L'ATTITUDE Ventures

L'ATTITUDE Ventures is a San Diego-based corporate venture capital platform that invests in early-stage Latino-owned or -led technology and software-enabled companies across the United States. Founded in 2019 as the corporate venture capital arm of L'Attitude, the firm collaborates with Latino entrepreneurs to accelerate growth and build transformative companies, focusing on high-growth opportunities in information technology and other tech-enabled sectors. It is led by Sol Trujillo, a pioneer Latino business leader, and aims to address the underfunding of Latino founders by providing strategic capital and access to a broad network of experienced executives and investors.

Gary Acosta

Partner

Pete Amaro

Managing Partner, Chicago

Kennie Blanco

General Partner

Laura Moreno

Partner

Oscar Munoz

Partner

Pearson Suniga

Investor

Solomon Trujillo

Co-Founder and Managing Partner, Los Angeles

Sol Trujillo

Managing Partner

33 past transactions

Omnitron Sensors

Series A in 2025
Omnitron Sensors specializes in developing semiconductor process platforms that enhance performance, reliability, and reduce costs for applications such as autonomous navigation, augmented reality, and AI workflows. Its MEMS-based technology enables high-volume industries to achieve more efficient production and advanced functionality.

Sunthetics

Seed Round in 2024
Sunthetics accelerates pharmaceutical process development using electrochemical methods. Its smart reactors and machine-learning platform enable chemists to create lead molecules ten times faster, using less energy and reducing waste. While initially focused on pharma, Sunthetics' technology can be applied across chemical industries.

BaseCap

Series A in 2023
BaseCap is a company that specializes in improving data quality and accuracy for organizations through its innovative software platform. Recognizing the challenges posed by flawed data, BaseCap offers comprehensive data monitoring services that help clients identify and address data quality issues efficiently. The platform facilitates the analysis and diagnosis of organizational data, enabling companies to remediate low-quality information effectively. By streamlining the data management process, BaseCap empowers its clients to make informed, data-driven decisions, ultimately enhancing their overall business performance.

Mavity

Pre Seed Round in 2022
Mavity is an AI-driven platform designed for creative teams, sales development representatives (SDRs), and marketers. It streamlines workflows from project requests to final asset delivery by combining intelligent task management, automated brief processing, and AI-generated content. This enables teams to focus on driving results while Mavity handles the heavy lifting.

Nopalera

Seed Round in 2022
Nopalera produces Mexican botanical personal care products, including moisturizers, soaps, and cleansing creams. Their offerings celebrate Latino culture by providing organic ingredients for baths and body.

Cleverman

Seed Round in 2022
Cleverman is a men's grooming brand that delivers personalized hair and beard dye kits, offering customizable color, adjustable coverage, and organic, vegan, cruelty‑free formulations. The company focuses on at‑home solutions that enable men to achieve natural‑looking, long‑lasting results with ease, using technology and innovative experiences to provide high‑performance products delivered directly to customers' doors.

Omnitron Sensors

Funding Round in 2022
Omnitron Sensors specializes in developing semiconductor process platforms that enhance performance, reliability, and reduce costs for applications such as autonomous navigation, augmented reality, and AI workflows. Its MEMS-based technology enables high-volume industries to achieve more efficient production and advanced functionality.

Flow

Series A in 2022
Flow is a technology company focused on enhancing commercial real estate through advanced analytics and artificial intelligence. It addresses the complexities of fund infrastructure by integrating information across various stakeholders, including investors, providers, and investment systems. Flow's mission is to empower informed decision-making by providing dynamic tools and user-friendly interfaces. Its cross-platform software as a service (SaaS) technology is designed to adapt to the diverse operational needs of funds, thereby optimizing productivity and enabling faster decision-making. By targeting the alternative asset market, Flow aims to accelerate the speed of decisions, capital movement, and overall growth, which are essential for thriving market economies.

Back to the Roots

Series D in 2022
Back to the Roots offers sustainable indoor gardening products to grow mushrooms, herbs, vegetables, and microgreens at home. Founded in 2009 and based in Oakland, California, the company develops and retails ready-to-grow kits and accessories through its website, including a Grow-at-Home Mushroom Garden that produces fresh oyster mushrooms indoors, as well as water gardens, home aquaponic ecosystems, seeds, microgreens, and windowsill herb and veggie planters. The products are designed for convenient, eco-friendly home cultivation and cater to households seeking fresh produce.

Progeny Coffee

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 aesthetically imperfect produce. By utilizing rescued fruits and vegetables, Agua Bonita offers refreshing alternatives that prioritize authenticity and quality. The company's products are crafted using genuine recipes that contain no added sugars and consist entirely of real ingredients. This approach not only provides consumers with delicious and nutritious beverage options but also contributes to reducing food waste in the process.

Remoov

Series A in 2021
Remoov, Inc. is a San Francisco-based company founded in 2013 that specializes in decluttering services for residential clients. The company offers a comprehensive solution for the selling, donating, and discarding of unwanted items, including furniture, electronics, clothing, appliances, and various household goods. Remoov facilitates the decluttering process by collecting items from clients in a single pickup, allowing for efficient handling through consignment sales, donations, or recycling. By focusing on reducing waste and promoting the reuse of products, Remoov aims to help individuals alleviate clutter in their homes while making environmentally conscious choices.

ToDooly

Seed Round in 2021
ToDooly is a social platform founded in 2017 and based in Grosse Pointe Park, Michigan, that facilitates connections between community members and local students to assist with everyday tasks. The platform enables users to hire students for simple outdoor tasks at a rate of $20 per hour, plus a $5 booking fee. Tasks offered are limited to those that do not require specialized skills, such as landscaping or heavy cleaning, focusing instead on routine household work like yard maintenance and basic cleaning. By leveraging the availability of college-age students, ToDooly provides a convenient solution for individuals seeking assistance with their to-do lists.

BabySparks

Series A in 2021
BabySparks LLC is a company based in Plantation, Florida, that specializes in developing an application aimed at assisting parents in fostering their baby's early development. Founded in 2013, the company provides a personalized activity program that utilizes video-based activities aligned with developmental milestones. This software creates customized plans tailored to each child's unique profile, identifying specific needs and recommending meaningful play activities. By engaging families actively in their child's developmental journey, BabySparks aims to enhance the critical areas of early growth and learning. The technology is designed to be user-friendly and is available in multiple languages, addressing various parental challenges and promoting effective engagement with infants and toddlers.

Listo

Series A in 2021
Listo Financial is a consumer financial services company based in San Jose, California, focused on serving Latino consumers in the United States. Founded in 2014, Listo provides a range of financial products, including responsible credit, auto insurance, and life insurance. The company utilizes technology-based retail and mobile experiences to deliver its services, allowing customers to make informed decisions tailored to their individual financial situations. By combining physical retail locations with online accessibility, Listo aims to enhance the financial well-being of its clients.

Parabeac

Seed Round in 2021
Parabeac provides a design-to-code automation platform for app development teams. The company develops a continuous design and integration tool that automates code conversion, aligning design and development workflows to accelerate application delivery. By automatically merging design changes into the development environment, the platform helps teams capture architecture preferences and export code as needed, reducing manual handoffs and latency between design and engineering. The solution focuses on streamlining UI/UX-to-code translation, enabling faster iterations and more consistent implementations across platforms.

GroWrk Remote

Seed Round in 2021
GroWrk Remote specializes in delivering and managing home office setups for remote teams globally. The company provides a comprehensive platform that simplifies the onboarding process and addresses employees' home office needs efficiently and affordably. GroWrk ensures health and safety compliance, relieving companies of this responsibility while offering ergonomic equipment to enhance remote work environments. Additionally, the platform includes features for smart equipment management, allowing organizations to supply and oversee laptops and other devices through a single dashboard. With a focus on equitable work experiences, GroWrk aims to support remote teams with flexible and responsible solutions tailored to the evolving landscape of work.

OpenField

Pre Seed Round in 2021
OpenField is a mobile-first community organizing tool that empowers organizations, political campaigns, nonprofits, and advocacy groups to enhance their outreach efforts. The platform facilitates various forms of engagement, including traditional canvassing, deep canvassing, phone banking, and voter registration. Its unique Intelligent Auto Turf Cutter allows users to quickly create walkable canvassing areas across cities, while the natural language notes capture and analytics feature transforms individual responses into actionable insights. As the only tool offering these capabilities, OpenField is designed to be highly scalable, suitable for both local initiatives and national campaigns. The application is user-friendly, enabling most individuals to become proficient in its use within minutes and without formal training. Founded by Arianna Trujillo-Wesler and Emily Del Beccaro, OpenField has gained recognition for its innovative approach, winning the Best Software as a Service award at the 2021 Campaigns & Elections CampaignTech Awards. Trujillo-Wesler, an expert in community organizing and political technology, and Del Beccaro, a veteran in national data management, bring significant experience to the company's mission of building community power.

Avenida Productions

Pre Seed Round in 2021
Avenida Productions, LLC is a production and consulting company based in Glendale, California, founded in 2016 by Fanny Véliz Grande and Nelson Grande. The company is dedicated to empowering independent filmmakers by providing essential services, including crowdfunding, production, distribution, and management. Avenida Productions focuses specifically on projects that showcase a diverse range of perspectives and stories, aiming to support filmmakers in achieving successful outcomes for their endeavors. Through its comprehensive suite of services, Avenida Productions plays a pivotal role in facilitating the creation and dissemination of unique cinematic works.

Deepblocks

Seed Round in 2021
Deepblocks is an AI company specializing in real estate development. It integrates data like zoning rules, construction costs, market trends, and demographics into automated 3D visualizations and financial analysis, saving developers up to 90% of time and cost in finding and analyzing opportunities.

Raddle

Pre Seed Round in 2021
Raddle is a collaborative platform that enables creative, inclusive conversations and structured ideation for solo founders and entrepreneurs. It uses AI-assisted virtual brainstorming to capture short video brainstorms and supports coaching and peer consulting, helping solopreneurs discuss and address entrepreneurial challenges.

Lilu

Pre Seed Round in 2021
Lilu develops innovative, tech-enabled devices for new mothers. Its flagship product is a massage bra that mimics a baby's natural motions during breastfeeding, enhancing milk output and reducing associated discomfort. The company aims to empower women by improving lactation outcomes and managing breast milk supply efficiently.

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.

Beauty Pie

Series B in 2021
Beauty Pie is an online retailer offering luxury beauty products at factory-cost prices. It operates on a membership model, providing access to premium skincare, makeup, haircare, body care, fragrance, and supplements.

Omnitron Sensors

Seed Round in 2021
Omnitron Sensors specializes in developing semiconductor process platforms that enhance performance, reliability, and reduce costs for applications such as autonomous navigation, augmented reality, and AI workflows. Its MEMS-based technology enables high-volume industries to achieve more efficient production and advanced functionality.

Yaydoo

Series A in 2021
Yaydoo is a Mexico City-based procurement and payments platform that serves businesses with an online platform and mobile app for automating purchasing and supplier management. The platform combines cloud-based procure-to-pay software and AI tools to automate vendor management, integrate catalogs, and streamline requests, approvals, goods receipt tracking, and invoice processing with automated three-way matching. It provides visibility into procurement and spend, supports forecasting and budgeting, and enables comparison of products and negotiated discounts. The solution also functions as a B2B payments and expense-management tool to simplify purchase decisions and streamline accounting for online retailers. Founded in 2016, Yaydoo helps organizations reduce manual work, improve spend control, and accelerate procurement cycles.

Camino Financial

Series A in 2021
Camino Financial, Inc. is an AI-driven community lending platform based in Los Angeles, California, that focuses on providing affordable credit and wealth-building solutions to underserved entrepreneurs. Founded in 2014, the company utilizes proprietary credit assessment and data aggregation technology to identify and offer tailored loan products to businesses that are often overlooked by traditional financial institutions. Camino Financial specializes in helping small businesses secure various funding options, including term loans, SBA express loans, merchant cash advances, and invoice financing, while also providing financial services such as credit analytics and technical assistance. By partnering with financial institutions and mission-aligned organizations, the company effectively pools resources to distribute low-cost funding and educational support. As a nationally certified Community Development Financial Institution, Camino Financial has facilitated over $140 million in funding across the United States, significantly contributing to the financial growth and stability of its clients.

Extrasense

Pre Seed Round in 2020
Extrasense is an innovative company specializing in the pest management industry, focusing on automating and modernizing pest monitoring processes. Leveraging advanced machine vision and artificial intelligence, Extrasense's platform offers real-time visualizations and predictive data to help food manufacturers identify and manage pest-related issues with over 90% accuracy. The company's integrated pest management software combines advanced recognition tools with expert insights, enabling users to effectively detect and manage both endemic and exotic pests using mobile devices. By addressing the inefficiencies of traditional pest control methods, Extrasense aims to significantly reduce food waste and enhance operational efficiency in a market valued at $20 billion.

Recruitology, a Jobcase company

Series A in 2020
Recruitology is a recruitment marketing platform that combines white label job board software & programmatic job advertising.

Bedrock Analytics

Series A in 2020
Bedrock Analytics Corporation is a technology company that specializes in developing a cloud-based analytics and visualization platform tailored for the consumer packaged goods (CPG) industry. Established in 2013 and headquartered in Oakland, California, the company focuses on transforming syndicated and retail data into actionable insights for sales and marketing teams. Its platform streamlines the process of data manipulation, allowing users to create dynamic selling stories that enhance sales performance, improve product retention in retail, and optimize product categories. Bedrock's software incorporates machine learning to provide faster and more intelligent recommendations, catering to a diverse clientele that ranges from small natural food companies to large multinational corporations. The company's emphasis on data security, access control, and backup solutions further strengthens its offering, positioning it as a valuable resource for CPG professionals aiming to drive growth and efficiency.

Chipper

Pre Seed Round in 2020
Chipper, Inc. is a student loan management application that assists users in analyzing, managing, and repaying their student debt. The platform aims to lower payments, qualify for loan forgiveness, and expedite debt repayment for its users. Founded in 2017 in Austin, Texas, Chipper focuses on creating modern financial solutions for a generation facing significant challenges related to student debt. The company strives to empower students by providing tools that simplify their financial management and enhance their ability to navigate the complexities of student loans.

Ares Materials

Series A in 2019
Ares Materials, Inc. is a Dallas-based company that focuses on the development of flexible electronics for a variety of personal and commercial applications. Established in 2014, it specializes in creating advanced substrates for technologies such as electrophoretic displays, wearable devices, rollable electronics, and smart packaging. The company employs innovative chemistry and artificial intelligence to enhance the design and production of its products, offering tailored solutions that meet the evolving demands of the display industry. Ares Materials is committed to enabling the commercialization of flexible electronics through its unique substrate technology, facilitating the creation of next-generation consumer devices and architectural applications.

Reel

Seed Round in 2019
Reel is a platform for debt-free shopping that makes it simple to pay for what you want in installment savings. From a new pair of shoes to an Apple Watch, we help you save a little every day, while by giving you inspiration and price alerts.
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