Arthena hopes to make a market for casual fine art investors online (Video)

Madelaine D’Angelo studied art and museums at Harvard, and spent her early career studying trends among art collectors before she decided two things were missing: The Internet, and regular people.

The 27-year-old saw a business idea in front of her, took it to the AngelPad accelerator program last year, where she fine-tuned it. Today it’s called Arthena, and it’s bringing the crowdfunding concept to fine art. It’s like AngelList or iAngels, but investors here are backing the startups of the art world, so to speak — undervalued, modern artists who are producing works that could rapidly appreciate in value.

For a minimum of $5,000, an investor can join up to 98 other casual investors to fund a collection of three to five works, which are sourced and acquired by expert art advisors. Then, the website will track the ongoing appraisals over time for the investor, and Arthena takes a percentage of the profits.img4130 750xx3264-1836-0-306

It’s not a complicated concept, but D’Angelo thinks it could bring big changes to the opaque, insular world of art collecting.

“One of the reasons I started Arthena is I wanted to give transparency to art investment,” she said. “It’s such a multifaceted world, and there’s a lot of kind of shady dealing going on.”

This startup wants to shake up the fine art market by allowing people to invest in a ‘mutual fund for art’

What is an Arthena collection?
Who can see information about collections?
What is Arthena’s mission?
How are Arthena collections regulated?
What is the JOBS Act?
What is equity crowdfunding?
What services does Arthena provide to its members?
What is an Accredited Investor?
How do I show that I’m an Accredited Investor?
Can individuals outside the U.S. join collections?
Do I need to meet US accreditation standards if I’m not in the US?
Is a credit report necessary?
What information do I provide in an accreditation report?
How long does an accreditation report remain valid?
Does Arthena handle accreditation verification for collectors?
What is a commitment to a collection?
What is the minimum investment amount required to participate in a collection?
Are there other costs to participate in a collection?
When do I transfer money and join a collection?
What information do I receive after I invest in a collection?
What is carry?
When is my commitment returned?
What’s the legal structure of an Arthena collection?
Who is Assure Fund Management?