The focus of this video is on the concepts of assets and assetisation. Assets are discussed in relation to families and companies. Data is highlighted as an important contemporary asset to companies, especially Edtech companies. Digital assets in higher education and Edtech are addressed. This work was supported by the Economic and Social Research Council, UK, under Grant [ES/T016299/1]. The project title: Universities and Unicorns: building digital assets in the higher education industry. Project duration: 2021-2023.