The social network has a membership subscription business model; offering three different tiers: the basic ASmallWorld, Prestige and Signature.

In October 2004, the platform had 30,000 users, mostly celebrities, models and bankers between 25 and 35 years old, living in Europe or North America.

[9] Other investors included former AOL COO Robert W. Pittman, film director Renny Harlin, and entrepreneur Prince Alexander von Fürstenberg.

[10] In October 2009, Patrick Liotard-Vogt, a Nestlé heir and Swiss investor, purchased a controlling stake in the company, now stylised ASMALLWORLD, and became its chairman.

[26] In February 2019, the company acquired a UK-based travel agency LuxuryBared and integrated into the ASW app and website, after having invested heavily into technology and team.

[27] In March 2019, ASW Hospitality became the property manager for the North Island, a Luxury Collection Resort, Seychelles, a Marriott International-branded hotel.