Digital technology has paved the way to a progressive disintermediation in many industries including the arts and cultural sector. This chapter examines the role of digital technology as a means to reclaim the heritage that is being lost or destroyed, by illustrating the entrepreneurial case of Rekrei. Building on the disintermediation and value cocreation literatures, this chapter highlights how digital technology can change the way heritage is funded, produced and consumed, by enhancing customer participation and value co-creation. Managerial and policy implications emerged from this research.