Plus Capital

Plus Capital is a distinctive venture capital firm based in Marina Del Rey, California, established in 2018. It operates on a unique "venture infrastructure" model, empowering elite artists, athletes, and cultural influencers to strategically invest in and build transformative companies. The firm positions itself as a bridge between the world of celebrity influence and promising early-stage startups, aiming to leverage the significant reach and brand power of its network to accelerate portfolio company growth.

The firm's investment strategy primarily targets Seed and Series A rounds, with a focus on consumer-centric sectors including media, technology, sports, and entertainment. Plus Capital typically deploys initial checks ranging from $1 million to $5 million, though they may participate in follow-on rounds at later stages. Their value proposition extends beyond capital, as they actively facilitate connections, provide strategic guidance, and unlock marketing opportunities through their extensive network of high-profile individuals, offering a unique advantage to their portfolio companies in areas like brand building and customer acquisition.

Plus Capital has demonstrated significant growth in its fundraising efforts. The firm successfully closed its first fund at $50 million, which was followed by the close of its second fund at a substantial $100 million. This capital has been deployed across a diverse portfolio of notable companies, including successful ventures like Liquid IV (acquired by Unilever), Therabody, Calm, GoPuff, Oura, and Athletic Greens. By aligning the interests of influential figures with innovative startups, Plus Capital has carved out a specialized niche in the venture landscape, proving its model effective in driving both financial returns and strategic value.