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.

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.

Plus Capital operates as a private equity firm with a co-investment and direct-deal structure. It is not a single family office. Its collective members — artists, athletes, and cultural leaders — supply both capital and influence, but the entity itself is an asset manager that pools participation across high-net-worth individuals rather than managing a single family's balance sheet.

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.

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.

The firm's website references investing alongside other institutional and strategic partners, including Unilever's acquisition of Grüns and co-investment alignment with individual celebrities. This suggests a flexible co-investment stance rather than a purely proprietary model, though formal co-investment terms with external GPs are not published.

No philanthropic foundations, donor-advised funds, or impact-investing carve-outs are disclosed on the firm's website. The investing mandate references companies that strive to be better for the world, but there is no evidence of a legally separate philanthropic entity.