Keeping Art Visible: New Perspectives from Rubey

The past month reminded me once again why we founded Rubey: to ensure that masterpieces are not only preserved, but remain visible, relevant, and accessible. In very different ways, three recent moments underline both the challenges cultural heritage faces and the role Rubey can play: a museum in financial distress, a podcast conversation about our model, and an upcoming event at KMSKA.

When museums face financial pressure

In Amsterdam, the Van Gogh Museum recently sounded the alarm: without an additional €2.5 million in annual government support, its reserves will soon run dry, threatening renovation projects and even the visitor experience. If one of the world’s most visited museums faces such financial strain, what does that tell us about the broader ecosystem? 

I believe there is another way. Through fractional ownership, capital can be unlocked without sacrificing public access. Imagine a model where a Van Gogh painting is tokenized: investors participate in its long-term value creation, while the painting itself remains on view in the museum for a decade before being sold. Investors gain exposure to a scarce, uncorrelated asset class with clear exit potential. At the same time, the museum receives immediate financial relief and even shares in the upside. This is exactly the kind of cultural and financial innovation we are pioneering at Rubey.

Explaining the Fourth Pillar of Wealth

I also had the pleasure of being a guest on a Dutch-language podcast hosted by Brecht Van Craen, where we explored the essence of Rubey. We spoke about:

• my own background and how Rubey came to life,
• the “Fourth Pillar of Wealth” alongside equities, bonds, and real estate,
• why cultural assets such as art and collectibles deserve a place in diversified portfolios,
• the blockchain angle and how security tokens provide both access and governance,
• our track record with Carnaval de Binche by James Ensor at KMSKA,
• future perspectives and the RWA connection with crypto, and
• most importantly, why Rubey is building new models for cultural heritage and impact.

It was an open conversation that gave me the chance to explain not just what Rubey does, but why we do it.

Listen via Spotify (dutch)
Listen via YouTube (dutch)

Join us at KMSKA Feminine – October 13

On October 13, I am delighted to invite you to our event at the Royal Museum of Fine Arts Antwerp (KMSKA). Together with the museum, Rubey is launching KMSKA Feminine, a project dedicated to strengthening the museum’s collection with works by female artists. The evening will bring together distinguished speakers, an exclusive visit to the exhibition Marthe Donas – Enchanting Modernism, and a walking dinner among fellow art patrons and investors.

If you would like to be present at this exclusive evening, please send an email to maarten@rubey.be with the question to be put on the invitation list. We will welcome a few of our readers, but places are limited. First come, first serve.

Closing thought

At Rubey, our mission is clear: to transform art from a fragile asset class into a sustainable pillar of wealth, while ensuring that what we treasure most, cultural heritage, remains visible to the public. Whether through thought leadership, conversations, or concrete projects, we are building a future where investing in art is not only rewarding, but impactful.

Kind regards,
Maarten Van Doorslaer
CEO, Rubey