Rumble acquires AI company, splits business into two divisions

A publicly traded company based on Longboat Key has rebranded and formally split its business into two divisions.

Rumble, which trades on the Nasdaq under the ticker RUM and is headquartered at 444 Gulf of Mexico Drive, is now calling itself Rum Group Inc. The company’s mission is to “maximize the power of human imagination through an independent technology ecosystem built on privacy, resilience and an open alternative to Big Tech,” according to a statement.

The two divisions of Rum Group Inc. are its video platform, Rumble, and its cloud and AI infrastructure business, which it is calling Quake AI.

“As artificial intelligence makes knowledge abundant, the scarcest and most valuable resource on Earth becomes the one thing machines can't manufacture: human imagination,” Rum Group Inc. Chairman and CEO Chris Pavlovski says in a statement. “Quake AI gives that imagination a foundation. Rumble gives it a voice.”

Rumble the video-sharing platform has been around since 2013. Over the years, it has grown its audience as well as its offerings and now includes Rumble Video, a free and subscription-based video-sharing platform; Rumble Studio, a multi-platform livestreaming and monetization service for creators; Rumble Advertising Center, an in-house advertising marketplace; and Rumble Wallet, a non-custodial crypto wallet integrated into the Rumble platform that enables audiences to tip creators natively in crypto. Rumble had more than 52 million monthly active users during the fourth quarter of 2025.

Quake AI's creation follows the June 17 acquisition by Rum Group Inc. of Northern Data, a German leader in AI and high-performance-computing infrastructure. Northern Data has a GPU estate of about 22 million NVIDIA H100/H200 GPUs across nine data centers and a projected revenue this year of 170 million to 190 million euros, which is about $194 million to $217 million. Quake AI will also include what was formerly called Rumble Cloud, an infrastructure portfolio of compute, storage, security and networking offerings to deliver world-class global video distribution at scale.

Rumble reported having 156 employees, including 108 based in the United States and 48 in Canada, at the end of 2025. Last year, the company posted $100.62 million in revenue.