In October 2024, Anwar Lemu decided to shut down his marketing agency that was generating $15,000 in monthly revenue in order to start Deenspend.

“Honestly, I ran out of energy working 12 hour days just for the sake of money, even though it was for taking care of my wife & family. I felt empty and didn't want to spend my life working on helping agency owners & coaches get more clients & more money. Business was fun and the money helped provide for my wife and family, invest for future kids, buy watches & lifestyle things... but I felt very unfulfilled and after 5 months of feeling that emptiness, I decided to quit and start something that gave me a sense of purpose other than just a business that makes money to give my family their best life. That’s important, but I ran out of energy. It stopped fuelling me. I remember one day, sitting at my laptop, writing an onboarding guide for a new sales rep we just hired. The first page was meant to be an introduction to the company and our mission statement. I just sat there and was wondering what our mission was. We didn't have one. So what were we doing? Is it just: 'mission-to make more money?’ Is that really what I wanted to spend my life building? No.