Illustration by Ian Hurley
What Are LA’s Hottest Startups of 2022? See Who VCs Picked in dot.LA’s Annual Survey
In Los Angeles—like the startup environment at large—venture funding and valuations skyrocketed in 2021, even as the coronavirus pandemic continued to surge and supply chain issues rattled the economy. The result was a startup ecosystem that continued to build on its momentum, with no shortage of companies raising private capital at billion-dollar-plus unicorn valuations.
In order to gauge the local startup scene and who’s leading the proverbial pack, we asked more than 30 leading L.A.-based investors for their take on the hottest firms in the region. They responded with more than two dozen venture-backed companies; three startups, in particular, rose above the rest as repeat nominees, while we've organized the rest by their amount of capital raised as of January, according to data from PitchBook. (We also asked VCs not to pick any of their own portfolio companies, and vetted the list to ensure they stuck to that rule.)
Without further ado, here are the 26 L.A. startups that VCs have their eyes on in 2022.
1. Whatnot ($225.4 million raised)
Whatnot was the name most often on the minds of L.A. venture investors—understandably, given its prolific fundraising year. Whatnot raised some $220 million across three separate funding rounds in 2021, on the way to a $1.5 billion valuation.
The Marina del Rey-based livestream shopping platform was founded by former GOAT product manager Logan Head and ex-Googler Grant LaFontaine. The startup made its name by providing a live auction platform for buying and selling collectables like rare Pokémon cards, and has since expanded into sports memorabilia, sneakers and apparel.
2. Boulevard ($40.3 million raised)
Boulevard’s backers include Santa Monica-based early-stage VC firm Bonfire Ventures, which focuses on B2B software startups. The Downtown-based company fits nicely within that thesis; Boulevard builds booking and payment software for salons and spas. The firm has worked with prominent brands such as Toni & Guy and HeyDay.
3. GOAT ($492.7 million)
GOAT launched in 2015 as a marketplace to help sneakerheads authenticate used Air Jordans and other collectible shoes. It has since grown at a prolific rate, expanding into apparel and accessories and exceeding $2 billion in merchandise sales in 2020. The startup sealed a $195 million funding round last summer that more than doubled its valuation, to $3.7 billion.
The Best of the Rest
VideoAmp ($578.6 raised)
Nielsen competitor VideoAmp gathers data on who's watching what across streaming services, traditional TV and social apps like YouTube. The company positions itself as an alternative to so-called "legacy" systems like Nielsen, which it says are "fragmented, riddled with complexity and inaccurate." In addition to venture funding, its total funding figure includes more than $165 million in debt financing.
Mythical Games ($269.4 million raised)
Seizing on the NFT craze, Mythical Games is building a platform that powers the growing realm of “play-to-earn games.” Backed by NBA legend Michael Jordan and Andreessen Horowitz, the Sherman Oaks-based startup’s partners include game publishers Abstraction, Creative Mobile and CCG Lab.
FloQast ($202 million raised)
FloQast founder Michael Whitmire says he got a “no” from more than 100 investors in the process of raising a seed round. Today, the accounting software company is considered a unicorn.
Nacelle ($70.8 million raised)
Nacelle produces docuseries, books, comedy albums and podcasts. The media company’s efforts include the Netflix travel series “Down To Earth with Zac Efron.”
Wave ($66 million raised)
A platform for virtual concerts, Wave has hosted performances by artists including Justin Bieber, Tinashe and The Weeknd. The company says it has raised $66 million to date from the likes of Warner Music and Tencent.
Papaya ($65.2 million raised)
Sherman Oaks-based Papaya looks to make it easier to pay “any” bill—from hospital bills to parking tickets—via its mobile app.
LeaseLock ($63.2 million raised)
Based in Marina del Rey, LeaseLock says it’s on a mission to eliminate security deposits for apartment renters.
Emotive ($58.1 million raised)
Emotive sells text message-focused marketing tools to ecommerce firms like underwear brand Parade and men's grooming company Beardbrand.
Dray Alliance ($55 million raised)
Based in Long Beach, Dray says its mission is to “modernize the logistics and trucking industry.” Its partners include Danish shipping company Maersk and toy maker Mattel.
Coco ($43 million raised)
Coco makes small pink robots on wheels (you may have seen them around town) that deliver food via a remote pilot. Its investors include Y Combinator and Silicon Valley Bank.
HiveWatch ($25 million raised)
HiveWatch develops physical security software. Its investors include former Twitter executive Dick Costollo and NBA star Steph Curry’s Penny Jar Capital.
Popshop ($24.5 million raised)
Whatnot competitor Popshop is betting that live-shopping is the future of ecommerce. The West Hollywood-based firm focuses on collectables such as trading cards and anime merchandise.
First Resonance ($19.4 million raised)
Founded by former SpaceX engineer Karan Talati, First Resonance runs a software platform for makers of electric cars and aerospace technology. Its clients include Santa Cruz-based air taxi company Joby Aviation and Alameda-based rocket company Astra.
Open Raven ($19 million raised)
Founded by Crowdstrike and Microsoft alums, Open Raven aims to protect user data. The cybersecurity firm’s investors include Kleiner Perkins and Upfront Ventures.
Fourthwall ($17 million raised)
When an actor faces the camera and speaks directly to the audience, it’s known as “breaking the fourth wall.” Named after the trope, Venice-based Fourthwall offers a website builder that’s designed for content creators.
The Non Fungible Token Company ($15 million raised)
The Non Fungible Token Company creates NFTs for musicians under the name Unblocked. Its investors include Jay Z’s Marcy Venture Partners and Shawn Mendez.
Safe Health Systems ($15 million raised)
Backed by Mayo Clinic Ventures, Safe Health develops telehealth software and offers tools for enterprises to launch their own health care apps.
Intro ($11.6 million raised)
Intro’s app lets you book video calls with experts—from celebrity stylists, to astrologists, to investors.
DASH Systems ($8.5 million raised)
With the tagline “Land the package, not the plane,” DASH Systems is a Hawthorne-based shipping company that builds hardware and software for automated airdrops.
Ettitude ($3.5 million raised)
With a focus on sustainability, Ettitude is a direct-to-consumer brand that sells bedding, bathroom textiles and sleepwear.
Afterparty ($3 million raised)
Along similar lines as Unblocked, Afterparty creates NFTs for artists and content creators such as Clay Perry and Tropix.
Heart to Heart ($0.75 million raised)
Heart to Heart is an audio-focused dating app that “lets you listen to the story behind the pictures in a profile.” Precursor Ventures led the pre-seed funding round.
Frigg (undisclosed)
Frigg makes hair and beauty products that contain cannabinoids such as CBD. The Valley Village-based company raised an undisclosed seed round in August.
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But as Ring expands its user base, it is also drawing increased scrutiny from privacy and social justice advocates who are concerned about the Amazon-owned subsidiary's partnerships with law enforcement agencies and reports of racial profiling by users of Ring's Neighbors app.
Ring Chief Technology Officer Josh Roth spoke to dot.la about Ring's product development process and how his company approaches privacy and neighborhood safety.
Since the Amazon acquisition, Ring has developed some integrations with the Alexa system and other Amazon products. Are there ways this relationship may become even closer in the future?
Ring Chief Technology Officer Josh Roth
At the end of the day it comes down to what we call a "better together" story. From our side, we can create better solutions and systems that aggregate devices in your home and give you a better way of leveraging those devices together—whether that's interactions between an alarm system and a light, or your Alexa acting as a sensor for other things. There's a tremendous amount of work to continue to iterate and improve on that. No doubt about it, there will be future integrations that continue to enhance that experience.
How much do you see Ring as a smart home company vs. a home security company? Are there ways you might use the tech stack you've developed in ways that move away from the home security focus you've had thus far?
Our mission is to make neighborhoods safer. I don't see that mission changing. We are a safety and security company. With that being said, things you may not think of as safety and security at the end of the day can become part of a safety and security system. An example of that would be anything that can give awareness about the state of a home. Your thermostat has home and away modes so that it can turn itself hotter or cooler depending on whether someone is at home. If you can integrate that into an IoT system to leverage that awareness and tie it to your alarm system, there's tremendous benefit for your safety and security. There's not always this cut-and-dry IoT space and safety and security space. The reality is that if you do things correctly, they actually merge into one.
And of course as more of these functions become automated, there's going to be growing concern about security. There have been some horror stories about hackers being able to spy on families through their Ring systems. How are you alleviating concerns that someone might gain access to a customer's footage?
Privacy and security are really foundational to everything we build. We start with a security and privacy-first mindset and then we try to introduce those features to our customers, and we try to do it in the quickest fashion possible. If you take a look back historically, Ring was the first in the safety and security space to require two-step verification; we were the first to introduce end-to-end encryption. Ring has never been breached, but we put things in place constantly to improve on security. Where we have to, we put in tighter controls. But when we do it, we make it extremely transparent to the customer. From my perspective, security is of the utmost importance, and I think everyone at Ring and Amazon would tell you the same thing.
You rolled out the end-to-end encryption feature earlier this year, but it's turned off by default. Why make it an opt-in setting rather than an opt-out?
End-to-end encryption implies that there's a key that can only be used by a very specific system or user. It requires us to actually turn off some features that our users actually like to have, because those keys can't be shared in all situations. For example, with the iteration of end-to-end encryption out there today you can't have a shared user. The reason for that is key management and how you would actually hand those keys off that shared user for a temporary or permanent amount of time, and which videos you would give access to. We opted to give something that was the most stringent control we could at launch, and to give the users asking for that the ability to turn it on—with the intent of iterating over time and adding more features like shared users.
There's a handful of items like that. Another use case would be a third-party integration. If you use Alexa, for example, to do video recall or to see who's at the front door, they don't have the keys because we don't have a method to pass the keys from a user's phone to Alexa devices. It would break our user promise around encryption and privacy. We really wanted to focus on the beginning experience of end-to-end encryption being as tight as we could, and then adding to it over time based on customer feedback.
How do you balance privacy concerns with the desire to give customers access to new features?
The baseline default experience that a user gets is the highest level of security that can be provided, and we constantly iterate and improve on that. I look at end-to-end encryption as an advanced security feature. I use the analogy of a hotel room. You have the top lock and you lock the door and you put the sign on the door. You may find you don't necessarily need all that, but it gives you peace of mind. So we want to offer that to our users. But the default standard encryption we provide still provides encryption in transit and encryption at rest. And we always examine it to see if we can improve on that. There is a tradeoff between end-to-end encryption and some of the features we know our users like. But I can tell you as a promise from Ring: We will always push toward providing more security and more options for our users with increased transparency. Any time we add something new they are going to have awareness of it. Any time we give them something around security, we're going to give them a choice to enable those items or not.
You mentioned that Ring's goal is to make neighborhoods safer. Is there an evaluation process as you add features to ensure that you are meeting this goal?
We believe in the power of the community and the power of the neighborhood. We also believe in the privacy of the neighborhood. In addition to privacy shutters on our cameras, we also have privacy zones. When you set up a motion zone, you can block out certain areas to respect the privacy of your neighbors if you choose to do so. Again, it's all put in the hands of customers for customer choice.
We also work with public safety agencies. We've been a great resource for COVID-19 information. We work with local fire and police departments. What that means is they have the ability to request videos (through the Neighbors app). They provide requests in a public way so that everyone is completely aware and it's transparent to the entire community what's being asked of them.
Those partnerships with law enforcement have been controversial. Are there ways you approach product development to ensure devices aren't being used as tools for mass surveillance?
Everything we do is customer first. Our customers are the neighbors who live in those neighborhoods. Our customer is not the police department. It's not the fire department. Our customer is the user who has a home, who's putting a Ring doorbell on their house. We start with that premise, and we build everything around that from a privacy and security perspective. Any time that there's anything involving a public safety agency, users have a choice and it's entirely up to them when and if they share information, when and if they share videos, when and if they work with those agencies. We've seen nothing but positive things come out of that. Kidnappings have been solved because of people working with neighborhood agencies. Neighbor advocates are helping track down things like package theft. We're big believers in people working together. We're big believers in customer choice.
Is there a limit to customer choice? Ring has said in the past it won't use facial recognition technology. What if customers want it? And are there other features that may be off the table?
It's a hard question to answer because I can't predict the future of what I haven't built yet. What I can tell you is we don't use facial recognition on any of our devices or services and we will never sell facial recognition technology to law enforcement. Privacy is so important to us. Anything we build will include these strong privacy protections for our neighbors.
We go through privacy reviews, legal reviews, customer reviews, and internal discussions. We make decisions as to whether we think the items we want to build meet the mission to make neighborhoods safer. Is it in the customer's best interest? Is it providing additional privacy, security, and transparency to the customer? If we can say yes to all of those things, I think we are able to build them. If we have question marks, we don't build them.
This interview has been edited for length and clarity.
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Tim Ellis
Tim Ellis is the co-founder and CEO of Relativity, the first autonomous factory and launch service for rockets. Relativity recently created the largest robotic metal 3D printer in the world and has tested our entirely 3D printed Aeon rocket engine over 180 times. Previously responsible for bringing metal 3D printing into Jeff Bezos' Blue Origin, and a propulsion development engineer on Crew Capsule RCS thrusters, BE-4, and New Glenn. Alumni of USC and played a leadership role in launching the first student designed and built rocket into near space. Testified to the US Senate on commercial space policy and is the youngest member on the National Space Council UAG by nearly 2 decades, and directly advises the United States White House on all space policy. Has spoken at numerous conferences including CBInsights Aha! and TEDx. Relativity is backed by Playground Global, Social Capital, Y Combinator, Mark Cuban, USC, and Stanford.
Spencer Rascoff
Spencer Rascoff is an entrepreneur and company leader who co-founded Zillow, Hotwire and dot.LA, and who served as Zillow's CEO for a decade. He is currently executive chairman of dot.LA and a board member at TripAdvisor. In the fall of 2019 Spencer was a Visiting Executive Professor at Harvard Business School where he co-taught the "Managing Tech Ventures" course. In 2015, Spencer co-wrote and published his first book, the New York Times' Best Seller "Zillow Talk: Rewriting the Rules of Real Estate." Spencer is the host of "Office Hours," a monthly podcast on dot.LA featuring candid conversations between prominent executives on leadership, diversity and inclusion, and startups.
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