Joined by his two friends and co-founders – Avriel and Ido Pollak – Rolnik launched what would become the first business news website and the first online newsroom in Israel.

In December 1999, the American business news site TheStreet, entered into an agreement with Haaretz, to invest $2.25 million in exchange for a 25% stake in TheMarker.

[4][5][6] The articles portrayed the countries that are characterized by competition along with a deep regard of humanistic values, whose citizens seem happy with the way things are and enjoy a high standard of living.

Notably, Rolnik demonstrated the concentration of capital in the hands of a small number of financial organizations connected to the holders of political and governing power.

He exposed grave flaws in the current structure and demanded they be corrected to ensure the existence of a more resilient, just and egalitarian economic system".

A senior executive in the media industry was quoted: "Rolnik is the most influential economics journalist in Israel, I read every word he writes.

Rolnik has been especially good at publishing investigative pieces on what he calls the 'Israeli oligarchs,' a small group of billionaires and their families who control much of the national economy".

[15] In March 2015, journalist and media critic Michael Massing highlighted the work of TheMarker and Rolnik in an essay, "How to fix American Journalism", that appeared in the special issue of The Nation magazine for its 150th anniversary.

It was a remarkable display of how one news organization, through tenacious and unflinching reporting over a period of years, can help spur systemic change.

Remarkably, of the many high-profile digital-journalism sites—the Huffington Post, The Daily Beast, BuzzFeed, Business Insider—not one scrutinizes America's oligarchs the way TheMarker did Israel's.

ProPublica, the prime investigative site on the web, has done impressive reporting on a number of important subjects, including fracking and the secret Fed tapes, but in general it remains wedded to a traditional narrow-focus approach".