L'ATTITUDE Ventures

L'ATTITUDE VENTURES (LAT VC) is a San Diego-based venture capital firm founded in 2019 that focuses on investing in early-stage businesses led and owned by Latinos in the United States. The firm aims to address the underfunding of Latino entrepreneurs by targeting companies with significant growth potential, particularly in technology and tech-enabled sectors. LAT VC's investment strategy encompasses a variety of industries, including materials and resources, information technology, healthcare, financial services, energy, and consumer products. The firm is led by Sol Trujillo, a prominent executive known for highlighting the economic contributions of Latinos in the U.S. through his leadership and advocacy.

Gary Acosta

Co-Founder and General Partner

Kennie Blanco

Managing Partner and Chief Investment Officer

Laura Lucas

General Partner

Laura Moreno

Partner

Oscar Munoz

General Partner, Jacksonville

Pearson Suniga

Investor

Solomon Trujillo

Co-Founder and Managing Partner, Los Angeles

27 past transactions

BaseCap

Series A in 2023
BaseCap operates a software platform designed to enhance data quality and accuracy for organizations. Recognizing the challenges posed by flawed data, the company provides data monitoring services that help clients identify and address low-quality information. By streamlining the processes of data analysis and management, BaseCap enables organizations to prevent and resolve data quality issues, ultimately facilitating improved decision-making. The platform aims to reduce the costs and inefficiencies associated with data cleansing, allowing businesses to leverage reliable data and technology more effectively throughout their operations.

Flow

Series A in 2022
Flow is a technology company focused on simplifying the complexities of fund infrastructure and transforming commercial real estate. By integrating advanced analytics and artificial intelligence, Flow connects information across investors, providers, investments, and systems. Its cross-platform SaaS technology is designed to optimize productivity and enhance decision-making processes within the $10 trillion alternative asset market. Flow's dynamic tools and human-centric interfaces enable users to navigate various operational models effectively, thereby accelerating decision-making, capital deployment, and overall growth. This approach aims to empower stakeholders across market-based economies by streamlining operations and enhancing the speed at which critical financial decisions are made.

Caplight

Seed Round in 2022
Caplight is a platform that enables institutional investors to buy and sell derivatives of private equity. For the first time in the private markets, institutional investors can hedge positions, generate income on assets, and access true liquidity with public settlement-like mechanics. Caplight serves a broad range of QIBs including hedge funds, VC funds, family offices, pensions, endowments, mutual funds, and insurance firms. Securities are offered by North Capital Private Securities, member FINRA/SIPC, a partner of Caplight Markets LLC.

Back to the Roots

Series D in 2022
Back to the Roots offers gardening kits to grow organic and gourmet mushrooms at homes. Founded in 2009 by Alejandro Velez and Nikhil Arora as a 100% sustainable urban mushroom farm, BTTR has transformed into a company focused on bringing sustainable grow-at-home products into households. Their Grow-at-Home Mushroom Garden is completely indoors and can grow up to 1lb of oyster mushrooms in as little as 10 days. They provide a simple, eco-friendly, and quick way to have fresh oyster mushrooms right in the kitchen.

Progeny

Seed Round in 2021
Progeny is a sustainable coffee ecosystem that focuses on enhancing the livelihoods of Colombian coffee farmers by directly connecting them with commercial and retail customers. The company provides a distribution platform for farmers to export their specialty coffee while offering free education and technical agricultural support to improve their farming practices. Progeny offers a variety of coffee products, including decaf and espresso, aiming to create a premium coffee experience that benefits both consumers and farmers. By integrating local upskilling with technology, Progeny fosters a measurable impact on the communities involved, promoting sustainable income sources and improving the overall quality of life for farmers and their families.

Agua Bonita

Pre Seed Round in 2021
Agua Bonita is a cold-pressed juice company that specializes in creating beverages from surplus and imperfect produce. By focusing on rescued ingredients, the company aims to provide refreshing alternatives that are both sustainable and delicious. Agua Bonita's products are made using authentic recipes, featuring only real fruits and vegetables, with no added sugar or artificial ingredients. This approach not only minimizes food waste but also promotes healthier beverage choices for consumers.

Remoov

Series A in 2021
Remoov, Inc. offers decluttering services that help individuals manage unwanted items such as furniture, electronics, clothing, and appliances. Founded in 2013 and based in San Francisco, California, the company facilitates the selling, donating, and discarding of these items in a single pickup. By focusing on recycling and reuse, Remoov aims to minimize waste and provide a convenient solution for clients looking to clear out their homes. Collected items are processed through various channels, including consignment sales, donations, and recycling, making it easier for users to achieve a clutter-free living space.

ToDooly

Seed Round in 2021
ToDoolie LLC is an online platform based in Grosse Pointe Park, Michigan, that connects homeowners in the Metro-Detroit area with local high school and college students seeking part-time work. Launched in 2017, the platform facilitates the hiring of students for a variety of outdoor tasks, including yard work, cleaning, moving, party assistance, errands, and painting services, all priced at $20 per hour plus a $5 booking fee. ToDoolie focuses on simple tasks and does not offer specialized services that require professional expertise, ensuring that the tasks are suitable for students. This marketplace fosters community interaction by enabling students to earn money while assisting neighbors with their to-do lists.

BabySparks

Series A in 2021
BabySparks LLC is a company that develops an application aimed at supporting parents in fostering their baby's early development. Founded in 2013 and based in Plantation, Florida, the company's software creates a personalized activity program tailored to each child's developmental milestones and unique profile. The application features video-based activities that engage families and encourage active participation in their child's growth journey. BabySparks' technology identifies specific developmental needs and recommends meaningful activities to enhance early learning through play. Additionally, the platform offers resources in multiple languages to help parents navigate the challenges of early childhood development effectively.

Listo

Series A in 2021
Listo Financial is a consumer financial services company that offers Latino consumers in the US insurance products and loans through technology-based retail and mobile experiences. Founded in 2014, the company is headquartered in San Jose, California, United States.

Parabeac

Seed Round in 2021
Parabeac is a software infrastructure that helps hardware startups facilitate their mobile experience.

GroWrk

Seed Round in 2021
GroWrk delivers, upgrades and services home offices for remote teams anytime, anywhere. We also handle health and safety compliance so that companies don’t have to. Our plug-and-play platform provides full visibility for the new office, providing a layer of technology that helps companies streamline employee onboarding and manage their team’s home office needs with ease and cost-effectively.

OpenField

Pre Seed Round in 2021
OpenField is a canvassing application for more complex conversations that push richer qualitative context back into a repository of insights

Avenida

Pre Seed Round in 2021
Avenida Productions, LLC is a production and consulting company based in Glendale, California, established in 2016 by co-founders Fanny Véliz Grande and Nelson Grande. The company specializes in supporting independent filmmakers by providing essential services such as crowdfunding, production, distribution, and project management. Avenida Productions aims to empower filmmakers, particularly those focused on diverse narratives, by facilitating access to the resources necessary to realize their projects. Through its digital marketplace, Avenida Productions accelerates the go-to-market process for filmmakers, enabling them to effectively bring their creative visions to fruition while maintaining a commitment to passion and integrity.

Deepblocks

Seed Round in 2021
Deep Blocks' technology combines proprietary algorithms and artificial intelligence techniques to optimize the process of real estate development from a financial perspective. Our software performs a complete real-time analysis of financial and market data, in combination with local building regulations, to generate a set of optimal strategies for any real estate development project. As we compile a rich real estate database from cities around the world, the use of machine learning will provide unprecedented insights that will enable cities and developers to optimize decisions about where to build, what to build, and when to build.

Raddle

Pre Seed Round in 2021
Developer of a virtual brainstorming platform intended to tackle business challenges. The company's platform offers short video brainstorms, coaching, and consulting with fellow entrepreneurs, enabling solopreneurs to discuss their entrepreneurial hurdles.

Lilu

Pre Seed Round in 2021
Lilu Inc. is a women's health company based in New York, founded in 2016. The company specializes in developing innovative devices to support new mothers, with a focus on making breastfeeding more efficient and manageable. Its flagship product, the Lilu massage bra, is an FDA Class I device that utilizes patented pneumatic massage technology to replicate a baby's natural sucking motions, thereby increasing milk output and reducing discomfort during the pumping process. This automated compression bra not only addresses common challenges faced by breastfeeding mothers but also integrates seamlessly into modern lifestyles, allowing users to pump, track, and manage their milk supply more effectively. Lilu sells its products online, receiving positive feedback from customers who describe the bra as a lifesaver for breastfeeding.

Beauty Pie

Series B in 2021
Beauty Pie is an online beauty retailer focused on providing luxury skincare and makeup products at factory cost prices. By eliminating middlemen, the company aims to deliver high-quality beauty products at significantly lower prices through a membership model. Members can access a diverse array of items for face, cheeks, eyes, lips, and skin, allowing them to enjoy premium beauty offerings without the typical markup associated with retail. The mission of Beauty Pie is to ensure transparency in pricing, enabling customers to purchase top-tier products affordably.

Omnitron Sensors

Seed Round in 2021
Omnitron Sensors enables full autonomy of self-driving cars and drones with novel silicon photonics processes for sensors in safety-critical systems.

Yaydoo

Series A in 2021
Yaydoo SA is a procurement platform based in Mexico City, founded in 2016, that offers a comprehensive online solution for businesses to manage their purchasing processes. By integrating cloud-based procure-to-pay software and AI tools, Yaydoo automates vendor management and streamlines communication between users and suppliers. The platform features hundreds of vendor catalogs, allowing companies to search and compare thousands of products and services, many with pre-negotiated discounts. Yaydoo enhances visibility and control over procurement activities through mobile applications that facilitate purchase requests, approval workflows, goods receipt tracking, and invoice approvals via a three-way match system. This user-friendly tool is designed to simplify repetitive procurement tasks such as updating vendor information, comparing proposals, and managing budgets, ultimately helping businesses optimize their supply chain efficiency.

Encantos

Seed Round in 2021
Encantos Media Studios is an entertainment and educational company based in Culver City, California, with additional offices in Los Angeles and New York. Founded in 2015, Encantos creates a diverse range of content, including apps, books, toys, and videos, aimed at empowering creatives to tell their stories. The company connects children with skilled storytellers through an online platform designed to teach essential 21st-century skills. Encantos has garnered recognition through numerous awards and accolades from prestigious organizations such as CNN, Forbes, and The New York Times, highlighting its commitment to quality educational content and innovation in children's media.

Camino Financial

Series A in 2021
Camino Financial, Inc. is a financial technology platform that focuses on providing affordable credit and financial services specifically for U.S. Latinx businesses. Founded in 2014 and headquartered in Los Angeles, the company utilizes proprietary artificial intelligence and machine learning models to offer tailored funding solutions, including microloans ranging from $5,000 to $75,000. These loans are designed to support cash-based microenterprises and often feature monthly payments significantly lower than traditional credit products. Camino Financial also assists clients in accessing various funding options such as term loans, SBA express loans, and merchant cash advances, while offering credit analytics and technical assistance. The company aims to enhance financial accessibility for its clients through an omnichannel approach, leveraging online platforms and corporate partnerships to strengthen its distribution networks within the Latinx community.

Extrasense

Pre Seed Round in 2020
Extrasense operates an AI-powered image recognition platform tailored for the pest control industry. The company has developed a software application that enables users to detect insect pests using their mobile devices. This application serves as an integrated pest management tool, offering advanced recognition capabilities and expert insights for identifying both common and exotic pests. By connecting users with pest control service providers, Extrasense streamlines the customer experience in pest control services. Additionally, the platform reduces travel time for pest control professionals, allowing them to focus more on delivering quality service.

Bedrock

Series A in 2020
Bedrock Analytics Corporation develops a cloud based analytics and visualization platform for the consumer packaged goods industry. Its platform allows analytics, sales, and marketing teams to focus on growing sales and brands, instead of wasting hours manipulating spreadsheets and creating charts. The company’s platform also provides visualization, data security and protection, data segregation, data access control, data backup, and data transfer solutions. Bedrock Analytics Corporation was incorporated in 2013 and is headquartered in Oakland, California.

Chipper

Pre Seed Round in 2020
Chipper, Inc. is a financial technology company based in Austin, Texas, founded in 2017. The company has developed a student loan management application that assists borrowers in analyzing, managing, and repaying their student debt. The platform connects users' student loans to their spending accounts and cards, rounding up transactions to automatically allocate spare change toward loan payments. This innovative approach allows students to leverage everyday purchases and contributions from family and friends to reduce their debt more effectively. Chipper aims to provide modern financial solutions for a generation burdened by student loans.

Ares Materials

Series A in 2020
Ares Materials, Inc. specializes in the development of flexible electronics tailored for a variety of personal devices. Their offerings include technologies for electrophoretic displays, wearable displays, smart packaging, rollable electronics, large-scale displays, and consumer devices, among others. The company has pioneered a substrate technology that facilitates the production of thin film transistors, enhancing the commercialization of flexible electronics. Established in 2014 and headquartered in Dallas, Texas, Ares Materials aims to revolutionize the industry by improving existing microfabrication processes, allowing for the large-area production of flexible electronics previously limited to glass substrates. This innovative approach positions Ares Materials at the forefront of a new generation of flexible electronic devices.
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