/Investor DB

VMG Partners

Venture capital

San Francisco · Seed–Late Stage · 42 people tracked

Also known as VMG PARTNERS II, LLC

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Investment thesis

VMG Partners invests behind the theme it calls 'Velocity Made Good' — the idea that sustainable growth requires direction, not just speed. The firm partners with founders to chart a deliberate course toward durable growth while avoiding unseen risks. Through two distinct investment strategies unified by a single focus, VMG backs the brands and technologies shaping the future of consumer.

Source: firm website, verified Sep 29, 2026.

Stage
Seed–Late Stage
HQ
San Francisco, NY, US
Founded
2005
Last 12 months
4 investments
AUM
$3.2B
Tracked investments
31
Unicorns
1

Team · 42 people

from the firm's website & public directories
Kara Cissell-Roell· Co-Founder & General Partner
Aarti Kapoor· Partner
Alisa Williams· Partnerin
Brooke Kiley· Partner𝕏
Michael L. Mauz?· Director

What they invest in

from 23 of 31 portfolio companies

Consumer ×10SaaS ×10Enterprise Software ×7FoodTech ×7Retail Tech ×7AI & Machine Learning ×6Direct to Consumer ×6E-commerce ×6

HQs:United States×15Argentina×1Brazil×1Canada×1United Kingdom×1Philippines×1

Investments · 31 tracked

founders shown can be your intro path

By year:2026 · 42025 · 42024 · 12023 · 22022 · 62021 · 32019 · 22018 · 22017 · 22016 · 127 dated

Bobbiehibobbie.cominSeries B · Jan 2022 · $50M

Bobbie manufactures baby formula and builds workplace support for parents.

ConsumerFoodTechHealthtechWellness & FitnessSan Francisco, US

Laura Modi(Founder)in

BoardSarah Hardy(Director)Sara Adler(Director)

Board seatCarle Stenmark· per SEC Form D

Co-investors1st Course CapitalBaukunstGroundForce CapitalIngeborg InvestmentsLakehouse Venture PartnersNextView Ventures+6 more

Daily Harvestdaily-harvest.cominNov 2021SEC filingmedium confidence

Daily Harvest manufactures and delivers frozen prepared meals made from organic fruits and vegetables, including smoothies, oat bowls, and elixirs.

ConsumerDirect to ConsumerFoodTechNew York, US

Rachel Drori(Founder)in

Board seatCarle Stenmark· per SEC Form D · $100M raise · filed Nov 2021

Co-investorsAble PartnersBAM VenturesCollaborative FundConnect VenturesDream Variation VenturesH Venture Partners+7 more

Health Warriorhealthwarrior.comSep 2016SEC filingmedium confidence

Richmond, US

Shane Emmett(Executive Officer, Director)inDaniel Gluck(Director)Brad Barnhorn(Director)Austin Harris(Executive Officer)Kara Roell(Director)

Board seatCarle Stenmark· per SEC Form D · $5M raise · filed Oct 2017

Co-investorsNew Ground VenturesNRV

Afresh Technologiesafresh.cominAug 2022 · $115M

Afresh builds AI-based demand forecasting, inventory management, and ordering software for grocery retailers, focused on fresh and perishable categories.

AI & Machine LearningCircular EconomyClimate TechEnterprise SoftwareFoodTechImpact & Social GoodRetail TechSaaS

Matt Schwartz(Founder)inNathan Fenner(Founder)in

Co-investorsBetter Food VenturesBlack Jays VenturesBright Pixel CapitalCaesar VenturesDesigner FundDoon Capital+13 more

Ancient Nutritionancientnutrition.comMar 2018 · $100M

Ancient Nutrition makes superfood-based nutritional supplements and protocol kits formulated with fermentation, herbs and clinically backed ingredients, without artificial fillers, colors or flavors.

ConsumerDirect to ConsumerWellness & Fitness

BRAMIbramisnacks.comSeries B · May 2026 · $33M

Brami produces authentic Italian durum wheat pasta made with mountain spring water using artisan production methods.

ConsumerDirect to ConsumerFoodTechNew York, US

Aaron Gatti(Executive Officer, Director)in

BoardDillon Dandurand(Director)William Hicks(Director)Adam Slutsky(Director)Graham Brown(Director)in

Co-investorsLerer Hippeau

Experienceexperience.phJul 2025 · $80M

Experience Philippines connects international travel brands with vetted local suppliers including guides, transport providers, and accommodations in the Philippines.

B2B MarketplacesMarketplacesTravel & HospitalityManila, PH

Co-investorsIdeaspace VenturesGV (Google Ventures)Index VenturesJMI EquityTiger Global Management

Fermatfermatcommerce.comin𝕏May 2025

Fermat provides an agentic commerce platform that helps brands analyze shopper behavior, test changes, and optimize purchasing paths in real-time.

AI & Machine LearningE-commerceRetail TechSaaSSan Francisco, US

Rishabh Jain(Co-Founder & CEO)inShreyas Kumar(Co-Founder & CTO)in

BoardIndranil Guha(Director)Saam Motamedi(Board / Investor representative (Greylock General Partner))inScott Friend(Board Member (Partner, Bain Capital Ventures; led Series A))in

Co-investorsBain Capital VenturesCourtside VenturesDynamism CapitalGreylock PartnersMontage VenturesOlima Ventures+19 more

Honeyjoinhoney.com𝕏Jun 2026 · $24M

Honey is a shopping and rewards platform that helps consumers earn cash back through merchant offers and deals, with the ability to redeem points via PayPal and access deal-seeking features on mobile browsers.

ConsumerE-commerceRetail TechSaaSLos Angeles, US

Co-investorsAmity VenturesBAM VenturesLudlow VenturesPruVen Capital PartnersSGH CapitalWonder Ventures

Humm Kombuchahummkombucha.cominJun 2017 · $8M

Humm Kombucha produces canned, USDA Certified Organic kombucha drinks featuring probiotics, vitamin B12, and no added sugars.

ConsumerDirect to ConsumerWellness & FitnessBend, US

Michelle Lynn Mitchell(Director, Promoter)Jamie Beth Danek(Executive Officer, Director, Promoter)Brian Jay Grossman(Executive Officer, Promoter)Eric Thomas Plantenberg(Executive Officer)

Co-investorsGroundForce Capital

K18k18hair.com.ar

K18 develops biotechnology-based hair care products designed to repair and strengthen hair for consumers.

BiotechConsumerWellness & FitnessBuenos Aires, AR

Britta Cox(Founder)in

Co-investorsFab Co-Creation Studio VenturesTrue Beauty Ventures

Kernel Season’skernelseasons.comin𝕏

Kernel Seasons makes popcorn seasonings in flavors such as White Cheddar, sold to consumers for use on popcorn at home and at movie theaters.

ConsumerFoodTech

Co-investorsFalfurrias

Lyriclyric.techinSep 2025

Lyric builds a supply chain decision platform with composable, ready-to-use apps, native data integrations, and configurable workflows powered by supply chain algorithms and science.

AI & Machine LearningEnterprise SoftwareLogistics & Supply Chain

Ganesh Ramakrishna(Founder & CEO)in

Co-investorsAidenlair CapitalFoster VenturesNewBuild.VCPermanent Capital VenturesPrimary Venture PartnersInsight Partners+1 more

Mantramantrachain.ioJan 2022 · $22M

MANTRA is a modular, compliance-oriented Layer 1 blockchain built for DeFi and real-world asset (RWA) tokenization.

Co-investorsLvna CapitalShorooq PartnersWWVentures14WAlumni VenturesBaleon Capital+8 more

Mantramantra.msinJan 2022 · $22M

Mantra provides cybersecurity awareness and phishing training designed to turn employees into an active line of defense against attacks that exploit human error.

AI & Machine LearningCybersecurityEnterprise SoftwareSaaS

Gaspard Droz(Founder)in

Co-investorsAxeleo CapitalOneRagtime14WAlumni VenturesBaleon CapitalCanaan Partners+2 more

Milk Moovementmilkmoovement.comin𝕏Series A · Jul 2022 · $20M

Milk Moovement provides real-time software for managing dairy supply chain operations, enabling stakeholders across the dairy industry to access shared data and make coordinated decisions.

AgTechEnterprise SoftwareFoodTechLogistics & Supply ChainSaaSHalifax, CA

Jon King(Founder)inRob Forsythe(Co-founder)in

Co-investorsBetter Food VenturesBread And Butter Ventures, LlcMatchstick VenturesTechstarsBread Butter VenturesDynamo Ventures+2 more

Nowstanowsta.comin𝕏Series C · Nov 2023 · $35M

Nowsta is an AI-powered workforce management platform that enables organizations to source, schedule, manage, and pay hourly and contingent workers from a unified interface with advanced scheduling, payroll integration, and compliance features.

Enterprise SoftwareHR TechSaaSBrooklyn, US

Nicholas Lillios(Executive Officer, Director)in

BoardLou Forster(Director)inMoo Kim(Director)

Co-investorsAlpine MeridianBAM VenturesClocktower VenturesCompoundRally Ventures Management, LlcRunway Venture Partners+6 more

Nuvemshopnuvemshop.com.brin𝕏Sep 2021 · $500M

Nuvemshop is an e-commerce platform that lets brands build and customize online stores with a modular AI-integrated editor and prebuilt layouts.

E-commerceRetail TechSaaSBuenos Aires, BR

Santiago Sosa(Co-founder & CEO)inAlejandro Vázquez(Co-founder & President)Martín Palombo(Co-founder & Chief Product Officer)in

Co-investorsAccelAlkeon InnovationFirstMark CapitalFJ LabsHarmony PartnersIGNIA+8 more

Popchipspopchips.com

Popchips manufactures popped potato chips that are lower in fat than traditional fried chips, targeting health-conscious snack consumers.

ConsumerDirect to ConsumerFoodTechWellness & Fitness

Co-investorsVista Venture Partners

Popchipspopchips.co.ukOct 2019

Popchips makes popped (not fried) snack chips positioned as a better-for-you option, emphasizing flavour and crunch.

ConsumerDirect to Consumer

Rinsedrinsed.cominSeries B · Apr 2023 · $20M

Rinsed is a CRM and business management platform for car wash operators that integrates with POS systems to manage memberships, customer retention, and sales operations.

AI & Machine LearningE-commerceEnterprise SoftwareRetail TechSaaSNew York City, US

Austin Esecson(Founder)inNic Hippenmeyer(Founder)inSam Logan(Co-Founder & COO)in

Co-investorsY CombinatorBedrock CapitalFounders FundMischiefPerret Capital LLC

Shogungetshogun.comin𝕏Jun 2021 · $67.5M

Shogun provides software tools for ecommerce store optimization and management, integrating with platforms like Shopify and BigCommerce.

Developer ToolsE-commerceEnterprise SoftwareMarketing TechSaaSSan Francisco, US

Finbarr Taylor(Founder/CEO)inNick Raushenbush(Founder)in

Co-investorsAccelFundersClubInitialized CapitalInsight PartnersPioneerY Combinator+3 more

spindriftspindriftfresh.comSeries B · Mar 2018 · $20M

Premium sparkling water and beverages made with real squeezed fruit and zero added sugar.

Dave Burwickin

Co-investorsAlmanac InsightsGryphonKarpReillyNew Ground VenturesProlog VenturesRiverPark Ventures

sunscreensunscreen.techMar 2026

Privacy engine of the new web.

Co-investorsCoinbase VenturesLattice Capital

Tiendanubetiendanube.comin𝕏

Tiendanube is an e-commerce platform that lets brands and merchants build and customize online stores with an AI-integrated modular editor, and manage payments (Pago Nube), shipping (Envío Nube), WhatsApp sales (Chat Nube) and marketing automation (Marketing Nube).

E-commerceRetail TechSaaS

Santiago Sosa(Founder)in

Co-investorsIGNIAAccelInsight PartnersQualcomm VenturesTiger Global Management

Tracksuitgotracksuit.comJun 2025 · $25M

Brand tracking platform used by 1,000+ consumer brands across 25 markets to measure the impact of brand-building; acquired Hall to add AI visibility.

Co-investorsArc AngelsBlackbird FoundryBlackbird GiantsBlackbird VenturesDesigner FundFootwork+3 more

Zitchazitcha.cominSeries A · Sep 2024 · $10M

Zitcha builds a retail media platform for retailers operating retail media networks (RMNs), connecting onsite, offsite, and in-store advertising channels into one system for planning, activation, billing, and reporting.

AdTechAI & Machine LearningMarketing TechRetail Tech

Troy Townsend(Co-Founder & Group CEO)inJack Byrne(Co-Founder & CEO APAC)in

Co-investorsOIF VenturesOur Innovation Fund

Other

Tracked investments with no reachable website or further public details — typically companies that wound down, renamed, or were absorbed.

Green Grass FoodsSpindrift Beverage CompanyPanorama Artificial Intelligence Corp.Redbud Brands

Rows marked “SEC filing” are inferred from directors named on the company's SEC Form D — public regulatory data, not a portfolio list published by the firm.

Portfolio news

latest coverage across their companies

Frequently asked questions

How many investments has VMG Partners made?
VMG Partners has 31 tracked investments, including 8 dated in the last 24 months.
What stage does VMG Partners invest at?
VMG Partners invests at the Seed, Late Stage stages.
What sectors does VMG Partners focus on?
VMG Partners focuses on Consumer.
Where is VMG Partners located?
VMG Partners is headquartered in San Francisco, US.

Media · Podcasts & interviews

featuring the team

How to Build a Consumer Brand VCs Actually Want to Fund | Wayne Wu, VMG Partners

DSG Consumer Partners · Wayne Wu

#60 Venture Capital & Private Equity 101 with VMG Partners' Wayne Wu

Startup CPG · Wayne Wu

15 Minutes of Genius - Episode 121 with Wayne Wu of VMG Partners

Genius Juice · Wayne Wu

85. McConnell Smith, Partner at VMG Partners

Fitt Insider · McConnell Smith

Wayne Wu of VMG Partners - Consumer Packaged Ep. 04

Consumer Packaged · Wayne Wu

Co-investors · 18

BAM Ventures

BAM Ventures is an early-stage investment firm made up of experienced entrepreneurs based in Southern California, backing founders building consumer-focused technologies, products, and services that transform commerce.

$100K – $1M
GV (Google Ventures)

GV (Google Ventures) is a venture capital firm that has invested in AI and machine learning since its early days, backing more than 100 AI companies across infrastructure, life sciences, and applications.

Both backed · 1
$250K – $50M
Lightspeed Venture Partners

Lightspeed Venture Partners is a global venture capital firm that backs founders from Seed through Series F and beyond, emphasizing deep, immersive partnerships with the companies it invests in.

Both backed · 1
$1.7M – $87M
Alumni Ventures

Alumni Ventures (AV) is a venture capital firm that co-invests alongside lead VCs in startups, backing founders with capital and access to a large investor and operator community.

Both backed · 1
$100K – $10M
Spark Capital

Spark Capital is a venture capital firm that partners with founders, known for early investments including leading Twitter's Series B in 2008.

Both backed · 1
$500K – $25M
SOSV

SOSV is a deep tech venture capital firm that makes first-check pre-seed investments and follow-on rounds in startups focused on human and planetary health, providing lab space and hands-on support at its US locations.

Both backed · 1
$30K – $550K
M13

M13 is a venture capital firm that invests early in founders building through structural shifts that create new markets. It also runs an incubation arm (Launchpad) and a founder-support model called Propulsion.

Both backed · 1
$4M – $7M
Footwork

Footwork is a San Francisco-based venture firm that leads and co-leads Seed and Series A rounds in companies showing early product-market fit, focusing on consumer technology and the consumerization of enterprise technology.

Both backed · 1
$1M – $15M
Bread And Butter Ventures, Llc

Bread and Butter Ventures is a Minnesota-based venture capital firm investing in foodtech, digital health, and enterprise technology companies, leveraging the state's concentration of food, healthcare, and Fortune 500 industry leaders.

Both backed · 1
$100K – $250K
Dynamo Ventures

Dynamo backs founders building and upgrading the physical economy, investing from inception through seed across supply chain, advanced transportation, manufacturing, energy, and industrial infrastructure.

Both backed · 1
$500K – $2.5M
Founder Collective

Founder Collective is a seed and pre-seed stage venture capital firm that invests across sectors, describing itself as sector agnostic and anti-thematic.

Forerunner Ventures

Forerunner Ventures is a venture capital firm that backs companies redefining consumer behavior, health, commerce, fintech, and AI-native products.

$1M – $20M
▶6 more co-investors

SignalFireBase10 PartnersContraryAstanor VenturesBroadway Venture PartnersSpringdale Ventures

Firms observed investing alongside VMG Partners, from public investor directories. Shared companies are the overlap with VMG Partners's recorded portfolio.

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