Mu Ventures
Venture capitalActively deployingArmonk · 42 people tracked
Investment thesis
Mu Ventures positions itself around the physics concept of the coefficient of friction (µ), aiming to lower friction both within its portfolio companies and in commerce broadly. The firm invests in commerce infrastructure, vertical AI and marketplaces, and consumer brands. It describes itself as an early conviction investor ('first to believe') and supports founders through go-to-market strategy, digital marketing, tech and agency partnerships, product-led growth, organizational alignment and talent management frameworks, solution architecture for commerce applications, data activation, and guidance on fundraising, M&A, and strategic partnerships.
Source: firm website, verified Aug 3, 2026.
Team · 42 people
from the firm's website & curated
What they invest in
from 34 of 42 portfolio companiesAI & Machine Learning ×18SaaS ×15E-commerce ×9Marketing Tech ×9Enterprise Software ×7Retail Tech ×6AdTech ×5Fintech ×5
HQs:United States×14Canada×1United Kingdom×1
Who they back
founder profiles across 11 portfolio companiesFounding team size:solo founder×72 founders×33 founders×1
Accelerator rootsportfolio companies that came through a program
Investments · 42 tracked
founders shown can be your intro pathBy year:2026 · 22025 · 12024 · 12023 · 12022 · 16 dated
Heatmap provides real-time ecommerce analytics and on-site behavior tracking (heatmaps, scrollmaps, journey analysis) that ties every click, scroll, and session to revenue at the element level.
AI & Machine LearningE-commerceMarketing Tech
PartnerGary Benerofe· solo GP
Co-investorsEl Cap EquityHawke VenturesVine Ventures
Alloy provides an embedded integration platform (iPaaS) with AI agents, MCP servers, and a connectivity API that lets software providers and enterprises build and manage integrations across systems like NetSuite, SAP, Salesforce, and Shopify.
AI & Machine LearningData & InfrastructureDeveloper ToolsEnterprise SoftwareSaaS
PartnerGary Benerofe· solo GP
Co-investorsAbstract VenturesAmbush CapitalBoxGroupContraryGreen Meadow VenturesHabitat Partners+4 more
Arena is a real-time engagement platform that enables organizations to create immersive interactive experiences, engage audiences through live updates, and personalize customer interactions across news, gaming, and ecommerce industries.
Marketing TechMedia & EntertainmentRetail TechSaaSSan Francisco, US
Paulo Martins(Founder)in
PartnerGary Benerofe· solo GP
Co-investorsCRV (Charles River Ventures)Incubate USLightspeed Venture PartnersTechstarsVela PartnersAndreessen Horowitz+2 more
Arta provides a configurable commerce platform for selling, shipping, insuring, and tracking art, luxury goods, and collectibles globally.
E-commerceLogistics & Supply ChainSaaS
PartnerGary Benerofe· solo GP
Co-investorsCorazon CapitalV1 VCAtlantic Vantage PointCoatue ManagementRecharge Thematic Ventures Management LlcRibbit Capital+1 more
Balance provides real-time credit intelligence, embedded financing, and autonomous accounts receivable solutions for B2B transactions.
Enterprise SoftwareFintechSaaSSan Francisco, US
Bar Geron(Founder)inYoni Shuster(Founder)in
PartnerGary Benerofe· solo GP
Co-investorsAvid VenturesForerunner VenturesHubSpot VenturesJibe VenturesLightspeed Venture PartnersUpWest+3 more
Buncha is a social commerce platform that delivers groceries and products from favorite stores on a neighborhood-based schedule.
CleantechConsumerE-commerceLogistics & Supply ChainHopkins, US
PartnerGary Benerofe· solo GP
Co-investorsMatchstick VenturesStarting LineTechstarsUnusual VenturesAssembly VenturesFoundry+1 more
ChatLabs is a creative studio platform that generates studio-quality product photos, lifestyle visuals, ads, and product detail page assets from a single product upload within a branded workspace.
AI & Machine LearningE-commerceMarketing Tech
PartnerGary Benerofe· solo GP
Co-investorsSilicon Road Ventures
Chptr turns the obituary data funeral homes already collect into televised and radio obituary announcements that air on local news stations for at least three consecutive days, along with slideshows, heirloom films, and social remembrance products.
ConsumerMedia & EntertainmentSaaSNy, US
Rehan Choudhry(CEO)Jeff Tennery(Chief Commercial Officer)Jamie Henriod(COO)
BoardMichael Flannery(Director)Oliver Libby(Director)Andrew Bebbington(Director)
PartnerGary Benerofe· solo GP
Co-investorsCosmic Venture PartnersGrit Capital PartnersCityRock Venture PartnersGrit Capital SeedSugar Capital
Consio offers an AI phone platform that combines inbound calls, outbound campaigns, and SMS into a single workspace with smart routing, a unified inbox, call recording/transcription, and order-level revenue attribution.
AI & Machine LearningE-commerceSales TechDover, US
Philippe Roireau(Founder)in
BoardMartin Latrille(Director)
PartnerGary Benerofe· solo GP
Co-investorsKima VenturesRTP GlobalSaaStr Fund
PartnerGary Benerofe· solo GP
Firmly provides a platform that connects merchants and their commerce stacks to AI agents through a single integration, supporting agentic protocols such as UCP, ACP, MCP, AP2, and TAP without engineering work.
AI & Machine LearningE-commerceRetail TechSeattle, US
Kumar N Senthil(Founder)
PartnerGary Benerofe· solo GP
Co-investorsHawke VenturesRachel Zoe VenturesBenhamou Global VenturesHike Ventures
Videowise is an AI-powered video commerce platform that lets ecommerce teams create, manage, and optimize shoppable video and creator content across websites, product pages, email, SMS, mobile apps, social media, and live shopping.
E-commerceMarketing TechSaaS
PartnerGary Benerofe· solo GP
Co-investorsUnderline Ventures
Ingest is a data management and analytics platform designed for restaurants and food & beverage businesses.
Data & InfrastructureFoodTechNew York, US
Daniel Meth(Executive Officer, Director)Linus Liang(Executive Officer, Director)
PartnerGary Benerofe· solo GP
Co-investors7BC Venture CapitalBoot64 VenturesBranded Strategic HospitalityNew Orleans Startup FundPathbreaker Ventures
Kingpin is an AI-powered sales agency for consumer brands that finds new retail buyers, runs multi-language email outreach from the brand's own inbox, digitises catalogues and line sheets, and captures orders across channels.
AI & Machine LearningRetail TechSales Tech
Co-investorsCOTU VenturesInfinity VenturesOutliers VCRed Swan Ventures
Kingpin is an AI-powered sales agency for consumer brands that runs wholesale operations, including buyer prospecting, multi-language outreach, digitised catalogues and per-buyer pricing, and order capture across channels.
AI & Machine LearningRetail TechSales Tech
PartnerGary Benerofe· solo GP
Co-investorsRed Swan Ventures
MutualMarkets is an AI platform that matches brands with relevant TV shows and movies to create co-marketing digital ads, then connects the parties directly and helps produce the campaigns.
AdTechAI & Machine LearningMarketing TechFranklin Lakes, US
Eric Gould(Co-CEO & Founder)Alan Gould(Co-CEO & Founder)
BoardLloyd Braun(Director)
PartnerGary Benerofe· solo GP
Co-investorsPurple Sage Ventures
Calvin Cooper(Founder)inRob May(Founder)in
PartnerGary Benerofe· solo GP
Co-investorsAbstraction CapitalBantam GroupBetaworks
Nilus provides a platform that aggregates cash data from multiple sources—banks, payment systems, billing systems, and ERPs—and uses AI to analyze the data and deliver insights for finance and treasury teams.
AI & Machine LearningEnterprise SoftwareFintechSaaSNew York City, US
Danielle Shaul(Founder)inDaniel Kalish(Founder)
PartnerGary Benerofe· solo GP
Co-investorsBessemer Venture PartnersBetter Tomorrow VenturesFelicis VenturesSymbolVesey VenturesBTV
OpenAds generates hyper-contextual ad creatives in real time based on page content and user intent, producing thousands of variations on demand without relying on user targeting data.
AdTechAI & Machine LearningMarketing Tech
Steven Liss(Founder)in
PartnerGary Benerofe· solo GP
Co-investorsAccelFirst Round CapitalIndex VenturesirrvrntVCMangrove Capital Partners
Opstream offers an AI-native platform that unifies vendor and spend data across ERP, CLM, HRIS, and compliance tools to automate the vendor lifecycle, including intake, onboarding, renewals, and approvals.
AI & Machine LearningFintechSaaS
PartnerGary Benerofe· solo GP
Co-investorsStorytime CapitalThe 51 VenturesRed Bike CapitalTenOneTen Ventures
Pack Digital provides a platform for ecommerce brands to optimize their shopping experiences with conversion rate optimization tools including personalization, testing, and analytics, built on Shopify integration.
AI & Machine LearningDeveloper ToolsE-commerceSaaS
Cory Cummings(Founder)in
PartnerGary Benerofe· solo GP
Co-investorsAlpaca VCCorigin VenturesNorwest Venture PartnersirrvrntVC
Palazzo is an AI virtual staging tool that furnishes empty real estate listing photos with photorealistic, shoppable furniture from real product catalogs.
AI & Machine LearningPropTechRetail Tech
Raffi Holzer(Co-founder)Venus Williams(Co-founder)
PartnerGary Benerofe· solo GP
Co-investorsMetaPropMetaProp Ventures
Pulzaid provides occupational healthcare services for workplace injuries, combining telemedicine, onsite care, and triage services for construction, manufacturing, retail, and logistics companies.
Enterprise SoftwareHealthtechLewes, GB
PartnerGary Benerofe· solo GP
Co-investorsIncisive VenturesTechstars
Qonsent offers a composable identity and consent data management platform that helps brands, agencies, and publishers collect, validate, and route first-party data and consumer permissions with a focus on privacy and transparency.
AdTechData & InfrastructureMarketing TechWestport, US
Jesse Redniss(Executive Officer, Director)inGreg Couture(Product & Technology)Stephano Kim(Director)inKenneth H. Zekavat(Director)Andrea Redniss(Executive Officer, Director)
PartnerGary Benerofe· solo GP
Co-investorsCrosscut Ventures
Quoll is a data analytics company that translates climate risk into projected physical and financial impacts at the individual property level, producing house-specific reports on risk exposure, budgeting, property value, and recommended home improvements.
Climate TechData & InfrastructurePropTech
PartnerGary Benerofe· solo GP
Justin Donovan(Founder)inDaryn Lam(Founder)in
PartnerGary Benerofe· solo GP
Co-investorsClocktower VenturesInfinity VenturesIndicator Ventures
Sapience AI provides AI-powered technology to help professional organizations unlock and leverage collective knowledge from their members.
AI & Machine LearningEnterprise SoftwareSaaSIssaquah, US
Amanda Kilmer(Executive Officer)Larry Monroe Gibbs(Executive Officer, Director)
BoardJames Cook(Director)Bryan Daniels(Director)
PartnerGary Benerofe· solo GP
Co-investorsMighty Capital
Mayple provides cross-border e-commerce logistics through a global supply chain platform that integrates with Shopify and ERP systems.
E-commerceLogistics & Supply ChainSaaS
PartnerGary Benerofe· solo GP
Co-investorsirrvrntVC
Simply Bail is a management platform for bail bond agents that consolidates case management, e-document signing, payment plan collection, inventory tracking, court date reminders, GPS defendant check-ins, arrest alerts, and reporting into one system.
FintechLegalTechSaaS
PartnerGary Benerofe· solo GP
Co-investorsGreen Egg VenturesIU VenturesIndicator Ventures
Soris.ai is an early-stage frontier technology company assembling a founding team to build infrastructure applying AI research to real-world applications across areas such as aerospace and mobility.
AI & Machine LearningDeep Tech
PartnerGary Benerofe· solo GP
StorageDefender provides IoT sensors and 24/7 monitoring for self-storage facilities, offering Smart Storage Units for tenant peace of mind and Smart Zones that track temperature, humidity, and motion across common areas.
HardwareIoTPropTech
PartnerGary Benerofe· solo GP
Co-investorsIncisive Ventures
Sunbound provides a revenue operations platform for assisted living (AL) and skilled nursing facility (SNF) operators, covering financial screening at admissions, digital private-pay payment collection, and claims management.
FintechHealthtechSaaS
PartnerGary Benerofe· solo GP
Co-investorsBling CapitalFikaUpper90TTV Capital
Taiv operates a smart TV platform for bars, restaurants, gyms, and retail venues across North America that delivers targeted ads and custom content on in-venue screens using AI.
AdTechAI & Machine LearningEnterprise SoftwareMarketing TechMarketplacesMedia & EntertainmentWinnipeg, CA
Jordan Davis(Founder)inNoah Palansky(Founder)inAvi Stoller(Founder)inMitch Conway(CCO)in
PartnerGary Benerofe· solo GP
Co-investorsCathexis VenturesGolden Opportunities FundY CombinatorGarage CapitalIDC VenturesMiami Angels
Threes offers a service that connects brands with trusted third-party publishers to create premium content aimed at building credibility and driving commerce.
AdTechMarketing TechMedia & Entertainment
PartnerGary Benerofe· solo GP
Top Tier Lessons is a booking platform that connects youth athletes with college athletes for sports lessons, camps, and clinics across various sports.
ConsumerMarketplacesSports Tech
PartnerGary Benerofe· solo GP
Co-investorsIllinois VenturesM25
PartnerGary Benerofe· solo GP
Vendora provides an all-in-one POS and grocery management platform for retail grocers, combining point-of-sale checkout, loyalty programs, inventory management, and AI-powered analytics in a single system.
AI & Machine LearningEnterprise SoftwareRetail TechSaaSNew York City, US
Sunny Singh(Founder)in
PartnerGary Benerofe· solo GP
Co-investorsInterlace VenturesSID Venture PartnersY CombinatorNo Such Ventures
VeroSkills provides an AI-agent platform for staffing and recruiting teams that automates sourcing, resume screening, candidate ranking, dynamic voice interviews, license verification, and reference checks.
AI & Machine LearningHR TechSaaS
PartnerGary Benerofe· solo GP
Co-investorsAmbassadors Impact NetworkCircadian VenturesEagle VentureService Provider CapitalVisible VenturesMOTIVATE VENTURES
Portfolio news
latest coverage across their companiesFirmly · alexjoneslive.com · Aug 22, 2026
Alloy · infotechlead.com · Aug 20, 2026
Arena · blazersedge.com · Jul 17, 2026
Balance · benzinga.com · Jul 16, 2026
Taiv · betakit.com · Jul 8, 2026
Sapience AI · datacenterdynamics.com · Jun 18, 2026
Arta · startupfundraising.com · Jun 17, 2026
Chptr · superbcrew.com · Jun 14, 2026
Frequently asked questions
- How many investments has Mu Ventures made?
- Mu Ventures has 41 tracked investments, including 2 dated in the last 24 months.
- What sectors does Mu Ventures focus on?
- Mu Ventures focuses on AdTech, AI & Machine Learning, B2B Marketplaces, Consumer, E-commerce, Fintech, Logistics & Supply Chain, Marketing Tech, Marketplaces, Retail Tech, SaaS, Sector Agnostic.
- Where is Mu Ventures located?
- Mu Ventures is headquartered in Armonk, US.
- Who does Mu Ventures co-invest with?
- Mu Ventures most often shares deals with Hawke Ventures, Red Swan Ventures, Techstars, among 76 tracked co-investors.
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