Sugar Capital

Founded in 2020 and headquartered in San Francisco, Sugar Capital is a venture capital firm investing in innovative companies across various sectors including business products and services, e-commerce, consumer products and services, information technology, finance, financial services, and financial exchanges.

William Hawthorne

General Partner

Krista Moatz

General Partner

Lisa Sugar

General Partner

41 past transactions

Lucky Energy

Series A in 2025
Lucky Energy is unique due to its blend of five super ingredients including maca and beta-alanine, offering a balanced and sustained energy boost without crash or jitters. It has zero sugar, zero aftertaste, and only five calories.

Lucky Energy

Series A in 2024
Lucky Energy is unique due to its blend of five super ingredients including maca and beta-alanine, offering a balanced and sustained energy boost without crash or jitters. It has zero sugar, zero aftertaste, and only five calories.

Motion

Series B in 2024
Motion creates platform that combines visual content with performance metrics to help growth teams improve their creative strategy.

Nostra AI

Series A in 2024
Nostra AI develops an artificial intelligence-powered edge delivery engine that optimizes website performance for e-commerce merchants. Its platform improves site speed and user experience by reducing latency, enhancing web vitals, and increasing customer conversion.

Lucky Energy

Seed Round in 2024
Lucky Energy is unique due to its blend of five super ingredients including maca and beta-alanine, offering a balanced and sustained energy boost without crash or jitters. It has zero sugar, zero aftertaste, and only five calories.

Archive

Seed Round in 2023
Archive is a technology company specializing in automating digital marketing workflows for e-commerce businesses. It offers two main products: Archive App and Archive Communities. The Archive App serves as a digital asset manager designed for contemporary digital marketers, automating the collection and metadata labeling of various social media content, including ephemeral stories. This product streamlines the process of converting and distributing content as optimized advertising creatives across multiple marketing and media platforms. Archive Communities focuses on automating influencer seeding programs, which helps brands increase impressions and generate affiliate relationships. By leveraging community-driven content and creativity, Archive aims to enhance the cost-effectiveness of digital marketing strategies.

Motion

Seed Round in 2023
Motion creates platform that combines visual content with performance metrics to help growth teams improve their creative strategy.

Feastables

Seed Round in 2023
Feastables is a snacks company dedicated to offering a variety of healthy and nutritious snack options. Their product line includes gluten-free chocolate bars crafted from organic ingredients, providing consumers with sustainable and health-conscious choices. The company aims to build an engaging brand known for its exciting games, stunts, and spectacles, creating a unique and captivating experience for customers.

Trady

Seed Round in 2023
Trady is a business that provides an AI-powered website builder and e-commerce platform specifically tailored for home services professionals, including contractors, plumbers, electricians, and handymen. The company's software offers a range of tools that facilitate self-service online job bookings, streamlined invoicing, and payment processing. Users can easily edit their websites from mobile devices, allowing for greater flexibility and efficiency. Trady's platform enables users to generate invoices and receive payments directly from customers, ensuring daily deposits into their bank accounts. This comprehensive approach helps home services businesses enhance their online presence while simplifying their operational processes.

Kahani

Seed Round in 2022
Kahani is an innovative mobile-first storytelling platform founded in 2021 and based in Saint Louis, Missouri. The company is designed to enhance mobile engagement for e-commerce websites, allowing users to seamlessly arrange social posts, generate content, and integrate site assets to craft compelling narratives. By leveraging this platform, businesses can effectively engage customers through social content, facilitating quicker product discovery and purchases, ultimately driving revenue growth. Kahani aims to transform the online shopping experience by making it more interactive and personalized.

Tydo

Seed Round in 2022
Tydo is a data revenue platform that focuses on enhancing decision-making in marketing and sales through the integration of various data sources and tools. The platform consolidates key metrics, allowing businesses to identify both positive and negative anomalies across channels, and provides a comprehensive overview of performance metrics such as revenue, orders, average order value, media spend, customer acquisition cost, and return on ad spend. By offering automated reporting and insights, Tydo enables marketers to streamline their analysis and make informed decisions that can lead to increased revenue. Additionally, the platform enhances visibility into unit economics, marketing channels, and customer retention, helping brands to identify their most valuable customers and assess the effectiveness of their campaigns.

Fondue

Seed Round in 2022
Fondue operates a mobile application that transforms refunds into a growth channel for its business clients in the e-commerce and retail sectors. The platform processes refunds instead of discount codes, empowering consumers to select incentives they value most, thereby facilitating customer re-engagement and reconversion for businesses.

Bounty

Seed Round in 2022
Bounty is a web platform facilitating TikTok creators to monetize their brand reviews and recommendations. It enables users to earn cashback based on views and interactions, benefiting advertisers by collecting user-generated content.

Reflex

Seed Round in 2022
Reflex operates an online marketplace that connects retailers with skilled, flexible associates on-demand. This platform enables retailers to efficiently manage their staffing needs for various situations such as callouts, no-shows, holidays, and hiring challenges. Meanwhile, it offers workers the opportunity to find nearby retail shifts with preferred clothing brands.

Split

Venture Round in 2022
Split helps influencers share affiliate links that actually convert by enabling them to "split" affiliate commissions with their followers. Split's platform helps influencers create and share double-sided affiliate links called "SplitLinks." These consumer-friendly "SplitLinks" perform much better than regular affiliate links because they contain an embedded incentive, which encourages clickers to complete purchases.

Locket Labs

Seed Round in 2022
Locket Labs develops a photo-sharing application that displays live picture updates on users' home screens, connecting families and friends visually.

Novel

Seed Round in 2022
The company offers a no-code platform for non-fungible token commerce to create and launch premium experiences for communities. The platform enables the creation and management of branded wallet passes for Apple and Google devices, allowing businesses to store loyalty cards, coupons and promotional materials and to send targeted push notifications to boost engagement and conversion rates. This approach supports quick deployment of wallet passes and related experiences, enabling brands to distribute and interact with customers through digital wallets.

Hello Cake

Convertible Note in 2022
Hello Cake, Inc., established in 2018 and headquartered in Calabasas, California, is a manufacturer and retailer of premium sexual health products. The company specializes in moisturizing lubricants designed for both men and women, sold exclusively online. Hello Cake's product line aims to enhance sexual wellness and pleasure, with offerings including prescription medication, supplements, cleansing wipes, and devices. All products are inspired by real couples and extensively tested across diverse preferences prior to launch. The company formerly operated under the name Cake For Men, Inc., but rebranded as Hello Cake in April 2020 to better reflect its expanded product range for both men and women.

Disco

Series A in 2022
Disco offers an AI-driven partnership platform that connects brands to learn about customers, broaden product distribution, and lower customer acquisition costs; its widget shows customers the next relevant item after the first purchase, helps merchants attract clicks, and supports nurturing and retargeting to generate sales when customers are ready to buy.

Nostra AI

Seed Round in 2021
Nostra AI develops an artificial intelligence-powered edge delivery engine that optimizes website performance for e-commerce merchants. Its platform improves site speed and user experience by reducing latency, enhancing web vitals, and increasing customer conversion.

Cogsy

Seed Round in 2021
Cogsy is a technology company that simplifies website creation. It offers custom designs based on clients' branding, with sites scalable to handle high traffic and capable of integrating new functionalities via apps and widgets. The platform also provides tools for developers to build their own apps and widgets. Cogsy's core service is offered at $20 per month.

Hyper

Seed Round in 2021
We're building the infrastructure to bring digital experience into the real world. Starting with an SDK for retail stores, which uses maps, AR and hyper-accurate indoor location. The biggest retailers in the world use our technology to drive customer experience.

Archive

Seed Round in 2021
Archive is a technology company specializing in automating digital marketing workflows for e-commerce businesses. It offers two main products: Archive App and Archive Communities. The Archive App serves as a digital asset manager designed for contemporary digital marketers, automating the collection and metadata labeling of various social media content, including ephemeral stories. This product streamlines the process of converting and distributing content as optimized advertising creatives across multiple marketing and media platforms. Archive Communities focuses on automating influencer seeding programs, which helps brands increase impressions and generate affiliate relationships. By leveraging community-driven content and creativity, Archive aims to enhance the cost-effectiveness of digital marketing strategies.

Violet

Series A in 2021
Violet.io, Inc. is a technology company based in Seattle, Washington, that specializes in developing application programming interface (API) solutions for the e-commerce sector. Founded in 2017, the company offers a platform called Commerce Graph, which includes products, carts, and orders APIs. This platform facilitates a bi-directional connection between various applications and merchants' stores, allowing for real-time creation of product pages, shopping carts, and orders. By integrating with popular e-commerce platforms, Violet aims to improve customer engagement and loyalty, enabling merchants to connect with new distribution channels and enhance the shopping experience for consumers.

Govalo

Pre Seed Round in 2021
Founded in 2021 by Kelly Vaughn and Rhian Beutler, Govalo is a software company specializing in digital gifting solutions. It develops a platform for online retailers to enhance gift card experiences, offering customization options, direct recipient sending, scheduled delivery dates, and integration with popular e-commerce tools.

Chptr

Pre Seed Round in 2021
Chptr is a mobile-first platform dedicated to memorialization, focusing on collecting, sharing, and preserving the memories of loved ones for future generations. The platform allows users to create lasting legacies by curating a comprehensive narrative of a person's life. It offers features that enable individuals to select personality traits and interests, as well as send questionnaires to family and friends, encouraging contributions of memories and stories. This collaborative approach helps users to memorialize the full spectrum of their loved one's existence, ensuring that their stories can inspire and resonate with future generations.

Frame

Seed Round in 2021
Frame is a mental wellness network that provides a multifaceted approach to therapy.

Hello Cake

Seed Round in 2021
Hello Cake, Inc., established in 2018 and headquartered in Calabasas, California, is a manufacturer and retailer of premium sexual health products. The company specializes in moisturizing lubricants designed for both men and women, sold exclusively online. Hello Cake's product line aims to enhance sexual wellness and pleasure, with offerings including prescription medication, supplements, cleansing wipes, and devices. All products are inspired by real couples and extensively tested across diverse preferences prior to launch. The company formerly operated under the name Cake For Men, Inc., but rebranded as Hello Cake in April 2020 to better reflect its expanded product range for both men and women.

Disco

Seed Round in 2021
Disco offers an AI-driven partnership platform that connects brands to learn about customers, broaden product distribution, and lower customer acquisition costs; its widget shows customers the next relevant item after the first purchase, helps merchants attract clicks, and supports nurturing and retargeting to generate sales when customers are ready to buy.

House of Wise

Seed Round in 2021
House of Wise is a wellness brand specializing in high-quality, organic, full-spectrum CBD products designed specifically for women. Their product range includes formulations to support sleep, sex, stress management, and overall strength, each thoughtfully paired with additional active ingredients.

House of Wise

Seed Round in 2021
House of Wise is a wellness brand specializing in high-quality, organic, full-spectrum CBD products designed specifically for women. Their product range includes formulations to support sleep, sex, stress management, and overall strength, each thoughtfully paired with additional active ingredients.

Jupiter

Seed Round in 2021
Jupiter is a manufacturer of personal care products intended to treat scalp discomforts like dandruff, dry scalp, redness, irritation, and scaling. The company's products are sulfate-free, paraben-free, phthalate-free, and safe for color-treated and chemically-treated hair.

Violet

Seed Round in 2021
Violet.io, Inc. is a technology company based in Seattle, Washington, that specializes in developing application programming interface (API) solutions for the e-commerce sector. Founded in 2017, the company offers a platform called Commerce Graph, which includes products, carts, and orders APIs. This platform facilitates a bi-directional connection between various applications and merchants' stores, allowing for real-time creation of product pages, shopping carts, and orders. By integrating with popular e-commerce platforms, Violet aims to improve customer engagement and loyalty, enabling merchants to connect with new distribution channels and enhance the shopping experience for consumers.

EcoCart

Seed Round in 2021
EcoCart is a sustainability-focused eCommerce startup that aims to simplify carbon offsetting for consumers while shopping online. The company provides an eCommerce plugin for merchants, allowing them to offer a carbon-neutral option at checkout. Additionally, EcoCart features a free Google Chrome extension that calculates the carbon footprint of online orders from over 10,000 retailers and automatically offsets this impact by supporting independently verified carbon offsetting projects. By integrating these solutions, EcoCart empowers both e-commerce brands and consumers to combat climate change effectively and affordably, making sustainable shopping more accessible. The platform also incentivizes users by offering points that can be redeemed for gift cards or used to support environmental initiatives.

Fast

Series B in 2021
Fast's mission is to make buying online faster, safer and easier for everyone. Its Fast Login and Fast Checkout product enable a one-click sign-in and purchasing experience that makes it easier for people to buy and merchants to sell. The company's products work on any browser, device or platform for consistent, stress-free purchasing, either on a merchants own domain or through headless checkout on any other website. Fast invests heavily in its user privacy and security, with a Zero Fraud Guarantee on chargebacks for sellers. Headquartered in San Francisco, Fast is a privately held company founded by Domm Holland and Allison Barr Allen and funded by Stripe, Addition, Index Ventures, Susa Ventures and Sugar Capital. Headquartered in San Francisco, Fast is a privately held company funded by Stripe, Index Ventures, Susa Ventures, Global Founders Capital, and Brian Sugar – who also serves on the board.

Outdoorly

Seed Round in 2021
Outdoorly gives them access to the pro sales they deserve. Choose from hundreds of exclusively priced items. It brings together outdoor professionals with the brands they love. They provide the highest quality outdoor, ski & snowboard, biking, yoga, and mountaineering equipment at the lowest possible price. Unlike the other guys, they truly verify every user to make sure they are not only who they say they are but have something to offer the market. Because of this, they pride themselves on having that happiest and most loyal customer base.

Reflex

Pre Seed Round in 2021
Reflex operates an online marketplace that connects retailers with skilled, flexible associates on-demand. This platform enables retailers to efficiently manage their staffing needs for various situations such as callouts, no-shows, holidays, and hiring challenges. Meanwhile, it offers workers the opportunity to find nearby retail shifts with preferred clothing brands.

Exponent Beauty

Seed Round in 2021
Founded in March 2019 by Liz Whitman, Exponent Beauty specializes in providing skincare information and related products. It offers tools such as skin concern selectors, product recommendations, and a vitamin C test kit to assist consumers in formulating effective skincare routines.

Builder.io

Seed Round in 2020
Builder.io is a visual development platform that combines a visual CMS, a headless CMS, and a design-to-code workflow to help digital teams create, manage, and optimize content and experiences. The platform provides a drag-and-drop visual editor, a visual CMS for content management, and tools to customize and reimagine Shopify storefronts and other digital experiences. It supports composable commerce, modern marketing sites, and multi-brand experiences, enabling business users and developers to streamline content development, speed up production, and reduce reliance on traditional development release cycles. By uniting an AI-assisted design-to-code tool with a high-velocity workflow, it helps teams improve visuals, measure conversions, and understand visitor behavior and performance. The company is based in San Francisco and focuses on speeding from idea to production while maintaining flexibility and consistency across digital experiences.

ShoppingGives

Seed Round in 2020
ShoppingGives is a philanthropic platform founded in 2015 and headquartered in Chicago, Illinois, that aims to create social impact through everyday purchases. The company connects retailers with nonprofits, allowing customers to select charitable organizations to receive a percentage of their purchase at checkout. This integration enhances the shopping experience by making charitable giving seamless and accessible. Through its innovative technology, Change Commerce, ShoppingGives fosters a community where retailers can engage with their customers on a deeper level, promoting loyalty and trust while supporting various causes. This approach not only benefits nonprofits but also aligns with the values of socially conscious consumers.

Webeyez Analytics

Seed Round in 2020
Webeyez, LTD. is a digital experience monitoring platform based in Ramat Gan, Israel, founded in 2015. The company specializes in monitoring website traffic and user activity to provide insights into customer interactions. Its platform leverages anomaly detection and machine learning technologies to help businesses and technical users identify drops in performance and understand their underlying causes. This enables organizations to address issues that may negatively impact user experience and overall business performance, facilitating more effective decision-making and response strategies.
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