Plus Capital

Plus Capital is a California-based venture capital firm founded in 2012 that specializes in early-stage investments in technology companies across North America. The firm is notable for its connections with elite artists and athletes from various fields, including film, television, music, and sports, who turn to Plus Capital for venture capital investing and equity opportunities related to endorsements. Operating as a Registered Investment Adviser, Plus Capital focuses on creating unique investment strategies tailored to the needs of its clientele while fostering growth in innovative sectors.

Adam Lilling

Founder & Managing Partner

Lauren Miller

Principal

Ryan Morris

Partner

Craig Reston

Chief Financial Officer

Isabelle Sinclair

Associate

32 past transactions

SmartSweets

Venture Round in 2022
SmartSweets Inc. is a Canadian company based in Vancouver that specializes in manufacturing healthy candies that contain no sugar, sugar alcohols, or artificial sweeteners. Founded in 2016, the company uses natural ingredients such as stevia and tapioca fiber to create low-sugar gummies and chewy candies. SmartSweets aims to address the prevalent issue of sugar consumption by providing consumers with an alternative that allows them to enjoy candy without compromising their health. The products are made from non-genetically modified organisms (GMO) and are high in fiber, catering to health-conscious individuals looking to reduce their sugar intake. SmartSweets retails its offerings through various stores and its own website, promoting a movement focused on making smaller, smarter dietary choices.

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 E in 2021
BetterUp Inc. is a leadership development platform based in San Francisco, California, founded in 2013. The company provides a mobile-based solution for organizations, including Fortune 500 companies, aimed at enhancing employee performance through a science-backed methodology. BetterUp's platform facilitates on-demand virtual coaching sessions, allowing users to identify and practice new behaviors and mindsets essential for achieving high performance in a rapidly changing environment. The platform tracks and measures individual growth, helping employees cultivate skills that support both personal and professional development. Its diverse clientele includes notable companies like Genentech, Logitech, and Workday, reflecting its commitment to fostering an adaptive workforce.

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.

Homebase

Series C in 2021
Homebase is a developer of employee management software focused on simplifying the administrative tasks associated with hourly work. The platform offers tools for scheduling, time tracking, and communication, all designed to minimize the burden on employers and employees alike. Its cloud-based system allows users to manage timesheets and track hours from any location, facilitating efficient payroll preparation. While the basic features are available for free, Homebase also provides tiered pricing options for businesses seeking additional functionalities. By streamlining these processes, Homebase aims to help organizations save time and improve coordination among their teams.

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 D in 2021
BetterUp Inc. is a leadership development platform based in San Francisco, California, founded in 2013. The company provides a mobile-based solution for organizations, including Fortune 500 companies, aimed at enhancing employee performance through a science-backed methodology. BetterUp's platform facilitates on-demand virtual coaching sessions, allowing users to identify and practice new behaviors and mindsets essential for achieving high performance in a rapidly changing environment. The platform tracks and measures individual growth, helping employees cultivate skills that support both personal and professional development. Its diverse clientele includes notable companies like Genentech, Logitech, and Workday, reflecting its commitment to fostering an adaptive workforce.

Tecovas

Series B in 2020
Tecovas, Inc. is a western footwear brand that specializes in designing, manufacturing, and selling handmade cowboy boots and accessories for both men and women. Founded in 2015 by Paul Hedrick, the company collaborates with a skilled third-generation boot maker to craft its leather products. In addition to boots, Tecovas offers a range of accessories, including bags, wallets, jeans, belts, and apparel. The company operates physical stores located in major Texas cities such as Austin, Dallas, Houston, and San Antonio, as well as in Oklahoma City, Oklahoma. Tecovas also maintains a robust online presence, allowing customers to purchase their products directly. Based in Austin, Texas, Tecovas focuses on delivering quality western footwear and apparel directly to consumers.

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.

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.

BetterUp

Series C in 2019
BetterUp Inc. is a leadership development platform based in San Francisco, California, founded in 2013. The company provides a mobile-based solution for organizations, including Fortune 500 companies, aimed at enhancing employee performance through a science-backed methodology. BetterUp's platform facilitates on-demand virtual coaching sessions, allowing users to identify and practice new behaviors and mindsets essential for achieving high performance in a rapidly changing environment. The platform tracks and measures individual growth, helping employees cultivate skills that support both personal and professional development. Its diverse clientele includes notable companies like Genentech, Logitech, and Workday, reflecting its commitment to fostering an adaptive workforce.

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.

Iris Nova

Seed Round in 2018
Iris Nova, based in New York, is a beverage company that revolutionized the industry by introducing a unique sales model that relies exclusively on text message orders. Founded in 2015, the company launched its first brand, Dirty Lemon, which exemplifies its commitment to direct communication with consumers. The firm utilizes a proprietary technology platform that enhances the ordering and customer service experience, allowing for tailored beverage offerings that cater to modern consumer needs. By integrating conversational commerce, Iris Nova can effectively analyze consumption data to innovate its product line without the limitations of traditional retail space. Additionally, the company has expanded its portfolio to include an experiential retail concept called The Drug Store and plans to introduce two more beverage brands. Iris Nova's name reflects its mission to provide a fresh perspective in the beverage industry.

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.

dosist

Series A in 2018
Dosist is a health and wellness company specializing in cannabis-based therapies delivered through proprietary vaporizing dose-pens. Founded in 2016 in California, originally named "hmbldt," the company emphasizes precise dosage to ensure safe and effective use of its products, which are intended for adults aged 21 and older. Dosist's innovative dose-controlled technology allows users to experience the benefits of cannabinoid-based therapy in a consistent and predictable manner. The company has gained recognition for its contributions to the industry, being named one of TIME Magazine's Top 25 Inventions of 2016 and a finalist for Fast Company's World Changing Ideas Awards. With a focus on dosage, Dosist aims to redefine the cannabis experience for consumers seeking natural plant-based therapies.

Sweetgreen

Series G in 2018
Sweetgreen, Inc. is an American fast-casual restaurant chain that specializes in serving simple, seasonal, and healthy salads and grain bowls. Founded in 2007, the company emphasizes the use of whole produce, which is delivered fresh each morning and prepared in-house. Sweetgreen operates locations across several states, including Virginia, Pennsylvania, New York, Maryland, Massachusetts, and the District of Columbia. In addition to its restaurant offerings, the company sells various branded merchandise online, such as gift cards, apparel, and accessories. Sweetgreen also maintains a strategic partnership with FoodCorps to promote healthy eating and sustainable food practices. The company is headquartered in Culver City, California.

Madefire

Series B in 2016
Madefire, Inc. is a storytelling platform based in Berkeley, California, that offers an innovative mobile application for reading and sharing stories through an interactive format. Established in 2011, the company has developed a proprietary Motion Book Tool, allowing creators to combine words, images, motion, and sound, moving beyond the limitations of traditional comic book formats. The Madefire app provides a rich catalog of digital comics and graphic novels, featuring original titles from notable storytellers, including comic book legend Dave Gibbons. By leveraging the interactive capabilities of mobile devices and the web, Madefire aims to redefine how stories are created, experienced, and shared, offering users a continuous flow of new episodes and an engaging reading experience.

Happiest Baby

Series A in 2015
Happiest Baby, Inc. is a technology company focused on enhancing child well-being through science-based products and services aimed at addressing everyday parenting challenges. Founded in 2001 by pediatrician Dr. Harvey Karp and his wife Nina Montée-Karp, the company is headquartered in Santa Monica, California. Its flagship product, the SNOO, is the world's first smart sleeper, utilizing advanced robotic technology to soothe infants based on Dr. Karp's established 5 S’s method. The SNOO is designed to reduce crying, promote better sleep, and ensure safety by preventing infants from rolling over. In addition to the SNOO, Happiest Baby offers a range of baby swaddles, sacks, sheets, and educational materials, including books and guides on baby care. The company primarily sells its products online and collaborates with notable investors and parent advisors to support families both in the United States and internationally.

imperva

Series A in 2015
Imperva, Inc. is a cybersecurity company that specializes in protecting critical data and applications across cloud and on-premises environments. Founded in 2002 and headquartered in Redwood Shores, California, Imperva offers a range of solutions, including the SecureSphere product line, which provides security for databases, files, and web applications. This product helps organizations manage data risk and comply with regulatory requirements. Additionally, Imperva's Incapsula service offers cloud-based website security, distributed denial-of-service protection, and load balancing to enhance website performance and security. Other offerings include ThreatRadar for security intelligence, CounterBreach for protecting enterprise data from various threats, and Camouflage Data Masking for safeguarding sensitive information during development and testing. Imperva serves a diverse clientele, including banks, retailers, technology firms, and government agencies, through a network of distributors and resellers.

Reserve

Series A in 2015
Reserve Media, Inc. operates a digital dining concierge service that connects restaurants with diners. Founded in 2013 and headquartered in New York City, the company offers a platform that allows customers to discover restaurants, make reservations, receive personalized service, and facilitate seamless payment. By partnering with notable restaurateurs, Reserve aims to enhance the dining experience while helping restaurants manage their reservations more effectively, reduce cancellations, and gain valuable customer insights. The platform also enables restaurants to maintain customer databases and manage their tables, ultimately improving customer relationships. As of November 2018, Reserve operates as a subsidiary of Resy Network, Inc.

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.

Workpop

Series A in 2014
Workpop, Inc. is an online job posting and hiring platform headquartered in Santa Monica, California, and was incorporated in 2014. It serves both job seekers and employers, offering a comprehensive suite of tools for candidate sourcing, applicant screening, employee onboarding, and team management. As a subsidiary of Cornerstone OnDemand, Workpop distinguishes itself by focusing on the candidate experience throughout the hiring process. Its technology automates sourcing and engages candidates from the initial job posting, while its user-friendly screening tools facilitate effective communication between hiring managers and applicants. Additionally, Workpop provides a paperless onboarding system that reduces costs and enables new hires to contribute effectively from their first day. The platform is particularly tailored for small and medium-sized businesses, enhancing their ability to attract and hire top talent in a competitive market.

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, Inc. is a developer of a virtual reality (VR) community and media player focused on supporting both aspiring and professional creatives. The company offers high-performance VR playback software and a VR platform that enables storytellers to create, present, and publish projects across various VR headsets. By leveraging immersive computing and real-time simulations, WEVR creates engaging entertainment experiences that allow digital artists to produce and share their work in a collaborative environment. Originally founded as Wemo Media Inc., WEVR has been operational since 2009 and is headquartered in Venice, California.

Spring

Series A in 2014
Spring is a retail company that offers a diverse selection of products, including apparel and home and garden items. It operates as a shopping application designed for iOS devices, allowing users to follow their favorite brands and purchase new arrivals, exclusives, and unique products. Originally founded as Jello Labs, the company rebranded to Spring in July 2014. The founders of Spring are David Tisch, Alan Tisch, and Octavian Costache, and the company is based in New York.

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.

Madefire

Series A in 2013
Madefire, Inc. is a storytelling platform based in Berkeley, California, that offers an innovative mobile application for reading and sharing stories through an interactive format. Established in 2011, the company has developed a proprietary Motion Book Tool, allowing creators to combine words, images, motion, and sound, moving beyond the limitations of traditional comic book formats. The Madefire app provides a rich catalog of digital comics and graphic novels, featuring original titles from notable storytellers, including comic book legend Dave Gibbons. By leveraging the interactive capabilities of mobile devices and the web, Madefire aims to redefine how stories are created, experienced, and shared, offering users a continuous flow of new episodes and an engaging reading experience.

imperva

Seed Round in 2013
Imperva, Inc. is a cybersecurity company that specializes in protecting critical data and applications across cloud and on-premises environments. Founded in 2002 and headquartered in Redwood Shores, California, Imperva offers a range of solutions, including the SecureSphere product line, which provides security for databases, files, and web applications. This product helps organizations manage data risk and comply with regulatory requirements. Additionally, Imperva's Incapsula service offers cloud-based website security, distributed denial-of-service protection, and load balancing to enhance website performance and security. Other offerings include ThreatRadar for security intelligence, CounterBreach for protecting enterprise data from various threats, and Camouflage Data Masking for safeguarding sensitive information during development and testing. Imperva serves a diverse clientele, including banks, retailers, technology firms, and government agencies, through a network of distributors and resellers.

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..

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.

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.

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.
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