LifeApps Brands Inc (OTCMKTS:LFAP) Is A Microcap Runner

LifeApps Brands Inc (OTCMKTS:LFAP) is doing what it does best - making explosive moves for microcap traders. We last covered the stock back in 2016 when it was also making big moves. After a period of relative quiet, LFAP is back in action. Have a look at the recent price action. LFAP Daily ChartLFAP BackgroundFirst up, a little background info for those that are not familiar with LFAP. LifeApps is an authorized developer, publisher and licensee for Apple iOS iPhone, iPod Touch, iPad and Android tablets on Google Play and Kindle Fire and Androids via Amazon Mobile Marketplace. Moving forward, LFAP will focus on the development of niche demographic media networks. The company is creating an LGBT Loyalty ''Preference'' Index Traded Fund. LFAP is also in developing an LGBT Advertising Agency and an LGBT Media Distribution Network to assist businesses and brands in the creation and distribution of specific content.First-Ever LGBT Loyalty "Preference" Index Traded FundThe news that started the price action in LFAP was this month's purchase of LGBT Loyalty, LLC from Maxim Partners, LLC. Through LGBT Loyalty, LifeApps intends to create, establish, develop, manage and capitalize an LGBT Loyalty (ETF) Index Traded Fund, supported through newly created dynamic business channels. LFAP CEO Bobby Blair said:

"Connecting the world's most supportive LGBT companies to the dynamic loyal and time-tested spending power of the LGBT community is a consequential step forward for the LGBT movement and investing community. The acquisition of LGBT Loyalty from Maxim Partners provides us with a tremendous opportunity to make a major impact on the LGBT community we intend to serve.''

The LGBT Loyalty (ETF) Index Traded Fund is expected to be the first ''preference'' index fund to survey a representative group of LGBT consumers to determine the top public companies that best support and are supported by the LGBT community. In 2017, LGBT consumer buying power was over $917 billion in the US market alone.More than 450 million people identify themselves as LGBT worldwide and the LGBT community is composed of some of the most loyalty driven consumers in the world. Same-sex households have a 23 percent higher median income compared to mainstream households. The LGBT consumer is 1.23 times more likely to buy brands that reflect their lifestyle and 1.56 times more likely to consider themselves a spender rather than a saver. Fortune 500 companies have mandated diversity and equality as part of their marketing profiles.ProcureAm DealLast week, LFAP signed a deal with ProcureAM LLC to create the first-ever LGBT Loyalty ''Preference'' Index Traded Fund. As a new client of ProcureAM's Procure Asset Launchpad (''PAL'') platform, LifeApps Brands would be the Sponsor of the ETF and index licensor for the LGBT focused index. ProcureAM would license the index and provide specific services for a ProcureAM listed ETF on the NYSE-ARCA or other US equity exchange. LFAP CEO Bobby Blair said:

''Working with ETF industry leaders Robert Tull and Andrew Chanin are extraordinary as we will benefit greatly from their time-tested experience and loyal relationships. Our common goal and passion to make a difference for the LGBT community alongside our LGBT allies of family, friends, and supporters we share together at this very important time in history."

ProcureAM is an innovative Exchange-Traded Product (ETP) company led by industry veterans Robert Tull and Andrew Chanin. ProcureAM aims to develop unique solutions for its proprietary models and collaborative efforts. ProcureAM is a wholly owned subsidiary of Procure Holdings, LLC. Procure Holdings, LLC is a diversified parent company with subsidiaries specializing in ETP servicing, ETP consulting and financial intellectual property.Bottom lineCurrently trading with a market cap of $17 million, LFAP is an exciting play among small caps. Driving the trading action is the low float with only 16.8 million shares in the free float. The rest, 225 million shares, are all locked up. This is why it doesn't take much to get LFPA moving and why it's a great play for traders.We will be updating our subscribers as soon as we know more. For the latest updates on LFAP, sign up below!Disclosure: We have no position in LFAP and have not been compensated for this article.Image courtesy of Pexels