Rally

What Rally does

Rally (legally RSE Markets, Inc., DBA Rally Rd.) is a New York-based digital platform founded in 2016 that enables fractional ownership of collectible alternative assets by converting each individual item into a regulated series-company structure under SEC Rule 506(c) and Regulation A Tier II. The core workflow involves sourcing and authenticating museum-quality assets (sports cards, classic cars, art, rare books, wine, watches, NFTs, and more), forming a Delaware series LLC (RSE Collection, RSE Archive, or RSE Innovation), splitting it into equity shares, and offering those shares to US-based retail investors through a free mobile and web application. After a roughly 90-day Initial Offering period, shares can be resold on a live secondary market with Bid/Ask order matching facilitated by FINRA-registered broker-dealers during weekday market hours.

The platform's product surface spans native iOS and Android apps, a web trading interface, the Collections marketplace, and adjacent services such as Rally Instant Cash for accelerated settlement and "Sell With Rally" for collectors looking to list assets. All assets are professionally graded, stored in climate-controlled insured facilities, and reviewed by broker-dealer partners; Plaid integration powers ACH-based funding. Content and community channels (Shiny Things newsletter, Best Money I Ever Spent podcast, Stories articles, and major-media earned coverage) drive a product-led, community-led acquisition motion.

Rally's business model emphasizes zero commissions and no hidden fees for investors, with economics derived from the spread on asset acquisition, management of the underlying series LLCs, and secondary-market trading activity. The company is privately held, backed by Accel, Upfront Ventures, Social Leverage, Wheelhouse, and Upper90 (debt), with cumulative funding exceeding $120 million across equity and debt rounds through 2021, and follow-on capital raised in 2024 and 2025. The company serves two customer groups: individual retail investors seeking exposure to alternative assets at low entry points (starting around $5–$10 per share), and collectors/asset owners seeking a low-commission liquidity path with optional equity retention.

Name

Rally

Legal name

RSE Markets, Inc.

Website

https://rallyrd.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Rally is a US-based digital platform that enables individual retail investors to buy and sell fractional equity shares in SEC-qualified collectible alternative assets—including sports cards, classic cars, art, and NFTs—via a free mobile and web app with live secondary-market trading.

Ownership category

akta.pro rank

Product category

Alternative Investment Platform

NAICS

Other Financial Vehicles (52599), Hobby, Toy, and Game Retailers (45912), Used Merchandise Retailers (4595)

SIC

Security Brokers, Dealers & Flotation Companies (6211), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Sports Collectibles Marketplace & Auction Platforms (CRAMAOAI)

akta.pro secondary industries

Sports Collectibles (Non-Card) Retail (e.g., coins, pins, figurines) (CRAMAOAD), Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO), Pop Culture Collectibles Retail (Figures, Statues, Funko, etc.) (CRALAGAK), Retail Investment Products (RIPs) & Packaged Products (PRIIPs/KIDs) (FSACAMAN)

Keywords

• Fractional collectibles investing
• Alternative asset platform
• Equity share trading
• Collectibles marketplace
• Alternative investment platform

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Operations, Personnel, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Transaction/Fees: The platform charges no fees for buying or selling shares. Revenue appears to come from the spread or management of the underlying assets. Sellers can elect to receive cash and/or retain equity in their sold asset.
2. Asset Acquisition Revenue: Rally acquires assets from collectors/owners, converts them to equity shares, and earns revenue through the offering process. Sellers may pay no commissions or premiums when selling on Rally vs. dealers or auction houses.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Rally operates a digital platform that enables individual investors to buy and sell equity shares in collectible assets such as sports cards, classic cars, art, NFTs, watches, wine, and rare memorabilia. The company acquires museum-quality collectibles, converts each asset into a Delaware series LLC (a "Rally Rd. Entity") through SEC-qualified offerings under Rule 506(c) and Regulation A Tier II, splits them into equity shares, and offers those shares via Initial Offerings and a secondary market with Bid/Ask order matching through FINRA-registered broker-dealers.

Product overview

Rally is a fractional ownership investment platform for collectible assets, operating through its core Rally Platform (web and mobile), where users can purchase equity shares in curated collectibles via Initial Offerings (IPOs) and trade them on a secondary market. The platform also offers a 'Sell With Rally' service for collectors to list assets, and supports features like Instant Cash for faster funding. The company publishes content through its Shiny Things newsletter and Best Money I Ever Spent podcast. Asset categories include sports cards, classic cars, art, NFTs, wine, watches, handbags, comics, rare books, video games, and dinosaur fossils.

Differentiator

Problem solved

Functional benefit

Brands

• Rally Rd. Entities: RSE Collection, LLC, RSE Archive, LLC and RSE Innovation, LLC - Delaware series limited liability companies that hold collectible assets on behalf of investors
• RSE Markets

Products and services

• Rally Platform A digital platform enabling users to buy and sell equity shares in collectible assets, functioning similarly to a stock market for alternative assets such as sports cards, classic cars, art, and NFTs. Targets US-based individual retail investors.
• Rally Mobile App (iOS/Android)
• Rally Web App Browser-based version of the Rally trading platform providing full trading functionality for users who prefer web access over mobile, including portfolio management and Bid/Ask order placement.
• Collections Marketplace A curated marketplace showcasing available collectible assets including sports cards, classic cars, art, NFTs, wine, watches, handbags, comics, rare books, video games, and dinosaur fossils that investors can explore and invest in.
• Sell With Rally A service allowing collectors and owners of rare items to list museum-quality assets on the Rally platform for fractional offering, with options for fast processing, no commissions, and equity retention in the sold asset.

Quantifiable outcome

• Assets available for investment starting at $5-10 per share, democratizing access to museum-quality collectibles
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• FINRA-Registered Broker-DealerscoreChannel Partner/ Reseller/ DistributorRally partners with registered broker-dealers (members of FINRA & SIPC) to facilitate the offer and sale of securities on the platform. This is a required regulatory relationship for all investment offerings.
• PlaidcoreTechnology or IntegrationIntegrated for secure bank account linking to facilitate ACH transfers and payment processing for investments.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Masterworks: Masterworks is the leading fractional ownership platform for blue-chip art, allowing retail investors to buy shares in multimillion-dollar paintings. It is the most directly comparable peer to Rally's fractional collectibles model, applying a similar SEC-qualified structure to a narrower asset class.
• Collectable: Collectable offers fractional ownership of rare sports cards and memorabilia through SEC-registered offerings with a live secondary market. It is one of Rally's closest direct competitors in the sports card fractional ownership space.
• Otis: Otis is a fractional ownership platform for alternative assets including rare sneakers, watches, and trading cards. It targets a similar retail investor demographic with a similar marketplace + secondary trading model.

Broad incumbents

• Public.com: Public.com is a broad retail investing platform offering stocks, ETFs, crypto, and alternative assets including art and collectibles. It competes for the same alternative-asset-curious retail investors but operates a much broader portfolio of products.
• Yieldstreet: Yieldstreet is an alternative investments platform offering fractional access to real estate, marine finance, legal finance, and other asset classes. It targets similar accredited/qualified investors with a more institutional focus.
• StockX: StockX operates a large secondary marketplace for sneakers, streetwear, watches, and collectibles. While not a fractional ownership platform, it serves the same underlying demand for liquid collectibles trading and competes for collector mindshare.
• Sotheby's: Sotheby's is a global auction house offering fractional ownership of high-value art and luxury collectibles through Sotheby's Metaverse and similar initiatives. It represents the traditional incumbent that Rally is disrupting for retail collectors.
• eBay: eBay operates one of the largest collectibles marketplaces globally, including sports cards, coins, and memorabilia. While it doesn't offer fractional ownership, it remains a primary liquidity venue for the underlying assets Rally fractionalizes.

Emerging players

• Goldin: Goldin is a leading auction house for sports cards and memorabilia, run by Ken Goldin. It represents the high-end auction alternative to Rally's fractional model for sports card collectors.
• Alt (formerly AltExchange): Alt is a platform that allows collectors to buy, sell, and get appraisals for alternative assets including sneakers, watches, and trading cards. It intersects with Rally at the asset authentication and collector tooling layer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/onrallyrd
• YouTubeyoutube.com/channel/UCiLOiqnTsKNvO2AxDS7q0vQ
• Instagraminstagram.com/rally
• Facebookfacebook.com/rallyrd
• LinkedInlinkedin.com/company/rally-rd.

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries3 records

Funding overview

Funding rounds9 records

Investors18 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rally