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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In a notoriously clubby and homogenous industry with few people of color, Sinai Capital Partners Managing Partner Fudge sees standing out from the pack as a major edge.
"We can be ourselves and leverage our youth in a way that makes founders feel excited to share their ideas with us and feel like they won't be rejected for having something that comes out of left field," Fudge said. "We understand certain concepts a little bit more quickly because typically the market they're trying to address is people like us."
Sinai Capital Partners has raised $600 million, $500 million of which will go towards the tech-focused Sinai Ventures and the rest to fund movies and television shows at New Slate Ventures. All told, Sinai will now have $800 million in assets under management, vaulting it into the upper echelon of L.A. venture funds.
The news touting the raise as the largest in Los Angeles history was announced in a terse press release last month but received scant attention, perhaps because Fudge does not travel in the usual VC circles or because he says he has deliberately avoided the spotlight.
"We preferred to stay under the radar until we had some real results and a track record," Fudge said.
In something unheard of in the tech world, Fudge does not have a LinkedIn profile.
"To me, LinkedIn encourages a rather shallow, artificial type of networking," he said.
But Fudge is hardly shy. He shares shirtless selfies in his home gym or pictures of yachts and sports cars to his nearly half a million followers on Instagram. Earlier this year, he co-hosted a tony fundraiser at his home for Democratic presidential candidate Pete Buttigieg with Empire writer/director Lee Daniels. He also serves on the board of the LGBTQ advocacy group, GLAAD, and was a young associate director at the Metropolitan Opera until last year.
Instead of the sleek corporate offices in Santa Monica most venture firms operated in before the pandemic, Fudge runs Sinai from a $9 million mansion tucked in the hills of Bel Air, furnished in all-white with a grand staircase and backyard pool.
"We chose it over an office because we don't like working in traditional office spaces," he explained. "We've had founders stay there when they're in L.A. for meetings and in better times hosted events and fundraisers."
What also makes Sinai unusual is that all of its capital comes from a single limited partner. Asked who that person is, Fudge said the individual prefers not to be named. "We don't comment on our LPs out of respect for their privacy," he said.
Then, he volunteered that the LP is a German billionaire who made his fortune as a founder of enterprise software conglomerate SAP and has a family office called Eagle Advisors.
A quick Google search reveals the billionaire is almost certainly Hans-Werner Hector, ranked as the 945th richest man in world by Forbes with an estimated $2.4 billion fortune.
The head of Eagle Advisors, Ekkehart Hassels-Weiler, has been known mostly for his lavish real estate purchases on both U.S. coasts. He bought four penthouses totaling $120 million in New York starting in the mid-2010s and last year reportedly purchased a Benedict Canyon spec mansion with his new husband for $43 million.
In 2015, after an uninspiring post-college stint at 21st Century Fox, Fudge met Hassels-Weiler through their personal trainers who happen to be brothers.
"We'd often see each other at the gym in L.A. near where the family office is based," Fudge remembers. "When I left Fox, I intentionally started scheduling sessions at the same time as him to get some face time and pick his brain. I finally asked him if he had hired anyone to look after tech, media, telecom and he hadn't due to their focus on energy and real estate."
Fudge pitched Hassels-Weiler on the graphics processing chip manufacturer NVIDIA Corporation and the timing turned out to be perfect. The stock more than tripled in a year, a return that led to Hassels-Weiler bringing Fudge on as an associate.
"I developed sort of an in-house private house venture capital fund for them, which was then spun out into what is now Sinai," Fudge said. "We started with them seeding us with one hundred million and did really well with that."
The biggest breakout from the 85 startups Sinai has invested in so far is Pinterest. The fund came in relatively late in Pinterest's 2017 Series H at a post-money valuation of $12.3 billion. The company went public in 2019 at a lower valuation of $10 billion, but Pinterest now has a market cap of more than $40 billion.
Sinai also got in on the real estate service Compass' Series D and the Series A of Ro, the parent company of Roman Health.
Eagle Advisors more than doubled its investment on Fund I, according to sources.
"We were able to use that credibility to continue to raise more capital from them and go later in the life cycle of some of these companies that we're interested in," Fudge said. "Specifically within Los Angeles, there really aren't many funds that are able to write those kinds of checks."
Fudge initially launched Sinai in the Bay Area, but he quickly soured on the tech scene there.
"I found San Francisco to be a monoculture and generally a soulless, unpleasant place to live," he said. "The VC crowd there has a tendency of being rather pompous and the deals we were seeing in the city seemed increasingly overpriced."
In 2018, the firm relocated to Los Angeles. Fudge and Zach White — the partner who helps oversee Sinai Ventures — both grew up here and say they want to invest in L.A. startups, but also companies anywhere that encapsulate the L.A. ethos of tech, entertainment and diversity.
"We're L.A. at our very core," White said. "And the sort of fiber and DNA of our fund is L.A. But we are going to be global in the way that we allocate capital."
Far from a hindrance, White says the fact that he and Fudge are young and Black has helped them get into highly competitive funding rounds. He points to Brud, an L.A company that uses artificial intelligence to create virtual popstars. It secured early funding from Sequoia but Fudge is friends with the founder, Trevor McFedries, and so they were able to get in on the Series A.
"He has no shortage of suitors trying to get into that company," White said. "But I think that us being able to view it from the perspective of someone who's a little bit closer in age and skin color to him really benefited us."
McFedries says he finds Fudge to be "super smart" and a great listener.
"He has a point of view that allows him to recognize opportunities others wouldn't," said McFedries. "And being in L.A. it's been great to have an investor close by."
An Entertainment Fund for Underrepresented Founders
After he graduated from Northwestern University, Fudge got what seemed like a plum gig in 2014, working on digital strategy under co-chairs Dana Walden – now a top executive at Disney – and Gary Newman. As he remembers it, the mandate of his group was figuring out how to make money licensing Fox's vast library of content to Netflix and Hulu without cannibalizing the studio's lucrative television and movie business.
"At the time, legacy studios like Fox were just beginning to recognize the legitimacy of subscription services as existential threats," Fudge said. "Part of the reason I left was I realized there wasn't much more runway for a company like that, a legacy media company owned by a family that sort of is trying to compete with these massive tech behemoths that have deeper pockets and a better understanding of the customer."
Six years later, every big media company is desperately trying to be the next Netflix and Fudge thinks he can use his entertainment and tech experience to both make a sizable return and elevate underrepresented filmmakers.
"There is a huge opportunity for artists that typically wouldn't fare very well within traditional studio structures to be able to make their films and create art that is authentic and resonates with this generation," Fudge said. "They can do that with us because we understand it as first-hand consumers of that content."
Fudge's New Slate Ventures wants to fund projects from underrepresented filmmakers. It has seen critical success backing "The Forty-Year-Old Version," a semi autobiographical comedy mostly shot in black and white from filmmaker Radha Blank that critics have hailed as "bringing a new voice to cinema." The film drew raves at Sundance and was picked up by Netflix.
New Slate is also developing a limited series on junk bond king turned philanthropist Michael Milken written by Terrence Winter of "The Sopranos" and "The Wolf of Wall Street" fame.
Aside from both being a sometimes glamorous yet risky investment, entertainment and tech would seem to have little in common. But Fudge maintains there have never been more similarities.
"The rules are being administered by the same companies and also being rewritten by similar types of people in terms of the founders who are coming to create new companies in a way that I think directors and producers are also looking to create new opportunities in media," Fudge said. "I have a very good understanding of how to make money in entertainment in this new sort of era that we're entering with the streaming wars being what they are."
The entertainment fund is being run by Jeremy Allen, who spent two years as an assistant to WME Chairman Patrick Whitesell.
"We understand how to read a script," Allen said. "We understand what makes a good movie. We understand how to produce something."
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