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Applico is a technology investment firm founded in 2009 by Alex Moazed while he was at Babson College. The firm focuses on the B2B distribution sector, aiming to connect strategic partners and entrepreneurs to accelerate growth and create value. Applico Capital, the investment arm of Applico, has evolved from app development to platform strategy advisory and now to investment, establishing itself as a leading technology investor in the $8 trillion B2B distribution industry.
Currently, Applico manages a portfolio of 8 companies and has over $500 million in advised M&A transactions or investments. The firm has launched a venture capital fund in 2022/2023, which is the first and only venture fund dedicated to technology for B2B distributors. Additionally, a private equity division was launched in April 2025, focusing on tech-enabled investments in scaled B2B distributors.
Applico is headquartered in the United States and is backed by major enterprises in the B2B distribution industry. The firm’s notable milestones include its evolution from a platform strategy advisory to a recognized investment firm, and its partnerships with billion-dollar-revenue distributors as limited partners.
Applico invests primarily in the B2B distribution sector, emphasizing technology solutions that enhance distribution processes. The firm focuses on sectors such as SaaS, AI, logistics, healthcare, fintech, and commerce. Applico's investment strategy involves leveraging partnerships with large enterprises to drive growth and value creation. The firm collaborates closely with entrepreneurs to modernize technology within the B2B distribution landscape.
The investment thesis centers on the technology modernization of the B2B distribution industry. Applico Capital invests in startups that are building innovative distribution technologies, while its private equity division partners with scaled distributors to facilitate AI adoption and digital transformation. The firm seeks to identify companies that can disrupt traditional distribution models and enhance operational efficiencies.
Applico's portfolio consists of 8 notable companies that are transforming the B2B distribution landscape:
These companies represent Applico's commitment to investing in technology that modernizes the B2B distribution sector, enhancing efficiency and operational capabilities.
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, sharing insights on the B2B distribution sector.
To pitch to Applico, founders should visit the firm's website at applicoinc.com. The pitch deck should include a clear overview of the business model, market opportunity, competitive landscape, and financial projections. Applico prefers to receive pitches through their website and values warm introductions from mutual connections.
Response times can vary, but founders can generally expect to hear back within a few weeks. It is advisable to follow up if no response is received after this period.
In April 2025, Applico launched its private equity division, focusing on tech-enabled investments in scaled B2B distributors. This division aims to drive AI adoption and digital transformation within the industry.
In 2022/2023, Applico launched its venture capital fund, which is the first dedicated to technology for B2B distributors. This fund is backed by over 10 billion-dollar-revenue distributors as limited partners, including MSC Industrial Supply, Sonepar, and WESCO International.
What are Applico's investment criteria?
Applico focuses on the B2B distribution sector, investing in technology solutions that enhance distribution processes. The firm looks for startups that can disrupt traditional distribution models and demonstrate potential for growth and value creation.
How can I apply or pitch to Applico?
Founders can pitch their ideas by visiting Applico's website at applicoinc.com. The firm encourages entrepreneurs to provide detailed information about their business model, market potential, and how their technology addresses challenges in the B2B distribution space.
What makes Applico different from other venture capital firms?
Applico specializes in the B2B distribution sector and has a unique focus on technology modernization. The firm leverages its extensive network of strategic partners and industry expertise to facilitate growth and operational improvements for its portfolio companies.
What is Applico's geographic scope?
Applico primarily invests in companies based in the United States, but it also considers opportunities in other regions that align with its investment thesis in B2B distribution technology.
What is the size of Applico's fund and check sizes?
While the exact fund size is not disclosed, Applico has over $500 million in advised M&A transactions or investments. The firm typically invests in startups with significant growth potential, although specific check sizes may vary based on the opportunity.
What type of post-investment involvement does Applico have?
Applico actively engages with its portfolio companies, providing mentorship, operational support, and access to its network of strategic partners. The firm aims to facilitate growth through technology modernization and operational improvements.
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