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Key people at Plus Capital LLC.
Plus Capital LLC is a venture capital investment and advisory firm. It partners high-profile artists, athletes, and cultural leaders with emerging growth enterprise technology and consumer companies. The firm offers strategic investment and advisory services, concentrating on sectors like health and wellness, future of work, and conscious consumerism, leveraging its collective network for significant impact.
Adam Lilling founded Plus Capital in 2012, driven by the insight that top influencers possess a unique ability to effect change. He established the firm to connect these prominent individuals with promising companies, fostering relationships that blend cultural influence with commercial development.
The firm serves distinguished cultural figures seeking impactful investments, alongside innovative growth-stage companies benefiting from capital and strategic guidance. Plus Capital’s vision is to cultivate a portfolio of businesses that exhibit strong growth potential and actively contribute positively to society, translating influence into meaningful global improvement.
Key people at Plus Capital LLC.
Plus Capital LLC is a venture capital investment and advisory firm founded in 2013, headquartered in Venice, California, with offices in Austin, San Francisco, New York, Culver City, and Marina del Rey.[1][2][6] It partners with high-profile artists, athletes, and cultural leaders—investing both financial and "social capital"—in emerging growth-stage companies at Seed through Series D, focusing on sectors like health & wellness, conscious consumer, future of work, climate & impact, media/entertainment, e-commerce, and apps, where profit meets purpose.[1][2][3] With 36-37 investments, 8-9 exits, and $5M in total funding raised across one to three funds, Plus Capital emphasizes transformative companies better for the world, providing typical checks of $250K-$1M (up to $1.5M).[1][2][3] Beyond investing, it advises its limited partners on direct deals and ventures, influencing the startup ecosystem through elite networks and operating support.[2][5]
Plus Capital was founded in 2013 as an early-stage VC firm in Santa Monica (later Venice), California, targeting influential limited partners from business, media, sports, and politics who contribute personal capital and networks to portfolio companies.[1][3][4] Key team members include Adam Lilling, Amanda Groves, Ryan Morris, Michelle Dawson, Howard Morgan, Jordan Weiss, Travis Pfeiffer, Isabelle Sinclair, Nicole Laszlo, and Allie Toerge, though specific founding partners are not detailed in available sources.[6] The firm's evolution has centered on "venture infrastructure" for elite investors, expanding from core VC to advisory services while maintaining a focus on purpose-driven consumer and enterprise tech, with recent activity like Series B in Sage (Nov 2024) and Series C in Grow Therapy (Apr 2024).[2][3]
Plus Capital rides trends in purpose-driven investing, blending profit with impact in health, wellness, climate, and conscious consumerism amid rising demand for sustainable, employee-focused tech post-pandemic.[2][5] Timing aligns with athlete/celebrity VC surge (e.g., investments by Joe Burrow, Jrue Holiday in co-deals) and enterprise shifts to mental health (Grow Therapy) and AI-driven sustainability (Pachama), fueled by market forces like ESG mandates and consumer ethics.[3][5] It influences the ecosystem by democratizing elite networks for startups, bridging cultural influencers to tech, and amplifying underrepresented sectors like impact VC.[1][2]
Plus Capital is poised to scale its hybrid VC-advisory model amid booming impact investing, with trends like AI-enhanced wellness, climate tech, and creator economies shaping its next deals—expect more Series A/B in healthtech and sustainable consumer plays.[2][3][5] Its influence may evolve through deeper LP syndicates and global expansion, potentially doubling portfolio impact as celebrity capital professionalizes, reinforcing its role at the profit-purpose intersection that defines modern VC.[1][3]
