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Gloo Holdings
Gloo Holdings is Scott Belsky's New York family office, deploying seed checks of $500K–$1.5M into design-forward enterprise and AI startups.
Gloo Holdings
Gloo Holdings emerges from Belsky's operational career — founding Behance, serving as Adobe's Chief Product Officer, and becoming a multi-time founder. The office was formed post-acquisition, representing the liquidity event from Adobe's purchase of the online creative portfolio platform. Belsky's investing activity predates Gloo's formalization, with a track record as an active angel in companies like Pinterest, Uber, and Carta (per public record). This origin shapes a mandate that blends founder empathy with product-centric diligence. Strategy concentrates on North American pre-seed and seed-stage software, with sporadic later-stage follow-ons. The firm writes direct equity checks and participates in priced rounds, rarely acting as a lead. Belsky's personal design-operational lens tilts the portfolio toward creative tools, collaboration platforms, and AI-native productivity — confirmed positions include Figma, Notion, and Playbook (per public record). Sector coverage spans AI/ML tooling, enterprise collaboration, and next-generation media infrastructure. Geographic focus remains US-centric, with an openness to remote-first teams. As a single-family vehicle, Gloo does not disclose headcount or total deployment. Belsky manages the portfolio alongside his role as an active operator and startup advisor. The office maintains a low public profile with no known philanthropic foundation or fund-of-vehicle structure tied to the entity. Recent activity includes a follow-on investment in Notion's Series C and ongoing participation in syndicates with other solo GPs and operator-angels (per PitchBook, 2021). What distinguishes Gloo structurally is the office's tight coupling between Belsky's full-time executive roles and his investment selection — a model where capital deployment doubles as market reconnaissance for his product leadership. This operator-first lens, combined with the concentration of Behance-era network effects, creates a sourcing edge that institutional allocators cannot replicate through traditional gatekeeper relationships.
General information
Firm type
Single Family Office
Year founded
—
AUM
Undisclosed
Location
Region
North America
Country
United States
City
New York
Corporate office
New York, NY, United States
Principals
Scott Belsky
Sector focus
Frequently asked questions
Who runs investment decisions at Gloo Holdings?
Scott Belsky serves as the sole investment decision-maker. He brings a founder-operator perspective shaped by building Behance, serving as Adobe's Chief Product Officer, and investing early in companies like Pinterest and Uber. There is no known investment committee or external CIO.
What investment stages does Gloo typically target?
Gloo focuses on pre-seed and seed rounds, with occasional follow-on participation in later stages of portfolio companies. The firm does not participate in growth equity or buyout transactions, maintaining a strict early-stage concentration tied to Belsky's operational expertise.
How does Gloo source proprietary deal flow?
Deal flow originates through Belsky's network of founders, designers, and product executives built over two decades in the creative software ecosystem. His Adobe and Behance tenure created deep ties to the design-tool and creative-professional communities, generating inbound opportunities that rarely appear in broader institutional auctions.
Does Gloo participate in fund commitments or only direct deals?
Gloo exclusively executes direct equity investments in operating companies. The office does not allocate to venture capital funds, hedge funds, or other pooled vehicles, instead concentrating capital and due diligence resources on direct founder relationships.
Where does the underlying wealth come from?
The wealth originates from Adobe Inc.'s acquisition of Behance in 2012, the online creative portfolio platform Belsky founded and led as CEO. Additional wealth accumulation stems from his subsequent executive roles at Adobe and a successful angel investing track record.
Is Gloo structured as a single family office or does it operate more like a venture firm?
Gloo operates as a single family office managing personal capital, not external limited partner funds. However, its investment posture — concentrated seed-stage checks, founder-forward positioning, and portfolio construction — functionally mirrors a solo GP venture firm. No external fundraising or management fees are reported.
Which sectors does Gloo explicitly avoid?
Gloo avoids capital-intensive sectors including hardware, life sciences, and industrial manufacturing. The office also shows no known interest in consumer packaged goods, fintech, or real estate — maintaining a software-only, early-stage focus aligned with Belsky's digital product background.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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