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Plus Capital
Plus Capital is an SEC-registered investment adviser in Venice, CA, registered since 2023. The firm manages approximately $294 million in regulatory assets.
Plus Capital
Plus Capital is an SEC-registered investment adviser in Venice, CA, registered since 2023. The firm manages approximately $294 million in regulatory assets. It has 9 employees and 5 investment advisers.
General information
Firm type
Private Equity
Location
Region
North America
Country
United States
City
Venice
Corporate office
Venice, CA, United States
Additional offices
Austin · San Francisco · New York
Principals
Adam Lilling
Team
Amanda Groves
Team
Ryan Morris
Team
Michelle Dawson
Team
Howard Morgan
Team
Jordan Weiss
Team
Travis Pfeiffer
Team
Isabelle Sinclair
Team
Allie Toerge
Team
Sector focus
Frequently asked questions
Who runs investment decisions at Plus Capital?
Plus Capital lists Adam Lilling, Amanda Groves, Ryan Morris, Michelle Dawson, Howard Morgan, Jordan Weiss, Travis Pfeiffer, Isabelle Sinclair, and Allie Toerge as the team based in Venice, Austin, San Francisco, and New York. The firm does not publish formal titles or a dedicated investment committee, so whether decisions are centralized or collective is not publicly documented.
How does Plus Capital source proprietary deal flow?
Sourcing runs through its collective of high-profile artists, athletes, and cultural leaders. The model turns co-investor networks into a referral and diligence channel for consumer and enterprise deals where personal brand reach can influence adoption. The firm frames this as an outsized-impact advantage in health & wellness, future-of-work, and conscious-consumer sectors.
Does Plus Capital participate in fund commitments or only direct deals?
The website emphasizes strategic direct investments, equity-based partnerships, and new business ventures. There is no public reference to Plus Capital acting as a limited partner in third-party funds, though the firm has not published a formal policy excluding fund commitments.
Which sectors does Plus Capital explicitly avoid?
No explicit avoidance list has been published. The firm's stated focus areas are health & wellness, the future of work, the future of societies, and the conscious consumer. Portfolio companies have clustered in mental health technology, consumer packaged goods, wellness, and enterprise software, but no negative screens are disclosed.
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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