At Rubey, we are eagerly looking forward to spring. A few weeks ago, we sent out the invitations for Rubey's first private launch event of the year, to a select audience of potential investors, and we are happy to announce that all available places have now been filled. We even had to create more places! A huge boost for Rubey, and a cautious confirmation that we may be on the right track.

"Why wasn't I invited?", we hear you think. "Don’t I get a chance to be informed about (and to invest in) a new product from Rubey?" Of course, yes, but all in good time. Rubey had to develop a product strategy subject to the legal framework in the EU regarding the issuance of regulated investment products. And since Europe is a master at demotivating entrepreneurial creativity in this regard, you can understand that this has not been an easy task, knowing that we couldn’t make everyone happy at the same time.

In practice, this means that Rubey will market two categories of investment products. The so-called “single asset” products, and the “multiple asset” products. Single asset products are investment products such as Rubey’s Ensor. One (single) asset/artwork that is offered to everyone (publicly) for investment, and always in collaboration with a museum where the artwork will then be exhibited for a longer period of time. Multiple asset products are small investment funds that Rubey sets up for a private, select group of investors, with the aim of investing in a specific collection of artworks or collectibles. This is as well done in collaboration with a museum, gallery or organisation, with the intention to exhibit the collection (or a selection of artworks from it) for a longer period of time.

Why don’t we allow public investment in the multiple asset products? Quite simply, because Europe doesn’t let us. Or in other words, it can be allowed, but in a way that is simply not economically and administratively feasible for Rubey. We would then have to build an additional(!) compliance department consisting of more current FTEs than the number of new employees planned at Rubey in the coming years. (A textbook example of how regulation in Europe undermines innovation.)

Rubey would not be Rubey of course if we did not tackle these difficulties. A fortune in legal fees later, it turned out that the above compliance requirement strangely enough does not apply to single asset investment products. But since single asset products are much more difficult and risky to develop (and to issue) for Rubey, we decided to offer both product categories in order to make the sustainability of Rubey as a company as great as possible.

Our goal is of course to make multiple asset products accessible to public investors as well, so we will work towards that in the long term. At the moment however, it is important to gain a foothold via the proposed strategy. We will offer multiple asset products to private investors, and single asset products to public (and also private) investors. The artworks and collectibles from both categories will be exhibited as much as possible. All in line with Rubey’s purpose.

So, much to look forward to on our end, because we now have really started the further professional commercialization of Rubey. Time to pursue success once again after the incredible success of the Ensor project in 2022. In the coming months, the market will prove to us whether we have made the right choices. In the meantime, if you have any questions, an idea, a comment, or something else, let us know via maarten@rubey.be, or write to us via linkedin or instagram.

Kind regards,

Maarten Van Doorslaer - CEO Rubey