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L'ATTITUDE Ventures is a venture capital firm founded in 2018 and based in the United States. The firm focuses on investing in early-stage companies, particularly those led by Latino entrepreneurs, with the aim of fostering growth and innovation in the U.S. economy. L'ATTITUDE Ventures recognizes the potential of U.S. Latinos as a significant growth cohort that has historically been under-capitalized by institutional venture capital.
As of 2025, L'ATTITUDE Ventures manages assets totaling $100 million and has invested in 35 companies across 12 U.S. cities. The firm has successfully closed two funds, with Fund II reaching over $100 million in 2022. Key limited partners include JPMorgan Chase, Bank of America, and Royal Bank of Canada, indicating a strong institutional backing.
The firm is co-founded by notable figures such as Sol Trujillo, former CEO of Telstra, and Oscar Munoz, former CEO of United Airlines. Their diverse backgrounds contribute to the firm's strategic vision and operational expertise.
L'ATTITUDE Ventures invests in early-stage, technology-enabled businesses, specifically targeting companies from pre-seed to Series A stages. The firm seeks to support visionary leadership and scalable businesses that address significant societal problems. Investments typically range from $1 million to $3 million, allowing the firm to provide substantial support to its portfolio companies.
The firm focuses on sectors including fintech, healthcare, edtech, and consumer products. L'ATTITUDE Ventures aims to capitalize on the 'New Mainstream Economy' narrative, recognizing U.S. Latinos as a rapidly growing demographic. The firm looks for founders who demonstrate a commitment to addressing societal challenges through innovative solutions.
Deal structures often involve leading rounds rather than merely co-investing, which enhances their influence and support for portfolio companies. L'ATTITUDE Ventures also emphasizes collaboration with co-investors, such as S3 Ventures, to maximize the impact of their investments.
L'ATTITUDE Ventures has a diverse portfolio that includes notable companies such as:
As of early 2026, L'ATTITUDE Ventures has invested in 35 companies, showcasing a commitment to supporting Latino entrepreneurs across various sectors. The firm has also seen notable growth in its portfolio, with companies like Nopalera expanding internationally and achieving multimillion revenue milestones.
Sol Trujillo - Co-Founder / Managing Partner. Trujillo is a former CEO of Telstra and has extensive experience in telecommunications and technology sectors.
Oscar Munoz - General Partner. Munoz previously served as the CEO of United Airlines and brings a wealth of experience in corporate leadership and operations.
Pete Amaro - Managing Partner. Amaro has a strong background in venture capital and entrepreneurship, contributing to the firm's strategic direction.
Laura Moreno Lucas - General Partner. Lucas has held significant roles in financial services, including as Managing Director at Nasdaq, enhancing the firm's financial acumen.
Fabián Ronisky - Principal. Ronisky focuses on sourcing and evaluating investment opportunities, leveraging his expertise in early-stage investing.
Milena Alvarez - Executive Assistant. Alvarez supports the team with operational tasks and ensures smooth communication within the firm.
Elisa Sepulveda - Principal. Sepulveda plays a key role in managing portfolio companies and supporting their growth strategies.
To pitch L'ATTITUDE Ventures, founders should visit the contact page on their website. It is essential to include a comprehensive pitch deck that outlines the business model, market analysis, and the societal impact of the startup. The firm prefers warm introductions but will consider direct submissions through their website.
Response times can vary, but founders should expect to hear back within a few weeks. Clear and concise communication is key to making a strong impression.
L'ATTITUDE Ventures hosts the **Match-Up** competition, an annual event designed to showcase early-stage Latino entrepreneurs. This competition connects participants with institutional capital and strategic partners, providing a platform for networking and growth.
Finalists in the Match-Up competition compete for investment and recognition, highlighting the firm's commitment to supporting Latino entrepreneurship. The event fosters collaboration and innovation within the community, aligning with L'ATTITUDE's mission to address societal challenges through technology-enabled businesses.
In 2025, L'ATTITUDE Ventures deployed over $64 million across various investments, marking a significant acceleration in their deal activity. Notable investments included Ares Materials, which received funding on January 26, 2026, and Sunthetics, where L'ATTITUDE led a $4 million Seed round alongside S3 Ventures and Level Up Ventures.
On October 7, 2025, Nopalera announced its international launch, showcasing the growth potential of L'ATTITUDE's portfolio companies. The firm has also been involved in notable historical investments, such as Camino Financial, which focuses on AI lending for Latino-owned businesses.
What are L'ATTITUDE Ventures' investment criteria?
L'ATTITUDE Ventures focuses on early-stage, technology-enabled businesses led by Latino founders. They invest in companies at the pre-seed to Series A stages, with check sizes typically ranging from $1 million to $3 million.
How can I pitch to L'ATTITUDE Ventures?
Interested founders can visit the L'ATTITUDE Ventures contact page to submit their pitch. It is recommended to include a clear business model, market analysis, and the societal impact of the proposed solution.
What makes L'ATTITUDE Ventures different from other VCs?
The firm specifically targets Latino entrepreneurs, recognizing their potential as a significant growth cohort in the U.S. economy. L'ATTITUDE Ventures not only provides capital but also strategic support through its extensive network and events like the Match-Up competition.
What is the geographic focus of L'ATTITUDE Ventures?
L'ATTITUDE Ventures primarily invests in U.S.-based companies, ensuring that they are well-positioned to address local market needs and challenges.
What is the follow-on investment behavior of L'ATTITUDE Ventures?
The firm actively leads rounds and participates in follow-on investments, demonstrating a commitment to supporting portfolio companies as they grow and scale.
What sectors does L'ATTITUDE Ventures focus on?
The firm invests across various sectors, including fintech, healthcare, edtech, and consumer products, targeting technology-enabled businesses that address significant societal problems.
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