ABOUT USLess Than Half Champions Women Artists and Collectors
Less Than Half is a movement reshaping the art world through education, advocacy, community and meaningful action.
The Story Behind Less Than Half
Less Than Half was founded to address a critical gap in the art world: the absence of a community where culturally-engaged women could learn, connect, and advocate for the recognition of women artists. Despite centuries of contributions, women artists have often been overshadowed, underrepresented, and overlooked. Less Than Half emerged as a response to this inequity, fostering a collective dedicated to amplifying their voices and ensuring that their art is seen, valued, and celebrated. This platform empowers women to navigate the art world with confidence, intention and impact, building a future where women's creative legacies thrive.
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“An art world that doesn’t acknowledge the works of women artists and artists of color is not only an inequitable one, but one that ultimately harms art’s higher purpose: to expand our understanding of the world through seeing.”
- Hall W. Rockefeller
Our mission
Less Than Half is on a mission to educate culturally engaged women to champion gender equity in the art world by making art collecting accessible and impactful. We inspire and guide women to support and invest in women artists, creating a collective of advocates who leverage financial acumen and intentional, impact-driven investments to reshape the art world.
Our Vision
We envision a world where women artists are fully recognized and celebrated for their contributions to the cultural landscape. Through a growing movement of informed and passionate Matrons of the Arts, Less Than Half seeks to dismantle gender inequities in the art world, ensuring that the legacies of women artists are as prominent and enduring as their male counterparts.
Together, we aim to create a more approachable, inclusive, and equitable art world where every woman has the opportunity to thrive as both a creator and a collector.
what we stand for
Our core values shape a community that champions women artists and fosters a movement for meaningful change in the art world.
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We believe that art is for everyone, and we actively work to create spaces where all voices—especially those from underrepresented communities—are seen, heard, and valued.
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We promise a welcoming environment where socially-conscious culture seekers can connect, learn, and support one another. This collective is a safe space for shared growth and open dialogue, where every voice feels valued, respected, and encouraged to engage authentically.
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We are committed to addressing gender inequities in the art world, ensuring that women artists receive the recognition, financial gains, and opportunities they deserve.
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We believe that knowledge is transformative, and through education, we inspire action and create a community of advocates who champion women artists.
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Our success is collective. We work hand in hand with artists, collectors, galleries, museums, and supporters to ensure that the art world is a more equitable and inclusive space.
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We operate with intentionality in everything we do, from educating collectors to making thoughtful investments in women artists. Every action is guided by our mission to create lasting social impact.
Our Approach to Reshaping the Art World for Women
Less Than Half is more than an educational platform; it’s a movement dedicated to reshaping the art world by encouraging culturally engaged women to collect, support, and advocate for women artists.
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Membership
Community, events, salons, and certifications for Matrons of the arts and allies.
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Courses
Self-paced digital courses that give women the confidence to explore and collect art.
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Events
Events showcasing and about investing in women artists.
Copyright © Guerrilla Girls. Courtesy www.guerrillagirls.com
What’s in a name?
The title ‘Less Than Half’ is derived from a 1989 poster by the art world vigilantes, the Guerrilla Girls.
Collecting Women Artists Isn’t Charity.
It’s Impact Investing.
No, we’re not a nonprofit, and here’s why: Collecting women artists isn’t about charity—it’s about changing the art world from the inside out. By investing in the work of women artists, you’re supporting a movement that values their contributions, talent, and influence as integral to our culture.
When you choose to collect and support women artists, you’re making an impact that goes beyond financial support; you’re actively contributing to their visibility, their legacy, and their rightful place in art history.
Unlike traditional philanthropy, impact investing is about creating a sustainable shift. Every piece collected, every artist supported, helps reshape the market itself, showing that there’s demand and respect for women’s work. If the mainstream art market doesn’t pay attention to women artists, we will create a community that does—and that influence will be felt for generations.
about the founder
Hall W. Rockefeller’s favorite game: Name five Women artists... and one can’t be Georgia O’Keeffe
Hall W. Rockefeller founded Less Than Half after recognizing the pervasive lack of representation for women in art history and the current art landscape. Her journey began at the Courtauld Institute in London, where, surrounded by art books, she encountered a dictionary of American women artists. It was there she learned about Romaine Brooks, a symbolist painter whose extraordinary work is hidden in the basements of countless museums, sparked a realization: the art world was structurally biased, and countless talented women remained overlooked.
This revelation drove Hall to dedicate her career to uncovering, supporting, and amplifying the voices of these unsung heroines—women who created art in the shadows, stood in the background of male-dominated movements, or were relegated as ‘minor’ despite their brilliance. Less Than Half is Hall’s commitment to ensuring these artists and their legacies are brought to light, challenging the art world to recognize the richness and diversity of women’s creative contributions.
AS SEEN IN…
WHAT IT MEANS TO BE A MEMBER OF LESS THAN HALF
You’re here because you want to get more involved in the art world, right? Perfect—because the art community has some catching up to do, and we need all hands on deck.
You may have seen me before—the passive nude in paintings from Titian to Manet—but it’s the 21st century! I’ve marched out of the museum to take things into my own hands. I’ve built a collective of culturally-engaged women and allies, called Matrons of the Arts, and we want you to join us.
Frequently asked questions
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Less Than Half’s programs are designed to elevate the profiles of women artists through visibility, educational content, and collector engagement. By fostering a community of informed and passionate collectors, we help ensure that women artists receive the recognition and financial support they deserve. Additionally, our Less Than Half Approved Gallery Program certifies galleries that represent 50% or more women artists and are committed to inclusion, encouraging the broader art world to adopt more equitable practices.
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Yes, joining Less Than Half is perfect even if you’re not currently part of the art scene. The community is designed for individuals curious about engaging culturally and eager to learn about and support women artists. Membership offers educational resources, events, and guidance that help you explore the art world with confidence and connect with like-minded people, making it an inspiring entry point for new collectors and advocates alike.
If you enjoy a Saturday afternoon trip to the Met (or your local museum), but hesitate about how to go further, this is for you.
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Joining Less Than Half enriches your journey as a collector by offering educational insights on women artists, personalized advice, and updates on market trends. You'll gain access to expert knowledge and a supportive community, empowering you to make informed collecting decisions and champion underrepresented talent.
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The Less Than Half Approved Gallery Program certifies galleries that represent 50% or more women artists, highlighting their commitment to gender equity in their programming. Being “Less Than Half Approved” indicates that a gallery is part of a broader movement to address the underrepresentation of women artists in the commercial art world. As a member, you will have access to a curated list of these galleries, offering confidence that your matronage supports those making meaningful changes.