Plus Capital
Plus Capital is a venture capital and advisory firm that invests in and advises emerging growth-stage technology and consumer companies alongside a collective of high-profile artists, athletes, and cultural leaders, managing a 30-plus company investment portfolio and a 100-plus company advisory portfolio.
- Company typePrivate
- Founded2013
- HeadquartersMarina Del Rey, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Plus Capital does
Plus Capital is a venture capital investment and advisory firm, legally structured as PLUS Capital Management, LLC, founded in 2013 and headquartered in Venice, California, with additional offices in Austin, San Francisco, and New York. The firm operates two interrelated business lines: (1) an investment platform that partners with a collective of high-profile artists, athletes, and cultural leaders to deploy capital into emerging growth-stage enterprise technology and consumer companies, and (2) an advisory platform that counsels these same individuals on direct strategic investments, equity-based partnerships, and new business ventures.
The investment portfolio spans 30-plus companies across health and wellness, the future of work, the future of societies, and the conscious consumer, including notable positions in Anduril (defense tech), BetterUp (human transformation), MoonPay (crypto payments infrastructure), Wealthsimple (online investment management), Multiverse (apprenticeship platform), Pomelo Care (virtual maternal health), and Garner Health (doctor quality analytics). The advisory portfolio covers 100-plus companies across consumer, wellness, food and beverage, entertainment, and lifestyle sectors, including Bumble, Sweetgreen, Impossible Foods, Beyond Meat, Casper, DocuSign, and Salesforce, among others. Notable portfolio liquidity events include Grüns' acquisition by Unilever for $1.2 billion and The Finnish Long Drink's planned acquisition by Mark Anthony Group.
The firm generates revenue through fund management (management fees and carried interest on capital deployed from accredited investors and qualified purchasers) and strategic advisory services for its celebrity clients. Plus Capital's competitive differentiation rests on its curated celebrity network, which functions as both a deal-flow engine and a value-add layer for portfolio companies seeking brand credibility, marketing amplification, and distribution access. The firm does not disclose pricing, AUM, or revenue and operates without proprietary technology products, APIs, or AI/ML capabilities.
Plus Capital firmographics
Firmographics- Name
- Plus Capital
- Legal name
- PLUS Capital Management, LLC
- Website
- https://pluscapital.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Plus Capital is a venture capital and advisory firm that invests in and advises emerging growth-stage technology and consumer companies alongside a collective of high-profile artists, athletes, and cultural leaders, managing a 30-plus company investment portfolio and a 100-plus company advisory portfolio.
- Ownership category
- akta.pro rank
Plus Capital industry classification
Industry- Product category
- Venture Capital and Private Equity
- NAICS
- Other Financial Investment Activities (5239), Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Sector-Focused Venture Capital (Vertical Specialists) (FSANAAAD)
- akta.pro secondary industry
- Late-Stage Venture Capital (Series C+) (FSANAAAC)
Keywords
Where Plus Capital is headquartered
LocationHeadquarters
- HQ city
- Marina Del Rey
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Plus Capital business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Fund Management: Manages investment funds that generate returns through carried interest and management fees from institutional and accredited investors.
- Strategic Advisory Services: Advises high-profile artists, athletes, and cultural leaders on direct investments, equity-based partnerships, and new business ventures, likely generating advisory fees or equity stakes.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Plus Capital product offering
Product offeringCore offering
Plus Capital is a venture capital investment firm that manages capital from accredited investors and qualified purchasers, deploying it alongside a collective of high-profile artists, athletes, and cultural leaders into emerging growth-stage enterprise technology and consumer companies across health & wellness, future of work, future of societies, and conscious consumer sectors. In parallel, it provides strategic advisory services to celebrity and athlete clients on direct investments, equity-based partnerships, and new business ventures across a broader portfolio of more than 70 advisory client companies.
Product overview
Plus Capital operates as a venture capital investment and advisory firm with two core offerings: (1) Investment services through a fund that partners with high-profile artists, athletes, and cultural leaders to invest in emerging growth-stage enterprise technology and consumer companies across health & wellness, future of work, future of societies, and conscious consumer sectors; and (2) Advisory services that counsel clients on strategic direct investments, equity-based partnerships, and new business ventures. The firm maintains a portfolio of investments across more than 30 companies including Anduril, Bathhouse, BetterUp, BuildOps, Pomelo, MoonPay, Multiverse, and Wealthsimple, among others, and advises on client equity positions in over 70 companies across consumer, health, fintech, and lifestyle categories.
Differentiator
Problem solved
Functional benefit
Products and services
- Plus Capital Investment Services Venture capital investment services that manage fund capital alongside a collective of high-profile artists, athletes, and cultural leaders, deploying it into leading emerging growth-stage enterprise technology and consumer companies across health & wellness, future of work, future of societies, and conscious consumer sectors. Targets accredited investors and qualified purchasers as limited partners.
- Plus Capital Advisory Services Strategic advisory services for high-profile artists, athletes, and cultural leaders on their direct investments, equity-based partnerships, and new business ventures. The advisory portfolio spans more than 70 companies across consumer, wellness, food & beverage, entertainment, and other sectors, providing clients with deal sourcing, structuring, and ongoing portfolio oversight.
Companies that use Plus Capital
Customer profileNamed customers7 records
Segments2 records
Ideal customer profiles3 records
Plus Capital technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Plus Capital partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Plus Capital competitors and assessment
Company assessmentEmerging players
- M13: Consumer-tech venture firm investing in early- to growth-stage companies across wellness, commerce, and the future of work. Comparable thematic overlap with Plus Capital's portfolio sectors.
- Athlete Investors: Venture platform aggregating athlete-led investments across consumer, wellness, and technology. Comparable: serves the same athlete-LP cohort and the same entrepreneur-facing brand-building value proposition as Plus Capital.
Direct peers
- Highlight Ventures: Derek Jeter's venture firm backing growth-stage consumer, health, and technology companies. Direct comparable: athlete-led VC with similar consumer/wellness thematic focus.
- SC Holdings: Serena Williams' venture and investment platform investing across consumer, wellness, and technology. Most direct comparable: celebrity/athlete-led VC with thematic consumer focus and a portfolio of growth-stage companies.
- Dreamers VC: Will Smith and Jada Pinkett Smith's venture fund backing early- and growth-stage startups in consumer, health, and frontier tech. Direct comparable: celebrity-led VC leveraging cultural credibility for deal access and value-add.
- Imaginary Ventures: Co-investor with Plus Capital on the Bathhouse round, focused on consumer brands in wellness, food, and lifestyle. Direct comparable: growth-stage consumer/wellness specialist with overlapping LP and co-investor base.
- Sound Ventures: Ashton Kutcher and Guy Oseary's venture fund backing early- to growth-stage technology and consumer companies. Direct comparable: celebrity/principal-led VC deploying capital into emerging growth businesses.
- A-Grade Investments: Ashton Kutcher's venture firm investing in technology, media, and consumer brands. Direct comparable: high-profile celebrity principal deploying capital into growth-stage consumer and tech companies.
Broad incumbents
- Forerunner Ventures: Kirsten Green's consumer-focused venture firm with a large portfolio across wellness, beauty, and lifestyle. Comparable thematic focus on conscious consumer and wellness, with broader AUM and longer track record than Plus Capital.
- Kleiner Perkins: Premier venture firm that co-invested with Plus Capital in the Garner Health Series D. Broader incumbent: institutionally-scaled VC providing Plus Capital access to tier-1 deal flow rather than direct competition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Plus Capital social profiles
Digital presencePlus Capital financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plus Capital leadership team
Management profileNumber of profiles
Profiles10 records
Plus Capital funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plus Capital M&A and investment
M&A and investmentM&A
Investments50 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Plus Capital
What does Plus Capital do?
Plus Capital is a venture capital investment firm that manages capital from accredited investors and qualified purchasers, deploying it alongside a collective of high-profile artists, athletes, and cultural leaders into emerging growth-stage enterprise technology and consumer companies across health & wellness, future of work, future of societies, and conscious consumer sectors. In parallel, it provides strategic advisory services to celebrity and athlete clients on direct investments, equity-based partnerships, and new business ventures across a broader portfolio of more than 70 advisory client companies.
Is Plus Capital a public or private company?
Plus Capital is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Plus Capital founded?
Plus Capital was founded in 2013. It employs 1 to 10 people.
Where is Plus Capital based?
Plus Capital is headquartered in Marina Del Rey, United States, in the North America region.
How does Plus Capital make money?
Two revenue lines are on record. Fund Management is the primary driver. The others are strategic Advisory Services.
Who are Plus Capital's main competitors?
Emerging players on record are M13 and Athlete Investors. Direct peers are Highlight Ventures, SC Holdings, Dreamers VC, Imaginary Ventures, Sound Ventures and A-Grade Investments. Broad incumbents are Forerunner Ventures and Kleiner Perkins.
Does Plus Capital have an API?
No public API is recorded for Plus Capital.
What industry is Plus Capital in?
Plus Capital's product category is Venture Capital and Private Equity. Its primary akta.pro industry code is FSANAAAD, Sector-Focused Venture Capital (Vertical Specialists), with a secondary code of FSANAAAC, Late-Stage Venture Capital (Series C+). Its NAICS code is 5239 and its SIC code is 6282.