L'ATTITUDE Ventures Research
Executive Summary
L'ATTITUDE Ventures is the largest Latino-focused early-stage venture capital fund in the United States. Founded in 2019 with headquarters in San Diego, California, the firm invests exclusively in early-stage companies founded or led by Latino entrepreneurs. With over $100 million in assets under management from Fund II, L'ATTITUDE has established itself as a mission-driven investor supporting visionary Latino founders building transformative, scalable businesses with significant social and economic impact.
Investment Thesis and Philosophy
L'ATTITUDE Ventures' core investment thesis centers on identifying and empowering visionary founders from the Latino community who combine bold ideas with exceptional execution capability. The fund believes that Latino founders represent an underserved but exceptionally talented segment of the entrepreneurial ecosystem, driving innovation and economic growth while creating jobs and solving significant societal problems.
The firm invests in founders who demonstrate:
- Visionary Leadership: Founders with bold, transformative ideas
- Scalable Business Models: Technology-enabled businesses with large market potential
- High-Impact Focus: Solutions that create both economic and social value
- Execution Excellence: Proven ability to build and scale companies
- US-Based Operations: Companies incorporated in the US with US-based leadership
Fund Structure and Deployment
Fund II Details:
- Closed: Approximately 2022
- Fund Size: $100M+
- Current AUM: $100M+
- Portfolio Size: 35+ companies as of February 2026
- Capital Deployed (2025): $64M+ across the portfolio
Investment Parameters:
- Check Size: $1M-$3M
- Stages: Pre-seed through Series A
- Portfolio Strategy: Active deployment with follow-on reserves
L'ATTITUDE deployed over $64 million in capital throughout 2025 and has grown its portfolio to 35 portfolio companies spread across 12 major U.S. cities.
Stage Focus and Investment Criteria
L'ATTITUDE focuses on early-stage investments from Pre-Seed through Series A:
Pre-Seed Stage: $500K-$1M Seed Stage: $1M-$2M Series A Stage: $2M-$3M (occasional participation)
All companies must:
- Be at least 25% owned by US Latino(a) founders or operators
- Be incorporated in the United States
- Have US-based core leadership
- Demonstrate clear path to scalability
Sector and Model Preferences
L'ATTITUDE invests across diverse sectors including:
- Food & Beverage: Tech-enabled or heritage-focused brands (Agua Bonita, Nopalera, Nibbles)
- Technology & Software: Enterprise and developer tools (Cleverman, Base Cap Analytics, Parabeac)
- Fintech & Financial Services: Small business lending and payment platforms (Camino Financial, Listo)
- Real Estate & PropTech: Property technology solutions (Bedrock, Remoov)
- Healthcare & Wellness: Digital health and wellness platforms (Mavida Health, ExtrasensE)
- Manufacturing & Hardware: Advanced materials and hardware (Ares Materials, Omnitron)
- E-Commerce & Consumer: Direct-to-consumer and marketplace platforms (Subject, Todoolie)
- Logistics & Supply Chain: Supply chain optimization (InOrbit, OpenField)
- Professional Services & B2B: Vertical SaaS and business services (Growrk, Flow)
- Agriculture & Sustainability: Sustainable agriculture (Back to the Roots)
- Robotics & Advanced Tech: Deep tech with founder advantage (Deep Blocks, Sunthetics)
- Construction & Industry: Vertical solutions (Caplight)
Model Preferences:
- B2B SaaS with network effects
- Direct-to-consumer brands leveraging Latino heritage or market
- Deep-tech and hardware with Latino founder advantage
- Tech-enabled services businesses
- Software solving Latino-specific market gaps
Geographic Focus
- Headquarters: San Diego, California
- Primary Markets: San Francisco, New York, Los Angeles, Chicago, San Diego
- Secondary Markets: Austin, Denver, Seattle, Miami, Dallas, Phoenix
- 40%+ portfolio companies led by Latina founders
Lead Tendency and Decision Making
Lead Tendency: Leads or Co-Leads
L'ATTITUDE actively leads investments, typically taking board seats and maintaining close governance. The investment partnership (Sol Trujillo, Pete Amaro, Laura Moreno Lucas, Oscar Munoz) evaluates all investments, with decision timelines typically 8-12 weeks from initial pitch.
Team Expertise
Leadership:
- Sol Trujillo: Global CEO experience (3 large multinationals), board experience at Fortune 500 (Bank of America, PepsiCo, Target)
- Pete Amaro: 15 years growth investing at Raine Group, CFO of venture-backed media platform
- Laura Moreno Lucas: Former Nasdaq Managing Director (led IPOs: Beyond Meat, Lyft, Airbnb), founder of Pandocap
- Oscar Munoz: Former United Airlines CEO, extensive board experience
- Fabián Ronisky: VC attorney, partner at Mana Ventures (top AngelList syndicate)
Operating Partners:
- Dr. Christy Fernandez-Cull: Hardware/sensors/autonomous systems (Google, Apple, Waymo, MIT)
- Diana Hernandez: 15+ years CPG (Clorox, Brita, Method Products), brand growth expert
Value-Add Beyond Capital
- Network Access: Fortune 100 executives, strategic advisors, customer connections
- Operational Excellence: Lean enterprise principles, supply chain, technology differentiation
- Strategic Coaching: Business strategy, capital markets navigation (IPO expertise), board participation
- Ecosystem: L'ATTITUDE Festival community, research publications, media spotlight
- Founder Support: Year-round engagement, quarterly business reviews, open-door policy
Recent Activity and Fund Status
Fund Status: Actively Deploying
Recent Notable Investments:
- January 2026: Ares Materials (materials science/manufacturing)
- 2025: Deployed $64M+ across portfolio
- Portfolio Growth: 35 companies across 12 major U.S. cities
- Notable Highlights: Nopalera (major retail expansion), Camino Financial (serving thousands of Latino entrepreneurs)
Investment Activity:
- 2025: Multiple investments with strong founder engagement
- Fund reserves: 50% allocated for follow-on investments
- Portfolio company support: Year-round operational and strategic guidance
Portfolio Quality Indicators
- 35+ portfolio companies with strong founder retention
- 40%+ portfolio led by Latina founders
- Portfolio companies achieving significant traction and exits
- Mission alignment: Creating jobs and solving societal problems
- Strong follow-on funding patterns
Founder Preferences and Ideal Profile
L'ATTITUDE seeks Latino founders with:
- Visionary Ideas: Bold, transformative vision
- Execution Capability: Proven track record of building and scaling
- Domain Expertise: Deep knowledge in their industry
- Coachability: Openness to mentorship and strategic guidance
- Impact Focus: Commitment beyond pure profit to societal value creation
Competitive Positioning
L'ATTITUDE holds a unique market position:
- Only fund exclusively backing Latino founders at institutional scale
- Larger checks ($1-3M) than typical seed funds
- Broader stage coverage (Pre-seed to Series A)
- Operating partner depth in CPG, hardware, and tech
- Capital markets access through Nasdaq IPO background
- Geographic diversity across U.S. with team presence in multiple regions
Warm Introduction Preferences
L'ATTITUDE strongly prefers warm introductions from:
- Portfolio company founders
- Existing investor LPs
- Team member network connections
- L'ATTITUDE Festival attendees
- Strategic advisors and board members
Primary Contact: Pitch form at lattitudeventures.com/pitch
Conclusion
L'ATTITUDE Ventures represents the most significant institutional capital dedicated exclusively to Latino-founded companies at the early stage. With $100M+ in AUM, a world-class team combining Fortune 100 executive experience with operational expertise, and a committed portfolio of 35 companies, L'ATTITUDE is actively building the next generation of transformative Latino-led businesses.
The firm's competitive advantages—mission alignment, founder-centric support, geographic diversity, and deep operating expertise—position them uniquely to identify and support visionary founders building scalable, high-impact businesses that create significant economic and social value.