Every sports card enthusiast has a crown jewel in their collection. For Leore Avidar, the founder and CEO of a new card trading platform called Alt, it’s a one of a kind 2008 Topps Chrome Kobe Bryant Superfractor. Alexis Ohanian, Reddit cofounder turned founder of venture capital firm Seven Seven Six, who also sits on Alt’s board, says his “modern favorite” is a rookie card of his tennis champion wife Serena Williams, one of only ten produced.
Alt, which launched today backed by $31 million in combined seed and Series A funding, hopes to attract card collectors to its new investing platform. Ohanian’s Seven Seven Six led the Series A in February, joining other investors like Kevin Durant’s Thirty Five Ventures, Larry Fitzgerald, Stripe cofounders Patrick and John Collison, First Round Capital, Addition Ventures, SV Angel and BoxGroup (which led the pre-seed). With San Francisco-based Alt, Avidar is also a double CEO—he is the founder and chief of direct mail startup Lob, which announced a $50 million Series C two weeks ago.