Sports Card Investor

What Sports Card Investor does

Sports Card Investor is a private Atlanta-based content and data platform founded in 2019 by Geoff Wilson, serving sports card and trading card game (TCG) collectors. The company's core technology is the Market Movers platform, which aggregates sales data from 11 online marketplaces to power a price guide database covering millions of cards across baseball, basketball, football, soccer, hockey, Pokemon, Marvel, and other TCG categories. Products include the Market Movers mobile app (iOS and Android with a 7-day free trial), the SCI website with price guides and editorial content, the Sports Card University educational video library, a community Discord server, and the Basketball Card Fanatic Magazine publication. The data platform tracks card prices, sales trends, and for-sale listings, while the app provides collection management and deal-finding tools for both hobbyist collectors and investment-oriented users.

The company's revenue model is diversified across four streams: premium membership subscriptions with monthly or annual automatic renewal, affiliate marketing commissions from partners including BCW Supplies, Stand Up Displays, and Zion Cases, direct e-commerce sales of sports cards and merchandise through CardsHQ.com, and advertising and sponsorship revenue. The go-to-market motion is hybrid: community-led growth through Discord, YouTube, Facebook groups, and social media builds a large free audience, while a product-led freemium funnel (Market Movers app with a 7-day free trial using promo code 7FREE) converts users into paid memberships. The horizontal segmentation targets both sports card collectors/investors and TCG collectors as primary personas.

In June 2026, Sports Card Investor merged with CardsHQ under a strategic growth investment led by Shamrock Capital (a $7.4 billion Los Angeles private equity firm) with participation from EnOne Ventures. The combined entity operates under the CardsHQ brand, positioning itself as the largest commerce, media, and technology platform in the sports card and TCG ecosystem. The merger added physical retail stores, live events, and e-commerce to SCI's existing digital content and data platform, with founder Geoff Wilson serving as CEO of the combined company. Proceeds from the investment are earmarked for new retail store openings in major U.S. markets, expansion of the Market Movers data platform, live events programming, and broader inventory.

Name

Sports Card Investor

Legal name

Sports Card Investor, LLC

Website

https://sportscardinvestor.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Sports Card Investor is an Atlanta-based content and data platform that aggregates sales data from 11 marketplaces to power price tracking and collection management tools for sports card and TCG collectors, with revenue from subscriptions, affiliate commissions, e-commerce, and advertising.

Ownership category

akta.pro rank

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D

Revenue model

1. Premium Membership Subscriptions: Subscription-based premium services including the Membership Program offering exclusive content, reports, card recommendations, and advanced tracking features. Billed monthly or annually with automatic renewal.
2. Affiliate Marketing and Commissions: Earns commissions from third-party product sales including trading card supplies (BCW Supplies with SCI discount code), card accessories, and partner marketplace transactions through affiliate links.
3. E-commerce Revenue: Direct sales through CardsHQ.com for sports cards, boxes, and merchandise including shirts, stand-up displays, and trading card supplies.
4. Advertising and Sponsorships: Revenue from advertising partnerships and sponsored content opportunities, with dedicated contact for sponsorships and advertising inquiries.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Sports Card Investor operates a content network and data platform for sports and trading card game collectors. Its Market Movers app and Price Guide database aggregate real-time sales data from 11 marketplaces to enable price tracking, collection management, and investment research. Following the 2026 merger with CardsHQ, the combined entity also sells sports cards, boxes, and supplies directly to consumers through e-commerce and physical retail.

Product overview

Sports Card Investor operates as a multi-platform commerce, media, and technology ecosystem for the sports card and trading card game hobby. The core offering includes the Sports Card Investor website (providing price guides, news, and investment tools), the Market Movers mobile app (aggregating sales data from 11 marketplaces), and the CardsHQ e-commerce platform. Additional products include Sports Card University educational content, Basketball Card Fanatic Magazine, community Discord server, email newsletter, and a premium Membership Program. The company merged with CardsHQ in June 2026 under the CardsHQ brand, positioning itself as the largest commerce, media, and technology platform in the sports card and TCG ecosystem, backed by Shamrock Capital and EnOne Ventures.

Differentiator

Problem solved

Functional benefit

Products and services

• Market Movers App Free iOS and Android mobile application that lets sports card and TCG collectors track market trends, find deals, explore card sets, and manage their collections using sales data aggregated from 11 marketplaces. Offers a 7-day free trial of premium features via promo code 7FREE.
• Price Guide Database Searchable sports and trading card price guide covering millions of cards with sales charts and current for-sale listings across baseball, basketball, football, soccer, hockey, Pokemon, Marvel, and other TCG categories.
• CardsHQ E-commerce Storefront Direct-to-consumer online store selling sports cards, sealed boxes, trading card supplies, shirts, and merchandise under the CardsHQ brand.

Quantifiable outcome

• Millions of cards tracked in database
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Carter MusgravecoreOthers · 1 June 2026Co-founded Sports Card Investor alongside Geoff Wilson. Following the merger, serves in the combined company operating as CardsHQ.
• BCW SuppliesminorGTM or Marketing PartnerAffiliate partnership offering Sports Card Investor customers 10% discount with SCI coupon code. BCW Supplies provides trading card storage products including top loaders, sleeves, magnetic holders, binders, and boxes.
• Stand Up DisplaysminorGTM or Marketing PartnerPartner for card display products with 15% discount for Sports Card Investor customers. Products include custom card stands, basic display stands, and team-specific jersey card stands.
• Zion CasesminorGTM or Marketing PartnerPartner for premium card protection cases with 10% discount for Sports Card Investor customers. Products include slab cases, backpacks, and slings for transporting graded cards.
• eBaycoreTechnology or IntegrationeBay is integrated as a primary marketplace data source for the Market Movers price tracking platform, aggregating sales data from eBay alongside 10 other marketplaces.

Scale indicators6 records

Recent moves8 records

Expansion highlights3 records

Direct peers

• CardLadder: Sports card and collectibles data platform tracking sales comps and market trends across marketplaces. Closest direct competitor to Market Movers given overlapping pricing-data, portfolio-tracking, and investor-oriented feature sets.
• 130point: Sports card auction sales aggregator and price-tracking platform that, like Market Movers, ingests marketplace transaction data to inform collectors and investors on comp pricing.
• Beckett: Long-standing sports card price guide and grading publisher with media, pricing data, and magazine properties — directly comparable to SCI's Price Guide and content library.
• Goldin Auctions: Premium sports card and memorabilia auction house; comparable on the high-end commerce side of the CardsHQ business and on investor-collector customer overlap.
• Burbank Sportscards: Established multi-location sports card retailer and breaking operation; a direct retail/break peer to the CardsHQ physical store expansion strategy.
• PWCC Marketplace: Wholesale sports card auction platform (now part of Fanatics) competing directly with CardsHQ on bulk dealer inventory flow and high-end card auctions.

Broad incumbents

• Fanatics Collect: Vertically integrated collectibles platform spanning marketplace, grading (PWCC), and live auctions — simultaneously a data partner and broad incumbent competitor.
• Whatnot: Live-selling marketplace for sports cards and TCG that competes with CardsHQ's live break and event capabilities and shares the same hobbyist customer base.
• eBay: Largest secondary marketplace for trading cards and a key data source for Market Movers — a foundational partner and broad incumbent whose policy changes materially affect SCI.

Others

• PSA (Professional Sports Authenticator): Industry-standard grading service that underpins the graded-card pricing data SCI aggregates — adjacent ecosystem participant whose policies shape card liquidity and value.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/SportsCardInv
• YouTubeyoutube.com/c/SportsCardInvestor
• Facebookfacebook.com/sportscardinvestor
• LinkedInlinkedin.com/company/sportscardinvestor
• Instagraminstagram.com/sportscardinvestor
• TikToktiktok.com/@sportscardinv?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments1 record

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

Frequently asked questions about Sports Card Investor