Why Billionaires Are Pivoting Toward Cultural Assets

Earlier this year, UBS released its annual Billionaire Ambitions Report, offering insight into how the world’s wealthiest individuals are adjusting their portfolios amid growing global complexity.

One finding stood out: 27% of surveyed billionaires plan to increase their exposure to art and antiques, while only 8% expect to reduce it. This shift reflects long-term positioning rather than short-term opportunity.

The report shows that art and cultural assets are no longer seen as purely passion-driven holdings. They are increasingly viewed as structural components of diversified portfolios, alongside traditional asset classes.

At Rubey, this aligns closely with what we see in practice. Our investment products are not positioned as a replacement for traditional portfolios, but as a fourth pillar alongside stocks, bonds, and real estate, designed to stabilize, diversify, and endure.

Rubey’s products focus on stable, non-volatile performance, supported by tangible assets with cultural and historical relevance. While comparable to real estate in terms of long-term horizons and real-world fundamentals, cultural assets typically involve significantly lower structural and maintenance costs, allowing more value creation to translate directly into investor outcomes.

What truly differentiates cultural assets is their societal impact. Through long-term museum partnerships, Rubey-backed assets remain visible and accessible to the public, creating cultural value alongside financial value, and aligning capital preservation with heritage, education, and public engagement.

A Core Team Ready for the Next Phase

As Rubey moves into its next phase, the organization itself is reaching a new level of maturity. Over the past period, a strong and complementary core team has taken shape, forming a stable foundation to support Rubey’s continued growth.

Together, this team brings expertise across strategy, curation, investor relations, technology, operations, and product experience, supported by experienced oversight at advisory board level.

• Maarten Van Doorslaer – Founder and CEO
• Jason Poirier dit Caulier – MarCom, Art, and Museum Partnerships 
• Jan Van Gaever – Investor Relations and Operations
• Maxime Pardon – Chief Technology Officer
• Thomas De Ben – Product Experience and Design
• Bastiaan Ryckaert – Advisory Board Chairman

This combination of entrepreneurial leadership, executional capacity, and strategic guidance provides Rubey with a solid and credible base to enter its next phase of validation and scaling.

From Product Confirmation to Validation and Scaling

2025 was an important year for Rubey. We set out to answer a fundamental question: can we build Single Asset Products and Multiple Asset Products that investors genuinely engage with and commit to?

The answer was yes.

With that confirmation behind us, 2026 is about validation and scaling. This year is focused on repetition, refinement, and disciplined growth, building on what has already proven to work.

Continuous Improvements to the Rubey Platform

Rubey is not a static product. The platform continues to evolve through permanent updates, guided by real-world usage and user feedback.

Recent and upcoming improvements include:

• Two Factor Authentication now available for all users (enable via dashboard)
• Ongoing dashboard expansions, including notifications and improved portfolio visibility
• Clearer onboarding flows for new investors
• Improved transparency around project documentation and reporting
• Continuous performance and security optimizations

Explore Current Investment Opportunities

Several Multiple Asset Products and one Single Asset Product are currently open for investment. Each offers structured access to tangible cultural assets, long-term value creation, and meaningful societal impact.

If you would like to explore these opportunities, learn more about the underlying assets, or start the qualification process, we invite you to visit our marketplace.

As always, we are happy to answer questions or discuss how Rubey’s products may fit within your broader portfolio.

Warm regards,

Maarten Van Doorslaer
CEO, Rubey