PROOF
PROOF is a Los Angeles-based Web3 media and NFT company operating the Moonbirds collection, a 1,000-member private PROOF Collective, and associated NFT lines, marketplace, metaverse, exhibitions, and podcasts. It serves digital art collectors and NFT enthusiasts, generating revenue primarily through NFT sales, marketplace fees, and curated art drops.
- Company typePrivate
- Founded2021
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What PROOF does
PROOF Holdings is a private Web3 media and NFT company founded in 2021 by Kevin Rose and headquartered in Los Angeles, operating the proof.xyz platform and a multi-product NFT ecosystem anchored by the Moonbirds profile-picture collection. The flagship Moonbirds launch generated $446 million in trading volume and underpins a portfolio that includes the Oddities and Mythics derivative collections, the Talons token and marketplace, the Grails seasonal curated art series, the Lunar Society builder program, and recurring in-person events and podcasts that serve the community. The PROOF Collective, a private 1,000-member art collective supporting what the company calls the Digital Renaissance, gates much of the premium product access and is central to community-led growth.
The underlying technology is a Web3/NFT platform on Ethereum with an associated metaverse presence (Moonbirds Monaverse via partner Mona), builder documentation at docs.proof.xyz, and a marketplace at talons.proof.xyz for secondary trading. PROOF has raised $60 million across a $10 million seed round (April 2022, Seven Seven Six) and a $50 million Series A (August 2022, led by Andreessen Horowitz with participation from Collab+Currency, Flamingo DAO, SV Angel, True Ventures, and VaynerFund). Strategic partnerships include Mona (metaverse), Visa (digital ID verification, October 2025, though the source flags a possible name-collision with a separate compliance entity also called Proof), and Pace Verso (artist collaborations).
Revenue mechanics rely on NFT primary sales, secondary marketplace transaction fees (notably through Talons Marketplace), and curated exhibition/art drops; no public pricing or subscription model is disclosed, and revenue is not separately reported. The customer base is concentrated in NFT collectors and digital art enthusiasts, with the 1,000 PROOF Collective members as a curated anchor segment. The company has 51-100 employees, remains in operating status per its active website and 2026 footer copyright, and has extended into venture capital deployment via the PROOF Fund (ownwell Series B, February 2026).
PROOF firmographics
Firmographics- Name
- PROOF
- Legal name
- PROOF Holdings
- Website
- https://proof.xyz
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PROOF is a Los Angeles-based Web3 media and NFT company operating the Moonbirds collection, a 1,000-member private PROOF Collective, and associated NFT lines, marketplace, metaverse, exhibitions, and podcasts. It serves digital art collectors and NFT enthusiasts, generating revenue primarily through NFT sales, marketplace fees, and curated art drops.
- Ownership category
- akta.pro rank
PROOF industry classification
Industry- Product category
- NFT Marketplace
- NAICS
- Art Dealers (459920)
- akta.pro primary industry
- NFT Marketplaces & Aggregators (primary/secondary, discovery, cross-market routing) (FSAPAFAB)
- akta.pro secondary industry
- Art & 1/1 Digital Art NFT Marketplaces (FSADANAB)
Keywords
Where PROOF is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Markets served
PROOF business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- NFT Sales and Trading: Primary revenue from NFT primary sales and secondary market trading. Moonbirds launch generated $446 million in trading volume.
- Marketplace Fees: Revenue from Talons Marketplace, the proprietary NFT marketplace for trading NFTs.
- Exhibition and Art Curation: Revenue from curated art exhibitions including Grails, collaborations with artists, and curated digital art experiences.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
PROOF product offering
Product offeringCore offering
PROOF operates a Web3 platform issuing and trading branded NFT collections on Ethereum, anchored by Moonbirds and the PROOF Collective — a curated 1,000-member art community. It generates revenue through primary NFT drops, secondary-market fees on its Talons Marketplace, and curated digital art exhibitions (Grails), while fostering engagement via podcasts, metaverse experiences, and in-person events.
Product overview
PROOF is a Web3 media and NFT company operating as a platform-plus-ecosystem model. The core product portfolio centers on the Moonbirds NFT collection and PROOF Collective (a 1,000-member private art community), complemented by derivative collections (Oddities, Mythics), the Lunar Society builder community, the Grails curated art series, the Talons Marketplace for rewards, PROOF Events for in-person gatherings, and PROOF Podcasts for media content. The company leverages its various NFT collections to create unique experiences for collectors to connect with artists and own art, expanding beyond floor prices into immersive community and art experiences.
Differentiator
Problem solved
Functional benefit
Brands
- PROOF Collective: A 1,000 member art collective supporting the Digital Renaissance
- Moonbirds
- Oddities
- Mythics
- Lunar Society
- Grails
- Talons Marketplace
- PROOF Podcasts
- PROOF Events
Products and services
- Moonbirds The flagship PFP (profile picture) NFT collection on Ethereum and PROOF's primary branded NFT asset for art collectors.
- PROOF Collective A private 1,000-member art collective supporting the Digital Renaissance, providing members with exclusive NFT drops, community benefits, and access to PROOF experiences.
- Oddities A 10,000-piece NFT collection of Moonbird pellets created by artist Gremplin, derived from the Moonbirds ecosystem.
- Mythics A secondary NFT collection tied to the Moonbirds lore featuring "a cache of eggs hidden by the Mythical ancestors of the Moonbirds."
- Grails A seasonal curated art collection featuring works from selected artists — Grails Season 5 features 18 artists and 18+ works of art.
- Talons Marketplace PROOF's proprietary NFT marketplace for trading NFTs within its ecosystem, including the Talons rewards token.
- Lunar Society A community-supported builders program for Moonbirds and Mythics community members, supporting developers and creators in the PROOF ecosystem.
- PROOF Podcasts A podcast series providing in-depth NFT coverage as part of PROOF's media content strategy.
- Moonbirds Monaverse An immersive metaverse experience for Moonbirds NFT holders, built on Mona's virtual world platform, offering community experiences and interactive art.
- PROOF Events In-person community gatherings and conferences where the PROOF community meets IRL to engage around art and NFTs.
Quantifiable outcome
- Moonbirds launch generated $446 million in trading volume
- +2 more outcomes
Companies that use PROOF
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
PROOF technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
PROOF partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and notable.
- VisacorePROOF partnered with Visa to enhance digital ID verification. The collaboration focuses on strengthening fraud prevention and compliance in digital identity management.
- MonacorePROOF partnered with Mona to create Moonbirds Monaverse, a metaverse space for Moonbirds NFT holders. The collaboration leverages Mona's virtual world platform to offer community experiences and immersive art interactions, announced at the Consensus conference.
- Pace VersonotablePROOF collaborated with Pace Verso on the 'Archive of Feelings' exhibition by Mika Tajima, demonstrating strategic art-world partnerships.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
PROOF competitors and assessment
Company assessmentMarket position
Strengths4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
PROOF social profiles
Digital presencePROOF financial estimates
Financial estimateRevenue estimate
Valuation estimate
PROOF leadership team
Management profileNumber of profiles
Profiles1 record
PROOF funding detail
Funding detailFunding overview
Funding rounds2 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PROOF M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PROOF
What does PROOF do?
PROOF operates a Web3 platform issuing and trading branded NFT collections on Ethereum, anchored by Moonbirds and the PROOF Collective — a curated 1,000-member art community. It generates revenue through primary NFT drops, secondary-market fees on its Talons Marketplace, and curated digital art exhibitions (Grails), while fostering engagement via podcasts, metaverse experiences, and in-person events.
Is PROOF a public or private company?
PROOF is a private company. It is classified as venture growth investor backed and is currently operating.
When was PROOF founded?
PROOF was founded in 2021. It employs 11 to 50 people.
Where is PROOF based?
PROOF is headquartered in Los Angeles, United States, in the North America region.
How does PROOF make money?
Three revenue lines are on record. NFT Sales and Trading is the primary driver. The others are marketplace Fees and exhibition and Art Curation.
Does PROOF have an API?
Yes. PROOF offers developer documentation and builder tools for their platform, including assets, design system, and technical resources. Specific API type (REST, GraphQL, etc.), authentication method, rate limits, and sandbox availability are not specified in the available source data. Developer documentation is at docs.proof.xyz.
What industry is PROOF in?
PROOF's product category is NFT Marketplace. Its primary akta.pro industry code is FSAPAFAB, NFT Marketplaces & Aggregators (primary/secondary, discovery, cross-market routing), with a secondary code of FSADANAB, Art & 1/1 Digital Art NFT Marketplaces. Its NAICS code is 459920.