# Peterson Ventures

Peterson Ventures is a Venture Capital based in Salt Lake City, United States.

## Overview

- **Organization type:** Venture Capital
- **Headquarters:** Salt Lake City, United States
- **Region:** North America
- **Address:** 2755 East Cottonwood Parkway Suite 400, Salt Lake City, UT 84121, United States
- **Founded:** 2012
- **Assets under management:** Undisclosed
- **Website:** www.petersonventures.com
- **LinkedIn:** https://www.linkedin.com/company/peterson-ventures

## Regulatory record

- **Reports private funds:** No

## About

Peterson Ventures is a capital partner for entrepreneurs and founders of businesses. They invest in search funds, seed- and early-stage companies, and small, later-stage companies with revenues under $10 million and positive EBITDA. Their typical investment size is $100,000 to $1,000,000.

## Sectors

- SaaS
- Digital Commerce
- Healthcare
- FinTech

## People

- Ben Capell — Managing Director
- Ilana Stern — Partner
- Taylor Jones — Partner
- Carolyn Carpeneti — Talent Partner

## Questions

### Who runs investment decisions at Peterson Ventures?

Ben Capell runs day-to-day investment decisions as Managing Director. He has been with the firm since inception, raising all three funds and leading investments into six unicorns. Partners Ilana Stern and Taylor Jones share investment committee duties, with Stern focused on consumer brands and Jones bringing startup operator experience to enterprise software deals.

### How does Peterson Ventures source proprietary deal flow?

The firm sources from non-coastal founder networks and relationships tied to the broader Peterson Partners private equity platform. Partner Ilana Stern's Stanford GSB lectureship and the team's concentration of Brigham Young University and Harvard Business School alumni create pipeline access to both West Coast and Intermountain West founders. Peterson Ventures does not publicly disclose a dedicated sourcing team beyond its general partners.

### Does Peterson Ventures participate in fund commitments or only direct deals?

The firm's public portfolio and strategy descriptions reference only direct seed-stage checks, with follow-on capital for existing portfolio companies. There is no disclosed fund-of-funds program or co-investment vehicle for backing external GPs. The strategy stays concentrated on first institutional money into company founding rounds.

### What investment stages does Peterson Ventures typically target?

The firm targets seed stage, explicitly positioning as the first institutional capital into startups. The portfolio shows follow-on participation in later rounds for select companies, but the primary check size and entry point remain at the seed round. There is no disclosed Series A-only or growth-stage vehicle.

## Related profiles

- [Peterson Rogers Private Wealth](https://altss.com/profile/peterson-rogers-private-wealth)
- [Petix & Botte Financial](https://altss.com/profile/petix-botte-financial)

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Last updated: 2026-07-08T22:53:05.085Z

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