L'Attitude Ventures

L'Attitude Ventures, established in 2019 and headquartered in San Diego, California, is a venture capital firm dedicated to investing in early-stage, U.S.-based companies led and owned by Latinos. The firm focuses on technology and software sectors, aiming to accelerate growth for bold entrepreneurs committed to building transformative businesses. L'Attitude Ventures addresses the underfunding of Latino entrepreneurs, a significant economic opportunity in the United States. Led by global executive Sol Trujillo, the firm seeks to invest in companies with high-growth market potential, fostering diversity and inclusion in the venture capital landscape.

Gary Acosta

Co-Founder and General Partner

Peter Amaro

Managing Partner, Chicago

Kennie Blanco

Managing Partner and Chief Investment Officer

Tiq Chapa

Senior Associate

Oscar Munoz

General Partner, Jacksonville

Solomon Trujillo

Co-Founder and Managing Partner, Los Angeles

Sol Trujillo

Co-Founder and CEO

33 past transactions

Omnitron Sensors

Series A in 2025
Omnitron Sensors specializes in developing advanced sensor technologies aimed at enhancing the safety and performance of autonomous vehicles, including self-driving cars and drones. The company harnesses innovative silicon photonics processes to create high-performance, cost-effective sensors designed for safety-critical applications. By providing tools that facilitate the full autonomy of these vehicles, Omnitron Sensors plays a crucial role in making driverless technology safer and more reliable for consumers and industries alike.

Sunthetics

Seed Round in 2024
Sunthetics is a developer of innovative electrochemical reactors designed to enhance the efficiency of chemical manufacturing, particularly in the pharmaceutical sector. By leveraging advanced hardware and machine-learning software, the company enables process chemists to create electrochemical lead molecules in a fraction of the time typically required, achieving process development in one-tenth of the conventional duration. This approach not only accelerates development timelines but also provides significant operational and cost advantages, including a 40% reduction in energy use and the elimination of toxic chemicals and waste. While its primary focus is on pharmaceuticals, Sunthetics' scalable platform technology has the potential to be applied to other markets, such as agrochemicals and specialty chemicals, promoting the electrification of the broader chemical industry.

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-powered creative collaboration platform that enhances the creative workflow for teams, sales development representatives, and marketers. It offers a comprehensive solution that includes intelligent task management, automated brief processing, and AI-driven asset creation, all aimed at streamlining processes and improving efficiency. By addressing challenges in creative staffing, Mavity allows creatives to build dynamic profiles showcasing their skills and work, thereby facilitating connections with businesses in music, media, and entertainment. This innovative platform aims to save time, reduce bottlenecks, and enable teams to produce high-quality, on-brand content at scale, positioning itself as a key player in the future of creative operations.

Nopalera

Seed Round in 2022
Nopalera is a business specializing in the production and distribution of Mexican botanical personal care products. Their product range includes moisturizers, soaps, cleansing creams, and other related items, all formulated using organic ingredients sourced from Mexico's rich flora. The company aims to celebrate and elevate Latino culture through its offerings, providing customers with beauty products that are not only effective but also culturally significant.

Cleverman

Seed Round in 2022
Cleverman specializes in personalized male grooming products, focusing initially on hair color and hair care solutions tailored specifically for men. The company offers customized products that include beard and hair dye, designed to meet individual preferences and desired outcomes. Cleverman combines innovative technology with high-performance formulations to deliver effective grooming solutions directly to customers' doorsteps. By providing tailor-made colors, tools, and nourishing formulas, Cleverman aims to enhance the grooming experience for men, helping them achieve their ideal look.

Omnitron Sensors

Funding Round in 2022
Omnitron Sensors specializes in developing advanced sensor technologies aimed at enhancing the safety and performance of autonomous vehicles, including self-driving cars and drones. The company harnesses innovative silicon photonics processes to create high-performance, cost-effective sensors designed for safety-critical applications. By providing tools that facilitate the full autonomy of these vehicles, Omnitron Sensors plays a crucial role in making driverless technology safer and more reliable for consumers and industries alike.

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, Inc. is a company specializing in indoor gardening kits that enable consumers to grow organic and gourmet mushrooms at home. Founded in 2009 in Oakland, California, by Alejandro Velez and Nikhil Arora, the company began as a sustainable urban mushroom farm and has evolved to focus on offering a variety of sustainable grow-at-home products. Its product line includes mushroom grow kits, water gardens, herbs and vegetables, microgreens, lavender planters, gift sets, refill kits, and gardening accessories. Notably, the Grow-at-Home Mushroom Garden allows users to cultivate up to one pound of oyster mushrooms indoors in as little as ten days, providing an accessible and eco-friendly solution for fresh produce right from the kitchen. The company sells its offerings directly through its website.

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 is a technology company that specializes in streamlining the app development process through automation. It offers a continuous design and continuous integration tool that facilitates the conversion of design into code, thereby enhancing the efficiency of application development. By integrating the design workflow with the development workflow, Parabeac's tool automatically merges design changes into the development environment. This capability allows developers to customize their architectural preferences and receive code in their desired format, ultimately accelerating the development cycle and improving productivity for app development teams.

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 artificial intelligence company focused on enhancing the real estate development process through its innovative platform. The technology integrates zoning regulations, construction costs, market data, and demographic information to create automated 3D visualizations and conduct comprehensive financial analyses. By streamlining these processes, Deepblocks enables real estate developers and municipalities to significantly reduce the time and costs associated with identifying and evaluating development opportunities. The company's vision is to fully automate and optimize the pre-construction phase, facilitating solutions for various housing needs, including catastrophe relief and affordable housing, while promoting sustainable development practices.

Raddle

Pre Seed Round in 2021
Raddle is a collaborative platform designed to foster creative and engaging conversations among users. It provides a virtual brainstorming environment where individuals, particularly solopreneurs, can address their business challenges. The platform facilitates short video brainstorms and offers coaching and consulting services, allowing entrepreneurs to share insights and solutions with one another. Raddle aims to enhance inclusivity and collaboration, making it easier for users to navigate their entrepreneurial journeys.

Lilu

Pre Seed Round in 2021
Lilu Inc. is a women's health company based in New York, founded in 2016, that focuses on developing innovative solutions for new mothers. Its flagship product, the Lilu massage bra, is a pioneering device designed to enhance the breastfeeding experience by employing patented pneumatic massage technology. This technology mimics a baby's natural feeding motions, thereby increasing milk output and alleviating discomfort associated with traditional breast pumps. Lilu's products, which include the massage bra and corresponding pumping cover, are sold online, catering to the needs of modern mothers seeking efficient and comfortable breastfeeding solutions. The company aims to empower new moms by addressing the challenges of breastfeeding through its tech-enabled devices.

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 beauty retailer designed as a buyers' club that provides members with access to high-quality beauty and wellness products at factory-cost prices. By eliminating middlemen, the company sources premium skincare, makeup, haircare, body care, candles, fragrance, accessories, and nutritional supplements directly from third-party suppliers. This membership model allows customers to purchase a diverse array of luxury products, including skincare and makeup items for the face, cheeks, eyes, and lips, at significantly reduced prices. Beauty Pie aims to enhance the shopping experience by promoting transparency and affordability in the beauty industry.

Omnitron Sensors

Seed Round in 2021
Omnitron Sensors specializes in developing advanced sensor technologies aimed at enhancing the safety and performance of autonomous vehicles, including self-driving cars and drones. The company harnesses innovative silicon photonics processes to create high-performance, cost-effective sensors designed for safety-critical applications. By providing tools that facilitate the full autonomy of these vehicles, Omnitron Sensors plays a crucial role in making driverless technology safer and more reliable for consumers and industries alike.

Yaydoo

Series A in 2021
Yaydoo SA is a Mexico City-based company founded in 2016 that operates an online procurement platform and mobile application designed to assist businesses with their purchasing processes. The platform integrates cloud-based procure-to-pay software with AI tools for automated vendor management, enabling companies to enhance their supply chain efficiency. Yaydoo offers access to hundreds of vendor catalogs, allowing users to search and compare thousands of products and services, many of which come with pre-negotiated discounts. The platform features a virtual procurement assistant that facilitates communication between requesters and vendors, granting customers complete visibility and control over their procurement activities. With mobile apps that simplify purchase requests, approval workflows, goods receipt tracking, and invoice approvals through automated processes, Yaydoo enables businesses to streamline repetitive tasks such as vendor catalog updates, proposal comparisons, demand forecasting, delivery tracking, and budget management. This affordable and user-friendly tool aims to optimize the procurement process for companies of all sizes.

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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