PrimaryMarkets
PrimaryMarkets is a Sydney-based, ASIC-regulated online trading platform that enables wholesale and sophisticated investors to buy and sell shares in unlisted and pre-IPO companies across 30+ sectors, while providing private companies with structured secondary liquidity and capital raising solutions.
- Company typePrivate
- Founded2016
- HeadquartersSydney, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What PrimaryMarkets does
PrimaryMarkets is a regulated, Sydney-headquartered online trading platform that facilitates secondary trading and primary capital raising in unlisted Australian and international private companies. Founded in 2016 and operating under Australian Financial Services Licence 485 946 as a Corporate Authorised Representative of the Complii Group, it serves wholesale and sophisticated investors seeking pre-IPO exposure, with companies able to open Trading Hubs for issuer-controlled shareholder liquidity and Investor Hubs to access a global wholesale and institutional investor network.
The platform is built around four integrated product modules: a core Trading Platform with online KYC/AML and sophisticated investor verification plus escrow-based settlement (including a demonstrated T+0 settlement capability); Trading Hubs that give issuers control over secondary share activity; Investor Hubs for ongoing investor engagement; and curated categories for Unicorn Investments and managed Funds. Since launch it has listed 100+ unlisted companies across 30+ sectors, with cumulative traded value exceeding A$250M, and supports content and thought-leadership distribution via its 35+ episode 'Unlocking Liquidity' podcast and Knowledge Centre.
The business model is transaction-fee based: investor registration is free, and the platform earns on secondary trades and primary capital raises rather than subscriptions. Distribution is direct-to-consumer through a self-serve web platform, complemented by a dedicated adviser/AFSL channel. Marquee listings such as Animoca Brands, Virtual Gaming Worlds, Epic Games, OpenSea and Perplexity function as reputational anchors for a long tail of smaller issuers across mining, food & beverage, environmental services and other sectors.
PrimaryMarkets firmographics
Firmographics- Name
- PrimaryMarkets
- Legal name
- PrimaryMarkets Pty Ltd
- Website
- https://primarymarkets.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- PrimaryMarkets is a Sydney-based, ASIC-regulated online trading platform that enables wholesale and sophisticated investors to buy and sell shares in unlisted and pre-IPO companies across 30+ sectors, while providing private companies with structured secondary liquidity and capital raising solutions.
- Ownership category
- akta.pro rank
PrimaryMarkets industry classification
Industry- Product category
- Private Securities Trading Platform
- NAICS
- Investment Banking and Securities Intermediation (523150)
- SIC
- Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Vertical/Specialty Marketplaces (BPAMAGAB)
- akta.pro secondary industry
- Secondary Offerings & Share Sales (Secondary Placements) (FSACAAAG)
Keywords
Where PrimaryMarkets is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
PrimaryMarkets business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Platform Transaction Facilitation: The platform facilitates trading of unlisted shares and capital raising transactions, earning fees from facilitating secondary trades and primary capital raises
- Trading Hub Services: Companies can open Trading Hubs to facilitate liquidity for shareholders, creating ongoing transaction opportunities for the platform
- Capital Raising Facilitation: Companies raise capital through the platform by offering equity and convertibles, with the platform facilitating these transactions
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free Registration |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
PrimaryMarkets product offering
Product offeringCore offering
PrimaryMarkets operates a regulated online trading platform that enables wholesale and sophisticated investors to buy and sell shares in unlisted private and pre-IPO companies across 30+ sectors. The platform also facilitates capital raising for private companies through equity and convertible offerings, and provides issuer-controlled Trading Hubs for shareholder liquidity solutions without requiring a public listing.
Product overview
PrimaryMarkets operates as a unified platform for unlisted company trading and capital formation, consisting of several integrated product modules: the core Trading Platform for secondary share trading, Capital Raisings for primary funding rounds, Trading Hubs for issuer-controlled liquidity solutions, and Investor Hubs for investor engagement. Additional offerings include Unicorn Investments for access to high-value private companies (>$1B valuation) and Funds for managed private market exposure. The platform also produces educational content via its Unlocking Liquidity podcast. The ecosystem is designed for wholesale and sophisticated investors seeking pre-IPO opportunities, while providing companies with compliant pathways for shareholder liquidity without requiring a public listing.
Differentiator
Problem solved
Functional benefit
Products and services
- Trading Platform
Quantifiable outcome
- A$250M+ in shares traded on the platform
- +3 more outcomes
Companies that use PrimaryMarkets
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles2 records
PrimaryMarkets technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
PrimaryMarkets partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Partner OrganisationsunspecifiedPrimaryMarkets maintains partnerships with leading organisations in the private market ecosystem. The alliances page references partnership with leading organisations but specific partner names are not listed in the available source material.
Scale indicators7 records
Recent moves6 records
Expansion highlights4 records
PrimaryMarkets competitors and assessment
Company assessmentEmerging players
- EquityMatch: Online private share trading venue for accredited investors and family offices in Asia-Pacific. Comparable as an APAC-focused secondary venue for unlisted securities, though smaller and earlier-stage.
Others
- ASX (Australian Securities Exchange): Australia's primary listed-equity exchange and adjacent private market infrastructure. Adjacent as the regulated public-market counterpart that defines the boundary between listed and unlisted securities where PrimaryMarkets operates.
Direct peers
- Forge Global: Leading US-based secondary marketplace for private company shares, serving accredited investors and institutions. Directly comparable to PrimaryMarkets' core business of facilitating secondary trades in unlisted securities, though at materially larger scale and global reach.
- EquityZen: US private securities investment platform connecting shareholders of pre-IPO companies with accredited investors. Closely analogous business model — single-issuer secondary offerings plus capital raises — making it a primary functional comparable.
- Hiive: Canada-headquartered private stock marketplace offering structured bid/ask liquidity for private company shares. Comparable as a regulated secondary venue for unlisted equities targeting sophisticated and accredited investors.
- Tier 1 Capital: Broker-dealer focused on private securities transactions and tender offers for employees and early investors. Comparable as a regulated intermediary enabling liquidity in unlisted company shares for a similar investor base.
- WealthForge: US private placement platform operating a broker-dealer and transfer agent to facilitate secondary liquidity and capital raises in private companies. Comparable regulated infrastructure for unlisted securities trading.
- Microventures: Broker-dealer and funding portal enabling retail and accredited investors to access private company investments. Comparable as a regulated marketplace for unlisted equity with a similar transaction-fee model.
Broad incumbents
- Nasdaq Private Market: Operator-owned private market platform from Nasdaq, providing secondary trading and tender solutions for private companies. Comparable in offering scope but materially larger and institutionally focused, serving many of the same end-clients as PrimaryMarkets.
- Carta: Dominant cap-table management and private market infrastructure provider that has expanded into secondary trading and liquidity programs. Comparable as it increasingly bundles cap-table, capital raising, and secondary trading services that overlap with PrimaryMarkets' Trading Hub and Capital Raisings products.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
PrimaryMarkets social profiles
Digital presencePrimaryMarkets compliance and trust
Trust signalCompliance1 record
PrimaryMarkets financial estimates
Financial estimateRevenue estimate
Valuation estimate
PrimaryMarkets leadership team
Management profileNumber of profiles
Profiles3 records
PrimaryMarkets funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PrimaryMarkets 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 PrimaryMarkets
What does PrimaryMarkets do?
PrimaryMarkets operates a regulated online trading platform that enables wholesale and sophisticated investors to buy and sell shares in unlisted private and pre-IPO companies across 30+ sectors. The platform also facilitates capital raising for private companies through equity and convertible offerings, and provides issuer-controlled Trading Hubs for shareholder liquidity solutions without requiring a public listing.
Is PrimaryMarkets a public or private company?
PrimaryMarkets is a private company. It is classified as corporate owned and is currently operating.
When was PrimaryMarkets founded?
PrimaryMarkets was founded in 2016. It employs 1 to 10 people.
Where is PrimaryMarkets based?
PrimaryMarkets is headquartered in Sydney, Australia, in the Oceania region.
How does PrimaryMarkets make money?
Three revenue lines are on record. Platform Transaction Facilitation is the primary driver. The others are trading Hub Services and capital Raising Facilitation.
Who are PrimaryMarkets's main competitors?
EquityMatch is listed as an emerging player. ASX (Australian Securities Exchange) is listed as an others. Direct peers are Forge Global, EquityZen, Hiive, Tier 1 Capital, WealthForge and Microventures. Broad incumbents are Nasdaq Private Market and Carta.
Does PrimaryMarkets have an API?
No public API is recorded for PrimaryMarkets.
What industry is PrimaryMarkets in?
PrimaryMarkets's product category is Private Securities Trading Platform. Its primary akta.pro industry code is BPAMAGAB, Vertical/Specialty Marketplaces, with a secondary code of FSACAAAG, Secondary Offerings & Share Sales (Secondary Placements). Its NAICS code is 523150 and its SIC code is 6211.