Secretlab

Secretlab's public footprint suggests it does not source from a broad market of founders. Its website presents four proprietary projects — Bright.Blue, Bright.Green, Bright.Space, and Fuzzy.Day — that were incubated and developed internally. The firm describes its process as providing funding, business strategy, and software engineering directly to its own ventures, indicating an operating-company model rather than traditional deal sourcing.

All publicly showcased investments are internally developed projects listed under 'The SecretLab Projects.' There is no public record of Secretlab participating in external funding rounds or backing independent founding teams. The website's 'StartupFunding' language describes fueling growth for tech startups, but the only named recipients are firms built within Secretlab's own ecosystem.

Secretlab targets early-stage, start-up, and growth-stage technology companies, according to its own materials. Its four known projects span connected retail (IoT/AI), electric-vehicle charging infrastructure, out-of-home digital advertising, and travel technology. The firm does not claim allocations to real estate, public equities, credit, or secondaries.

The firm is headquartered in Minneapolis, Minnesota, and its website does not specify a geographic mandate for its investments. The consumer-focused, app-based nature of its projects — covering retail, EV charging, and travel — suggests a potential North American market orientation, but no explicit regional limits are disclosed.

Secretlab does not publicly name any principals, investment committee members, or managing partners on its website or in available public records. The firm's team, leadership structure, and decision-making process remain undisclosed.