PLUS Capital

High-Level Overview

PLUS Capital is a venture capital investment and advisory firm with a mission to back emerging growth-stage companies that strive to be better for the world and its inhabitants. The firm blends financial returns with social impact, focusing on sectors such as health & wellness, the future of work, conscious consumerism, and sustainable innovation. PLUS Capital leverages its unique network of high-profile artists, athletes, and cultural leaders to invest in and advise transformative consumer and enterprise technology companies. Their approach not only accelerates startup growth but also amplifies the influence of their celebrity partners, creating a distinctive ecosystem where purpose-driven entrepreneurship meets cultural impact.

Origin Story

Founded in 2013 and headquartered in Venice, California, PLUS Capital was built on the idea that influential cultural figures could be powerful catalysts for innovation and positive change. The firm’s early years were marked by strategic partnerships with elite artists and athletes, helping them navigate direct investments and equity-based ventures. Over time, PLUS Capital evolved from a celebrity-focused advisory into a full-service venture firm, expanding its reach across North America and deepening its commitment to mission-driven startups. The firm’s leadership team, including Adam Lilling, Amanda Groves, and other seasoned operators, has played a pivotal role in shaping its unique blend of venture capital and cultural influence.

Core Differentiators

• Celebrity & Cultural Network: PLUS Capital’s access to high-profile artists, athletes, and cultural leaders sets it apart, enabling startups to tap into influential networks for growth, marketing, and brand building.
• Purpose-Driven Investing: The firm prioritizes companies that align with values of sustainability, wellness, and social impact, differentiating itself from traditional venture capital firms.
• Advisory & Operating Support: Beyond capital, PLUS Capital offers strategic guidance, equity-based partnerships, and hands-on support to help founders scale their businesses.
• Track Record: With 36 total investments and 9 successful exits, PLUS Capital has demonstrated consistent performance and a strong ability to identify and nurture high-potential startups.
• Diverse Portfolio: The firm’s investments span health tech, mental wellness, edtech, sustainable consumer goods, and more, reflecting a broad yet focused approach to impact-driven innovation.

Role in the Broader Tech Landscape

PLUS Capital is riding the wave of a growing trend: the convergence of celebrity influence and venture capital. As consumers increasingly demand brands and companies that reflect their values, PLUS Capital’s focus on conscious consumerism and social impact positions its portfolio companies at the forefront of this shift. The firm’s ability to connect startups with cultural leaders gives them a competitive edge in brand building and market penetration. Additionally, PLUS Capital’s emphasis on mental health, sustainability, and the future of work aligns with broader societal movements, making it a key player in shaping the next generation of mission-driven tech companies.

Quick Take & Future Outlook

PLUS Capital is poised to continue expanding its influence as the lines between celebrity, culture, and venture capital blur. The firm’s unique model—combining financial acumen with cultural capital—will likely attract more high-profile partners and mission-driven founders. As the demand for sustainable, socially conscious innovation grows, PLUS Capital’s portfolio is well-positioned to lead in sectors like health tech, edtech, and sustainable consumer goods. The future will likely see PLUS Capital deepening its impact, both in the startup ecosystem and in the broader movement toward purpose-driven business.