Gertrude
Gertrude is a London-based online marketplace and iOS app that sells contemporary art directly from independent artists to collectors and decor buyers via curated collections, with founder Will Jarvis driving curation and the editorial brand.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Gertrude does
Gertrude is a London-based private company operating an online marketplace that sells contemporary art directly from independent artists to collectors and decor buyers. The platform is delivered as a website (gertrude.com) and a native iOS application and presents works in curated, themed collections such as 'Ceramic Panic', 'In Context – Ivan Tomasevic', and 'Statement Pieces', alongside original editorial video content including the 'Dispatches from the Floating City' Venice Biennale series. Catalog scope spans painting, sculpture, photography, drawing, prints, textiles, video art, and installation, with listed prices ranging from approximately £250 to over £4,500.
The platform's core technology is a straightforward e-commerce stack: a web storefront and mobile app with browsing, wishlist, secure checkout, and integrated shipping and 14-day returns, plus payment-instalment functionality. There is no disclosed AI/ML layer, no public API, and no documented SDK or integration ecosystem; the principal 'technology' asset is the founder's curatorial expertise rather than proprietary software IP. Distribution is direct-to-consumer through Gertrude's owned website and iOS app, supported by an organic marketing mix of Instagram (@gertrude__art), YouTube, an email newsletter, and SEO-driven collection and artist pages.
The business model is a transaction-based take rate on artwork sales, with artists listing works and Gertrude facilitating checkout, payment, and fulfillment. The target customer segments are primary art collectors (both seasoned and first-time) and secondary interior design/decor buyers seeking statement pieces, with pricing varying by artist, medium, and size. The company has 1–10 employees, a curated roster of 100+ artists spanning the UK, Europe, the Balkans, and Iceland, and a single disclosed funding event of approximately $50,404 in September 2025. Founder Will Jarvis, who also co-founded The Sunday Painter gallery, is the central figure driving both curation and the editorial brand voice.
Gertrude firmographics
Firmographics- Name
- Gertrude
- Website
- https://gertrude.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Gertrude is a London-based online marketplace and iOS app that sells contemporary art directly from independent artists to collectors and decor buyers via curated collections, with founder Will Jarvis driving curation and the editorial brand.
- Ownership category
- akta.pro rank
Gertrude industry classification
Industry- Product category
- Online Art Marketplace
- NAICS
- Art Dealers (459920), Art Dealers (45992)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Art Galleries & Exhibition Spaces (Commercial & Nonprofit) (THAJADAH)
Keywords
Where Gertrude is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Gertrude business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales
Revenue model
- Artwork Sales Commission: Platform enables direct purchase of contemporary artworks from featured artists. Transaction-based model where artists list works and the platform facilitates sales. Offers payment options including instalment plans.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Artwork sales with varied price points |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Gertrude product offering
Product offeringCore offering
Gertrude operates a curated online art marketplace that connects independent contemporary artists directly with collectors and buyers via a web storefront and an iOS mobile app. The platform features 100+ artists across painting, sculpture, photography, drawing, prints, textiles, video art, and installation, with artworks priced from £250 to over £4,200, secure checkout, instalment payment plans, 7-day shipping, and a 14-day return policy.
Product overview
Gertrude is an online art gallery and marketplace platform operating as a mobile app and website. The platform features a curated collection system showcasing contemporary artworks including painting, sculpture, photography, drawing, prints, textiles, video art, and installation. Key product offerings include the main marketplace, themed curated collections (such as Ceramic Panic, In Context, Statement Pieces), and proprietary video art content (DISPATCHES FROM THE FLOATING CITY). The platform connects emerging artists directly with collectors, offering transparent pricing, secure checkout, and shipping with a 14-day return policy.
Differentiator
Problem solved
Functional benefit
Products and services
- Gertrude Online Art Marketplace A curated online art gallery and marketplace that connects emerging independent contemporary artists directly with individual collectors and buyers, offering painting, sculpture, photography, drawing, prints, textiles, video art, and installation works for purchase with secure checkout, instalment payment options, 7-day shipping, and a 14-day return policy.
- DISPATCHES FROM THE FLOATING CITY (Video Art Series)
Companies that use Gertrude
Customer profileSegments2 records
Ideal customer profiles2 records
Gertrude technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Gertrude partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Gertrude competitors and assessment
Company assessmentDirect peers
- Artsy: Artsy is the largest global online art marketplace, connecting collectors with galleries, auctions and fairs. It is the most direct comparator to Gertrude's online-gallery model, just at vastly greater scale and with a broader mix of primary and secondary market works.
- Saatchi Art: Saatchi Art is a leading online art gallery selling original paintings, sculpture and photography from emerging artists worldwide. It directly mirrors Gertrude's positioning around emerging contemporary art, curated collections, and transparent pricing for collectors.
- Artnet: Artnet operates a global online art marketplace alongside auction and analytics services, with deep gallery and artist relationships. It is comparable to Gertrude as a transactional online art platform targeting collectors, though with a heavier secondary-market orientation.
- Rise Art: Rise Art is a UK-based online art gallery curating and selling original contemporary works, with a strong emerging-artists roster and a similar price range to Gertrude. It is among the closest head-to-head competitors given shared geography, target customer and curated emerging-art focus.
- Degree Art: Degree Art is a London-based online gallery focused on emerging artists and affordable original art, with curated collections and a similar buyer profile to Gertrude. It overlaps directly in mission, geography and price band.
- Singulart: Singulart is a Paris-headquartered online art gallery selling curated contemporary works by emerging and established artists globally. It is directly comparable to Gertrude in product, transaction model, and target collector, though operating at significantly larger scale across Europe and the US.
- Artsper: Artsper is a European online art gallery aggregating works from a large network of galleries and artists, with curated selections and a contemporary-art focus. It is comparable to Gertrude in customer profile, curated discovery experience, and price band.
- ArtSpace: ArtSpace (originally by Phaidon, now part of Artsy) is an online contemporary art platform that sells limited editions and original works from emerging and mid-career artists. It overlaps with Gertrude on curated contemporary art discovery, target buyer, and editorial-led merchandising.
Broad incumbents
- 1stDibs: 1stDibs is a large online marketplace for luxury items including fine art, antiques and furniture from vetted dealers. While broader and more luxury-skewed than Gertrude, it competes for high-spend collectors shopping online for original artworks.
Emerging players
- Masterworks: Masterworks is a fintech-driven platform that fractionalises shares in blue-chip artworks. It is adjacent rather than directly competitive, but it represents an emerging alternative model for online art investing that could pull collector attention and capital away from primary-market platforms like Gertrude.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Gertrude social profiles
Digital presenceGertrude financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gertrude leadership team
Management profileNumber of profiles
Profiles1 record
Gertrude funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gertrude 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 Gertrude
What does Gertrude do?
Gertrude operates a curated online art marketplace that connects independent contemporary artists directly with collectors and buyers via a web storefront and an iOS mobile app. The platform features 100+ artists across painting, sculpture, photography, drawing, prints, textiles, video art, and installation, with artworks priced from £250 to over £4,200, secure checkout, instalment payment plans, 7-day shipping, and a 14-day return policy.
Is Gertrude a public or private company?
Gertrude is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Gertrude founded?
Gertrude was founded in -1. It employs 1 to 10 people.
Where is Gertrude based?
Gertrude is headquartered in London, United Kingdom, in the Europe region.
How does Gertrude make money?
One revenue line is on record: artwork Sales Commission.
Who are Gertrude's main competitors?
Direct peers on record are Artsy, Saatchi Art, Artnet, Rise Art, Degree Art, Singulart, Artsper and ArtSpace. 1stDibs is listed as a broad incumbent. Masterworks is listed as an emerging player.
Does Gertrude have an API?
No public API is recorded for Gertrude.
What industry is Gertrude in?
Gertrude's product category is Online Art Marketplace. Its primary akta.pro industry code is THAJADAH, Art Galleries & Exhibition Spaces (Commercial & Nonprofit). Its NAICS code is 459920 and its SIC code is 5945.