UpMarket
UpMarket is a U.S.-based, FINRA-registered broker-dealer that provides accredited individual investors with a digital marketplace to access curated alternative investments, including pre-IPO shares, hedge funds, private equity, real estate, crypto, and fixed income funds.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What UpMarket does
UpMarket (legal entity Upmarket Technology LLC) is a U.S.-based, FINRA-registered broker-dealer founded in 2019 that operates a digital marketplace giving accredited individual investors access to alternative investments historically reserved for institutions and ultra-wealthy investors. The platform's product catalog spans seven categories: Pre-IPO shares, Crypto, Alternative Private Market Funds, Hedge Funds, Private Equity Funds, Fixed Income, and Real Estate Funds, with most pre-IPO offerings carrying a $50,000 minimum investment. The underlying platform combines a self-serve web onboarding flow with inside-sales follow-up from licensed representatives, KYC/AML and accredited-investor verification under SEC Rule 501 of Regulation D, digital subscription documentation, custodial funding via wire/ACH, and centralized post-investment monitoring (fund updates, valuation reporting, tax documents).
Underpinning the marketplace is a proprietary algorithmic valuation engine that produces pricing estimates for private companies by combining funding-round data (Caplight, PitchBook), revenue and growth estimates (Sacra), secondary-market pricing, public comparables, sector performance, and a private-company discount for illiquidity. The model also generates a categorical Trend Score per company. The company has brokered over $1.3 billion in alternative investments as of March 31, 2026, of which approximately $301 million is directly managed by its wholly-owned subsidiary UpMarket Management, with the remainder managed by affiliates.
UpMarket generates revenue through brokerage commissions and transaction fees on completed investments, recurring asset management fees on directly-managed AUM, and fund placement and origination fees across the seven product categories. Account creation and platform browsing are free; investors pay only transaction-related fees when completing an investment. UpMarket is privately held with no external funding rounds disclosed, has 11-50 employees, and operates a U.S.-domestic go-to-market with a bilingual English/Chinese website. The platform was named to a 2025 industry list of top U.S. alternative investment platforms and has been featured in Forbes, WealthManagement, Wealth and Finance News, and TechBullion.
UpMarket firmographics
Firmographics- Name
- UpMarket
- Legal name
- Upmarket Technology LLC
- Website
- https://upmarket.co
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- UpMarket is a U.S.-based, FINRA-registered broker-dealer that provides accredited individual investors with a digital marketplace to access curated alternative investments, including pre-IPO shares, hedge funds, private equity, real estate, crypto, and fixed income funds.
- Ownership category
- akta.pro rank
UpMarket industry classification
Industry- Product category
- Alternative Investment Brokerage Platform
- NAICS
- Investment Banking and Securities Intermediation (523150), Portfolio Management and Investment Advice (523940)
- SIC
- Security Brokers, Dealers & Flotation Companies (6211), Investment Advice (6282)
- akta.pro primary industry
- Marketplace & Loan Aggregation Platforms (Borrower-Lender Matching) (FSAGAHAL)
Keywords
Where UpMarket is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
UpMarket business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Brokerage Commissions and Transaction Fees: Transaction-related fees charged when investors complete an investment through UpMarket. The platform has brokered over $1.3 billion in alternative investments as of March 31, 2026, with approximately $301 million directly managed by UpMarket Management. No fees to create an account or browse; investors pay only transaction-related fees on completed investments.
- Asset Management Fees: Recurring management fees on the approximately $301 million of total brokered investments directly managed by UpMarket Management. Remaining originated investments are managed by affiliates.
- Fund Placement and Origination Fees: Fees earned on placement into Alternative Private Market Funds, Hedge Funds, Private Equity Funds, Fixed Income, Real Estate Funds, Pre-IPO offerings, and Crypto funds offered through the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Accredited investor access to pre-IPO and alternative investments with $50,000 minimum |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels7 records
UpMarket product offering
Product offeringCore offering
UpMarket is a U.S.-based FINRA-registered broker-dealer that runs a digital platform giving accredited individual investors access to curated alternative investments — pre-IPO private-company shares, hedge funds, private equity funds, alternative private market funds, fixed income, real estate funds, and crypto — via a self-serve onboarding flow, individualized diligence on every offering, subscription and custodial funding, and consolidated post-investment monitoring. The platform surfaces algorithmically generated per-company valuation estimates on private-market profiles and supports secondary-market private securities transactions for assets such as SpaceX, OpenAI, Anthropic, Neuralink, xAI, CoreWeave, and Cursor.
Product overview
UpMarket is a U.S.-based FINRA-registered broker-dealer that delivers a unified platform-plus-modules architecture for accredited investors to access curated alternative investments. The core offering is its Pre-IPO and private-market secondary-share marketplace (the 'Browse Private Companies' / 'Private Markets' section), which surfaces individually valued profiles such as Neuralink, Perplexity, CoreWeave, xAI, Cursor, Mercor, and Lovable alongside algorithmically generated valuation estimates. Sitting alongside that core, the 'Our Products' suite extends the platform into modular investment categories: Pre-IPO, Crypto, Alternative Private Market Funds, Hedge Funds, Private Equity Funds, Fixed Income, and Real Estate Funds. Across all of these, UpMarket wraps a common layer of individualized diligence, digital onboarding (KYC/AML), subscription documentation, custodial funding, post-investment valuation reporting, and tax-document delivery through a single investor portal.
Differentiator
Problem solved
Functional benefit
Products and services
- Pre-IPO Investments in fast-growing private companies before they go public, sourced through the secondary market and accessible to accredited investors via UpMarket's FINRA-registered broker-dealer. Includes shares in companies such as SpaceX, OpenAI, Anthropic, Neuralink, ByteDance, Anduril, xAI, Perplexity, CoreWeave, and Cursor.
- Crypto Investments in blockchain-industry startups, tokens, NFTs, and other digital assets developing payments, financial-services, and Web3 infrastructure, available to accredited investors.
- Alternative Private Market Funds Investments in fund managers pursuing innovative, return-generating strategies with low correlation to traditional financial markets, offered to accredited investors through UpMarket.
- Hedge Funds Investments in actively managed and unique hedge-fund strategies focused on trading global stocks, bonds, commodities, foreign exchange, and other assets, accessible to accredited investors.
- Private Equity Funds Investments in fund managers that use capital to unlock value through strategic acquisitions, turnarounds, and other private-equity strategies, available to accredited investors.
- Fixed Income Actively managed income strategies across bonds, private debt, and bridge financing, available to accredited investors via the UpMarket platform.
- Real Estate Funds Funded investments in real-estate development and value-add projects that historically provide steady income streams and seek asset-price appreciation, accessible to accredited investors (e.g., funds delivering 8% annualized dividends per customer testimony).
- UpMarket Private Markets — Browse Private Companies Curated marketplace of individually valued private-company profiles (Neuralink, Perplexity, CoreWeave, xAI, Cursor, Mercor, Lovable, Opaque, Logically, Holistic AI, Snorkel, Typeface, etc.) where accredited investors can express interest and complete pre-IPO secondary transactions through UpMarket's FINRA-registered broker-dealer. Each profile includes an algorithmically generated valuation estimate and a Trend Score.
- UpMarket Diligence, Onboarding, and Post-Investment Monitoring Services Platform-level services including individualized diligence on every offering (strategy, risk, fees, valuation methodology, third-party providers), digital KYC/AML onboarding and accredited-investor verification under SEC Rule 501 of Regulation D, subscription document handling, custodial funding via wire/ACH, and ongoing post-investment monitoring (regular valuation reporting, fund updates, and tax documents) delivered through a single investor portal.
Quantifiable outcome
- Over $1.3 billion in alternative investments brokered as of March 31, 2026
- +2 more outcomes
Companies that use UpMarket
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
UpMarket technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability3 records
Feature5 records
UpMarket partnerships and signals
Strategic signalScale indicators9 records
Recent moves6 records
Expansion highlights5 records
UpMarket competitors and assessment
Company assessmentDirect peers
- Forge Global: Forge Global operates a private securities marketplace for pre-IPO shares and is the leading direct competitor to UpMarket's core Pre-IPO offering, serving accredited and institutional investors with FINRA-registered infrastructure.
- Zanbato: Zanbato is an alternative trading system for private company securities serving institutional and accredited investors with comparable secondary-market infrastructure to UpMarket.
- Hiive: Hiive is a secondary marketplace for private company shares targeting accredited investors; named alongside UpMarket in Anthropic's May 2026 unauthorized-seller warning, indicating highly comparable business model and target customer.
- Nasdaq Private Market: Nasdaq Private Market is an institutional-grade private securities trading platform operated by Nasdaq, offering a comparable FINRA-registered broker-dealer experience for private company share transactions.
- EquityZen: EquityZen runs a pre-IPO share marketplace connecting accredited investors with sellers of late-stage private company shares, directly competing with UpMarket on the same regulated, fee-based secondary-market model.
Broad incumbents
- Masterworks: Masterworks is an art investment platform providing alts access to individual accredited investors; different asset class but directly comparable democratization narrative and accredited-investor target customer as UpMarket.
- Yieldstreet: Yieldstreet is a larger alternative investment platform offering diversified alts (real estate, marine, legal, private credit) to accredited investors; broader portfolio than UpMarket but directly overlaps on the accredited retail alts thesis.
- EquityMultiple: EquityMultiple is a real estate crowdfunding platform for accredited investors offering diversified income-oriented real estate funds; was listed alongside UpMarket in the 2025 top U.S. alt-platform editorial list.
- CrowdStreet: CrowdStreet is a commercial real estate investing marketplace for accredited investors; comparable marketplace model in real estate funds and a peer named in the same 2025 alt-platform list as UpMarket.
- Fundrise: Fundrise is a real estate-focused alternative investment platform reaching mass-affluent and accredited investors with a comparable democratization narrative, though anchored in real estate rather than pre-IPO shares.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
UpMarket social profiles
Digital presenceUpMarket compliance and trust
Trust signalCompliance1 record
UpMarket financial estimates
Financial estimateRevenue estimate
Valuation estimate
UpMarket leadership team
Management profileNumber of profiles
UpMarket subsidiaries and ownership
Company hierarchySubsidiaries1 record
UpMarket funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
UpMarket 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 UpMarket
What does UpMarket do?
UpMarket is a U.S.-based FINRA-registered broker-dealer that runs a digital platform giving accredited individual investors access to curated alternative investments — pre-IPO private-company shares, hedge funds, private equity funds, alternative private market funds, fixed income, real estate funds, and crypto — via a self-serve onboarding flow, individualized diligence on every offering, subscription and custodial funding, and consolidated post-investment monitoring. The platform surfaces algorithmically generated per-company valuation estimates on private-market profiles and supports secondary-market private securities transactions for assets such as SpaceX, OpenAI, Anthropic, Neuralink, xAI, CoreWeave, and Cursor.
Is UpMarket a public or private company?
UpMarket is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was UpMarket founded?
UpMarket was founded in 2019. It employs 11 to 50 people.
Where is UpMarket based?
UpMarket is headquartered in New York, United States, in the North America region.
How does UpMarket make money?
Three revenue lines are on record. Brokerage Commissions and Transaction Fees are the primary driver. The others are asset Management Fees and fund Placement and Origination Fees.
Who are UpMarket's main competitors?
Direct peers on record are Forge Global, Zanbato, Hiive, Nasdaq Private Market and EquityZen. Broad incumbents are Masterworks, Yieldstreet, EquityMultiple, CrowdStreet and Fundrise.
Does UpMarket have an API?
No public API is recorded for UpMarket.
What industry is UpMarket in?
UpMarket's product category is Alternative Investment Brokerage Platform. Its primary akta.pro industry code is FSAGAHAL, Marketplace & Loan Aggregation Platforms (Borrower-Lender Matching). Its NAICS code is 523150 and its SIC code is 6211.