PLG Ventures

PLG Ventures is an early-stage venture capital firm based in Santa Monica, California, specializing in providing pre-seed and seed capital to technology-enabled startups. Founded in 2015 by Peter Goldberg, the firm focuses on sectors such as software, SaaS, consumer products, and fintech. Some of their notable investments include AvantStay, an online booking platform for vacation rentals; Hum Capital, a fundraising platform for startups; and Measurabl, which offers SaaS-driven sustainability data collection for buildings. PLG Ventures is known for its hands-on approach, helping founding teams develop leadership skills and company culture while ensuring strong foundations for growth. PLG Ventures aims to support startups by offering a combination of capital, guidance, and strategic resources to help them scale and succeed in competitive markets​.