Our portfolio
We invest in early-stage and growth-stage startups with the potential to disrupt across industries and categories.
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Adludio
Adludio creates, distributes, and optimizes campaigns at scale using mobile-first technologies (3D, haptic, gyro, touch) that engage people’s senses.
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Afterlife
Afterlife Ag is building a network of circular mushroom farms and leveraging the power of mycelium to decompose food waste to create fresh, local, and sustainable mushrooms and biochar for everyone.
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agentQ
Acquired by Google. Agent Q is an AI-enhanced site chat platform that can answer support questions when no agents are available.
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Airmap
AirMap is a UAS Traffic Management platform in which any drone, pilot, or authority exchanges safety-critical info & services in real time.
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Allmansright
Allmansright is cottage company, specializing in designing and making ultralight gear.
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Alpine Parrot
Alpine Parrot makes outdoor apparel for women's sizes 14-24, focusing on the inclusion of our inherent diversity as humans who care about the planet.
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AnimalBiome
AnimalBiome assesses pet microbiomes and makes an oral supplement from material sourced directly from healthy cats and dogs to restore balance.
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Appetize
Appetize is a modern point-of-sale, mobile ordering, and inventory management platform for enterprise-level businesses.
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Applied Bioplastics
Applied Bioplastics delivers lower-carbon durable plastics at price and performance parity with traditional plastics while reducing emissions by 20-40%
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Awair
Awair develops smart connected air-related products which provide full-stack solution to monitor, analyze and control environments.
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AxleHire
AxleHire provides same-day delivery services for e-commerce and physical retailers that demand reliability and exceptional customer service.
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Bark Buildings
Bark Buildings is redefining “dog-friendly” in residential apartment buildings.
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Barkibu
Barkibu works to prevent pet illnesses at-home and predict consumer behavior in retail through their robust AI platform.
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Beam Impact
Beam Impact is an app that empowers users to easily support the causes they care about by visiting retailers they love.
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Beringar
Beringar helps clients to better utilise space with smart building sensors that uncover use pattern data and make buildings talk.
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Blue Pet Co
Blue Pet Co is a range of clean, marine powered dog supplements, enriched with seaweed extracts designed to meet a dog’s specific health needs, naturally and sustainably.
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Boltive
Boltive’s Ad Lightning product secures advertisers and publishers against invasive media. Its Privacy Guard product ensures data is used safely and compliantly.
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BorrowMyDoggy
BorrowMyDoggy connects dog owners with trusted local people for walks, overnight stays and holidays.
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Brave
Brave software’s fast, privacy-oriented browser, combined with its blockchain-based digital advertising platform (Basic Attention Token), is resetting the web for users, publishers, and advertisers.
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Breakr
Breakr connects artists & creators to break new music through compelling content.
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Bright Planet Pet
Bright Planet Pet makes plant-based treats for dogs that taste and smell like real meat! Every time we sell a bag, we make a donation to plant one tree.
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Bristle
Bristle is a virtual-first platform for primary oral healthcare. We leverage the oral microbiome via salivary testing to help patients understand and monitor their risk for dental caries and periodontal disease.
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Bundle X Joy
Bundle x Joy is on a mission to deliver premium pet nutrition, curated bundles, and endless joy to every pet person.
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CameraIQ
Camera IQ is the first "camera experience manager," which helps brands create mixed reality experiences at scale.
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Carter
Carter’s software optimizes in-store experiences by enabling customers to shop directly from their smartphone.
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Chargifi
Chargifi is on a mission to improve synchronization of people, space and time, creating the best conditions for your people to thrive in the new era of work. Chargifi Wx provides workplace leaders with an operating system to empower teams to make the best choices about how, when and where to do their best work, delivering data-driven insights into how people use spaces like desks and rooms.
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Chronicled
Chronicled is pioneering enterprise solutions and networks powered by blockchain to improve the way supply chains operate.
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Clarifai
Clarifai is an artificial intelligence company that empowers businesses & developers to solve real-world problems using visual recognition.
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Clean Crop Technologies
Clean Crop Technologies uses electricity to boost yields, improve safety, and reduce waste across the food space.
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Clementine
Clementine are helping women take charge of and improve their mental well-being by building positive thought patterns through behavior change and access to digital cognitive hypnotherapy.
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CLOQ
CLOQ provides low-cost, accessible, and formal nano-credit to the lower-income and unbanked population through mobile.
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COBA
COBA, The Coffee Bar is an energy bar made from premium coffee and tea products designed to provide sustained energy and focus.
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Coffee Cloud
Coffee Cloud is a solution for coffee producers, roasters and distributors to optimize their business.
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cognitive3D
cognitive3D enables brands, marketers and researchers to extract valuable insights from virtual and augmented reality experiences.
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Concord
Concord provides privacy-first data solutions that protect and reward brands and the people they engage with.
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Cool Amps
Cool Amps recycles lithium-ion batteries and the critical metals needed for a sustainable energy future.
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Cordial
Cordial is the leading behavioral data management, analytics, and adaptive messaging automation platform leveraging machine learning.
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CuidaMiMascota
CuidaMiMascota connects pet owners with trustful pet sitters that offer cage-free, safe and cost-effective care, in Latin America
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Cupclub
Cupclub is a reusable packaging service for food and beverage, designed to help brands and retailers reduce single-use plastic packaging by up to 40% through trackable products and an in-built loyalty system.
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Curastory
Curastory allows athletes and creators to shoot and edit high-quality video, monetize their name, image, and likeness in powerful new ways, and distribute their content to their video channels.
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Darkstore
Darkstore is a platform that converts under-utilized brick and mortar spaces into local fulfillment centers.
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Dashbot
Dashbot is the control center for your bot—providing tools to analyze conversations, surface insights, and take action.
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Diagenetix
Diagenetix, Inc. is transforming microbial disease testing in the food industry.
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Dianox
By developing a variety of tests using non-invasive, saliva-based diagnostics, Dianox are able to provide personalized insights and coaching to help consumers understand and improve their everyday health.
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DIGISEQ
DIGISEQ delivers payment, access, loyalty, and guaranteed provenance to the Internet of Things and into the world of traditional manufacturing.
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Dog Child
Dog Child is an online recipe community and home cooking pet food brand that empowers pet parents to make sustainable and nutritious food for their pets at home.
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Dogdrop
Dogdrop is a new kind of dog daycare based around convenience and flexibility—monthly subscription, multiple retail locations, well-designed and tech-enabled.
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Dogly
Dogly is a marketplace that helps pet parents worry less by vetting and bringing together trainers, holistic vets, nutritionists, and other wellness advocates.
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Dogo
Dogo is a mobile dog training app that helps strengthen the bond between dog owners and their best friends.
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Doorstat
Doorstat is an automated customer demographics and sentiment through video-based software.
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Dr. Cuddles
Dr. Cuddles is a vet founded pet care company looking to revolutionize the industry by making Vet Sense Common Sense - empowering pet owners to better care for their pets through trusted education and innovative products.
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Enertiv
Enertiv is a leading energy data and analytics company specializing in the collection, visualization and analysis of real-time energy data.
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Envoy
Envoy provides electric vehicle (EV) carsharing as an amenity within communities.
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Everest
Everest‘s platform solves for verifiable identity, secure value exchange, and transparent accounting – with a distributed ledger and storage system, mobile phone application, and administrative community management portal.
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FieldLevel
FieldLevel is a private social network for sports recruiting that connects coaches and helps college teams find the best athletes for their programs.
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Filament
Filament provides wireless sensor networks for the industrial internet.
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Flow City
Flow City makes out-of-home advertising as easy to plan and buy as online advertising, enabling more independent brands to access a broader media mix.
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Flowtify
Flowtify is an Android workflow management system with focus on HACCP reporting for the HoReCa and franchising businesses.
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FocusMotion
FocusMotion tracks and translates human movement to reshape our relationship with wearable technology.
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Footmarks
Footmarks is transforming engagement in traditional retail with sensors that can detect and interact with consumers.
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Fortë
FORTË’s developed the fitness industry’s only turnkey, live and on-demand streaming solution, enabling gyms to offer a premium hybrid experience to their members.
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FreeWire Technologies, Inc.
FreeWire builds advanced technologies that modernize existing infrastructure to deliver accessible, cost-efficient, high-speed power, wherever customers are.
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Gankstars
GankStars is a top ranked, mobile-first, multi-platform competitive esports organization.
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Gastrozentrale
Gastrozentrale is a state-of-the-art B2B online marketplace for restaurant and hotel supply products.
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Goodr
Goodr is a sustainable surplus food management platform that leverages technology to reduce food waste and combat hunger.
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Grace.Health
Grace.Health have established an impressively large community of 1.1 million users in Sub-Saharan Africa. Through their lightweight and fit for market app Grace.Health focus on providing much needed access to trusted health services and information for women.
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Greenfly
Greenfly transforms the relationships of organizations into powerful networks for content creation and distribution.
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GreenPortfolio
GreenPortfolio helps millennials and Gen Z fight climate change with their financial decisions.
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GroupRaise
GroupRaise helps restaurants host large groups of customers, typically 20-200+, in exchange for donating a % of sales to a charitable cause.
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Hangar
Acquired by Airmap. Hangar is a platform that powers the capture, processing, and delivery of visual insights to create interactive digital histories of construction sites, infrastructure, and other valuable assets.
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Happy Returns
Happy Returns is a technology and logistics company that enables in-person returns for online shoppers.
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Health In Her HUE
Health In Her HUE is a digital platform that connects Black women and women of color to culturally competent and sensitive healthcare providers, health content, and community.
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HER Galaxy
HER Galaxy is a division of the global Galaxy Racer platform that seeks to empower women at the intersection of esports, gaming and culture.
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hiPets
hiPets is solving the biggest problem in pet care: online booking and scheduling
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Homebox
Homebox gives you one single impartial, trusted and transparent view of your home services, so you can make more informed decisions.
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Homeostasis
Homeostasis removes CO2 from the atmosphere and transforms it into carbon materials critical for batteries.
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Hootie Hoo
Hootie Hoo is a high quality technical apparel for children, so they can stay comfortable and spend more time outside.
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Hound
Hound’s software manages the veterinary talent journey from job search and recruiting to employee engagement tools and beyond.
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Hoxton Analytics
Hoxton Analytics provides cutting-edge IoT computer vision technology for counting and profiling pedestrians accurately, in real-time and without infringing privacy.
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Ida Sports
Ida Sports exists to prioritize high-performance and comfortable footwear and cleats for female athletes who have traditionally been an afterthought in the sports industry.
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Imposium
Imposium automatically puts data into videos to make them feel like they were personally made for each user.
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INOVUES
INOVUES retrofits building facades to incorporate the latest energy-saving and smart glass innovations without removal, replacement, or disruption.
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Jiminy's
Jiminy’s replaces animal protein with cricket protein, creating a line of sustainable pet food alternatives.
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Journy
Journy creates travel plans using recommendations from top chefs, sommeliers, and local experts.
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Keemotion
Acquired by Atrium Sports. Keemotion is an automated technology ecosystem connecting the arena for coaches, leagues, and fans.
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Keen Home
Keen Home develops proactive hardware, software, and services to enhance your home's core functions. Acquired by ConnectM.
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Kells
Kells have developed a rapid oral screening tool powered by a combination of hardware and sophisticated AI that is already informing patients about their dental conditions, helping expand access to these patients and providing them insights into potential conditions.
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KG
KG Protech provides a hardware-enabled software solution for the next generation of automotive training.
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Khyria
Khyria are creating toolkits that provide women with daily, actionable wellness information based on their own biology. Using existing technologies to provide personalized insights they’re continuing to evolve to understand how they can provide even more impact to everyday wellness.
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Kinduct
Acquired by mCube. Kinduct develops connected health, fitness and human performance software solutions that help make people better.
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Kinetic
Kinetic is an industrial analytics company using wearables to improve worker safety.
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Kobees
Kobees is an all organic lip balm that allows people to start their sustainability journey one balm at a time.
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Kwit
KWIT builds mobile applications that assist people with behaviour change through application of CBT. Their first app focuses on smoking cessation. The company is developing a platform capability to allow it’s CBT approach to extend into new areas of mental wellness.
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Lacuna Diagnostics, Inc.
Lacuna Diagnostics, Inc. is a cloud-based platform that connects veterinary hospitals to board-certified clinical pathologists for rapid diagnostic results
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LeagueApps
LeagueApps equips sports organizers with the technology, resources and connections they need to succeed.
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Leucine Rich Bio
Leucine Rich Bio is a genomics-based company providing an at-home gut microbiome test that detects susceptibility of 16 diseases, and provides prebiotic, probiotic and nutritional recommendations.
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Lisa Health
Lisa Health offer a digital health solution for menopause and healthy ageing through their brand Midday, leveraging artificial intelligence to track symptoms like hot flashes and sleep disturbance effortlessly and get personalized insights and support.
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LISNR
LISNR is a high frequency, inaudible Smart Tone technology; a new communication protocol that sends data over audio.
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LOVB
League One Volleyball is commercializing volleyball by creating a purpose and profit driven ecosystem rooted in a national network of junior clubs.
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Lunchio
Lunchio allows you to pay and pre-order your lunch in advance from anywhere.
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Lytics
Lytics is a learning system that aggregates consumer data from multiple touchpoints to help brands personalize every user experience.
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Marleybones
Marleybones is disrupting the traditional processed pet food industry, with customized nutritionally superior, shelf-stable fresh meals for your pup.
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Medixus
Medixus is a knowledge-sharing platform for African doctors to connect and discuss challenging patient cases together via a secure online app.
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Mella
Mella creates connected medical products for vets and pet parents to improve pet health outcomes
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MI:RNA
MI:RNA is a veterinary diagnostic testing company using cutting edge science and artificial intelligence to diagnose disease in the early stages to help vets care for our pets.
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Mimica
Mimica develops food spoilage indicators that reduce food waste.
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Minti
Minti is an oral care brand offering a complete eco-system of digital products & services to address all oral health care needs.
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Mission Secure, Inc.
Mission Secure, Inc. is leading ICS cybersecurity company protecting clients in energy, defense, maritime & critical infrastructure from cyber attacks.
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MixLab
MixLab is a modern veterinary compounding pharmacy that creates personalized meds and wellness products for pets.
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Monterra
Monterra helps EV charging installers design, quote, and propose projects in minutes, not days.
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Myagi
By delivering lightweight, easy-to-access lessons, at exactly the right time, Myagi lets sales associates master the customer experience.
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Native Pet
Native Pet is redefining pet supplements by harnessing the nutritional power of whole food ingredients to deliver highly effective, clean label supplements.
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NOM
NOM uses data, insights and technology to optimize media buys and video performance for brands across social properties.
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nQ Medical
nQ Medical has developed passive data collection from personal devices to address early detection of disease, remote disease progression monitoring, and measurement of the efficacy of therapy.
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Oak Labs
Acquired by Verifone. Oak is building the first connected store platform for a software-driven future of retail. Oak Mirror is live in 15 cities worldwide.
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Oliver Pets
Oliver Pets is the all-in-one service platform that makes pet parenting more simple and fun.
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Oncotect
Oncotect is a biotech startup committed to pioneering early screening of cancer risks in dogs.
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Oral Genome
Oral Genome offer dental saliva test cards that helps patients and dentists analyse oral health and identify personalised recommendations that can address root causes of issues and therefore prevent chronic diseases developing.
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Outdoor Element
Outdoor Element provides quality, multifunctional outdoor adventure and survival gear yielding confident adventure for the novice and experienced outdoor enthusiast.
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Owlet Baby Care
Owlet Baby Care is the first baby health monitor that tracks what really matters.
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OYA
OYA is creating scientifically better athletic apparel for people with vaginas. Our first patent is on the innovative crotch gusset technology in our leggings. Our OB-GYN tested leggings have antimicrobial mesh panels to increase vaginal ventilation.
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Patientory
Patientory, Inc. empowers end users globally with a secure platform to manage and transfer their health data to achieve actionable insights for improved health outcomes and well being.
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Pebble Naturals
Pebble helps shelters save money on drugs by connecting them directly to manufacturers.
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People Who Kaer
We empower dogs to live their happiest, healthiest and longest life possible by producing natural supplements and freeze-dried snacks.
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Percolata
Percolata uses sensor and sales data in physical retail stores to optimize sales teams.
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Perksy
Perksy is an SaaS platform and consumer app that provides marketers with next-gen market intelligence and gives consumers rewards from the brands.
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Pet Hospice
Pet Hospice provides comfort and care to both pets and their families when the end of life nears.
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Petaluma
Petaluma is a public benefit corporation that formulates sustainable dog nutrition with environmentally-friendly and animal-free ingredients.
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PetHub
PetHub is a centralized data platform that helps pet parents manage multiple aspects of their fur kids' lives.
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petNmind Naturals
petNmind’s mission is to enhance the bond between pets and their humans by focusing on quality products, insightful education, simple pet-washing services, and local product delivery, which creates peace of mind for pet parents and a healthy lifestyle for pets.
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PetParent
PetParent is a SaaS platform dedicated to facilitating and transacting end-to-end pet adoption, making it easier for both adopters and rescue organizations.
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PetPlate
PetPlate is a subscription service that delivers fresh-cooked, vet-designed, human-grade dog food in pre-portioned, microwavable containers.
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Petty Well
Petty Well is a online subscription service that delivers natural, healthy, vet-approved and tailor-made meals for dogs and cats, delivered at home
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Planable
Planable simplifies social content creation and the approval process for internal teams and clients.
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PlayVS
PlayVS is building the infrastructure and official platform for high school esports.
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Popwallet
Popwallet gives brands a new way to reach their audience, using the mobile wallet to turn communication into conversion.
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Praxis Labs
Praxis Labs advances diversity and inclusion outcomes through perspective-taking VR-based unconscious bias trainings.
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Project Blu
Project Blu is on a mission to revolutionize the pet accessories market and become the global leader for sustainable pet products.
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PYNRS
PYNRS champions community, culture and diversity through technical running apparel using streetwear design concepts and performance fabrics made of recycled materials.
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qiibee
qiibee is the global standard for loyalty on the blockchain. Through qiibee’s plug & play solutions, businesses worldwide are running and operating loyalty programs on the blockchain in a few hours, while reducing costs and maximizing customer lifetime value.
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Quickframe
Quickframe helps brands produce content at the speed of culture by connecting them with original video creators.
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Relative Insight
Relative Insight helps brands compare and analyze language to give them a new perspective on their audience, brand, category, or content.
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Renegade Brands
Renegade creates next-generation, Sweat X branded sports detergent, stain and odor technologies, specifically engineered to meet the needs of today's high performance sports apparel.
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Reply.ai
Acquired by Kustomer. Reply.ai is the bot management platform that powers 1:1 communication at scale. Acquired by Kustomer.
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Rex
Modern vet clinics. Our mission is to help pet owners take the best possible care of their best friends - to strengthen the unique bond between pets and their humans.
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Ric
Ric is a micro parametric platform and solution provider that supports resiliency post catastrophe for individuals and communities.
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Roommatic
Roomatic is helping hotels handle guest requests, maintain excellent service and tap into new sources of revenue.
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Sahha.ai
Sahha are leading the way in predictive analytics for behavioral data. By collecting a large data set from a wide variety of sources, Sahha have created an API that can provide other apps with incredibly rich data allowing their users targeted insights into their own mental wellbeing.
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Sceenic
Sceenic provides a white label SaaS solution that allows media companies to bring a 'watch together' experience to their viewers.
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ScreenCloud
ScreenCloud provides simple digital signage for any screen. The easiest way to get videos, images and social media onto your screen.
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Sensible Object
Acquired by Niantic. Sensible Object makes games that combine beautiful things, custom hardware and digital apps into new kinds of play.
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Sensing Feeling
Sensing Feeling delivers advanced human emotion-sensing products using AI & Computer Vision to help businesses measure their customers’ emotional response in real-world spaces.
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September
SEPTEMBER is a sustainably-minded, female-owned swim and activewear brand empowering women to live their best adventures.
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Shameless Pets
Shameless Pets works to reduce the environmental impact of pet food through their nutritional, upcycled treats.
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She'Kab
She'Kab is a subscription-based carpooling service for women & girls that aims to empower women by providing them with safe, affordable, and reliable transportation solutions.
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ShotTracker
ShotTracker is a wearable technology that provides comprehensive real time stats to players, coaches and fans in practice and live games.
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Sightworthy
Sightworthy is an on-demand video editing service that takes brands’ existing content and turns it into optimized social stories.
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SkySpecs
SkySpecs is an autonomous drone solution, creating easier, faster & more efficient ways for enterprises to inspect critical infrastructure.
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Smalls
Smalls makes human grade food for cats that's leaves the fillers and mystery ingredients behind.
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Smartzer
Smartzer turns branded videos into interactive shopping experiences that drive measurable sales and engagement.
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Smilo.ai
Smilo.ai is a Computer Vision AI powered patient engagement and virtual consultation platform that provides instant digital oral health check-ups, cosmetic consults, orthodontic assessments, and treatment monitoring.
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Snapcart
Snapcart provides brands with valuable insights around offline shopping behavior through an app that incentivizes shoppers to upload photos of their receipts.
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Snaptivity
Snaptivity captures the emotional, candid moments, we want to change the way fans enjoy live events.
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Sniffspot
Sniffspot’s marketplace platform connects owners to different outdoor locations, unlocking new spaces for pets.
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SOURCE
Drinking water is a fundamental human right. At Source, they make products that ensure that right.
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Sports Innovation Lab
Sports Innovation Lab helps the world's leading sports organizations identify and understand their fans, thereby enabling better fan experiences.
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Sportsbox AI
Sportsbox AI is an AI-powered single-camera 3D-motion capture technology company that brings real-time corrective feedback to help athletes achieve their goals in sports and fitness.
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Streamroot
Acquired by CenturyLink. Streamroot enables content providers to increase the quality of online video while drastically improving the economics of OTT delivery.
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Sunfolding
Sunfolding is developing new approaches to solar tracking for commercial and utility systems with the first pneumatic tracker, delivering cost and performance breakthroughs to stakeholders across the solar industry.
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Swish Analytics
Swish Analytics is a prediction system for sports betting and fantasy sports.
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T-REX
T-REX is a leading provider of managed data services and enterprise software for the complex financing of esoteric asset-backed securities and energy project finance.
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TAPPP
TAPPP enables access to premium content through innovative prepaid card solutions that serve the evolving needs of today’s consumer.
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Teamwork Healthcare
Teamwork Healthcare’s therapists provide individualized autism services using Applied Behavior Analysis therapy in your own home
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Teralytic
Teralytic's wireless soil sensors and analytics track real-time NPK levels to save time and money, improve soil health, and reduce environmental impact.
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The Bark Shoppe
The Bark Shoppe is a premier pet care company specializing in pet grooming. They aim to standardize and certify pet groomers with their flagship grooming school and online training platform.
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The Gist
The GIST is a community-driven digital media company, changing the way sports content and storytelling speak to underserved sports fans.
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THE PACK
THE PACK are on a mission to cook-up delicious, drool-inducing plant-based meals for every dog-bowl in the world. A kind that’s better for dogs, and their planet too.
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Tobi Pets
Tobipets.com is a one-stop-shop that connects pet brands, services, and vets with pet parents.
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Togethxr
Togethxr is a media and commerce company curating original content to elevate women’s voices in sports.
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Toletta Cats
Toletta® is a “smart” cat litter box capable of detecting early symptoms of common feline diseases, without the stress of a veterinarian visit.
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ToughCutie
ToughCutie makes high quality women’s merino wool hiking socks, designed to be better fitting, more supportive, and more durable to help active women hike longer and avoid blisters.
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Truthbrush
Truthbrush specialise in a detachable device that uses a motion sensor to track and analyse the oral health of families. It can suggest improvements to brushing techniques.
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Unfabled
Unfabled is the world’s first ecommerce platform for menstrual wellbeing, with a vision to own the consumer lifecycle from first period to menopause through personalized, sustainable cycle care.
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Urban Stalk
Urban Stalk is redesigning our vegetable food supply chains to make them local, circular, and more resilient.
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Varlo
Varlo Inc. makes best-in-class performance cycling, running, and multisport apparel to lower barriers and empower the will of every athlete to conquer the goals of tomorrow.
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Versus
Versus combines online and offline consumer data to give brands actionable and competitive insight for the African market.
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Vetsie
Vetsie is an all-in-one pet services platform that uniquely serves veterinary clinics and pet parents through a marketplace.
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Vidrovr
Vidrovr automatically analyzes companies’ large video collections to make content inside the videos discoverable.
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Wearable X
Wearable X is the future of wellness that brings together design and technology to create a better quality of life through experience and fashion.
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Whalar
Whalar matches brands with influential creators to produce authentic content at scale.
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WhitePaws RunMitts
WhitePaws RunMitts is a patented, convertible, thumbless mittens invented for runners, walkers, and outdoor sports enthusiasts.
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Wild Earth
Wild Earth is challenging the status quo of pet food with cultured protein that is good for your pets and the environment.
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Winnow
Winnow is on a mission to prevent food waste. They believe that food is too valuable to be wasted and that technology can transform the way we make food.
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Woof Together
Woof Together is an innovative startup setting the standards in pet-friendly hospitality by assessing, certifying, and training pet-friendly hospitality businesses.
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WSC Sports
WSC Technologies has developed a platform that creates personalized sports videos automatically and in real-time, helping sports leagues and broadcasters to engage fans and monetize their content.