Pendulum Holdings
Pendulum Holdings is a Beverly Hills-based strategic holding company operating MarcyPen Capital Partners (growth investing), Pendulum Securities (FINRA-registered M&A advisory), and Pendulum Sports & Entertainment to provide capital and advisory services to founders of color building culture-leading consumer businesses.
- Company typePrivate
- Founded2019
- HeadquartersBeverly Hills, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Pendulum Holdings does
Pendulum Holdings, LLC is a Beverly Hills-based strategic holding company that operates an integrated growth-investing and advisory platform focused on founders of color building culture-leading consumer businesses. The firm structures its operations through three wholly-owned subsidiaries: MarcyPen Capital Partners LLC, described as a first-of-its-kind global investment platform providing strategic capital to growth-stage consumer businesses; Pendulum Securities, LLC, a FINRA-registered broker-dealer offering M&A advisory and capital raising execution support; and Pendulum Sports & Entertainment (PSE), which provides strategic advisory to brand owners in sports and entertainment.
The company's revenue model is hybrid. Pendulum Securities generates professional services fees from M&A advisory and capital raising mandates, while MarcyPen generates returns through strategic minority investments in portfolio companies. The firm reaches its target customer segments — primarily founders of color and growth-stage consumer brands, with a secondary focus on sports and entertainment brand owners — through direct relationships, referrals within the entrepreneurial ecosystem, and a corporate website plus LinkedIn and Instagram presence. The go-to-motion is sales-led and relationship-driven rather than marketing-led.
Pendulum has secured institutional backing from Bank of America (2021 investment) and BDT & MSD Partners (May 2022 strategic minority investment). The firm has publicly disclosed one portfolio investment: a $4 million minority position in textured haircare brand Adwoa Beauty in 2022, which subsequently entered Chapter 7 bankruptcy liquidation in 2026. The firm is privately held with 11–50 employees and no public listing; securities activities are conducted through the FINRA-registered subsidiary.
Pendulum Holdings firmographics
Firmographics- Name
- Pendulum Holdings
- Legal name
- Pendulum Holdings, LLC
- Website
- https://pendulumholdings.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Pendulum Holdings is a Beverly Hills-based strategic holding company operating MarcyPen Capital Partners (growth investing), Pendulum Securities (FINRA-registered M&A advisory), and Pendulum Sports & Entertainment to provide capital and advisory services to founders of color building culture-leading consumer businesses.
- Ownership category
- akta.pro rank
Pendulum Holdings industry classification
Industry- Product category
- Investment Advisory and Strategic Capital
- NAICS
- Portfolio Management and Investment Advice (52394), Other Financial Investment Activities (5239), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)
- SIC
- Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Sector/Thematic Equity (Active) (FSAAAIAG)
Keywords
Where Pendulum Holdings is headquartered
LocationHeadquarters
- HQ city
- Beverly Hills
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Pendulum Holdings business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Investment Returns: Pendulum generates returns through strategic minority investments in growth-stage companies, particularly businesses led by founders of color.
- Advisory and M&A Fees: Pendulum Securities provides mergers & acquisitions advisory services and capital raising advisory with execution support, generating fees for these professional services.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Pendulum Holdings product offering
Product offeringCore offering
Pendulum Holdings is a strategic holding company that provides growth-stage consumer businesses with strategic capital, mergers and acquisitions advisory, and capital raising execution support through its subsidiaries: MarcyPen Capital Partners (global investment platform), Pendulum Sports & Entertainment (brand advisory), and Pendulum Securities, LLC (FINRA-registered M&A and capital raising advisory).
Product overview
Pendulum Holdings operates as a strategic holding company offering a portfolio of interconnected financial services. The core offerings include MarcyPen Capital Partners LLC, a global investment platform providing strategic capital to growth-stage consumer businesses; Pendulum Sports & Entertainment (PSE), which delivers strategic advisory services to brand owners; and Pendulum Securities, a FINRA-member firm providing M&A advisory and capital raising execution support. These subsidiaries work together to deliver a comprehensive ecosystem supporting founders and entrepreneurs.
Differentiator
Problem solved
Functional benefit
Brands
- MarcyPen Capital Partners: First of its kind global investment platform that provides strategic capital to growth stage consumer businesses that create, move, and lead culture.
- Pendulum Sports & Entertainment (PSE)
- Pendulum Securities
Products and services
- MarcyPen Capital Partners LLC A global investment platform that provides strategic capital to growth-stage consumer businesses that create, move, and lead culture. Affiliated with Pendulum Holdings, LLC.
- Pendulum Sports & Entertainment (PSE) Provides trusted, strategic advisory services to a formidable generation of brand owners building businesses and partnerships that drive culture, including in sports and entertainment.
- Pendulum Securities FINRA-member firm providing mergers & acquisitions advisory and capital raising execution support. Securities offered through Pendulum Securities, LLC (Member FINRA/SIPC).
Companies that use Pendulum Holdings
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Pendulum Holdings technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Pendulum Holdings partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Pendulum Holdings competitors and assessment
Company assessmentDirect peers
- BDT & MSD Partners: Merchant bank providing capital and advice to founder-led and family-owned businesses. BDT is both an investor in Pendulum and a direct comparable as a relationship-driven, multi-vertical capital and advisory platform.
- The Vistria Group: Chicago-based PE firm investing in middle-market companies with intentional social impact, including minority-owned and underserved segments. Closely comparable to Pendulum's mission-driven investment and advisory approach.
- Zeal Capital Partners: Early-growth venture firm focused on Black, Latinx, and other underrepresented founders across consumer, fintech, and future-of-work. Comparable to Pendulum's thesis of capital deployment to founders of color in culture-leading categories.
- Collab Capital: Atlanta-based VC fund providing early-stage capital to Black founders building transformative businesses. Directly comparable to Pendulum's minority-focused investment platform serving growth-stage companies.
- Ariel Alternatives: Private alternatives affiliate of Ariel Investments focused on impact-oriented private equity, including minority-owned businesses. Comparable as a minority-focused capital and advisory platform backed by an established asset manager.
Emerging players
- Fearless Fund: Early-stage VC fund investing in women of color founders. Comparable mission alignment with Pendulum's focus on underrepresented founders and culture-leading consumer brands.
- MaC Venture Capital: Seed-to-Series A firm backing underestimated founders, with a strong focus on diverse founders building category-defining companies. Comparable thesis on cultural relevance and minority-led consumer businesses.
- Camelback Ventures: New Orleans-based accelerator and fund for BIPOC-led, high-impact businesses. Comparable mission focus on founders of color, though earlier-stage and nonprofit-affiliated versus Pendulum's growth-stage orientation.
- SoGal Ventures: Global venture firm investing in diverse founders building the future of consumer, health, and commerce. Comparable to Pendulum's consumer/culture-led thesis and minority-founder orientation.
Broad incumbents
- Goldman Sachs (One Million Black Women / Urban Investment Group): Large investment bank and asset manager with dedicated initiatives (One Million Black Women, UIG) channeling capital to Black and minority-led businesses. Comparable to Pendulum's institutional sponsor base but at vastly larger scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks1 record
Key highlights5 records
Customer concentration
Pendulum Holdings social profiles
Digital presencePendulum Holdings compliance and trust
Trust signalCompliance1 record
Pendulum Holdings financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pendulum Holdings leadership team
Management profileNumber of profiles
Profiles2 records
Pendulum Holdings subsidiaries and ownership
Company hierarchySubsidiaries2 records
Pendulum Holdings funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pendulum Holdings M&A and investment
M&A and investmentM&A
Investments15 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pendulum Holdings
What does Pendulum Holdings do?
Pendulum Holdings is a strategic holding company that provides growth-stage consumer businesses with strategic capital, mergers and acquisitions advisory, and capital raising execution support through its subsidiaries: MarcyPen Capital Partners (global investment platform), Pendulum Sports & Entertainment (brand advisory), and Pendulum Securities, LLC (FINRA-registered M&A and capital raising advisory).
Is Pendulum Holdings a public or private company?
Pendulum Holdings is a private company. It is classified as venture growth investor backed and is currently operating.
When was Pendulum Holdings founded?
Pendulum Holdings was founded in 2019. It employs 11 to 50 people.
Where is Pendulum Holdings based?
Pendulum Holdings is headquartered in Beverly Hills, United States, in the North America region.
How does Pendulum Holdings make money?
Two revenue lines are on record. Investment Returns are the primary driver. The others are advisory and M&A Fees.
Who are Pendulum Holdings's main competitors?
Direct peers on record are BDT & MSD Partners, The Vistria Group, Zeal Capital Partners, Collab Capital and Ariel Alternatives. Emerging players are Fearless Fund, MaC Venture Capital, Camelback Ventures and SoGal Ventures. Goldman Sachs (One Million Black Women / Urban Investment Group) is listed as a broad incumbent.
Does Pendulum Holdings have an API?
No public API is recorded for Pendulum Holdings.
What industry is Pendulum Holdings in?
Pendulum Holdings's product category is Investment Advisory and Strategic Capital. Its primary akta.pro industry code is FSAAAIAG, Sector/Thematic Equity (Active). Its NAICS code is 52394 and its SIC code is 6282.