The concept of assetization has been recently developed to designate the social processes through which things are turned into assets. Building on the case of the market for social investment in France, this chapter proposes to untangle the two concepts of marketization and assetization. Assetization occurs when a market object is constructed in such a way that it provides a rent to its owner. However, this chapter departs from the view that describes assetization as the unintended outflow of marketization. Instead, it examines how the prospect of assetization can actually be the key driver behind the creation of new markets. It contends that such entanglements between marketization and assetization should be tracked by investigating: a) whether new markets are supported by coalitions dominated by financial investors and b) whether these markets feature capitalization agencements designed at channelling rent to such investors. It concludes by detailing the conditions needed to untangle the marketization process from the assetization one and calls for Market Studies to exert scrutiny over how numerous ‘markets for collective concerns’ end up being turned into ‘markets for investors.’