolio management platforms specifically designed for covered call investing. The company provides self-directed retail investors with a specialized options screener to identify potential trades, track existing equity portfolios, and maximize time premium yield without operating as a traditional broker. The financial technology platform functions entirely on a tiered software business model, offering access to its proprietary screening technology through monthly, quarterly, and annual subscription plans priced up to $499.95 per year. To expand its market presence and user base within the retail options trading sector, the firm acquired the competing covered call screener OptionsBuddy.com, successfully integrating a digital platform that previously served over 9,000 registered members. Born To Sell was officially established as a private company in 2009 by sole founder Mike Scanlin.
Key people at Born To Sell.
Born To Sell is a subscription-based software platform specializing in tools for covered call options trading, helping investors generate income from stocks and ETFs they own by selling call options.[1][2][3][4] It serves individual traders—beginners to experts—focused on this conservative strategy, solving pain points like time-consuming research, portfolio tracking, and identifying optimal trades through features such as a covered call screener, portfolio management, income goal calculators, email alerts, and a personal calendar for earnings and ex-dividend dates.[1][2][4][6] The platform emphasizes speed, ease of use, and actionable insights, with a free two-week trial and recognition like winning first place in the STAR Award for trading software three years running; it's based in Las Vegas, NV.[1]
Growth stems from its niche focus since 2009, praised by outlets like Barron's and TheStreet.com for simplifying income generation via covered calls, with tools like the "Top 10" popular trades and real-time filtering.[4][6]
Born To Sell was founded in 2009 by Mike Scanlin, who built it as the ultimate tool for covered call options trading amid a need for specialized software in this strategy.[2] Scanlin's vision zeroed in on covered calls—selling call options against owned stocks for consistent income—creating a platform that streamlines screening, management, and education, including a free tutorial for newcomers.[1][2][4] Early traction came from its intuitive design and features like instant search updates, evolving into a subscription service that aggregates anonymous member data for "Top 10" insights while prioritizing user privacy.[4][6] Pivotal recognition includes Barron's calling it a "terrific tool" and multiple STAR Awards, solidifying its role for swing and options traders.[1][6]
Born To Sell rides the trend of retail options trading democratization, fueled by zero-commission brokers and rising interest in income strategies amid volatile markets and low yields on traditional savings.[2][3] Timing aligns with post-2008 growth in conservative options like covered calls, which protect downside while generating premiums—ideal for income-focused investors in stocks/ETFs.[1][3] Market forces favoring it include demand for specialized fintech tools over generalists, as traders seek efficiency in screening thousands of opportunities; its niche avoids dilution seen in multi-strategy platforms.[2][3] It influences the ecosystem by educating users via tutorials and simplifying complex trading, lowering barriers for non-professionals and boosting adoption of covered calls as a staple strategy.[1][4]
Born To Sell's laser focus positions it to thrive as options volume grows with economic uncertainty, potentially expanding AI-driven predictions or mobile apps to enhance its screener and alerts.[2][3] Trends like rising retail participation and ETF popularity will amplify demand for its income tools, while integrations with brokers could scale user base. Its influence may evolve toward broader options education, solidifying as the go-to for covered call mastery—empowering traders to consistently monetize holdings in any market.[1][6]
