Plus Capital

Plus Capital is partnered with dozens of the world’s top influencers from TV, film, sports, music and other key verticals to invest in, incubate and partner with breakthrough start-ups. The firm's first fund, Plus Capital, L.P., is an early stage venture fund based in Santa Monica, CA. We invest between $100k and $1M in (typically) a company’s Series A where there is a well-known venture firm leading the investment. We look for incredible teams that have found initial product traction and market fit and are focused on scaling. We call this the ‘gas on a fire’ period. Each investor-influencer in the fund commits to helping our portfolio over the lifetime of our investment in a company.

Amanda Groves

General Partner

Adam Lilling

Founder, MD

LM

Lauren Miller

Principal

RM

Ryan Morris

Partner

IS

Isabelle Sinclair

Associate

37 past transactions

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.

Dirty Lemon Beverages, LLC

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.

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.

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.

Avaline LTD.

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 Inc.

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.

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.

Dirty Lemon Beverages, LLC

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.

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.

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.

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.

Naadam Cashmere LLC

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.

SmartSweets Inc.

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.

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.

Naadam Cashmere LLC

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.

BetterUp Inc.

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.

Prevoty

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.

Stem Disintermedia Inc.

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.

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.

Sunday

Series B in 2020
Sunday is a subscription lawn care service startup that provides nutrient and soil health plans for garden and lawn care. It incorporates the use of customized planning using climate, soil, and satellite data to deliver gardening and lawn maintenance-related products and services, allowing gardening enthusiasts and lawn owners to design and maintain their lawns in a convenient and hassle-free manner. In 2019, Coulter and Trent Lewis founded Sunday in Boulder, Colorado.

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

Madefire, Inc.

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.

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.

Madefire, Inc.

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.

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 Inc.

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.

Happiest Baby, Inc.

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, Inc.

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.

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.

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.

MoviePass Inc.

Series A in 2014
MoviePass is a subscription service that allows customers the freedom to see movies in theaters at a fixed monthly price. With the use of location-based mobile technologies the user will have the ability to check into their movie theater of choice and share their movie-going experiences with their peers through their favorite social networks. The user will also have the ability to rate each movie and theater experience after the film. It was founded in 2011 and is headquartered in New York.

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, Inc.

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 and Fire Inc.

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.

Prevoty

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.

Tecovas, Inc.

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.