Rally

Rally is a New York-based fractional investing platform founded in 2016 that lets retail investors buy shares in high-value collectibles through SEC-qualified offerings. The platform made its name with graded sports cards but now spans comic books, classic cars, vintage watches, sneakers, trading cards, rare books, and memorabilia. Each asset is structured as an LLC, and investors buy equity shares directly — not a claim on a pool of assets. The minimum investment starts as low as $5 per share, making it one of the most accessible entry points to alternative collectibles investing.

The platform operates in two phases. The "IPO phase" is when a new asset goes on sale to Rally's investor base, with shares offered at a set price based on independent appraisal. After the IPO phase, shares trade on Rally's internal secondary market during quarterly trading windows, where the price is determined by supply and demand among investors on the platform. Rally charges a 1% transaction fee on secondary sales and takes an undisclosed spread on the original IPO pricing. The platform has facilitated over $100 million in transactions across 500+ assets, and has completed several "sale events" where the underlying asset was sold to a collector and proceeds were distributed back to shareholders pro-rata.