1. The Justmeben project was launched in the United Kingdom in 2019, went through an Irish phase and returned to London in 2024. What has been the common thread throughout this international journey?
The common thread has always been the same: creating a structure capable of connecting capital, projects and investment opportunities. Justmeben was established in London in 2019, subsequently developed through a phase in Ireland, and returned to the United Kingdom in 2024. I do not see these transitions as merely geographical; they represent different stages in the growth and evolution of the project. Today, London is once again our operational centre and provides a natural environment for an international business focused on real estate and private capital.
2. How would you define JUSTMEBEN LTD today, and what exactly is your role in the transactions you work on?
We are essentially advisors and deal structurers. Our areas of activity include real estate, crowdfunding, Private Equity, Venture Capital and Club Deals. We analyse opportunities, developers and companies, assess the economic sustainability of transactions, and work on creating structures capable of connecting businesses seeking capital with investors interested in deploying it. Our Company Profile places project financing, PE, VC and crowdfunding at the heart of the Justmeben model.
3. Real estate plays a major role in your business. What must a real estate transaction have for you to seriously consider it?
Before looking at the return, I look at the structure of the transaction: the asset, location, developer, the sponsor’s own capital commitment, senior financing, security where applicable, exit strategy and, above all, repayment capacity. A high return on paper means very little unless it is supported by solid fundamentals. In our business, selection is probably more important than fundraising. I would rather walk away from a transaction than try to make something attractive that is structurally weak.
4. Private Equity, Venture Capital, crowdfunding and Club Deals are terms that are increasingly used today. Where do you see the real future of alternative investments?
I see it in selection and specialisation. Investors today can access opportunities that were once almost exclusively reserved for institutional players, but this also brings greater responsibility. In Venture Capital, for example, investors must accept the possibility of a total loss of capital in exchange for potentially significant upside. In real estate, the risk-return profile is different. There is therefore no single concept of an “alternative investment”: there are different assets, structures, risks and investors. The advisor’s role is to bring them together correctly.
5. In your interviews, you have also spoken about your family background: an Italian father and an Israeli mother. How much has this part of your personal history influenced the relationship you maintain with Israel today?
A great deal. My father was Italian and my mother was Israeli, so Israel is part of my personal history even before it became part of my professional life. It is a connection I have never hidden and one that I regard as an integral part of my family identity. Over time, this personal dimension has also developed into a professional one: Israel is one of the markets with which Justmeben maintains relationships, and our Company Profile expressly identifies it as part of our international presence.
6. You have also publicly taken positions in support of Israel and against antisemitism. Do you believe an entrepreneur should speak publicly about such sensitive issues?
I do not believe that an entrepreneur is obliged to become a political commentator. There are, however, moments when remaining silent would not be consistent with one’s conscience. I have publicly expressed my support for Israel and my opposition to antisemitism because these are issues that I consider deeply personal. This does not mean rejecting dialogue or ignoring the complexity of the Middle East. It simply means that there are principles on which I believe it is right to take personal responsibility for one’s position.
7. Then there is another part of your life that may appear very distant from finance: boxing. Why does an investment advisor decide to invest time and resources in professional boxing?
Because, for me, boxing is not a marketing operation. It is a genuine passion. And, interestingly, it has many similarities with the investment world: talent, discipline, risk, preparation and the ability to recognise potential before it becomes obvious to everyone else. Through Justmeben, we support fighters and boxing projects because I believe a sponsor can do much more than simply place a logo on a pair of shorts. A sponsor can make a tangible contribution to building an athlete’s career.
8. Real estate, Private Equity, Venture Capital, Israel and boxing appear to be very different worlds. If you had to identify one element that connects them all and defines M. Beniamino Brioschi, what would it be?
I would say the ability to believe in a project before it is fully realised. That applies to a property waiting to be transformed, a startup that has yet to express its full potential, and a boxer who has yet to win his most important title.
Capital alone does not create value. You need vision, selection, capable people and, above all, time.
Ultimately, my work is about identifying opportunities where these elements can come together — and deciding when they are genuinely worth backing.