Yet another firm is joining the rush to trade private placement securities in the United States.

Bear, Stearns & Co. Inc. announced that it has launched Best Markets — a new private placement platform for common equity offerings by private companies under Rule 144A of the US Securities Act.

Best Markets is accessible only to “qualified institutional buyers” on a password protected website, and the securities included in Best Markets under the heading 144A Private Equity Offerings can only be offered and sold to such investors. Best Markets was launched earlier this year in connection with the firm’s certificates platform in Europe and Asia.

Offerings under Rule 144A provide private companies seeking to raise capital with an alternative to a public listing. These offerings can often be accomplished more quickly than a registered public offering.

Bear Stearns debuted the platform in connection with its role as initial purchaser in a $140 million private placement under Rule 144A by J.G. Wentworth, the leading direct-to-consumer purchaser of illiquid insurance products issued by highly rated financial institutions in the United States. J.G. Wentworth is a portfolio company of JLL Partners, Inc.

“Best Markets is designed to be accommodative to issuers and market friendly to potential qualified investors,” said James Kern, head of FIG Strategic Finance. “Best Markets provides investors with easy access to information and deal documentation regarding Rule 144A equity offerings in which Bear Stearns is involved.”

Additional features are expected to include historical secondary market trading data and indicative bid/ask pricing information from Bear Stearns and other broker-dealers designated by the issuer of the securities, which may provide investors with greater transparency than traditional 144A equity offerings.