This New LA-Based Startup Builds Software for 'Solopreneurs'

Molly Wright

Molly Wright is an intern for dot.LA. She previously edited the London School of Economics' student newspaper in the United Kingdom, interned for The Hollywood Reporter and was the blogging editor for UCLA's Daily Bruin.

This New LA-Based Startup Builds Software for 'Solopreneurs'

Alina Trigubenko’s journey has taken her far and wide—from working at her parents’ restaurant in Siberia at age 9, to producing for one of Russia’s largest TV networks at age 18, to moving to the U.S. and founding her own startup at age 28.

It was one particular experience, however, that triggered a fascination with technology: As a producer for Moscow-based virtual reality project AirPano, she traveled and shot the world from a bird’s eye view.


“We enabled people that didn’t have the financial or physical ability to travel and see the world to see the Eiffel Tower, the Golden Gate Bridge, Iceland and things like this,” Trigubenko told dot.LA. “That was a very enlightening project, because I realized that technology is an amplifier. And that’s when I started thinking, ‘What else would I like to amplify in this world?’”

Coupled with her entrepreneurial spirit, Trigubenko’s freshly kindled interest in technology led her to an industry she always held an appreciation for: “profis,” or professional services providers, ranging from fitness trainers to therapists to consultants. She traces that appreciation back to her Siberian upbringing.

Profi founder and CEO Alina Trigubenko.

Image courtesy of Profi

“I’ve always been a client of coaches, therapists, consultants, trainers—you name it, I’ve probably tried it,” Trigubenko said. “Siberia is actually a very holistic place; it is very much about different types of alternative health and wellness approaches. So that contributed to me being a customer of different kinds of acupuncturists and herbalists early on—over there, you don’t go to a doctor… Growing up in this holistic environment got me to appreciate the work of profis even more.”


In 2018, Trigubenko launched Awarenow, a marketplace for service providers. With the help and direction of Adam Miller—co-founder of Santa Monica-based HR software startup Cornerstone OnDemand—Awarenow evolved into Profi in 2021. (Miller is now Profi’s executive chairman, while Trigubenko is the company’s CEO.)

On Thursday, Los Angeles-based Profi announced a $6 million seed round; the startup’s investors include current and former executives from the likes of Robinhood, McKinsey & Co. and WhatsApp. (Disclosure: dot.LA co-founder and chairman Spencer Rascoff is an investor in Profi.)

Profi is designed to help service providers manage their workflows and automate administrative tasks—processes that can get lost in the day-to-day shuffle, particularly for “solopreneurs” running their own small businesses.

Trigubenko has been on both the client side and the provider side of that equation, and part of her motivation for founding Profi came from her own experiences with how services are exchanged. As a client, she recalled the difficulties of “hav[ing] to source back that thread where my coach mentioned something—what email was it on, what channel was it on, how am I paying?” Then, as an executive coach and mind-body practitioner service provider, she had an “aha!” moment: “I was like, ‘Wow, the struggle on the other side of the market [for providers] is even bigger than for the clients.’”

In a post-pandemic world, the shift toward remote services has provided an avenue for Profi to grow as people are realizing the benefits of digitization.

“Everyone was saying, ‘Why are you doing this? We have the Excel doc.’ Or, ‘I have my piece of paper and pen, and everything’s there and I’m happy—do not try to convince me that I need something else,’” Trigubenko said. “Finally, during COVID, people realized that delivering services in digital ways is sometimes even better. No one is planning on giving up on digital infrastructure for their service delivery.”

As Profi plots its expansion, the startup recently launched a sales team that it’s planning to double in size, and is looking to ramp up its marketing efforts, Trigubenko said. Along with the seed funding, Profi announced the launch of Profi Team, a corporate product designed to help companies manage projects and teams. Plans for more fundraising in the future are also in the works.

For Trigubenko, there’s no better place than Los Angeles to set Profi’s growth story, especially given the city’s burgeoning tech environment. After moving to L.A. from San Francisco seven years ago, she says she initially missed the Bay Area’s bustling tech ecosystem—but not anymore.

“I was so missing those tech conversations—I was like, ‘Well I really love L.A., but what’s missing is this tech hunger for optimization, for breakthroughs,” she said. “Pretty recently, I keep hearing all about tech. When you’re at a restaurant or brunch, it’s a lot of tech conversations, and that makes me very happy.”

mollywright@dot.la
LA’s Upgrade in Travel and NBA Viewing
Image Source: Los Angeles World Airports

🔦 Spotlight

Exciting developments are underway for Los Angeles as the city prepares for major upgrades in both travel and entertainment. The Los Angeles Board of Airport Commissioners has approved an additional $400 million for the Automated People Mover (APM) at LAX, increasing its total budget to $3.34 billion. This boost ensures the elevated train’s completion by December 8, 2025, with service starting in January 2026. For Angelenos, this means a significant improvement in travel convenience. The APM will streamline connections between parking, rental car facilities, and the new Metro transit station, drastically cutting traffic congestion around the airport. Imagine a future without the dreaded 30-minute traffic delays at LAX! The APM will operate 24/7, reducing airport traffic by 42 million vehicle miles annually and carrying 30 million passengers each year, while also creating thousands of local jobs and supporting small businesses.

Meanwhile, the NBA is also making waves with its new broadcasting deals. The league has signed multi-year agreements with ESPN, NBC, and Amazon Prime Video, marking a notable shift in media partnerships. ESPN will maintain its long-standing role, NBC returns as a network broadcaster after years away, and Amazon Prime Video will provide NBA games through its streaming platform. Starting with the 2025-2026 season, these deals will enhance the league's reach and revenue, aligning with the NBA's goal to expand its audience and adapt to evolving viewing habits. Whether you're catching the action on TV or streaming online, these changes promise to elevate the fan experience and bring more basketball excitement to Los Angeles.


🤝 Venture Deals

LA Companies

  • Pearl, a startup that makes AI-powered software that assists dentists in identifying cavities, gum disease, and other dental conditions, raised a $58M Series B funding led by Left Lane Capital with Smash Capital, and others also participating. - learn more

LA Venture Funds

  • Fulcrum Venture Group participated in a prior $3.5M Pre-Seed Round for Code Metal, a developer tools startup. - learn more
  • B Capital co-led a $12.5M Seed Round for Star Catcher, a startup that aims to develop a space-based grid that captures solar energy in space and distributes it to satellites and other space assets. - learn more
  • Mantis VC and Amplify participated in a $140M Series C for Chainguard, an open source security startup. - learn more
  • Prominent LA venture capitalist, Carter Reum and wife, Paris Hilton, participated in a $14M Seed/Series A for W, the men’s personal care brand from Jake Paul. - learn more

LA Exits


Download the dot.LA App

🤫 The Secret to Staying Fit at Your Desk: 6 Essential Under-Desk Exercise Machines

Health experts are sounding the alarm: our sedentary jobs are slowly killing us, yet we can't abandon our desks if we want to keep the lights on. It feels like we're caught between a rock and a hard place. Enter under-desk exercise machines – the overlooked heroes (albeit kind of goofy looking) of the modern workspace. These devices let tech professionals stay active, enhance their health, and increase their productivity, all without stepping away from their screens. Here are 6 fantastic options that will enhance the way you work and workout simultaneously.

DeskCycle Under Desk Bike Pedal Exerciser

This bike has nearly ten thousand five-star reviews on amazon. It works with nearly any desk/chair setup. It is quiet, sturdy and allows up to 40 pounds of resistance. If you are looking for an under-desk bike this is a fantastic option.

Type: Under-Desk Bike

Price: $180 - $200


Sunny Health & Fitness Dual Function Under Desk Pedal Exerciser

This under-desk bike is extremely quiet due to the magnetic resistance making it an ideal option if you work in a shared space. It doesn’t slip, has eight levels of resistance, and the option to work legs and arms. It’s about half the price of the DeskCycle bike making it a solid mid-range option for those looking to increase their daily activity.

Type: Under-Desk Bike

Price: $100 - $110


Sunny Health & Fitness Sitting Under Desk Elliptical

This under-desk elliptical comes in multiple colors if you really want to underscore that you are a quirky individual, in case an under-desk elliptical isn’t enough. This model is a bit heavy (very sturdy), has eight different resistance levels, and has more than nine thousand 5-star reviews.

Type: Under-Desk Elliptical

Price: $120 - $230


DeskCycle Ellipse Leg Exerciser

This under-desk elliptical is another great option. It is a bit pricey but it’s quiet, well-made and has eight resistance levels. It also syncs with your apple watch or fitbit which is a very large perk for those office-wide “step” challenges. Get ready to win.

Type: Under-Desk Elliptical

Price: $220 - $230


Daeyegim Quiet LED Remote Treadmill

If you have a standing desk and are looking to walk and work this is a fantastic option. This walking-only treadmill allows you to walk between 0.5 to 5 mph (or jog unless you have the stride length of an NBA forward). It is very quiet, which is perfect if you want to use it near others or during a meeting. You can’t change the incline or fold it in half but it is great for simply getting in some extra steps during the work day.

Type: Under-Desk Treadmill

Price: $220 - $230


Sunny Health & Fitness Foldable Manual Treadmill

This under-desk treadmill isn’t the most premium model but it is affordable and has an impressive array of features. It is a manual treadmill meaning it doesn’t need to be plugged in; it is foldable and offers an incline up to 13%. I personally can’t imagine working and walking up a 13% incline but if that sounds like your cup of tea, then I truly respect the hustle.

Type: Under-Desk Treadmill

Price: $150 - $200




Download the dot.LA App

🤠Musk Picks Texas and 🔥Tinder AI Picks Your Profile Pictures

🔦 Spotlight

Tinder is altering dating profile creation with its new AI-powered Photo Selector feature, designed to help users choose their most appealing dating profile pictures. This innovative tool employs facial recognition technology to curate a set of up to 10 photos from the user's device, streamlining the often time-consuming process of profile setup. To use the feature, users simply take a selfie within the Tinder app and grant access to their camera roll. The AI then analyzes the photos based on factors like lighting and composition, drawing from Tinder's research on what makes an effective profile picture.

The selection process occurs entirely on the user's device, ensuring privacy and data security. Tinder doesn't collect or store any biometric data or photos beyond those chosen for the profile, and the facial recognition data is deleted once the user exits the feature. This new tool addresses a common pain point for users, as Tinder's research shows that young singles typically spend about 25 to 33 minutes selecting a profile picture. By automating this process, Tinder aims to reduce profile creation time and allow users to focus more on making meaningful connections.

In wholly unrelated news, Elon Musk has announced plans to relocate the headquarters of X (formerly Twitter) and SpaceX from California to Texas. SpaceX will move from Hawthorne to Starbase, while X will shift from San Francisco to Austin. Musk cited concerns about aggressive drug users near X's current headquarters and a new California law regarding gender identity notification in schools as reasons for the move. This decision follows Musk's previous relocation of Tesla's headquarters to Texas in 2021.

🤝 Venture Deals

LA Companies

LA Venture Funds

LA Exits

  • Penguin Random House agreed to acquire comic book publisher Boom! Studios from backers like Walt Disney Co. - learn more

Download the dot.LA App

RELATEDEDITOR'S PICKS
Trending