L'Attitude Ventures

L'ATTITUDE Ventures is a venture capital platform based in San Diego, California, dedicated to investing in early-stage companies led and owned by U.S. Latino entrepreneurs. Founded in 2019 by a group of global executives and investors, the firm focuses on fostering high-growth business opportunities, particularly in sectors such as technology, healthcare, financial services, and consumer products. By addressing the significant underfunding of Latino entrepreneurs, L'ATTITUDE Ventures aims to accelerate the growth of transformative companies that contribute to economic development. The firm is led by Sol Trujillo, a prominent executive who emphasizes the vital role of the Latino community in the U.S. economy.

Tiq Chapa

Senior Associate

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 is a developer of advanced sensor technology aimed at enhancing the safety and autonomy of self-driving cars and drones. The company specializes in silicon photonics processes to create high-performance and cost-effective sensors that are essential for safety-critical applications. By providing tools that facilitate full autonomy, Omnitron Sensors enables clients to implement reliable solutions for driverless vehicles, ensuring safe navigation in various environments.

Sunthetics

Seed Round in 2024
Sunthetics specializes in the development of smart electrochemical reactors aimed at enhancing the efficiency of chemical manufacturing, particularly in the pharmaceutical sector. The company's innovative hardware and machine-learning software significantly reduce the time and costs associated with process development, achieving results in one-tenth of the traditional timeframe. This technology not only minimizes energy consumption by 40% but also eliminates the use of toxic chemicals and waste, promoting sustainability. While the primary focus is on pharmaceuticals, Sunthetics' platform technology is adaptable and can be extended to other markets, including agrochemicals and specialty chemicals. By streamlining the development process and enabling the rapid creation of new electrochemical lead molecules, Sunthetics plays a pivotal role in advancing the electrification of the chemical industry.

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.

Mavity

Pre Seed Round in 2022
Mavity is an AI-powered creative collaboration platform that enhances the creative workflow for teams in music, media, and entertainment. It offers a comprehensive suite of tools that address the challenges of temporary staffing by allowing creatives to showcase their work and skills through dynamic profiles. This facilitates connections between small and medium-sized businesses and on-demand creative professionals, enabling employers to efficiently find suitable talent based on specific skill sets and budget requirements. Mavity streamlines project requests, automates brief processing, and utilizes AI-driven asset creation, allowing teams to save time, reduce bottlenecks, and produce high-quality, on-brand content at scale.

Nopalera

Seed Round in 2022
Nopalera specializes in creating Mexican botanical products for personal body care, including moisturizers, soaps, cleansing creams, and other bath-related items. The company focuses on using organic ingredients, promoting beauty products that celebrate and elevate Latino culture. By offering a range of high-quality body care items, Nopalera aims to provide customers with effective and culturally resonant options for their personal care routines.

Cleverman

Seed Round in 2022
Cleverman specializes in personalized male grooming products, focusing on hair color and hair care solutions tailored to individual preferences. The company offers customizable products, including beard and hair dye, designed to enhance men's appearance. By providing tailored colors, tools, and nourishing formulas, Cleverman ensures that each customer receives grooming products that meet their specific needs. The company's innovative approach emphasizes convenience, delivering high-performance grooming solutions directly to customers' doors.

Omnitron Sensors

Funding Round in 2022
Omnitron Sensors is a developer of advanced sensor technology aimed at enhancing the safety and autonomy of self-driving cars and drones. The company specializes in silicon photonics processes to create high-performance and cost-effective sensors that are essential for safety-critical applications. By providing tools that facilitate full autonomy, Omnitron Sensors enables clients to implement reliable solutions for driverless vehicles, ensuring safe navigation in various environments.

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 based in Oakland, California, that specializes in developing and retailing indoor gardening kits, allowing consumers to grow organic and gourmet mushrooms at home. Founded in 2009, the company started as a sustainable urban mushroom farm and has since expanded its product offerings to include a variety of gardening kits, such as mushroom grow kits, water gardens, microgreens, herbs, and vegetable planters. Their Grow-at-Home Mushroom Garden enables users to cultivate up to 1 pound of oyster mushrooms indoors in as little as ten days, providing a quick and eco-friendly way to access fresh produce. Back to the Roots sells its products primarily through its website, promoting sustainability and self-sufficiency in urban gardening.

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 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
ToDooly is a social platform that connects community members with local students to assist with everyday tasks. Founded in 2017 and based in Grosse Pointe Park, Michigan, the platform allows users to hire students for simple outdoor jobs at a rate of $20 per hour, plus a $5 booking fee. The services offered focus on basic household tasks such as yard work and routine cleaning, but do not include specialized services that require professional expertise. By leveraging the availability of college students, ToDooly aims to make it easier for busy individuals to manage their to-do lists effectively.

BabySparks

Series A in 2021
BabySparks LLC is a company that develops an application aimed at assisting parents in fostering their baby's early development. Established in 2013 and based in Plantation, Florida, the company offers a personalized activity program that features video-based activities aligned with developmental milestones. This application creates customized plans tailored to each child's unique profile, helping to identify specific needs and recommend meaningful activities that encourage engagement and participation from families. The platform is designed to support children in critical developmental areas through play, making it accessible to a broad audience by offering content in multiple languages.

Listo

Series A in 2021
Listo Financial is a consumer financial services company based in San Jose, California, focused on providing Latino consumers in the United States with accessible insurance products and loans. Founded in 2014, Listo offers a range of services, including responsible credit, auto insurance, and life insurance, delivered through both physical retail locations and online platforms. By leveraging technology, the company aims to empower its customers to make informed financial decisions that align with their investment needs.

Parabeac

Seed Round in 2021
Parabeac is a developer of a continuous design and continuous integration tool that streamlines the app development process by automating the conversion of design into code. The company focuses on integrating the design workflow with the development workflow, allowing for seamless updates and efficient collaboration between design and development teams. By automating the process of merging design changes into the development environment, Parabeac enables developers to customize their architecture preferences and receive the code in their desired format, ultimately facilitating faster and more effective application development.

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 designed for organizations, political campaigns, nonprofits, and advocacy groups to strengthen their outreach efforts. The platform supports various outreach methods, including canvassing, deep canvassing, phone banking, and voter registration. Its unique Intelligent Auto Turf Cutter quickly creates walkable canvassing areas while ensuring safe routes that avoid rivers and highways. OpenField also features natural language processing capabilities that transform individual community responses into actionable insights, offering a comprehensive view of voter sentiments. The tool is highly scalable, suitable for both local initiatives and national campaigns, and is user-friendly, enabling quick proficiency without the need for extensive training. Founded by Arianna Trujillo-Wesler and Emily Del Beccaro, OpenField has been recognized for its innovative software, winning the Best Software as a Service award at the 2021 Campaigns & Elections CampaignTech Awards. Trujillo-Wesler and Del Beccaro bring significant expertise in community organizing and data management, having previously contributed to major political campaigns and initiatives.

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 specializes in supporting independent filmmakers by offering a range of services that include crowdfunding, production, distribution, and project management. Avenida Productions is particularly dedicated to projects that emphasize diversity, empowering filmmakers to effectively realize their creative visions and bring their stories to a broader audience.

Deepblocks

Seed Round in 2021
Deepblocks is an artificial intelligence company focused on enhancing real estate development through the integration of various disciplines. Its platform automates the pre-construction process by combining zoning regulations, construction costs, market data, and demographics into 3D visualizations and comprehensive financial analyses. This technology significantly reduces the time and costs associated with identifying and evaluating development opportunities, enabling real estate developers and municipalities to operate more efficiently. Deepblocks aims to fully automate and optimize the pre-construction phase, facilitating solutions for affordable housing, disaster relief housing, and sustainable development. By digitizing and streamlining the real estate development process, Deepblocks provides valuable tools for developers, brokers, and appraisers, enabling them to assess energy usage and create financial proformas in real time.

Raddle

Pre Seed Round in 2021
Raddle is a collaborative platform designed to facilitate creative and engaging conversations among users. It provides a virtual brainstorming environment that addresses various business challenges by enabling solopreneurs to discuss their entrepreneurial hurdles. The platform offers features such as short video brainstorms, coaching, and consulting, which foster inclusivity and support collaborative problem-solving. Through its innovative approach, Raddle aims to enhance the way individuals connect and collaborate, ultimately promoting more effective discussions and creative solutions.

Lilu

Pre Seed Round in 2021
Lilu Inc. is a women’s health company based in New York, specializing in innovative solutions for new mothers. Founded in 2016, the company develops tech-enabled devices aimed at improving the breastfeeding experience. Its flagship product, the Lilu massage bra, is an FDA Class device that employs patented pneumatic massage technology to mimic natural breastfeeding motions, thereby increasing milk output and reducing discomfort associated with traditional breast pumps. Lilu's products, including the massage bra and pumping cover, are sold online and have received positive feedback from customers, who appreciate their effectiveness and user-friendly design. By addressing common challenges faced by breastfeeding mothers, Lilu seeks to empower women while promoting a more manageable breastfeeding journey.

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 that operates as a membership-based buyers' club, providing access to a wide array of high-quality beauty and wellness products at factory-cost prices. By eliminating middlemen, Beauty Pie offers luxury skincare, makeup, haircare, body care, candles, fragrance, accessories, and nutritional supplements directly from third-party suppliers. Members can purchase a diverse range of products, including items for the face, cheeks, eyes, lips, and skin, allowing them to enjoy premium beauty solutions without the traditional markup. This direct-to-consumer model promotes transparency in pricing and enables customers to benefit from significant savings on luxury products.

Omnitron Sensors

Seed Round in 2021
Omnitron Sensors is a developer of advanced sensor technology aimed at enhancing the safety and autonomy of self-driving cars and drones. The company specializes in silicon photonics processes to create high-performance and cost-effective sensors that are essential for safety-critical applications. By providing tools that facilitate full autonomy, Omnitron Sensors enables clients to implement reliable solutions for driverless vehicles, ensuring safe navigation in various environments.

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. operates an AI-powered online platform that supports small businesses in securing capital and building business credit. Founded in 2014 and based in Los Angeles, California, the company provides access to various funding products, including term loans, SBA express loans, merchant cash advances, and invoice financing. By leveraging proprietary credit assessment and data aggregation technology, Camino Financial tailors affordable loan solutions for credit-invisible and cash-heavy businesses. The company partners with financial institutions, public agencies, and mission-aligned organizations to pool resources and distribute low-cost funding, resulting in loans with significantly lower monthly payments compared to market alternatives. As a nationally certified Community Development Financial Institution (CDFI), Camino Financial has funded over $140 million across the United States, helping entrepreneurs achieve upward mobility and financial growth. Additionally, the company offers financial services, including credit analytics and technical assistance, to further empower its clients.

Extrasense

Pre Seed Round in 2020
Extrasense operates an AI-powered image recognition platform tailored for the pest management industry, which is valued at $20 billion. The company addresses significant challenges in food loss, as pests contribute to the annual waste of 1.6 billion tons of food worth approximately $1.2 trillion. By replacing outdated, manual monitoring processes, Extrasense utilizes a powerful machine vision system that achieves over 90% accuracy in identifying pests. Their integrated pest management platform offers advanced recognition tools, real-time visualizations, and predictive data, allowing food manufacturers to effectively diagnose pest-related issues. This innovative approach significantly enhances the efficiency and effectiveness of pest control, enabling users to detect both endemic and exotic pests using mobile devices.

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 transforms syndicated and retail data from sources such as Nielsen and IRI into actionable insights for sales and marketing teams. Bedrock's platform enables these teams to create dynamic selling narratives that enhance product sales, improve customer retention, and optimize category performance. By leveraging machine learning, the platform delivers faster and more intelligent recommendations, allowing users to focus on strategic growth rather than time-consuming data manipulation. Bedrock serves a diverse clientele, ranging from small natural food brands to large multinational corporations, positioning itself as a high-growth venture-backed entity in the San Francisco Bay Area.

Chipper

Pre Seed Round in 2020
Chipper, Inc. is a company that develops a student loan management application designed to help students analyze, manage, and repay their student debt. Founded in 2017 and based in Austin, Texas, Chipper's platform aims to lower payments, assist users in qualifying for loan forgiveness, and facilitate faster debt repayment. The company focuses on creating modern financial products tailored to address the challenges faced by individuals burdened by student loans.

Ares Materials

Series A in 2019
Ares Materials, Inc. specializes in the development of flexible electronics for various personal devices and applications. The company offers solutions for electrophoretic displays, wearable displays, rollable electronics, smart packaging, and architectural electronics, among others. Ares Materials employs an innovative chemistry platform and artificial intelligence to create customized substrates and novel optical thiol-based polymers, facilitating the advancement of flexible electronics. Its technology enables the fabrication of thin film transistors and supports the commercialization of next-generation electronic products. Founded in 2014, Ares Materials is headquartered in Dallas, Texas, and is committed to addressing the emerging needs of the display industry through its cutting-edge materials and technologies.

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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