We saw that building consumer technology had fallen out of vogue, largely because VCs invested in it so heavily over the prior decade that customer acquisition became extremely expensive. The 'growth at all costs' mantra backfired to the extent that it became infeasible to build economically or invest in thematically.
But things have changed since then. Founders are now natives with content and product led growth, making zero or low CAC possible. AI has both shaken the VC world's belief that SaaS is a safe haven, and created an entirely new vector for consumer products. Developments in chips, robotics and autonomy have opened up an array of new form factors to build around. Consumer technology makes up a disproportionate share of the top returning VC-backed companies in the world. And now, it's time for the space to rip once more.
We invest in S tier pre-seed and seed founders in the UK and US alongside some of the most prolific investors in the world, and then work with The Sidemen and our growing global talent pool to expedite growth and brand visibility for them. We've brought 100m eyeballs and hundreds of thousands of users to our portfolio companies over the last couple of years, and this is only the beginning.
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In an era where attention is currency, the smartest capital follows culture. What the Sidemen have done with influence, Upside is doing with investing—turning organic relevance into outsized impact. The founder’s vision for using cultural capital to spot and support breakout opportunities is exactly the kind of edge the next generation of VC needs. I’m excited to watch Upside shape the future, not just bet on it.
I am thoroughly impressed by the quality and creativity this agency brings to the table. Their custom website transformed our brand.
For a fund with so much unique about it, Upside also hits all of the marks that an institutional LP needs to see. We’re proud to work with them.
Upside is the GOAT model for VC. We have such a compelling right to win and the team to get us there.
I am thoroughly impressed by the quality and creativity this agency brings to the table. Their custom website transformed our brand.
I am thoroughly impressed by the quality and creativity this agency brings to the table. Their custom website transformed our brand.
A shift has occurred in early stage consumer investing where access to distribution and community has now become a dominant factor in success. Upside offers access to both at a world class level, married with excellent investment experience.
It has been great to work with Jamie and the Upside VC team as a co-investor. I’ve been impressed by the support they offer portfolio companies with their deep expertise and networks across the creator economy.
