# Proxy Ventures

Proxy Ventures is a Venture Capital based in London, United Kingdom.

## Overview

- **Organization type:** Venture Capital
- **Headquarters:** London, United Kingdom
- **Region:** Europe
- **Address:** London, United Kingdom
- **Founded:** 2013
- **Assets under management:** Undisclosed
- **Website:** proxy.vc
- **LinkedIn:** https://www.linkedin.com/company/proxyvc

## Regulatory record

- **Reports private funds:** No

## About

We build global multibillion brands from scratch, from brand naming to identity. Our breakthrough work includes Oura, Supercell, ICEYE and IXI.

## Sectors

- Enterprise Software
- Gaming
- FinTech
- SpaceTech
- Consumer
- ClimateTech
- Health & Wellness
- Food & Beverage

## Offices

- Moorea, French Polynesia

## People

- Aapo Bovellan — Partner
- Miia Bovellan — Partner
- Isobel Rutherford — Partner

## Questions

### Is Proxy Ventures a branding agency or a venture capital fund?

It is both, structured as a hybrid. The firm operates a commercial branding agency that charges service fees to external clients, and concurrently makes venture investments from its own balance sheet. The agency was originally built to serve Proxy's portfolio companies, and that crossover continues to shape how the firm evaluates and supports investments.

### Who runs investment decisions at Proxy Ventures?

The partner group listed on the firm's website — Aapo Bovellan, Miia Bovellan, and Isobel Rutherford — leads the firm. The firm has not publicly separated pure investment governance from agency operations, and specific investment committee composition is not disclosed.

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

Proxy focuses on early-stage and growth investments, with an emphasis on seed and startup rounds. The firm's portfolio includes companies it has backed from the naming stage, such as Vaire and Paebbl, alongside later-stage breakout companies like Oura.

### Which companies has Proxy Ventures actually built brands for?

The firm's breakthrough work includes Supercell, Oura, ICEYE, Metacore, Titanbay, IXI, Paebbl, Vaire, and Reviver (per the firm website, 2024). Oura and Supercell both reached decacorn status after the Proxy-designed brand was launched.

### Where does Proxy Ventures deploy capital geographically?

The firm invests and works with clients in the United States, the United Kingdom, and the Nordic region. Its operational offices are in London and Moorea, French Polynesia, but the investment footprint extends beyond those locations.

## Related profiles

- [Proxima Ventures](https://altss.com/profile/proxima-ventures)
- [Proxy Wealth Advisors](https://altss.com/profile/proxy-wealth-advisors)

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

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