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Finery develops a digital wardrobe platform that intelligently manages personal clothing collections. The platform automatically ingests online purchase data, creating a comprehensive virtual inventory of a user's garments. Beyond cataloging, it offers tools for organizing existing apparel, generating style recommendations, and planning outfits, functioning as a personal stylist and inventory system.
Co-founded by model and actress Brooklyn Decker and entrepreneur Whitney Casey, Finery launched to address the common struggle with wardrobe management and styling. Their insight was to use technology to streamline and optimize personal clothing choices, transforming how users interact with their wardrobes into an efficient and creative experience.
The company serves individuals seeking to maximize their existing wardrobes, offering solutions for efficient organization and personalized styling advice. Users can visualize clothing, plan outfits, and avoid redundant purchases. Finery envisions a future where personal styling and wardrobe management are seamlessly integrated into daily life, empowering users to make deliberate fashion choices and fully utilize their apparel.
FINERY has raised $5.0M across 1 funding round.
FINERY has raised $5.0M in total across 1 funding round.
FINERY has raised $5.0M in total across 1 funding round.
FINERY's investors include New Enterprise Associates, Bain Capital Ventures, General Catalyst, Next Coast Ventures, Norwest Venture Partners, PruVen Capital, ThirdLove, Vayner RSE, Carly Zakin, Cotter Cunningham, Danielle Weisberg, BBG Ventures.
Finery Markets is a Cyprus-based fintech company founded in 2019 that provides ICT solutions for institutional digital asset trading, including the first hybrid, crypto-native Electronic Communication Network (ECN) technology supporting order book, request-for-quote, or quote streams.[1] It serves over 150 clients across more than 35 countries—such as payment providers, brokers, OTC desks, hedge funds, and custodians—solving challenges in capital efficiency, optimal execution, risk management, settlement simplification, and regulatory compliance through non-custodial crypto ECN and SaaS trading platforms.[1] Recognized by CNBC as one of the world's top 300 fintech companies in the digital assets category and a top 50 rising star in Deloitte's Technology Fast 50 in 2024, it demonstrates strong growth momentum via operational resilience and market impact.[1]
Finery Markets was established in 2019 in Limassol, Cyprus, as an OTC trading solutions provider connecting businesses to liquidity providers via a proprietary matching engine.[1][2] CEO and co-founder Konstantin Shulga joined in 2021, bringing over 18 years of institutional financial markets experience across equities, FX, and derivatives from roles at major brokerage houses, Moscow Exchange, and as Managing Director of Electronic Trading at Sberbank CIB, Russia's largest bank; he was nominated by Forbes 30 under 30 in 2020.[2] Early traction built on delivering hybrid ECN tech tailored for institutional crypto needs, evolving into a platform serving 150+ global clients amid rising digital asset adoption.[1]
(Note: A separate entity at finery.tech focuses on fostering fintech startups but lacks detailed public info on founders or traction, appearing unrelated to Finery Markets' trading focus.[3])
Finery Markets rides the institutional adoption of digital assets trend, capitalizing on crypto's maturation into a regulated asset class amid post-2022 market recovery and ETF approvals.[1] Timing aligns with surging demand for resilient trading infrastructure as traditional finance integrates blockchain, evidenced by its CNBC top 300 fintech ranking based on innovation, growth, and impact KPIs from 2,000+ analyzed firms.[1] Favorable market forces include regulatory clarity (e.g., MiCA in Europe) and liquidity fragmentation, which its ECN addresses by bridging OTC desks, brokers, and LPs—influencing the ecosystem through efficient, compliant tools that lower barriers for institutions entering crypto.[1][2]
Finery Markets is poised for expansion as institutional crypto trading volumes climb, potentially scaling its client base beyond 150 via new asset support and geographic push into emerging markets.[1] Trends like tokenized real-world assets and AI-driven execution will shape its path, amplifying its hybrid ECN edge; influence may grow through partnerships with custodians and primes, solidifying its role in capital markets efficiency.[1][2] With Shulga's track record, expect accelerated accolades and tech upgrades, reinforcing its status as a digital asset infrastructure leader from its 2019 origins.[1][2]
FINERY has raised $5.0M across 1 funding round. Most recently, it raised $5.0M Seed in January 2018.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Jan 1, 2018 | $5.0M Seed | New Enterprise Associates | Bain Capital Ventures, General Catalyst, Next Coast Ventures, Norwest Venture Partners, PruVen Capital, ThirdLove, Vayner RSE, Carly Zakin, Cotter Cunningham, Danielle Weisberg, BBG Ventures, Correlation Ventures, Adrian Cheng, Farfetch, Halogen Ventures |