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Applico is a technology investment firm founded in 2009 by Alex Moazed while he was a student at Babson College. The firm focuses on the B2B distribution sector, aiming to connect strategic partners and entrepreneurs to accelerate growth and create value. Over the years, Applico has evolved from app development to platform strategy advisory and now to investment, establishing itself as a leading player in the $8 trillion B2B distribution industry.
As of now, Applico Capital, the investment arm of the firm, manages a portfolio of eight companies and has advised on over $500 million in M&A transactions and investments. The firm is headquartered in the United States and has built a strong base of limited partners, including over ten billion-dollar-revenue distributors such as MSC Industrial Supply, Sonepar, and WESCO International.
Applico's notable milestones include the launch of its venture capital fund in 2022/2023, which is the first and only fund focused on technology for B2B distributors. Additionally, the firm is expanding its operations with a private equity division launched in April 2025, targeting scaled B2B distributors for minority and alternative investments.
Applico invests primarily in the B2B distribution sector, emphasizing technology solutions that enhance distribution processes. The firm collaborates closely with large enterprises to leverage their resources and networks, which helps drive growth and value creation for portfolio companies. Applico's investment strategy is centered around technology modernization, focusing on startups that are building innovative distribution technologies.
The firm’s investment criteria include a strong emphasis on partnerships with entrepreneurs who are positioned to transform the B2B distribution landscape. Applico's venture capital arm seeks to invest in companies that are developing technology solutions in sectors such as SaaS, AI, logistics, healthcare, fintech, and commerce. The check sizes for investments typically range from $1 million to $5 million, depending on the stage and potential of the startup.
Applico's thesis revolves around the modernization of the B2B distribution industry, with a dual approach: the venture capital side invests in startups focused on distribution technology, while the private equity division partners with established distributors to drive AI adoption and digital transformation.
Applico's portfolio consists of eight notable companies that are making significant strides in the B2B distribution sector. These companies include:
These companies represent a diverse range of solutions aimed at improving efficiency and effectiveness in the B2B distribution space, showcasing Applico's commitment to investing in transformative technologies.
Alex Moazed - Founder & CEO, Founding Partner. Alex co-authored the book 'Modern Monopolies' and has been featured in Inc. Magazine. He is a speaker at the Milken Institute and the G1 Global Conference.
Nick Johnson - Managing Partner, Head of Platforms. Nick is also a co-author of 'Modern Monopolies' and has spoken at the World Economic Forum, bringing extensive experience in technology and distribution.
To pitch to Applico, founders should visit their website at applicoinc.com. The firm prefers detailed pitch decks that outline the business model, market opportunity, and technology's impact on B2B distribution. While there is no formal application portal, a well-structured email introduction can also be effective.
Response times can vary, but founders can generally expect feedback within a few weeks. Warm introductions through mutual connections in the industry can enhance the chances of a successful pitch.
In April 2025, Applico launched its private equity division, targeting tech-enabled investments in scaled B2B distributors. This division focuses on minority and alternative investments, emphasizing AI adoption and digital transformation.
In 2022/2023, Applico launched its venture capital fund, which is the first dedicated fund for technology in the B2B distribution sector. This fund is backed by over ten billion-dollar-revenue distributors, marking a significant milestone for the firm.
What are Applico's investment criteria?
Applico focuses on the B2B distribution sector, investing in technology solutions that enhance distribution processes. The firm seeks startups that demonstrate strong potential for growth and innovation in areas such as SaaS, AI, logistics, healthcare, fintech, and commerce.
How can I apply or pitch to Applico?
Founders interested in pitching to Applico can visit their website at applicoinc.com. The firm encourages entrepreneurs to provide detailed information about their business model, market potential, and how their technology can modernize B2B distribution.
What makes Applico different from other venture capital firms?
Applico distinguishes itself by its exclusive focus on the B2B distribution sector and its collaborative approach with large enterprises. This enables the firm to provide unique insights and resources to its portfolio companies, facilitating their growth and operational improvements.
What is the geographic scope of Applico's investments?
Applico primarily invests in companies based in the United States, but it remains open to opportunities in other regions that align with its investment thesis in B2B distribution technology.
What is the typical fund size and check size for investments?
Applico's venture capital fund, launched in 2022/2023, is focused on technology for B2B distributors. The firm typically invests between $1 million and $5 million in each startup, depending on the stage and potential of the company.
What kind of post-investment involvement does Applico have?
Applico actively engages with its portfolio companies, providing operational support, strategic guidance, and access to its extensive network of industry partners. The firm aims to facilitate technology modernization and growth within its portfolio.
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