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Upshift Capital is a venture capital firm based in San Francisco, founded by Gabriel Luna-Ostaseski and Marcus Segal. The firm specializes in seed-stage investments, primarily targeting Software as a Service (SaaS) and marketplace companies. Upshift Capital leverages its founders' extensive experience in advising and investing in high-growth companies to help startups scale effectively.
The firm has a portfolio of over 50 companies, showcasing its commitment to supporting early-stage ventures. Upshift Capital's notable milestone includes the successful exit of Calfinder, a home improvement marketplace co-founded by Luna-Ostaseski, which achieved over $40 million in sales before its exit. The firm operates from its headquarters in San Francisco, California, and is known for its hands-on approach to supporting portfolio companies.
Upshift Capital focuses on seed-stage investments in North America, specifically in the SaaS and marketplace sectors. The firm typically invests in companies that demonstrate strong growth potential and a clear path to market. Upshift Capital provides not only capital but also operational expertise, helping startups optimize their sales strategies and build effective go-to-market teams.
The investment strategy emphasizes hands-on support, with the team actively engaging in scaling operations and enhancing business models. Upshift Capital seeks founders who are driven and possess a deep understanding of their market. The firm values operational excellence and looks for startups that can leverage its extensive network in Silicon Valley to accelerate growth.
Upshift Capital has invested in a diverse range of companies, with notable portfolio highlights including:
These companies represent Upshift Capital's focus on high-growth potential in the SaaS and marketplace sectors, demonstrating the firm's commitment to supporting innovative startups.
Gabriel Luna-Ostaseski - General Partner. Gabriel co-founded Calfinder, a home improvement marketplace, and has extensive experience advising and investing in over 30 Silicon Valley startups. He previously founded Upshift Partners, an advisory firm, and is known for his expertise in scaling operations.
Marcus Segal - General Partner. Marcus brings a wealth of experience in the venture capital space, focusing on operational excellence and growth strategies for startups. His background includes significant roles in various high-growth companies.
To pitch to Upshift Capital, founders should visit their website at upshiftcapital.com. It is recommended to include a comprehensive pitch deck that outlines the business model, market opportunity, and financial projections. The firm prefers detailed information about the startup's growth strategy and operational plans.
Response times may vary, but founders should expect to hear back within a few weeks. Warm introductions through mutual connections in the industry can enhance the chances of receiving a timely response.
As of March 2026, Upshift Capital continues to expand its portfolio, focusing on seed-stage investments in SaaS and marketplace companies. The firm has successfully advised numerous startups, contributing to their growth and operational success.
Notable recent activity includes the continued support of portfolio companies like Calfinder and Thumbtack, which have shown significant growth in their respective markets. Upshift Capital remains committed to its mission of providing both capital and operational expertise to help startups thrive.
What are Upshift Capital's investment criteria?
Upshift Capital primarily invests in seed-stage companies within the SaaS and marketplace sectors. The firm looks for startups that demonstrate strong growth potential and a clear market strategy.
How can I apply or pitch to Upshift Capital?
Founders can pitch to Upshift Capital through their website at upshiftcapital.com. It is advisable to include a detailed business plan and financial projections in the pitch deck.
What makes Upshift Capital different from other venture firms?
Upshift Capital differentiates itself by providing hands-on operational support in addition to capital. The team has extensive experience in scaling operations and optimizing sales strategies, which they leverage to help portfolio companies succeed.
What is the geographic scope of Upshift Capital's investments?
The firm focuses on investments in North America, specifically targeting startups based in the United States.
What is the typical check size for investments?
While specific check sizes are not disclosed, Upshift Capital typically invests at the seed stage, which generally involves smaller initial investments compared to later funding rounds.
What kind of post-investment involvement does Upshift Capital have?
Upshift Capital is known for its active involvement in portfolio companies, providing operational support and strategic guidance to help startups scale effectively.
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