Monogram Launches Social Platform to Modernize Art Collecting and Peer-to-Peer Sales
Swedish startup Monogram has launched a new digital platform aimed at bringing art collecting into a more connected and data-driven era. Founded by entrepreneurs Karolina Bertorp and Jonas Kleerup, the Stockholm-based company is introducing a centralized service where collectors can manage, analyze, and share their collections while preparing for a peer-to-peer marketplace set to launch later this year.
Currently available in open beta through September 1, Monogram combines collection management tools with social networking features, allowing users to store artwork images, certificates, valuations, invoices, and market data in a single digital environment.
The platform addresses a longstanding challenge for collectors: fragmented documentation spread across emails, photo libraries, paper records, and cloud storage services.
“Collectors were digging through emails, phone albums, and binders just to find details about the works they own,” said co-founder Karolina Bertorp. “Monogram brings those assets into one interface while letting users selectively share pieces with family, advisors, and other collectors.”
Beyond organization, Monogram is positioning itself at the center of a broader shift in how art changes hands. While many high-value transactions continue to rely on galleries, dealers, and auction houses, the company is developing a marketplace designed to facilitate direct sales between collectors. The planned service aims to offer greater privacy and lower transaction costs than traditional channels.
According to a survey conducted by Monogram, a majority of collectors indicated they would consider selling portions of their collections if the process were simpler, more discreet, and more cost-effective.
“We’ve seen other industries rewire through platforms where users meet directly,” said co-founder Jonas Kleerup. “In art, that change has been slower until now.”
The company is also emphasizing the social aspects of collecting. Users can browse collections shared by other members, showcase recent acquisitions, and explore visualization tools designed to help collectors understand how artworks might appear in different settings, including wall color and scale simulations.
Monogram has attracted early backing from investors and collectors Ricard Constantinou, known for his involvement with Panini and K-märkt, and Viktor Sandberg of Svalner Atlas. The funding will support ongoing product development and security enhancements.
“This is the first time a digital service really mirrors how collectors think,” said Constantinou. “It provides better portfolio oversight, value tracking, and easier information-sharing with networks and insurers.”
Founded in 2025, Monogram is available as a web application as well as on iOS and Android devices. The company is currently operating in open beta as it refines its core collection management tools ahead of a broader rollout. Monogram will offer subscription-based memberships, with additional revenue expected from transaction fees once its peer-to-peer marketplace launches later in 2026. The dual-model approach reflects its ambition to serve both as an ongoing utility for collectors and as an infrastructure layer for future art transactions.
