TL; DR Version:

The three co-founders have several businesses (supply chain, robotics), and they were wondering how could they protect the data from hacking. Then, universal income referendum in Switzerland (Roger, Gebi, VC are all born and raised Swiss) happened and they were debating that every human has a value, because practically every human is being monetized through advertising / data collection.

Need to protect the data for the devices made, need to protect the data for humans, need to establish a new security protocol that enables safe data sharing... and an idea for marketplace was born. April 2016 became September 2016, then came April 2017, August 2017 with the pre-sale and we're now in November with two hardware devices, and many more to come.