L'ATTITUDE Ventures

L'ATTITUDE Ventures is a $100M+ institutional venture capital firm focused exclusively on early-stage companies owned and led by U.S. Latino entrepreneurs. Recognizing the growing impact of Latino-led businesses on the U.S. economy, L'ATTITUDE Ventures aims to unlock the full potential of this entrepreneurial cohort by providing transformative capital and strategic connections. The firm supports startups from pre-seed to Series A across sectors such as technology, fintech, healthcare, and consumer products. Founded by Sol Trujillo and Gary Acosta in 2018, L'ATTITUDE Ventures operates with the goal of driving wealth creation within the U.S. Latino community, which represents 80% of net new businesses and contributes significantly to the U.S. economy. The firm’s investments are not just about financial backing; L'ATTITUDE provides active guidance in business development, fundraising, and leadership support, leveraging an extensive network of influential partners. L'ATTITUDE Ventures is particularly known for its annual "Match-Up" event, a pitch competition that connects Latino entrepreneurs with institutional investors, helping to fuel the growth of high-potential companies. The firm is based in San Diego and continues to expand its portfolio with innovative, scalable businesses that are poised for long-term success​.