Investor profile
And Rising
Micro-fund
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And Rising is a creative ventures company that invests in, creates, and scales the future's favourite brands using a proprietary 'Creative Capital' model — a services-for-equity approach in which branding, strategy, media, and design expertise (valued at up to £1m per venture) is exchanged for equity, giving portfolio companies a skin-in-the-game marketing partner rather than traditional cash. The firm targets innovative, founder-led propositions with simple business models, focusing on clean, conscious direct-to-consumer products and services, and consumer tech for good, at the late Seed and Series A stages where being market-ready comes into focus. Its markets are the UK, Europe, the US, and Australia, and it is also raising a £50M fund to invest alongside creative capital for brands and tech that show exceptional potential to make a lasting positive impact.
Notable quotes
“We're also investors in new brands, using 'Creative Capital' — a services-for-equity model to help them scale with an invested marketing partner by their side.”
“We're looking for brands that are clean and conscious in the direct-to-consumer space, or consumer tech for good.”
“The startup to scale-up phase is the most treacherous, and we wanted to ensure new and better ideas stood a chance.”
Team
Recent investments
| Company | Round | Size | Date |
|---|---|---|---|
| Crosta & Mollica | Seed | — | 2023-02-01 |
| Plend | Creative Capital (Seed) | — | 2023-07-01 |
| SERVED | Seed | — | 2021-01-01 |
| Tonic Health | Seed | — | 2021-01-01 |
| Millicent (pollypay) | Seed | — | 2022-08-01 |
| MOMA Foods | Seed | — | — |
| ClearScore | Creative Capital (early stage) | — | — |
| Duolingo | Creative Capital (early stage) | — | — |
| Seedlip | Creative Capital (early stage) | — | — |
| HOWND | Seed | — | — |
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