Plus Capital

Plus Capital is a California-based private equity firm founded in 2012 that specializes in early-stage investments in technology companies across North America. The firm collaborates with a network of elite artists and athletes from various sectors, including film, television, music, and sports, to identify and support breakthrough startups. Plus Capital typically invests between $100,000 and $1 million in companies at the Series A stage, often alongside established venture firms. The firm focuses on teams that have demonstrated initial product traction and market fit, emphasizing the importance of scaling during this critical growth phase. Additionally, each influencer involved in the fund commits to supporting the portfolio companies throughout the investment period, enhancing the potential for success.

Adam Lilling

Founder & Managing Partner

Lauren Miller

Principal

Ryan Morris

Partner

Craig Reston

Chief Financial Officer

Isabelle Sinclair

Associate

37 past transactions

AVALINE

Series A in 2021
Avaline LTD. owns and operates as an organic wine label. It offers a variety of clean wine in white and rose flavors. The company was incorporated in 2019 and is based in Burbank, California.

BetterUp

Series E in 2021
Founded in 2013, BetterUp is a mobile-based leadership development platform used by Fortune 500 companies. With a holistic, science-backed methodology, BetterUp develops new behaviors and mindsets that enable high performance amid constant and accelerating change. Through on-demand, virtual coaching sessions, users practice and reinforce new behaviors and skills. Individual growth is measured and tracked. With a diverse range of customers, including Genentech, Logitech, and Workday, BetterUp inspires employees to build the skills to thrive personally and professionally.

Connected Cannabis

Series A in 2019
Connected Cannabis is a vertically integrated cannabis company for the cannasseurs of the weed industry. They take pride in cultivating high end, designer strains that are lightyears ahead of anyone else in the industry. With designer strains and immaculate terpene profiles that lend intense and distinct flavor, smells and colors unlike anything seen or smoked before. Connected Cannabis is based in Sacramento, CA, USA.

prevoty

Seed Round in 2013
Prevoty, Inc., a cloud-based security company, provides Web application security. The company offers Integri, a Web security-as-a-service toolbox that enables organizations to protect their internal and external Web applications against OWASP threats. Its product provides performance optimization, multi-source content protection, flexibility, in-application security development, scalability, and compliance. The company also offers Prevoty ASM, an application security monitoring technology to protect business critical applications from security threats. Prevoty, Inc. has a strategic partnership with WhiteHat Security. The company was founded in 2013 and is based in Los Angeles, California. As of August 9, 2018, Prevoty, Inc. operates as a subsidiary of Imperva, Inc..

Spring

Series A in 2014
Spring is a retail company that sells a wide range of items from apparel to home and garden items. It is a shopping application for iOS devices. Spring enables its users to follow the brands they love as well as purchase new arrivals, exclusives, and one-of-a-kind products. The company originally operated as Jello Labs and announced the name change in July 2014. Spring was founded by David Tisch, Alan Tisch, and Octavian Costache in New York.

dosist

Series A in 2018
Dosist is a developer of proprietary vaporizing dose-pens created to provide safe, targeted, and effective cannabis-based therapies. It's a health and wellness company that provides cannabis solutions—one precise dose at a time. This is used by adults 21 years of age and older only. Dosist was founded in 2016, in California. It is first named "hmbldt". As they grew, they moved from the Lost Coast of Humboldt to the cultural center of Los Angeles, where they learned one immutable, immovable principle. Dosage is the justification for everything they do and every product they create. They are awarded by TIME Magazine as one of the Top 25 Inventions of 2016 Fast Company World Changing Ideas Awards Finalist

Reserve

Series A in 2015
Reserve Media, Inc. provides a digital dining concierge service for restaurants and diners. It provides Reserve, a service that enables customers to find various restaurants; and restaurants to accommodate more diners. The company was incorporated in 2013 and is based in New York, New York with additional offices in Los Angeles, San Francisco, and Boston. As of November 2, 2018, Reserve Media, Inc. operates as a subsidiary of Resy Network, Inc.

BetterUp

Series C in 2019
Founded in 2013, BetterUp is a mobile-based leadership development platform used by Fortune 500 companies. With a holistic, science-backed methodology, BetterUp develops new behaviors and mindsets that enable high performance amid constant and accelerating change. Through on-demand, virtual coaching sessions, users practice and reinforce new behaviors and skills. Individual growth is measured and tracked. With a diverse range of customers, including Genentech, Logitech, and Workday, BetterUp inspires employees to build the skills to thrive personally and professionally.

DSTLD

Series A in 2014
DSTLD [‘distilled’] designs and delivers premium denim and luxury essentials without retail markup, offering premium product for about 1/3 the traditional price, thanks to its direct-to-consumer business model. As its name suggests, DSTLD is careful to introduce only the most perfect and fundamental pieces within a highly edited color palate - only black, white, grey, and denim - to reinforce its mission to ‘distill’ the business of luxury essentials. It’s focused on crafting items that coincide with the LA denim culture but with a restrained, modern feel. Accordingly, the label maintains an edgy, clean, and sophisticated aesthetic, and boasts the highest level of premium design. All of DSTLD’s products are produced in the most sought after facilities in North America and Italy utilizing the finest materials from Japan, Italy, and the United States.

imperva

Series A in 2015
Imperva provides activity monitoring, real-time protection, and risk management solutions for critical business data and applications. Imperva is a leading provider of cybersecurity solutions that protect business-critical data and applications in the cloud and on-premises It was founded by Shlomo Kramer, Amichai Shulman and Mickey Boodaei in 2002 and is based in Redwood Shores, California.

prevoty

Series A in 2015
Prevoty, Inc., a cloud-based security company, provides Web application security. The company offers Integri, a Web security-as-a-service toolbox that enables organizations to protect their internal and external Web applications against OWASP threats. Its product provides performance optimization, multi-source content protection, flexibility, in-application security development, scalability, and compliance. The company also offers Prevoty ASM, an application security monitoring technology to protect business critical applications from security threats. Prevoty, Inc. has a strategic partnership with WhiteHat Security. The company was founded in 2013 and is based in Los Angeles, California. As of August 9, 2018, Prevoty, Inc. operates as a subsidiary of Imperva, Inc..

Vivrelle

Series B in 2022
Vivrelle is a membership club that provides access to a shared closet of designer handbags, jewelry, and diamonds for a monthly membership fee.

HumanCo

Venture Round in 2021
HumanCo is a disruptive mission-driven holding company that focuses on investing in Healthier Living. Despite all the advances in science and modern medicine, this is the first generation in recorded human history that is predicted to live a shorter lifespan than the previous generation. At HumanCo, it hopes to reverse this trend and effect meaningful change through the companies in which we invest and incubate.

imperva

Seed Round in 2013
Imperva provides activity monitoring, real-time protection, and risk management solutions for critical business data and applications. Imperva is a leading provider of cybersecurity solutions that protect business-critical data and applications in the cloud and on-premises It was founded by Shlomo Kramer, Amichai Shulman and Mickey Boodaei in 2002 and is based in Redwood Shores, California.

Versed

Series A in 2019
Versed is a cosmetic company that offers a clean skincare brand in retail and direct-to-consumer channels. The company combines community-powered development with retail know-how to incubate and scale the next generation of vertical beauty brands. They offer affordably priced, clean skincare brands in retail and direct-to-consumer channels. Versed was founded in 2018 and is based in West Hollywood, California, United States.

SmartSweets

Venture Round in 2022
SmartSweets Inc. manufactures candies with no sugar, sugar alcohols, or artificial sweeteners. The company uses stevia and tapioca fiber to create gummies that are low in sugar. It retails its products through stores and its website. SmartSweets Inc. was formerly known as Stevi-Sweets. The company was founded in 2016 and is based in Vancouver, Canada.

Iris Nova

Seed Round in 2018
Dirty Lemon Beverages, LLC produces and sells juices. The company was incorporated in 2015 and is based in New York, New York.

The Athletic

Private Placement in 2020
Backed by Precursor Ventures, Y Combinator and other early-stage investors, The Athletic is a subscription-based, local-focused sports media brand targeting the premium fan segment. The Company aspires to be the most credible voice in sports media by combining privileged locker room access with a deep reliance on analytics and led by an experienced staff of professional sportswriters. The company is currently live in two markets, Chicago and the San Francisco Bay Area, and was founded in 2016.

Homebase

Series C in 2021
Homebase helps to reduce the administrative burden of hourly work by automating scheduling, timesheets, and communication between employees. The basic tools are free, with tiered pricing options for additional features.

Madefire

Series B in 2016
Madefire, Inc. develops a mobile application that enables users to read, share, and interact with stories as they unfold on-screen through words, pictures, motion, and sound. It offers comic books and graphic novels; and a Motion Book Tool to publish comic books. The company was incorporated in 2011 and is based in Berkeley, California.

Chromatik

Series A in 2013
Chromatik connects the world's musicians. Their applications enable millions of musicians to play, learn, and share their favorite music through sheet music, guitar tabs, lyrics, and more. Chromatik was acquired by TakeLessons (https://TakeLessons.com) in April 2017.

AvantStay

Series B in 2021
AvantStay is a technology-first hospitality brand for group travel. It delivers affordable, world-class, authentic, tech-enabled short-term rental (STR) group experiences targeted at the millennial generation. AvantStay was founded in 2017 and is headquartered in Los Angeles, California.

BetterUp

Series D in 2021
Founded in 2013, BetterUp is a mobile-based leadership development platform used by Fortune 500 companies. With a holistic, science-backed methodology, BetterUp develops new behaviors and mindsets that enable high performance amid constant and accelerating change. Through on-demand, virtual coaching sessions, users practice and reinforce new behaviors and skills. Individual growth is measured and tracked. With a diverse range of customers, including Genentech, Logitech, and Workday, BetterUp inspires employees to build the skills to thrive personally and professionally.

Stem Disintermedia

Convertible Note in 2018
Stem Disintermedia helps creators, artists, and musicians to collect digital revenue and enables them to track and share their earnings. It develops a platform intended to provide distribution and payments solution for artists and their teams. The platform aggregates cross-platform earnings, create contracts, and honor splits with collaborators, disburse payments and statements to all stakeholders in a project and visualizes performance data for each platform, enabling businesses to bring clarity to the complicated process of revenue management and ensure everyone involved in the creative process gets paid. Milana Rabkin, Tim Luckow, and Jovin Cronin-Wilesmith formed Stem Disintermedia in Los Angeles, California in 2015.

Madefire

Series A in 2013
Madefire, Inc. develops a mobile application that enables users to read, share, and interact with stories as they unfold on-screen through words, pictures, motion, and sound. It offers comic books and graphic novels; and a Motion Book Tool to publish comic books. The company was incorporated in 2011 and is based in Berkeley, California.

Happiest Baby

Series A in 2015
Happiest Baby, Inc. develops science-based products and services for health, safety, and emotional well-being of children in the United States and internationally. It offers smart sleeper bassinet, baby swaddles, sacks, and sheets. The company also provides baby sleeping, calming, health, and behavioral information in the form of CDs, DVDs, and books and guides. The company sells its products online. Happiest Baby, Inc. was incorporated in 2010 and is based in Los Angeles, California.

DanceOn

Venture Round in 2013
DanceOn, Inc. operates as a dance video entertainment network designed for dancers and non-dancers alike, featuring news, entertainment, and community programming in the dance category. It also operates a platform for watch dance shows and dance related news. The company was founded in 2010 and is based in Encino, California.

SurfAir

Series B in 2014
Surf Air is the nation’s first All-You-Can-Fly private air travel membership, providing frequent regional business and leisure travelers with a sophisticated and hassle-free air travel experience that saves valuable time and money. The company operates Pilatus PC-12s in executive interior configuration to and from convenient airports in the San Francisco Bay Area, Los Angeles Metro Area, Santa Barbara, and Truckee Lake Tahoe, with service to additional locations to follow. Prospective members can take advantage of pricing as low as $1,599 per month prior to September 1, at which point membership prices will increase as part of the new service offering. Membership options include Individual, Friends & Family, Group, and Business Memberships.

WEVR

Series A in 2014
WEVR is a developer of a technology platform used to offer virtual reality content. Its technology uses immersive computing and real-time massively scalable simulations to create immersive entertainment experiences that enable digital artists and developers to produce and publish digital media for virtual reality devices. It creates transcendent immersive stories and globally shared experiences. WEVR was founded in 2010 and is headquartered in Venice, California.

Sweetgreen

Series G in 2018
Sweetgreen, Inc. owns and operates a chain of restaurants in Virginia, Pennsylvania, New York, Maryland, Massachusetts, and District Of Columbia. It also sells gift cards, canvas totes, tees, tanks, beanies, snapbacks, hoodies, and posters online. Sweetgreen, Inc. has a strategic partnership with FoodCorps. The company was founded in 2007 and is based in Culver City, California.

Kettle & Fire

Series A in 2010
Kettle and Fire Inc. manufactures and markets bone broth in the United States. It offers beef bone broth; arrow bones from organically raised, organic carrots, organic celery, and organic onions and chicken bone broth; chicken broth, organic roasted poblano pepper, organic green pepper, organic onion, organic carrots, organic garlic, and organic scallions. The company also offers sustainable packaging solutions. It distributes its product through stores and wholesalers, as well as online. Kettle and Fire Inc. was incorporated in 2014 and is based in Austin, Texas.

Tecovas

Series B in 2020
Tecovas, Inc. designs, manufactures, and sells cowboy boots and accessories for men and women. It offers bags, wallets, and accessories for men and women, as well as jeans, belts, and apparel for men. The company sells its products through its stores in Austin, Dallas, Houston, and San Antonio, Texas; and Oklahoma City, Oklahoma, as well as online. Tecovas, Inc. was incorporated in 2014 and is based in Austin, Texas.

Grow Therapy

Series C in 2024
Grow enables behavioral health providers to launch their own in-network practice. We are proud to expand affordable mental healthcare one practice at a time, with backing from top VCs, entrepreneurs, and angel investors.

Homebase

Series D in 2024
Homebase helps to reduce the administrative burden of hourly work by automating scheduling, timesheets, and communication between employees. The basic tools are free, with tiered pricing options for additional features.

DSTLD

Seed Round in 2013
DSTLD [‘distilled’] designs and delivers premium denim and luxury essentials without retail markup, offering premium product for about 1/3 the traditional price, thanks to its direct-to-consumer business model. As its name suggests, DSTLD is careful to introduce only the most perfect and fundamental pieces within a highly edited color palate - only black, white, grey, and denim - to reinforce its mission to ‘distill’ the business of luxury essentials. It’s focused on crafting items that coincide with the LA denim culture but with a restrained, modern feel. Accordingly, the label maintains an edgy, clean, and sophisticated aesthetic, and boasts the highest level of premium design. All of DSTLD’s products are produced in the most sought after facilities in North America and Italy utilizing the finest materials from Japan, Italy, and the United States.

Workpop

Series A in 2014
Workpop, Inc. operates an online job posting and hiring platform. It provides an online job search tool for users or individuals; and candidate sourcing, applicant screening, employee onboarding, and team management tool for employers. The company was incorporated in 2014 and is based in Santa Monica, California. As of September 10, 2018, Workpop, Inc. operates as a subsidiary of Cornerstone OnDemand, Inc.

Naadam

Series B in 2019
Naadam is an American clothing company specializing in affordable, luxury cashmere products. The company mills and crafts its products to the standards so they become softer with time and design their garments to complement the way people live, not constrain it. Naadam works to protect the planet through anti-desertification programs, clean energy-powered factories, and tree planting nonprofit work. It was founded in 2013 and is headquartered in New York.