Updated:
Ooga Labs
Ooga Labs is a multi-family office and startup studio formed in 2010 by Peter Pham and Belle Looi, operating from Palo Alto, San Francisco, and Tokyo.
Ooga Labs
Ooga Labs was founded by Peter Pham and Belle Looi in 2010 as a different kind of capital vehicle — part family office, part startup studio. Pham had previously co-founded BillShrink and served as an executive at Photobucket and TechCrunch. The firm structures itself as a multi-family office that pools capital from technology and media entrepreneurs to build and fund companies (per public record). The firm's strategy centers on co-founding and investing in early-stage technology companies. Asset-class mix includes venture capital direct investments, startup studio operations, and real estate. The firm operates across multiple sectors with confirmed positions including enterprise software, artificial intelligence, digital health, and financial technology. Geographically, Ooga Labs runs offices in Palo Alto, San Francisco, and Tokyo, indicating a cross-border thesis between the US and Asia-Pacific. Team size and total assets under management are not publicly disclosed. Ooga Labs' Tokyo office signals a focus on Japan- and Asia-based deal origination. The firm has been active in the startup studio model for over a decade, creating companies from internal ideation and pairing them with outside founders. Its real estate investments remain separate from the tech portfolio (per public record). Ooga Labs' structural differentiator is its hybrid model — operating as a startup studio that develops company concepts internally, then fundraises for them from its multi-family office base plus external co-investors. This blurs the line between venture builder and family office, giving the firm a proprietary sourcing advantage not typical of allocators.
General information
Firm type
Multi Family Office
Year founded
2010
AUM
Undisclosed
Location
Region
North America
Country
United States
City
Palo Alto
Corporate office
Palo Alto, CA, United States
Additional offices
San Francisco, CA, United States · Tokyo, Japan
Principals
Peter Pham
Co-founder
Belle Looi
Co-founder
Sector focus
Frequently asked questions
Who runs investment decisions at Ooga Labs?
Investment decisions are led by co-founders Peter Pham and Belle Looi. Pham focuses on startup creation and technology ventures, while Looi oversees operations and the multi-family office structure (per public record).
How does Ooga Labs source proprietary deal flow?
Ooga Labs sources deal flow through its startup studio model, where the firm develops company concepts internally and then recruits external founders to lead them. This gives the firm a proprietary pipeline that does not rely on traditional venture sourcing (per public record).
Is Ooga Labs structured as a single family office or does it operate more like a venture firm?
Ooga Labs operates as a multi-family office with a startup studio overlay. It pools capital from multiple families and combines that with company creation — a structure that sits between a traditional venture capital firm and a family office (per public record).
What investment stages does Ooga Labs typically target?
Ooga Labs focuses on early-stage venture, typically co-founding or investing at the seed and Series A stages. It also maintains a real estate portfolio, which operates at a later-stage, more capital-intensive point (per public record).
Which sectors does Ooga Labs explicitly avoid?
Ooga Labs does not publicly disclose explicit sector avoidance. Based on its track record, it has focused on technology sectors — enterprise software, AI/ML, digital health, fintech — and real estate, with no disclosed activity in life sciences, clean energy infrastructure, or heavy industry (per public record).
How is Ooga Labs related to BillShrink or other Pham ventures?
Peter Pham co-founded BillShrink before launching Ooga Labs. The family office is an independent entity from BillShrink, though it draws on Pham's network from his earlier entrepreneurial and executive roles at TechCrunch and Photobucket (per public record).
Where does the underlying wealth come from?
The wealth originates from technology and media entrepreneurial exits and executive compensation. Peter Pham's prior exits from BillShrink and other ventures, along with Belle Looi's background, form the base. The multi-family office pools additional capital from other technology entrepreneurs (per public record).
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.
Need institutional-grade insight on family offices?
Altss delivers:
Prefer a guided tour?
We’ll walk you through: