Why we are building Price Hero

Most people have thousands — sometimes tens of thousands — of dollars sitting quietly in their homes.

A watch in a drawer.
A handbag in the back of a closet.
A pair of sneakers still in the box.
A camera that hasn’t been used in years.

These things have real market value. Most people have no idea how much.

If you've ever tried to figure it out, you know how fast it gets frustrating. You open five different resale apps. You scroll through hundreds of listings. Prices vary wildly. Some items sell the same day, others sit for months with no takers. After an hour of research, you still don't know if your thing is worth $200 or $2,000.

That confusion is what pushed us to build Price Hero.

The hidden economy inside our homes

The secondhand market is enormous and has been growing for years. But the tools around personal ownership haven't really kept up.

Most people only find out what their stuff is worth when they're forced into a decision — selling something, moving, downsizing, going through something hard. Even then, it's confusing.

Individual owners don't know where demand lives, which platforms work, and how to read pricing signals

So millions of people either sell valuable things for far less than they're worth, or just never bother at all.

The moment we realized something bigger was going on

Before Price Hero, we spent years building tools inside the resale industry.

We worked with resale businesses, built large datasets of product and pricing information, and helped merchants understand how items moved across different marketplaces.

Somewhere in there, a pattern became impossible to ignore.

The biggest friction in resale wasn't demand. It wasn't the marketplaces themselves. It was that individuals simply had no idea what their items were worth — and they only started looking for that answer when they were already under pressure to sell.

That shifted everything for us.

What if value discovery happened before the moment of sale?

From resale tool to something different

Price Hero helps people understand what the things they own are actually worth.

Instead of spending hours trawling listings, you can upload an item and get a market estimate based on real transaction data.

But the price is just the starting point. Once you know what something is worth, a whole different set of decisions opens up — sell it, insure it, get it authenticated, or just track it over time and see how it moves.

We think ownership will eventually look a lot more like this: people having the same clarity into what their belongings are worth as they have into their bank accounts or investment portfolios. That's not the case today for most people. It should be.

Built for everyday owners

Price Hero is for people who suspect something they own might be valuable but have no idea where to start. Maybe it's a bag you bought ten years ago. Maybe it's a watch you inherited. Maybe it's something collecting dust that turns out to be worth more than you'd expect.

Understanding that value shouldn't mean becoming an expert in resale marketplaces.

You should be able to take a photo and get an answer.

What we're building toward

Right now, Price Hero focuses on helping people identify items and understand their market value.

But this is just the beginning for us.

The longer-term goal is to help people treat their belongings more like assets — things whose value can be understood, tracked, and acted on over time. That might mean selling. It might mean insuring or authenticating. Or it might just mean actually knowing what you own.

Ownership has always been personal. We want it to finally be legible too.

If you want to see what that looks like, try Price Hero: get started today.

— Maïlys, Co-founder of Price Hero