Who We Are
Rubey is a private asset firm offering institutional-grade access to museum-quality artworks and collectible assets.
We create regulated, fractional investment products that combine cultural significance with long-term financial performance.
By bridging the worlds of capital and culture, Rubey unlocks a refined asset class for investors seeking diversification, impact, and visibility.
What Is Rubey?
Rubey is a private asset investment firm. Similar to private equity, Rubey aggregates capital from investors — but instead of acquiring shares in companies, we invest in tangible, real-world assets. Specifically, in museum-quality artworks and iconic collectible cars.
Rubey enables both public and private investors to invest fractionally in these culturally significant assets through regulated, digitally tokenized securities. This approach combines financial innovation with transparent governance and full legal compliance.
Positioned as the fourth pillar of wealth — alongside equities, bonds, and real estate — Rubey’s investment solutions fit seamlessly into the alternative asset allocation of a modern portfolio, typically representing 5–10%. We make this asset class more accessible, curated, and purpose-driven than ever before.
What Is Rubey's Purpose?
Rubey’s purpose is to democratize access to investment-grade cultural assets, while ensuring their public visibility and societal impact.
We achieve this by partnering with leading museums that exhibit the artworks and collectible cars acquired by our investment initiatives. These assets are loaned free of charge, for extended periods (up to 10 years). This allows museums to enrich their collections with important works they could not otherwise acquire, while significantly enhancing the asset’s provenance and market value — a benefit well documented by industry research.
This dual strategy — combining financial return and cultural contribution — is core to Rubey’s long-term vision.
Team
Rubey was founded in 2019 by Maarten Van Doorslaer, Gwenn Nevelsteen, Christophe Ghewy, and Marcell de Vries. Together, they launched Rubey’s proof-of-concept project: the fractionalization and tokenization of Carnaval de Binche by James Ensor — a museum-grade masterpiece now on long-term loan to the Royal Museum of Fine Arts Antwerp. This marked the world’s first public fractional ownership of such an artwork.
In 2024, Gwenn, Christophe, and Marcell exited the company. Their shares were acquired by Maarten, who now leads Rubey with a focused team of expert freelancers, supported by six external shareholders — all experienced technology entrepreneurs and investors committed to building Rubey’s future.
