# Plus Capital

Plus Capital is a Private Equity based in Venice, United States.

## Overview

- **Organization type:** Private Equity
- **Headquarters:** Venice, United States
- **Region:** North America
- **Address:** Venice, CA, United States
- **Assets under management:** Undisclosed
- **Website:** www.pluscapital.com
- **LinkedIn:** https://www.linkedin.com/company/plus-capital

## Regulatory record

- **CRD number:** 167459
- **SEC file number:** 801-128254
- **Registration status:** Registered
- **Reports private funds:** Yes
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/167459

## About

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.

## Sectors

- Enterprise Software
- Health & Wellness
- Consumer
- Future of Work

## Offices

- Austin
- San Francisco
- New York

## People

- 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

## 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.

## Related profiles

- [Plus 8 Equity](https://altss.com/profile/plus-8-equity)
- [Plus Social Investment](https://altss.com/profile/plus-social-investment)

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Last updated: 2026-06-03T20:00:00.000Z

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