How Dollar Shave Club, eSalon Built a 'Billion Dollar Brand'

Lawrence Ingrassia

Lawrence Ingrassia is an award-wining journalist and the author of " Billion Dollar Brand Club."

How Dollar Shave Club, eSalon Built a 'Billion Dollar Brand'
  • Relying on analytics, the founders of eSalon who knew nothing about hair dye, built a trendsetting personalized hair color brand that did $30 million in sales
  • The e-commerce brand uses individual data, machine-learning algorithms and predictive analytics to create formulas that keeps customers coming back
  • The Takeaway: Retail is being upended by direct-to-consumer companies that can acquire key metrics to customize products and retain shoppers

In recent years, you no doubt have seen a growing number of new brands pop up everywhere you go online – and you've probably bought some. Where did they come from? Who are the entrepreneurs behind them? Why did they think they could take on long-dominant brands?

This is an excerpt from " Billion Dollar Brand Club," authored by award-wining journalist Lawrence Ingrassia and published on January 28 by Henry Holt and Company.

The book explores how an unlikely band of entrepreneurs launched a business revolution in the way new brands are created and sold online. One of the most successful direct-to-consumer brands, Dollar Shave Club, was founded in Los Angeles and got its initial seed funding from Science Inc. in Santa Monica. This excerpt from Chapter 6, "The Algorithm is Always Right," tells the story behind eSalon, based in El Segundo, and how it tapped data analytics to create customized hair coloring.

The customer, a woman in her mid-to-late forties, knows what she wants when she logs onto eSalon.com to order its customized hair coloring for the first time: dye to match her natural blonde color – and cover up her grays – with the lightest blonde shade it offers. As she clicks through a series of about a dozen questions, the algorithm inside eSalon's computers starts churning away. Without anyone from the company having met or even talked to her, it will understand her hair coloring better than she does by the time she finishes answering the questionnaire.

How long is your hair? it asks. How much gray do you have? How straight or curly is your hair? How thick is your hair? What is your ethnicity? What color are your eyes? What is your natural hair color? What is the closest shade to your natural color? Would you like to maintain your current color?


To help her, the questionnaire shows thirty-one photos of different shades of blonde, with very small gradations from lighter to darker colors. At the end, she selects the lightest blonde color eSalon offers, just as she intended. But that's not exactly what she will receive.

eSalon has collected data from more than five million people. Based on this woman's answers, it knows the best color formulation to achieve the blonde look she wants, regardless of what she thinks. eSalon's computers have learned from crunching the data that many first-time customers who fit her profile and order the lightest blonde dye have been disappointed; they felt their hair came out looking too blonde – too "hot" in hair coloring jargon. The numbers show that eSalon has a higher reorder rate from customers who asked for a slightly darker color for their next order, so that their hair wouldn't come out looking quite so light.

Knowing all of this, eSalon automatically sends the customer – without telling her – a formulation that has 98 percent of its lightest blonde share with 2 percent blue added to soften the color, or cool it, rather than 100 percent blonde. "After seeing this data, we adjusted our algorithm so that new customers who are a natural pure blonde and want to keep that look automatically get that little bit of blue added," explains Tom MacNeil, eSalon's chief technology officer. "They're happier with the result, even though they're asking for the blondest of blonde that we have."

For eSalon, and almost all direct-to-consumer brands, data is the coin of the realm. The data they collect directly from each customer provides a significant advantage over bigger, long-established brands. Clairol doesn't have this data, because the customers they deal with directly are retailers. The people who use the product are largely anonymous to Clairol; they walk into a drugstore, pick a box of hair coloring off the shelf, pay for it, and walk out.

eSalon's shelf is its website, and it collects information about each customer who walks through its digital door and answers its questionnaire. The longer a woman remains a customer, the more eSalon knows about her – and not just her. eSalon aggregates all of that individual data and uses machine-learning algorithms and predictive analysis to inform virtually everything it does: from adjusting its product formulations to introducing new products (like color for highlighting hair) to testing seemingly insignificant word changes on its web pages. "In the end, we're a tech company selling a beauty product," says Tamim Mourad, one of eSalon's co-founders.

Data mining is critical to the biggest challenges facing all direct-to-consumer brands: holding down the cost of attracting customers and keeping them after a purchase or two. Using the data it has gathered, eSalon has improved its retention rate from below 50 percent to about 70 percent on its customers' initial orders. One of the key metrics, especially for subscription companies, like eSalon, Dollar Shave Club, and Hubble, is a customer's lifetime value, or how much she will spend over time. The cost of acquiring customers can be offset only if a lot of them become repeat customers who buy month after month or, even better, year after year. "It's all about retention, because nobody makes money on the first order," explains Francisco Gimenez, another co-founder.

Businesses have used predictive analytics for the past couple of decades, but the growing power of computers, along with the ability of online brands to gather huge amounts of data, has made machine learning central to their success.

Tamim Mourad and several of his colleagues at eSalon discovered from experience the importance of technology to a startup. In 1998, before the direct-to-consumer brand revolution began (indeed, before many of the entrepreneurs behind many of these startups had graduated from college or even high school), they started an internet company, while they were in their twenties. The company, PriceGrabber, was one of the original online price comparison sites. In 2005, Experian bought the company for $485 million – yielding a huge gain on the founders' total investment of $1.5 million.

After taking a couple of years off, the PriceGrabber founders began brainstorming about starting another business.

In the fall of 2008, Mourad and his wife were having dinner with a couple who owned a beauty salon in Beverly Hills. The other woman, who was a hair colorist, tossed out a business idea. "She said that women who color their hair at home don't do it well, because there is a dearth of information," Mourad says. What about starting a web site that explained how to dye your own hair? He didn't see a way to make money from that. But he asked her, "Is it possible to formulate color for someone sight unseen, and mail them something they apply at home? If that works well, then you're delivering a product that is better than the standard hair coloring in a box at drugstore, that would approximate what someone could get at a hair salon. If you could do that, you could charge a price that was a premium. There's a business model."

He went back to his former PriceGrabber colleagues, all men who knew nothing about hair coloring. But the more they thought about the idea, the more they liked it.

It was a business ready for disruption, they decided. Off-the-shelf packaged brands were fine, but most offered only around fifty pre-mixed shades. "Many people who color their own hair at home in general are not happy, because the results are mixed," Francisco Gimenez notes. "But it is affordable, which is why they do it. At the high end, salons charge on average around $60 for base color, though it can go as low as $45 in some cities and is more like $100 or $150 in bigger metro areas."

The PriceGrabber guys concluded there could be an opening for a new brand priced about $25. In today's global marketplace, it would be easy to find suppliers to sell them professional-grade ingredients that go into hair coloring formulations – dyes, modifiers (to stabilize color tones), vitamins (to moisturize the hair), antioxidants, hydrogen peroxide (to remove the old color and activate the new dye), among others. The biggest challenge would be to figure out how to combine all these ingredients to mimic what a stylist does in customizing color for each woman who comes into a salon. "Can you formulate hair coloring for someone sight unseen?" Mourad says. "We had to figure out how to test that idea."

They first did a proof-of-concept test to see if women might be interested in buying customized color online. They created a rudimentary web site and then hand-mixed colors for about fifty women who had signed up, submitted a photo, and said what color they wanted. Then the women were asked if they liked the color better than the results they got with a do-it-yourself kit at a drug store. "We recruited people who were willing to put this product on their hair, with no idea who we really are. The results were positive enough for us to say we have something," he recalls.

The next step: tapping their knowledge of tech and data science to figure out how to replicate color customization on sale, for fifty thousand women, not just fifty. "We wanted to do something that was really innovative, not bullshit innovative," Mourad says.

Omar Mourad, Tamim's younger brother and another of PriceGrabber's co-founders, read everything he could about dyeing hair. "I didn't have any tangible color experience applying it on any person's hair. But I became a theoretical expert," Omar says.

Over the next several months, he and Gimenez took the lead in translating the rules of hair coloring into software that would determine the right customized mix to get the desired color. That can depend on a numerous variables: a woman's natural color, her current dyed color, how recently she dyed her hair, how much gray hair needs to be covered up, the texture and length of her hair. "You basically look at all of the combinations, and then build out a matrix for how to formulate," Omar explains. Using that knowledge, the team developed a questionnaire that included queries a stylist would ask a first-time customer. The questions themselves aren't rocket science. The rocket science happens when hundreds of thousands or millions of people answer the questionnaires, enabling you to gather more and more data to analyze.

The final step was to automate the formulation. In September 2010, the product was launched. As with an apprentice stylist, eSalon's formulations improved over time as the company got more customers and was able to gather more information. As of 2018, eSalon had dispensed 165,000 different formulations. That's out of a total, it calculates, of 2.2 octooctogintillion pigment variations (that would be 22 followed by 266 zeroes).

In 2019, rival L'Oreal introduced a new brand, Color&Co, that copied key features of eSalon, including an online quiz or a consultation with a colorist to help determine the "a unique custom-blend [color] made only for you." With competition ratcheting up, eSalon – with sales still a modest $30 million a year – agreed to sell a 51 percent stake to the German multinational Henkel. It cited the growing trend toward personalization and eSalon's "valuable customer insights" as reasons for its investment.

Lawrence Ingrassia's "Billion Dollar Brand Club" goes on sale January 28. He is a former business editor of the New York Times and managing editor of The Los Angeles Times.

$160M Tugboats and Undersea Drones: LA Startups Are Raising the Stakes

🔦 Spotlight

Happy Friday LA,

This week’s headlines take us from the ocean floor to the docks of Long Beach, with LA companies leading the charge.

Image Source: Anduril

Let’s start with Anduril Industries, which rolled out three major announcements that underline just how quickly it is expanding its footprint across defense tech. The biggest milestone came from Ghost Shark, an extra large undersea drone developed in partnership with the Australian Navy. After just three years, it has moved from prototype to an official program of record, an unusually fast turnaround in an industry where procurement often takes decades. It marks a significant step for autonomous systems under the sea, an area where defense agencies have long struggled to innovate.

Image Source: Anduril

The company also revealed Menace I, a ruggedized system designed to bring petabyte scale processing power directly to the battlefield. Think of it as cloud computing without the cloud, giving troops the ability to process massive amounts of sensor data and video on site rather than relying on faraway servers. And finally, Anduril landed a contract to create mixed reality training tools, using immersive simulations to prepare service members for missions more effectively. Training has always been one of the costliest and most logistically challenging aspects of defense, and bringing advanced MR into the mix could transform how quickly and safely soldiers can get mission ready. Together, these updates show an LA company moving fast across land, sea and even into the training ground.

Image Source: Arc

Meanwhile, Arc is proving that electrification is not just for cars and yachts, it is now heading into some of the hardest working vessels on the water. The Venice based startup announced a $160 million deal with Long Beach’s Curtin Maritime to deliver eight hybrid electric tugboats. Tugboats are the muscle of the harbor, guiding massive cargo ships in and out of ports, and they usually burn through enormous amounts of diesel. Arc’s push into this space signals more than just a big contract. It is a pivot from building high performance electric speedboats for early adopters to tackling one of the most carbon heavy corners of maritime work.

The scale of this deal shows how far Arc has come since launching just a few years ago. Building hybrid electric tugboats is not a side project, it is a sign that the company wants to play a role in reshaping the future of port operations. And if LA’s own clean tech boat builder can make a dent in one of the dirtiest industries on the water, the ripple effects could stretch far beyond the coastline.

🤝 Venture Deals

      LA Companies

      • Apex Space closed a $200M Series D round led by Interlagos, with participation from existing investors including Andreessen Horowitz, Point72 Ventures and 8VC, pushing its valuation past $1 billion. The Los Angeles based company builds satellite buses, the standardized spacecraft platforms that carry and power payloads ranging from Earth imaging sensors to missile early warning systems. With the new funding, Apex plans to increase production capacity by 50 percent and more than double its manufacturing facility as demand for space defense systems continues to grow. - learn more
      • Sapphire Technologies has raised an $18M Series C round, including investment from Mitsubishi Heavy Industries along with existing backers such as Equinor Ventures, Cooper and Company and Energy Capital Ventures. The funds will be used to scale up production at Sapphire’s manufacturing facility in Cypress, California, expand global deployments of its FreeSpin In-line Turboexpanders in regions like Japan and enter new markets. Sapphire’s technology converts otherwise wasted pressure energy, often from natural gas, into clean and emissions free electricity, playing a growing role in the global energy transition. - learn more
      • LocalExpress has raised $6.2M in a venture round led by OXZ Capital to expand its AI data capabilities into the grocery industry. The Glendale based platform, already serving independent grocery and food retailers across the US, Canada and Latin America, is transitioning from supporting internal operations to becoming a premier data syndication hub in the sector. This round will fuel further development of its unified commerce solutions and help scale its AI-powered systems for harmonizing transaction and inventory data. - learn more
      • ProRata.AI closed a $40M Series B financing round led by Touring Capital with participation from Bold Capital Partners and others, to launch Gist Answers, a new AI-as-a-service tool for publishers. Gist Answers lets publishers embed custom AI search, summarization, and recommendation features directly on their sites while maintaining control over their content. The move is designed to help publishers increase engagement, protect their content, and unlock new revenue streams in the AI era. - learn more

      LA Venture Funds

      • Upfront Ventures joined a group of investors in backing Sophont’s $9.22M seed round, led by Kindred Ventures. Sophont is building multimodal medical foundation models that combine data from pathology slides, brain scans, clinical notes, and lab results to enable functionalities like symptom triage, biomarker discovery, and clinical trial cohort selection. The funding will go toward increasing compute capacity, expanding data partnerships, and recruiting researchers to accelerate the development and release of model backbones and open science infrastructure. - learn more
      • Presight Capital participated in the $24M Series A round raised by TERN Group, which was led by Notion Capital. The funding will help TERN scale its AI powered infrastructure for global healthcare worker recruitment, credentialing and mobility, especially helping caregivers and nurses in places like India gain access to international job opportunities. TERN plans to use the investment to expand into new geographies, deepen training programs, and further build tools that make migration, compliance and placement faster, fairer and more transparent. - learn more
      • Emmeline Ventures joined a strong syndicate in Lōvu Health’s $8M Series A round, led by SJF Ventures. The funding will support Lōvu in scaling its AI-powered maternal health platform, enhancing remote monitoring, curated specialist services, and ongoing care from pre-conception through the first two years postpartum. With this investment, Lōvu aims to close gaps in maternal healthcare access and outcomes, especially for underserved populations. - learn more
      • Integrity Growth Partners led a $28M Series A round in Pest Share, joined by existing investors including MetaProp, Capital Eleven and RE Angels. Pest Share is an on-demand pest control platform tailored for residential property managers, operating in all 48 states and serving 300,000 residential units. The capital will fuel expansion in single-family and multifamily rental markets, enhance product innovation, and deepen integrations with property management systems. - learn more
      • Mantis VC joined Forerunner Ventures, Neo, Abstract and several angel investors in backing Hero Assistant’s $3.5M seed round at a $30M valuation. Hero Assistant is building a “Daily Assistant” super-app that consolidates things like calendars, weather, tasks, habits, goals, grocery ordering, notes and news, already replacing up to eight separate apps for its more than 300,000 users. The funds will help the company enhance features, scale growth, and deepen its reach in productivity. - learn more
      • Wedbush Healthcare Partners took part in Odyssey Therapeutics’ oversubscribed $213M Series D financing round alongside both new and existing investors. The funding will be used to push forward Odyssey’s pipeline of clinical and preclinical therapies focused on treating complex autoimmune diseases. With this capital raise, Odyssey aims to make progress toward key clinical milestones and bring precision immunomodulation treatments closer to patients in need. - learn more
      • BroadLight Capital participated in Higgsfield’s $50M Series A round, which was led by GFT Ventures and also backed by firms like Menlo Ventures and NextEquity Partners. Higgsfield is pushing its “click-to-video” AI platform, which lets users turn curated presets into cinematic clips with a single click rather than wrestling with complex prompts. In only five months since launch, the company has already drawn over 11 million users and more than 1.2 billion social media impressions, signaling strong momentum in the creator video space. - learn more
      • Impatient VC participated in Sphinx’s $9.5M Seed round, which was led by Lightspeed and also included investors like Bessemer Venture Partners, Box Group, and K5. Sphinx is launching an AI copilot built especially for data scientists, one that thinks in statistics and patterns to turn raw data into actionable insights without skipping rigor. The funds will go toward refining tools that integrate into workflows like Jupyter notebooks and VSCode so data teams can explore, model, and make decisions faster. - learn more
      • WME Group led a $20M Series B round in Palm Tree Crew, valuing the company at $215 million. The funding will power expansion across its hospitality venues, live events, and lifestyle ventures while leaning into WME’s entertainment, licensing, and brand network. Palm Tree Crew plans to scale its properties, deepen its festival footprint globally, and continue growing its portfolio of consumer brands as part of the next chapter. - learn more
      • Blue Bear Capital participated in Nuclearn’s $10.5M Series A round that helps the company deepen its AI-capabilities for nuclear operations. Nuclearn, founded by engineers who've worked inside power plants, builds specialized tools like CAP AI to automate safety-critical, documentation-heavy tasks and ensure regulatory compliance. The funding will support product expansion, talent hiring, and scaling its platform to more reactors worldwide. - learn more
      • Amplify was one of the investors joining Endurance28 and others in Cascade Bio’s $6M raise, which includes $2.8M in equity and $3.2M in nondilutive funding. Cascade Bio is advancing its enzyme-immobilization technology to help industrial partners transition from petrochemical processes to greener, biomanufacturing workflows. The funding will enable Cascade to scale its high-stability biocatalysts for use across chemicals, food ingredients, fragrances, and pharmaceuticals. - learn more

      LA Exits

      • Northstar has been acquired by Nayya, combining Northstar’s financial wellness tools with Nayya’s health, compensation and actuarial data platform. The unified offering introduces a “SuperAgent,” an AI adviser that not only helps employees understand benefits but, with their permission, can take actions like auto enrolling in wellness programs or appealing denied claims. The goal is to make health and wealth benefits simpler, more transparent and more useful year round rather than just during open enrollment. - learn more
      • Integrated Rental Systems has been acquired by VitalEdge Technologies, a major provider of dealer management software for heavy equipment. Integrated Rental’s platform is considered one of the most advanced in its field, and this deal allows VitalEdge to offer more fully integrated solutions covering rental, parts, and service revenue streams for equipment dealers. Alise Moncure, CEO of Integrated Rental, will join VitalEdge’s leadership team as President of Expansion Markets, leading rental and other high-growth segments. - learn more
      • VideoVerse has been acquired by Minute Media, bringing its AI-powered sports video platform Magnifi into the company’s portfolio. Magnifi helps leagues, teams and publishers automatically detect key moments, create instant highlights and distribute short-form video content more efficiently. With the acquisition, Minute Media is expanding beyond publishing to offer a more complete solution for video creation, distribution and monetization. - learn more
      • Bespoke Treatment has been acquired by Stella Mental Health, expanding the company’s services in Los Angeles. Known for its integrative approach, Bespoke offers treatments such as stellate ganglion block for trauma, IV ketamine, Spravato® and intensive outpatient programming. Through the acquisition, Stella is broadening its footprint and strengthening its ability to deliver personalized behavioral health care. - learn more

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      Snap’s AI, Paramount’s RTO, and NeueHouse’s Exit: LA’s Wild Week

      🔦 Spotlight

      Good Morning LA,

      If you blinked this week, you might’ve missed Snap unveiling new AI-powered Lenses, NeueHouse announcing its closure, and Paramount rolling out a five-day return to office mandate. Let’s get into it.

      First up: Snap. The company introduced its new “Imagine” Lenses powered by generative AI. Instead of the playful filters we all know, these tools feel closer to an on-demand art studio, letting people turn imagination into visuals instantly. It shows Snap leaning into what it does best: pushing the boundaries of how we express ourselves through the camera.

      Meanwhile, NeueHouse announced it will be closing. Known for blending hospitality, community and high-design workspaces, it attracted a mix of entertainment, design and tech professionals who wanted something beyond the typical co-working setup. Its exit comes as Paramount is moving in the opposite direction, requiring employees to return to the office full time starting in January. Together, these moves highlight the different paths workplaces are taking in a post-hybrid world, from phasing out to doubling down.

      On the global stage, the world’s eyes are on Berlin, where IFA 2025 is underway. The trade show is buzzing with foldable devices, wearables and AI-powered appliances that are blurring the line between tool and companion. The innovations debuting there are setting the tone for what consumers and startups everywhere will soon be building with, competing against and dreaming beyond. For those following along, The Verge is running live coverage with updates on the biggest reveals.

      And finally, OpenAI announced a new jobs platform, aimed at connecting workers with opportunities in an AI-driven economy. It is positioned as a way to broaden access and help talent navigate shifting industries. For engineers, creatives and founders alike, it is another signal that collaborating with AI is not a future skill, it is a present-day requirement.

      🤝 Venture Deals

          LA Venture Funds

          • FirstLook Partners participated in Hello Patient’s $22.5M Series A round, which backs the Austin based conversational AI platform transforming patient intake and communications. Hello Patient’s technology, handling voice, text, and chat conversations, helps healthcare providers streamline appointments, reduce missed calls, and improve patient access. The fresh funding will accelerate enhancements to its AI driven platform and support expansion to healthcare organizations nationwide. - learn more
          • Hyperlink Ventures joined Mojo Vision’s $75M Series B Prime funding round to support the expansion of its high performance micro LED platform. Mojo Vision plans to leverage the investment to accelerate commercialization of its wafers in, wafers out micro LED technology, which merges advanced silicon architecture, GaN on silicon emitters, quantum dots, and micro lens arrays to power next generation AI devices and infrastructure. - learn more
          • Fika Ventures joined Dispatch’s $18M Series A round, helping to bring its total funding to $30M. Dispatch provides AI powered, automated data orchestration for wealth management firms, eliminating repetitive tasks, streamlining client onboarding, and ensuring real time, connected client data. The new capital will fuel the expansion of its agentic workflows and further development of its AI ready infrastructure for advisors. - learn more
          • TenOneTen Ventures participated in Elysian’s $6M seed round to support the company’s AI native third party administration platform for commercial insurance claims. Elysian’s technology automates the complex, document heavy middle of claim handling by surfacing coverage insights and drafting communications so adjusters can focus on making strategic decisions. The funding will help accelerate go to market efforts, enhance customer onboarding, and scale both delivery operations and the underlying AI platform. - learn more
          • M13 participated in Allocate’s $30.5M Series B round, backing the company’s platform that helps wealth advisors and family offices access and manage private market investments. The new funding will support expansion of its AI-powered infrastructure and workflow automation, as well as broaden its reach beyond venture capital into private equity and credit. - learn more
          • Walkabout Ventures took the lead in Advisor.com’s $9M seed round. Advisor.com operates an AI-powered platform that pairs investors, especially those with under $500,000 in investable assets, with vetted fiduciary financial advisors. The funds will be used to accelerate customer acquisition, enhance its advisor matching technology, and expand its network of top-tier advisors. - learn more
          • Ares Management participated in ID.me’s latest funding, where the company raised a total of $340M in a Series E round combined with a credit facility, pushing its valuation above $2 billion. ID.me, a digital identity wallet trusted by more than 152 million users, will use the capital to scale access to secure, reusable digital identities and bolster its defenses against increasingly AI-driven fraud. - learn more
          • Core Innovation Capital participated in Flex’s $15M Series A funding round. Flex is a payments infrastructure platform that enables health and wellness retailers to accept Health Savings Account (HSA) and Flexible Spending Account (FSA) funds at checkout. With this investment, Flex plans to scale its enterprise reach, enhance its core technology, and grow its team to help merchants tap into more than $150 billion in underutilized pre‑tax health spending. - learn more
          • F4 Fund joined Camera Intelligence’s $2M seed funding round. The company is developing an AI-powered camera system that embeds a large language model (LLM) directly into a Micro Four Thirds mirrorless camera, simplifying content creation through voice-activated controls and in-camera editing. The new capital will accelerate the build-out of this integrated AI-native camera and content editing solution, with an LLM feature set to launch on iOS in fall 2025. - learn more

          LA Exits

          • Air Lease Corporation has entered into a merger agreement to be acquired by a consortium including Sumitomo Corporation, SMBC Aviation Capital, Apollo-managed funds, and Brookfield in an all cash deal expected to close in the first half of 2026. Shareholders will receive $65 per share, valuing the company at about $7.4 billion or $28.2 billion including debt, and the company will be rebranded as Sumisho Air Lease with SMBC set to manage its fleet and order book. - learn more

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          LA Startup Powering Immigrant Workforce Secures $7.5M

          🔦 Spotlight

          Happy Friday, Los Angeles,

          It’s Labor Day weekend, which means most of us are thinking about a little time off. But one LA startup is laser focused on work, specifically on the millions of immigrant workers who keep the U.S. economy running.

          This week, Welcome Tech raised $7.5 million to expand its AI powered platform that connects immigrant communities with U.S. employers. If you’re not familiar, Welcome Tech has quietly become one of the most important bridges between immigrant workers and the American labor market. The company offers a suite of services, from job matching and financial tools to healthcare and education, built specifically for immigrant families navigating systems that weren’t designed with them in mind.

          The scale is staggering. Welcome Tech already supports more than 4.5 million registered members, and its enterprise partnerships have tripled in the last year. Revenue is up more than 200 percent year over year. With this new funding, the company plans to double down on AI, personalizing onboarding, automating job matching, and expanding multilingual support so workers can find opportunities faster and employers can access a motivated workforce with fewer barriers.

          Welcome Tech’s growth also underscores something very LA: this city runs on immigrant talent, and the systems that support them often lag behind. By building infrastructure tailored to this workforce, Welcome Tech isn’t just scaling a business, it’s tackling a gap that traditional employers and institutions have ignored for decades.

          As Labor Day weekend rolls in, it’s a reminder that the real labor story isn’t just about time off, it’s about how companies like Welcome Tech are reshaping access to opportunity in one of the country’s most essential workforces.

          And with that, let’s get into this week’s venture deals across LA.

          🤝 Venture Deals

          LA Companies

          • Payment Labs, a Los Angeles based fintech specializing in seamless payment workflows for industries like sports, esports, and the creator economy, has closed an oversubscribed $3.25M seed funding round led by Aperture Venture Capital. The company’s API powered SaaS platform, already trusted by Microsoft, SEGA, X Games, and more, simplifies complex global pay ins and payouts across 150+ currencies and 180+ countries while integrating tax compliance, royalty distributions, and reporting. This new capital will accelerate expansion of tailored payment solutions and bolster operations to support high growth verticals. - learn more

            LA Venture Funds

            • Clocktower Technology Ventures, participated in Momento Seguros’ $10.25M Series A round. The Mexico City based digital auto insurer is leveraging the capital to expand its full-stack platform, offering flexible, mobile-first coverage tailored to underserved drivers. By modernizing payments, underwriting, and claims processing, Momento aims to disrupt a traditionally rigid insurance market with transparent, user-centric solutions. - learn more
            • Dangerous Ventures participated in Copper’s $28M funding round aimed at scaling the world’s first battery equipped induction range. The Berkeley based company builds plug and play induction stoves with built in batteries that run on standard 120 volt outlets, simplifying electrification of cooking while offering backup power during outages. Copper plans to use the new funds to expand production, develop new appliances, and leverage its grid friendly design, already under contract to deliver 10,000 units to public housing, to drive broader adoption of clean, efficient cooking solutions. - learn more
            • Alexandria Venture Investments participated in Leal Therapeutics’ $30M Series A round, joining a syndicate that includes SV Health Investors’ Dementia Discovery Fund, OrbiMed, Newpath Partners, Chugai Venture Fund, Euclidean Capital, and PhiFund. Leal is advancing its neuro metabolic pipeline with lead programs LTX 001 moving into clinical trials for schizophrenia and LTX 002 progressing toward initial clinical data in ALS. This funding will also support the advancement of additional pipeline candidates and technologies aimed at delivering transformative treatments for CNS disorders. - learn more
            • Impatient Ventures and Riot Ventures participated in Blue Water Autonomy’s $50M Series A funding round to accelerate development of autonomous, long range ships designed for the U.S. Navy. The capital will be used to build and deploy the firm's first full sized autonomous ship by next year and support rapid scaling, as the team has already quadrupled since its seed round while completing engineering tests and securing materials from over 50 suppliers. This funding brings the company’s total raised to $64 million and underscores growing momentum around U.S. maritime innovation. - learn more
            • TenOneTen Ventures joined a $3.5M seed round in Loman AI, supporting the Austin based startup’s efforts to transform restaurant operations using voice AI. Loman’s AI phone agent handles call volume by taking orders, booking reservations, answering FAQs, and integrating smoothly with POS systems, helping restaurants boost revenue by up to 22% while cutting labor costs by as much as 17%. This new funding will accelerate product development and team expansion as demand for Loman’s platform grows nationwide. - learn more
            • CIV participated in AiGent’s $6M seed round, backing the AI driven startup’s mission to transform idle backup generators into a powerful decentralized grid resource. AiGent’s platform aggregates and orchestrates distributed generation assets including those at commercial, industrial, and mission critical facilities like AI data centers, turning them into rapidly dispatchable “distributed power plants.” This innovative approach not only enhances grid reliability and reduces costs but also opens up new revenue streams for asset owners without the time, cost, or disruption of building additional infrastructure. - learn more
            • Blue Bear Capital led a $12.4M SAFE funding round in Splight, supporting the San Francisco-based grid technology company’s mission to dramatically expand transmission capacity using machine-learning. The new capital will fuel deployment of Splight’s flagship Dynamic Congestion Management™ across U.S. and European grids—helping alleviate long interconnection delays and renewables curtailment by intelligently leveraging existing infrastructure. This round also secures Splight’s ability to scale both its commercial and technical teams amid surging demand from AI data centers and utilities. - learn more
            • Amboy Street Ventures participated in Nest Health’s $12.5M Series A round to support the expansion of its whole family, in home care model for Medicaid populations. Nest Health leverages AI powered clinical services, from medical to behavioral and social support, to deliver care at home while cutting churn and improving outcomes, including reduced ER visits and higher vaccination rates. The company will use the funding to scale its AI enabled care offerings into new regions and enhance partnerships with payors. - learn more
            • VamosVentures participated in Kira’s $6.7M seed funding round, supporting the AI driven fintech infrastructure platform as it emerges from stealth. The capital will enable Kira to expand across Latin America, especially South America, scale its technical team, and accelerate development of new embedded financial products powered by stablecoins, AI agents, and enterprise grade APIs. Kira aims to streamline financial services in markets with large underbanked populations and has already generated $3 million in revenue in its first year. - learn more

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