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Advertising startups are entering a pivotal window. Despite tighter late-stage funding, early-stage investing in AI-native AdTech/MarTech, retail media, and privacy-centric infrastructure remains active, driven by shifting consumer behavior, the rise of new channels, and the urgent need for better measurement. Global ad spend continues to hit new highs, and brands are reallocating budgets toward performance and commerce media—opening clear opportunities for startups that can prove outcomes and scale responsibly. What’s different now is the mix of tailwinds and constraints founders must navigate. The deprecation of third-party cookies, signal loss on major platforms, and evolving privacy regimes are forcing a re-architecture of the ad stack. At the same time, breakthroughs in generative AI and automation are compressing creative and operations cycles, while retail media networks and connected TV (CTV) create fresh inventory and first-party data access. Investors are backing founders who can turn these structural shifts into durable advantages with defensible data, interoperable integrations, and provable incrementality. Three forces define the opportunity in 2025. First, budgets are following channels with measurable ROI: retail media and commerce-driven advertising are among the fastest-growing categories, supported by closed-loop sales data. Second, AI is moving beyond copy and images into targeting, bid optimization, and media planning—making full-stack automation and creative-performance feedback loops a core differentiator rather than a nice-to-have. Third, privacy-by-design is now table stakes for enterprise sales; startups that can operate with consented first-party data, clean rooms, and modern identity frameworks unlock global brand and retailer partnerships. For founders raising capital, the bar is higher but clearer. Investors want crisp unit economics (gross vs. net revenue recognition, payback, retention), a credible go-to-market motion that fits brands, agencies, and retail media partners, and a moat grounded in proprietary data or workflow lock-in. Platform dependency risk must be addressed head-on with multi-channel strategies that include open web, CTV/streaming, and retail media. Compliance and security posture need to be part of your pitch, not an afterthought, to accelerate enterprise diligence and shorten sales cycles. In this guide you’ll find an up-to-date list of top global VCs actively investing in advertising-focused startups. We’ll cover the trends shaping the market, the technology shifts that matter, and the investor criteria that win term sheets. You’ll get a practical playbook on GTM, measurement, clean rooms, and compliance, plus cross-border fundraising tips, key accelerators and events, and exit pathways. With this information you can sharpen your narrative, strengthen your data room, and target the right investors with confidence. Top Global VCs Investing in Advertising Startups Aperiam About: Driving the Future of Advertising and Marketing Technology. Aperiam is the leading adtech and martech venture capital firm. In addition to venture capital, we offer advisory and technology orchestration services to drive outcomes for both our portfolio companies and their customers: brands, agencies, media owners, and other tech companies. Aperiam is led and backed by the adtech and martech entrepreneurs and operators who built the industry. North Base Media About: An investment firm focused on journalistic enterprise and digital-driven opportunities in emerging markets. Sweetspot check size: $ 750K Thesis: Digital media in global growth markets; engagement and monetization software NDRC About: NDRC is a business that transforms entrepreneurial teams and ideas into startups with early investment and research help. We're an Accelerator providing €100k SAFE to ~10 companies per cohort. Traction metrics requirements: Pre-seed. Team and Opportunity Thesis: Digital B2B Mature founders with deep domain knowledge Circadian Ventures About: Venture capital firm investing in early-stage tech and tech-enabled businesses. We actively partner with exceptional entrepreneurs to build enduring businesses. Circadian Ventures has investments in various sectors across the United States. Ground Up Ventures About: Our relationship with our founders is one in which we intend to grow together, learn from each other, and hold each other accountable. We check our egos at the door and jump into the trenches with you as you build your business. Sweetspot check size: $ 500K Thesis: We partner with extraordinary founders building transformational companies from the ground up. Expert DOJO About: Expert DOJO is a startup accelerator based in Santa Monica. Sweetspot check size: $ 100K Traction metrics requirements: MVP Thesis: Our mission is to help entrepreneurs at the early stages of your startup’s development to achieve your goals and more. Ridge Ventures About: Ridge Ventures is a fast, flexible, and founder-focused early stage venture capital fund. Sweetspot check size: $ 5M Watkins Bay About: Watkins Bay assist Founders and Entrepreneurs realise their dreams by providing all the help they need too succeed, specialising in Go To Market for Hypergrowth . Sweetspot check size: $ 500K Traction metrics requirements: 20% CGMR digitalundivided About: At digitalundivided, we use original, proprietary research to develop a data-driven ecosystem that expands the current body of knowledge about entrepreneurship in emerging communities. Sweetspot check size: $ 5K Thesis: Founded in 2012, digitalundivided is the leading non-profit leveraging our data, programs, and advocacy to catalyze economic growth for Latina and Black women entrepreneurs and innovators. Our goal is to create a greater world in which all women of color own their work and worth. Our mission moves the entrepreneurial ecosystem forward, to increase funding, access, and opportunities for women of color in business and innovation. Key Element Capital About: At Key Element Capital, we’re dedicated to fueling the future of gaming, casino, and sportsbook innovations. As seasoned investors and industry enthusiasts, we’re passionate about discovering and supporting the next generation of gaming disruptors. Unit Economics & Revenue Quality Investors Expect Why Revenue Quality Matters in Ad/MarTech Advertising startups often blend software, data, and media. Investors differentiate between high-margin, repeatable platform revenue and pass-through media dollars. Clear disclosure of what’s true platform/technology revenue versus media spend is essential for comparability, margin analysis, and valuatio. Gross vs. Net Revenue Recognition Be explicit about when you recognize revenue on a gross versus net basis. If you control the media buy and set pricing, you may record gross; if you’re acting as an agent or facilitating spend, you typically record net (platform fee/take rate). Disclose take rates, rebates, and usage components so investors can normalize your P&L and metrics package. Media-In vs. Media-Out Models Media-in models (you purchase and resell media) can inflate top-line but compress gross margin and increase working-capital needs. Media-out models (SaaS, usage-based API, or take rate) generally yield higher gross margins and simpler recognition. Many ad startups run hybrids; if so, break out revenue and margin by line of business so investors can assess LTV, valuation multiple fit, and risk profile. CAC, LTV, and Payback the Way VCs Calculate Them Standardize CAC by channel and segment. Include sales cycle length, win rates, ACV by segment, and fully loaded sales/marketing costs. For LTV, anchor on gross margin dollars, realistic expansion assumptions, and observed churn, not aspirational. Early-stage investors often look for sub-12–18 month payback; growth investors favor <12 months with line of sight to single-digit months in core segments. Show how pilots/POCs convert to production and expand ACV to validate your payback logic. Cohort Quality, NRR, and Retention Present monthly or quarterly cohorts by vertical and product module. Separate expansion from new ARR to illuminate land-and-expand. Strong B2B adtech/martech signals include expanding cohorts after initial pilots and NRR above 110–120% in core ICPs; if seasonality depresses certain cohorts, explain why and how you counterbalance with multi-vertical mix. Customer Concentration and Seasonality Flag if any single brand, agency holding company, or retailer exceeds 10–15% of revenue and outline diversification plans. Normalize seasonality by showing TTM metrics, Q/Q bridges, and usage-adjusted gross margin. Clarify campaign-driven spikes and retention through non-cancelable terms or always-on contracts. Pricing Architecture and Margins Choose a model that aligns value with outcomes and supports margin expansion over time: platform subscription plus usage, take rate on spend, seats for workflow tools, or outcome-based fees tied to verified conversions/incrementality. Disclose discounts, credits, and rebates to avoid surprises in diligence. Track gross margin by product line and show how automation, AI-driven ops, and cloud efficiency will lift margins as you scale. The Metrics Pack for Your Data Room Include a GAAP P&L with gross/net reconciliation, revenue by product line and model (SaaS, usage, media), cohort tables with retention/expansion, CAC/LTV and payback by segment and channel, NRR/logo retention, gross margin by line of business, pipeline coverage and win rates by stage, channel mix with platform dependency exposure, and verified outcomes/incrementality studies to substantiate renewals. These artifacts let investors underwrite revenue durability and path to profitability (IAB/PwC measurement and revenue trends. Global Trends in Advertising Startup Fundraising (2025 and Beyond) AI Moves From Experimentation to Production Generative and predictive AI are now embedded in creative workflows, media planning, and bid optimization, with brands prioritizing tools that prove incrementality and compress time-to-value. Startups that pair proprietary data with measurable ROI and tight workflow integrations are attracting early-stage interest. Retail Media and CTV Outpace Overall Ad Growth Retail media remains the fastest-growing channel globally thanks to first-party shopper data and closed-loop attribution, while CTV/streaming expands with more addressable inventory and shoppable formats. These dynamics create openings for retail media infrastructure, off-site activation, commerce creative automation, CTV verification, and cross-device identity. Privacy and Identity Reshape Product Roadmaps Third-party cookie deprecation and tighter data protection enforcement are accelerating first-party data strategies, privacy-enhancing technologies, and clean room adoption. Enterprise buyers now expect privacy-by-design, interoperable identity, and consented activation as table stakes. Cross-Border Capital Is Selective but Active US and European investors are backing non-domestic teams with strong traction, particularly in Europe, India, and Southeast Asia, where digital ad growth outpaces mature markets. To win cross-border capital, founders must show localization readiness. Later-Stage Selectivity Favors Durable Economics Growth rounds prioritize efficient payback, healthy NRR, and diversified channel mix with limited platform concentration risk. Startups that demonstrate profitable unit economics by channel or vertical, plus margin expansion via automation and data moats, clear diligence more consistently. Defensibility & Moats in Advertising Tech What to Show Investors Investors look for proof, not promises. In your deck and data room, include: a description of your proprietary datasets and how they’re ethically sourced; an integration map showing depth across DSPs/retail media/CDPs/clouds; third-party-verified performance lift and incrementality; a compliance and security roadmap with milestones (e.g., SOC 2); case studies demonstrating retention and resistance to switching; and evidence of channel diversification beyond any single walled garden. Proprietary Data and Data Network Effects Defensibility starts with unique, consented datasets that competitors can’t easily replicate. High-value sources include first-party behavioral data, commerce and SKU-level signals, contextual and creative performance metadata, and privacy-safe retail media and CTV exposure logs. Pair data assets with a clear value exchange and robust consent management so data volume and quality improve as usage scales, creating a compounding model advantage. Workflow Lock-In Through Deep Integrations Embedding into the daily stack increases switching costs. Integrate natively with ad servers, DSPs/SSPs, retail media platforms, CDPs, cloud data warehouses, and BI tools, and expose activation via APIs and connectors so your product becomes a system of record rather than a point solution. Align with industry specs—OpenRTB, Prebid, transparency and supply chain standards—to reduce friction and win enterprise procurement. Model Performance Advantages and Continuous Learning A sustainable moat requires measurable lift versus baselines and incumbents. Build continuous learning loops—online learning, multi-armed bandits, and constrained optimization—that adapt to noisy, privacy-limited environments. Validate model advantage with incrementality tests, geo-experiments, and MMM triangulation, and report outcome metrics that withstand scrutiny in diligence and enterprise MSA renewals. Compliance, Trust, and Security as a Competitive Moat Enterprise buyers reward vendors who reduce risk. Make privacy-by-design, consent frameworks (GDPR/CCPA/CPRA), and clear data processing agreements part of your core product story. Maintain a SOC 2 roadmap and readiness to answer IT security questionnaires. Implement brand safety, fraud/IVT mitigation, and supply chain transparency to unlock larger-brand budgets and premium inventory access. Marketplace Liquidity and Two-Sided Network Effects If you operate a platform connecting advertisers with creators, retailers, or publishers, liquidity and quality control are your moat. Focus early on governance (verification, rating systems, SLAs), incentive design that rewards high-quality participation, and tooling that reduces cold-start friction. As both sides scale, matching efficiency and data richness improve, increasing defensibility and margin. Interoperability and Ecosystem Standards Winning vendors “play nice” with the ecosystem. Support major identity frameworks used in the market (such as UID2/SCID where applicable), leading clean rooms, and cloud/CDP connectors so customers can deploy you across multiple regions and partners without re-architecting. Interoperability is becoming a buying criterion in RFPs, especially for multinational brands and retailers. Find VCs Investing in Advertising Companies with Visible Visible helps founders connect with investors using our connect investor database, find VCs specifically investing in Advertising here. For Advertising startups, securing the right investors is critical as it goes beyond mere funding. These investors bring specialized expertise and strategic insights specific to the Advertising sector, and their guidance is invaluable in navigating the unique challenges and opportunities within the space. Use Visible to manage every part of your fundraising funnel with investor updates, fundraising pipelines, pitch deck sharing, and data rooms. Raise capital, update investors, and engage your team from a single platform. Try Visible free for 14 days.

Raising venture capital for an e-commerce startup in 2025 is both more challenging—and more promising—than ever before. The global e-commerce market is projected to reach USD 73.52 trillion by 2030, growing at a compound annual growth rate (CAGR) of about 19.2 percent, fueled by rapid adoption of AI-driven retail technology, the explosive growth of social commerce platforms like TikTok Shop, and increasing cross-border buying habits. Yet with these opportunities come new challenges: investors are becoming more selective in the wake of tighter capital markets, competition is intensifying across borders, and customer acquisition costs remain at historically high levels. For founders, navigating this evolving investment landscape means more than knowing your financial metrics—it requires understanding current fundraising trends, identifying the right venture capital partners, and positioning your business to thrive in multiple markets. Whether you’re launching a DTC brand in Europe, building a B2B e-commerce platform in Southeast Asia, or scaling a marketplace in North America, securing the right funding at the right time can be the deciding factor in your long-term success. This guide compiles the top venture capital firms actively investing in e-commerce startups globally—sourced from our connect investor database and reports – alongside e-commerce-specific fundraising strategies, pitch tips, and global networking resources. Backed by up-to-date research, this is your go-to playbook for raising capital and scaling your e-commerce venture. Top VCs Investing in E-commerce Startups Imag/nary Ventures About: Founded by Natalie Massenet and Nick Brown, Imaginary Ventures is venture capital firm that invests in early–stage opportunities at the intersection of retail and technology in Europe and the US. Ascend About: Ascend is the most active pre-seed venture capital fund in the Pacific Northwest. Thesis: Pre-seed investor in marketplace, consumer brands, E-commerce, and B2B software. 14W About: 14W is a venture capital firm specializing in consumer internet, marketplace, E-commerce, CPG, and media. RevTech Ventures About: RevTech Ventures is a venture capital fund with a focus of early-stage investments at the intersection of retail and technology. We make dozens of small, initial investments, with larger follow-on investments in those companies that demonstrate rapid growth and sustainable advantage. We provide year-round content and support led by our managementteam and our large pool of world-class mentors. Thesis: We invest in technologies and concepts that help the retail industry adapt in the age of Amazon. Mu Ventures About: Early stage venture capital investing in the future of commerce. Thesis: Investing where Vertical AI meets Agentic Commerce. Powering the next era of frictionless transactions. - Commerce infrastructure - Vertical AI and marketplaces - Consumer software, AI-native brands 1984 Ventures About: 1984 Ventures is an early-stage venture capital firm proptech, fintech, healthcare, marketplace, SaaS, e-commerce, and consumer. Thesis: Looking for companies from pre-revenue to 100k+ in MRR Act One Ventures About: Seed stage fund focused on enterprise software and research from LA Universities. We believe in community, diversity, and Los Angeles. Sweetspot check size: $ 1M Thesis: Investing in capital-efficient companies with excellent founder-market fit AppWorks About: Based in Taiwan, AppWorks is the largest startup accelerator in Greater Southeast Asia and one of the region's most active early-stage VCs. Detroit Venture Partners About: Detroit Venture Partners is an American venture capital firm that funds seed- and early-stage technology companies. Sweetspot check size: $ 250K Thesis: Detroit Venture Partners is an American venture capital firm that funds seed- and early-stage technology companies. Harlem Capital About: Harlem Capital is an early-stage venture firm that invests in post-revenue tech-enabled startups, focused on minority and women founders. Sweetspot check size: $ 750K Traction metrics requirements: Post product ($6k+ MRR pref) Thesis: Women or POC founders (no deep tech, bio, crypto, hardware) Global E-Commerce Resources, Accelerators, and Networking Opportunities While capital is crucial, access to the right networks, mentorship, and market entry opportunities can be just as valuable for e-commerce founders. The global ecosystem offers a wide range of accelerators, incubators, events, and communities designed to help founders refine their business models, connect with investors, and scale internationally. Leading Global Accelerators and Programs for E-Commerce Founders Y Combinator — While not exclusively focused on e-commerce, Y Combinator has backed multiple category-defining companies like Stripe and DoorDash. Its global reach, network, and investor access make it a strong launchpad for founders with scalable e-commerce models. Techstars — Techstars runs retail and commerce-focused accelerators in partnership with major corporations, offering mentorship and early-stage investment. One being Techstars Future of E-commerce Powered by eBay Announces Inaugural Cohort. Plug and Play — Based in Silicon Valley with offices worldwide, this program connects startups with global brands and investors in retail, logistics, and digital commerce. 500 Global — Known for its extensive international network, 500 Global supports cross-border e-commerce ventures with an emphasis on market expansion. Chinaccelerator — Specializes in helping international startups enter the Chinese market, which is the largest e-commerce market in the world. Key Industry Events and Conferences Shoptalk — A leading global retail and e-commerce conference held in the US and Europe, focusing on innovation, technology, and consumer trends (shoptalk.com). NRF Retail’s Big Show — Hosted in New York, this event draws global retail leaders and showcases the latest in commerce technology (nrf.com). eTail — Regional editions in North America, Europe, and Asia-Pacific cover actionable insights on omnichannel strategy and scaling online sales (etail.com). Seamless — A major fintech, payments, and e-commerce event held across multiple continents, including the Middle East, Africa, and Asia (terrapinn.com). International Funding and Cross-Border Considerations Investor Syndicates and Platforms — Platforms like our connect investor database allow founders to raise from a global base of investors. Cross-Border Logistics Partners — Success in international expansion often depends on partnerships with logistics leaders like DHL, Maersk, or SF Express, which can reduce delivery times and costs. Regulatory Compliance — Be prepared to address international data privacy regulations (e.g., GDPR, PDPA) and import/export rules during investor discussions. Demonstrating compliance readiness can give investors confidence in your scalability. Podcasts and Communities Tailored to E-Commerce Founders E-commerce Fuel: Hosted by Andrew Youderian, this podcast delivers weekly insights from seasoned store owners, including real numbers and growth strategies. It’s part of the broader eComFuel community, known for data-driven discussions and annual research reports. Down to Chat (DTC): Cody Plofker and Eli Weiss dive into DTC strategies spanning paid acquisition, retention tactics, and actionable growth playbooks from successful e-commerce founders. 9-Figure Operators: Hosted by founders of multi-million-dollar brands (e.g., HexClad, Ridge Wallet), this show features candid discussions about scaling, economic headwinds, and operational decision-making. Honest E-commerce: Chase Clymer interviews merchants who share real-life lessons—including CAC figures and near-bankrupt campaigns—making this a refreshingly transparent podcast. The E-commerce Playbook: A data-rich podcast by Common Thread Collective’s Taylor Holiday and Richard Gaffin, offering metrics-driven strategies for ROAS, attribution models, and more. Beyond the Inbox: Presented by The Drip Team, this podcast explores email automation, abandonment recovery, and actionable sequences with real conversion data—ideal for founders focused on retention. E-commerce Conversations: Hosted by Beardbrand’s Eric Bandholz, this weekly show delivers interviews with e-commerce entrepreneurs that dive into the true realities of building online businesses. The E-commerce Coffee Break: Targeted at Shopify merchants, this podcast provides actionable marketing and conversion tips tailored to growing online stores. Newsletters That Keep E-Commerce Founders Ahead In The Snow: Founder-led newsletter packed with DTC and performance marketing wisdom—especially on Meta, TikTok, and AI-driven advertising tactics. The Operators: Provides deep, founder-level interviews and operational playbooks from top e-commerce operators—think strategies that don’t make it into Twitter threads. Driving Influence: Focuses on AI, culture, and commerce—highlighting how brands can adapt in an evolving digital-first landscape. Modern Retail: Sharp editorial coverage on commerce evolution, platform changes, and retail innovation, especially useful for digital-first brands. DTC Newsletter: Daily dose of growth-focused content for DTC founders—creative testing, CRO strategies, ad performance breakdowns, and toolkits. Retail Brew (by Morning Brew): A tri-weekly roundup of retail and e-commerce trends, insights, and news delivered in an engaging, easy-to-digest format. Digital Commerce 360: Offers daily, weekly, or monthly updates on B2B and retail e-commerce news—complete with topic-specific alerts in logistics, tech, and global commerce. Chase Dimond’s E-commerce Newsletter: Every Monday, receive tactical email marketing insights—from copywriting to campaign strategies—straight from an expert practitioner. Shopifreaks: Newsletter with over 13,000 subscribers, covering strategy, partnerships, platform insights, seed rounds, and industry developments across Shopify, Amazon, and more. Additional Resource from Shopify: 27 Retail News Sites & Newsletters to Follow E-commerce Fundraising Trends & Insights Raising capital for an e-commerce startup in 2025 requires more than a compelling product and growth story. Investors are navigating a market shaped by rapid technological change, evolving consumer behaviors, and tighter capital conditions. For founders, staying competitive means understanding the forces driving VC interest, adapting to new investment criteria, and positioning their companies for long-term sustainability. Macro Trends Driving E-commerce Investment AI-powered retail tech and intelligent tools: AI is reshaping e-commerce operations from the ground up. Startups are using AI for inventory optimization, demand forecasting, product recommendations, and dynamic pricing strategies. Investors are prioritizing companies that integrate AI into their core offerings rather than as an add-on feature, as these solutions often deliver measurable operational and revenue impact. Social commerce and creator-led marketplaces: Platforms such as TikTok Shop, Instagram Shopping, and other video-first marketplaces are driving a shift from search-led to discovery-led buying. Creator partnerships allow smaller brands to scale without heavy upfront ad spend, making social commerce one of the fastest-growing channels for customer acquisition in 2025. Logistics, local fulfillment, and micro-warehousing: Consumers increasingly expect same-day or next-day delivery, pushing demand for decentralized fulfillment networks. Startups offering micro-warehousing, cross-border logistics optimization, and regionally adaptive supply chains are gaining traction with investors who see logistics as a critical enabler of global E-commerce expansion. Investor Expectations Have Shifted Profitability or a clear path to profitability: The growth-at-all-costs era has given way to disciplined scaling. Investors now expect founders to show a roadmap to profitability, supported by strong unit economics, efficient operations, and realistic growth projections. Preference for SaaS-style revenue models: Recurring revenue, low churn, and predictable cash flow have become more appealing to VCs than purely transactional business models. E-commerce infrastructure providers, subscription platforms, and hybrid SaaS-commerce businesses stand out for their scalability and margin potential. How Founders Can Stay Ahead Founders can increase their fundraising success by aligning with the trends and investor preferences shaping the market. This includes focusing on contribution margins, retention rates, CAC payback periods, and overall capital efficiency. Demonstrating durability—whether through resilient supply chains, consistent demand, or market adaptability—is essential. Building a first-party data strategy is also critical as privacy changes and rising ad costs make third-party data less reliable. Above all, investors want to hear a scalable vision that connects market opportunity with platform potential, network effects, and long-term leadership. Pitching to E-Commerce VCs: Sector-Focused Tips Raising venture capital in today’s e-commerce landscape means proving that your business can scale profitably, adapt to shifting consumer behaviors, and leverage technology as a competitive advantage. While general pitch advice applies, e-commerce founders need to tailor their approach to address the nuances of this sector and the current investor mindset. Craft a Compelling Narrative Your pitch should quickly convey what makes your business stand out in a crowded market. This is more than describing your product—it’s about framing your company as the solution to a high-value, urgent problem. Examples include: Reducing logistics friction in a fast-growing market. Delivering AI-driven personalization for niche consumer segments. Enabling B2B e-commerce in emerging economies. By anchoring your story in a real, validated pain point, you position your startup as a must-have, not a nice-to-have. Showcase the Right Metrics Investors in e-commerce are increasingly data-driven. Go beyond top-line revenue and present the numbers that matter for sustainable growth: Customer lifetime value (CLTV) to customer acquisition cost (CAC) ratio. Retention and repeat purchase rates. Contribution margin and gross margin trends. CAC payback period. Including these metrics in your deck demonstrates both operational understanding and investor alignment. Demonstrate Global Readiness E-commerce is inherently global, and cross-border opportunities are expanding. Show how your product, logistics, payments, and compliance strategies support entry into new markets. Highlight any localization efforts—such as language, currency, and regional fulfillment—that make your business adaptable and competitive internationally. Tailor the Deck for E-Commerce While every pitch deck should cover the essentials (problem, solution, traction, market, team, financials), e-commerce decks benefit from added depth in certain areas: Detailed unit economics with a path to profitability. Market behavior insights specific to your target geography or niche. Your technology stack and how it supports scalability (e.g., automation, AI, micro-fulfillment). Partnerships with marketplaces, logistics providers, or payment platforms. Anchor with Platform or Infrastructure Value If you’re building a marketplace or infrastructure tool, emphasize the network effects and scalability potential. Show data that illustrates growing engagement between buyers and sellers, increasing GMV (gross merchandise value), and any early signs of defensibility, such as exclusive supplier relationships or proprietary technology. Find VCs Investing in E-commerce Companies with Visible Visible helps founders connect with investors using our connect investor database, find VCs specifically investing in E-commerce here. For E-commerce startups, securing the right investors is critical as it goes beyond mere funding. These investors bring specialized expertise and strategic insights specific to the E-commerce sector, and their guidance is invaluable in navigating the unique challenges and opportunities within the space. Use Visible to manage every part of your fundraising funnel with investor updates, fundraising pipelines, pitch deck sharing, and data rooms. Raise capital, update investors, and engage your team from a single platform. Try Visible free for 14 days.

Join Visible and Thomas Ikeda of Cendana Capital on September 4th for a candid conversation about what it takes to raise from one of the most respected seed fund of funds. We’ll dig into how LP expectations have shifted, what sets standout Fund I GPs apart, and how to build lasting LP relationships, even in a tough market. About the Webinar Thomas Ikeda is a Principal at Cendana, an investor in very early VC funds across the globe. Thomas is joining us for a behind-the-scenes look at what Cendana looks for in fund managers, how LP expectations are shifting, and what it takes to raise and retain LP capital in today’s environment. We'll cover topics like: What separates standout Fund I GPs from the rest How Cendana evaluates conviction vs. red flags in fund managers How LP <> GP relationships are evolving in a tougher market What LPs want to see before backing Fund II The signals and strategies that help GPs build lasting LP trust We hope to see you there! Even if you can't make it, register anyway. We'll sending the recording to anyone who registers.

On the sixth episode of the Thrive Through Connection Podcast, we welcome Kristian Andersen of High Alpha. Kristian is a co-founder and partner at High Alpha, an Indianapolis-based venture capital firm that helps founders and the companies they lead reach their full potential. Kristian joins us to discuss how best-in-class leaders use storytelling to sharpen all facets of their business. About Kristian Before founding High Alpha, Kristian founded Studio Science, a leading design firm, and Gravity Ventures, a seed-stage venture fund. Throughout his career in design and investing, Kristian has had a front row seat to the importance of brand, storytelling, and founder selling. Mike, our CEO, had an opportunity to sit down and chat with Kristian. You can give the full episode a listen below: Spotify Link Apple Link What You Can Expect to Learn from Kristian The responsibilities and roles of a CEO The similarities between selling and storytelling Why the ability to tell stories across an institution is a competitive advantage What he looks for when it comes to a pitch meeting and deck How founders should think about benchmarking their business Stay up to date with the Thrive Through Connection Podcast by subscribing wherever you listen to podcasts. You can find links to your favorite podcast hosts below: YouTube Spotify Apple

On the fifth episode of the Thrive Through Connection Podcast, we welcome Kyle Poyar, the founder of Tremont and Growth Unhinged. Tremont is an early growth equity firm based in Boston. Kyle joins us to break down his career supporting companies at OpenView, how SaaS companies should think about benchmarks, and the future of SaaS investing. About Kyle Before founding Tremont, Kyle was an Operating Partner at OpenView Ventures. During his time there, he launched the SaaS Benchmarks Report, a staple in the SaaS industry. Since then, Kyle has started Growth Unhinged, his newsletter breaking down the playbooks and tactics behind best-in-class startups. Mike, the CEO and Founder of Visible, had an opportunity to sit down and chat with Kyle. You can give the full episode a listen below: Spotify Link Apple Link What You Can Expect to Learn from Kyle How investors and founders can think about leveraging benchmarks Which SaaS metrics and benchmarks are growing in importance Why hiring is the lowest-hanging fruit for VCs to support portfolio companies How he built a content flywheel at Growth Unhinged Stay up to date with the Thrive Through Connection Podcast by subscribing wherever you listen to podcasts. You can find links to your favorite podcast hosts below: YouTube Spotify Apple

When monitoring a portfolio, having the right insights at the right time is crucial. Whether it is a sudden dip in cash runway or a surge in MRR, knowing exactly when portfolio company key metrics shift can mean the difference between proactive support and missed opportunity. Our recent updates to Metric Alerts make it easier to stay connected to your portfolio’s performance. Support Companies With Smarter Alerts We have redesigned Metric Alerts to help you monitor your entire portfolio with ease, spot red flags faster, and stay connected to each company’s performance. A New Home for Alerts Metric Alerts now live in a dedicated section of your sidebar under Monitoring. Here you will find: A New Alert button for fast setup A Log View showing every triggered alert with icons, timestamps, and direct links to your portfolio metrics Easy edit access. Click the metric name or the icon button to quickly update alerts in a side panel Now you can manage all alerts in one place without any hassle. Portfolio-Wide Metric Selection You no longer need to set up alerts company by company. With the Metric Alerts, you can: Select any Portfolio Metric, such as Revenue or Runway, and apply the alert across all companies Receive notifications when a company’s metric meets a specific criteria Creating alerts across your portfolio ensures that you will never miss any shifts across your portfolio. Proactive Support Metric Alerts equip you with actionable information to stay on top of material changes. Use the Log View to track historical alerts and identify patterns Drill down to the Metric page from the alert to conduct further analysis Edit alert criteria instantly using the side-panel form Founders rely on you to be proactive, responsive, and informed. With Metric Alerts, you can stay connected to the numbers and the people behind them. Put Metric Alerts to Work The new and improved Metric Alerts are now available to all Visible customers. Whether you are looking to monitor key metrics across your entire portfolio, catch red flags sooner, or strengthen your relationships with founders through proactive insights, Metric Alerts are designed to keep you connected and in control. To explore how Metric Alerts can streamline your portfolio monitoring and support your investment strategy, head here.

What is a Portfolio Review Meeting in Venture Capital A portfolio review meeting in the context of Venture Capital is a dedicated time for the investment and operational team members at an investment firm to align on recent updates across the portfolio. Other purposes of this meeting are to exchange cross-functional insights and coordinate the best ways to support portfolio companies. Check out this sample agenda that is similar to what is used by Visible customers. Who Typically Leads Portfolio Review Meetings? Portfolio review meetings can be led by anyone at the firm but since the meetings are largely focused on updates about portfolio companies, it is often led by the person responsible for collecting and synthesizing updates from portfolio companies on a regular basis. At a smaller firm, this person may be a Partner, and at a larger VC firm, this person often has the title of Platform Manager, Director of Portfolio Operations, or someone in finance. Ultimately, it should be led by someone with a wide-lens view of what is going on across the portfolio. Related Resource –> Portfolio Data Collection Tips for VCs Portfolio Review Meeting Frequency According to a poll led by Visible, 50% of VC’s are hosting Portfolio Review Meetings on a quarterly basis, followed by 29% weekly, and 14% monthly. The frequency of this meeting largely depends on the size of your portfolio company and how hands-on you are with your companies. A quarterly frequency makes sense for most VC firms because 70% of investors are collecting structured data from their companies on a quarterly basis. (Source data is aggregated usage data on Visible’s portfolio monitoring platform used by 660+ VC funds). How Investors Are Leveraging Visible to Enhance Portfolio Review Meetings Visible makes it simple to centralize your fund and portfolio company performance so you can conduct your Portfolio Review Meetings in the solution! For a step-by-step resource on how to run your portfolio review meeting in Visible, refer to this guide. VKAV’s Portfolio Company Dashboards Verod-Kepple Africa Ventures (VKAV), a long-term Visible user, hosts a formal Portfolio Review Meeting on a quarterly basis. During this meeting, Portfolio Review Committee members join to review the performance of the portfolio companies during the quarter. Additionally, VKAV’s investment team holds an internal Portfolio Review Meeting every other week. Right now, the purpose of this meeting is mostly to check the status of action items (either for VKAV or the portfolio company). VKAV keeps track of open action items directly on a company’s dashboard in Visible so that it is linked to the broader context of how the company is performing. How Emergence Capital Uses Visible for Portfolio Review Meetings Emergence Capital has transformed its portfolio review process by embracing Visible’s powerful KPI tracking and portfolio monitoring tools. As Andrew Crinnion, Emergence’s Director of Portfolio Analysis, puts it, “Visible streamlines our data collection process, providing a centralized source for all portfolio information,”. By pulling consistent, timely data from their companies, they enter meetings with clarity and agility, minimizing manual prep, elevating transparency, and enabling sharper, data-informed discussions with LPs. Visible’s seamless workflow turns what used to be hours of spreadsheet wrangling into strategic storytelling grounded in metrics. Check out how Emergence Capital turns portfolio data into their advantage. 01 Advisors Approach to Portfolio Review Meetings 01 Advisors a San Francisco-based venture firm utilizes Visible’s Request feature to streamline the way they collect data from companies on a quarterly basis. The team meets 1-2 times per quarter for an internal Portfolio Review meeting. Check out their meeting agenda outline below. 01 Advisors Portfolio Review Meeting Agenda Investment Strategy Portfolio Company Categorization Reserve Allocation Strategy Portfolio Company Support Learn more about how 01 Advisors uses Visible for the internal portfolio review meetings in this video.

Portfolio reviews aren’t just check-ins — they’re decision-making engines. Without a clear agenda, calls can drift into endless updates with no clear next steps. The right structure keeps discussions focused, data-driven, and primed for action. At Visible, we’ve seen hundreds of firms use a similar framework to turn portfolio reviews into strategic power hours. Here’s how: 1. Kick Off with Clarity Open with the meeting focus — quarterly performance, capital allocation, operational health. State key decisions needed (follow-ons, exits, support). Cover quick big-picture updates (fundraising, LP news, major hires). 2. Fund Performance at a Glance Review IRR, DPI, TVPI vs. benchmarks. Check portfolio construction and reserves to spot concentration risks. Flag diversification gaps and emerging threats. 3. Company Deep Dives For each company: Key financials — revenue, burn, runway. Market moves — product launches, partnerships, competitive shifts, regulations. Customer health — acquisition, retention, churn, NPS. Team stability — leadership changes, key hires. Capital & strategy needs — funding runway, follow-on potential. 4. Cross-Portfolio Wins & Challenges Spot patterns and shared roadblocks. Launch value-add programs — hiring support, sales intros, shared services. Share success stories to replicate wins. 5. Strategy & Decisions Lock in follow-on investments and exit plans. Adjust fund strategy where needed. Address underperformers head-on. 6. Clear Action Items Assign owners and deadlines. Set communication plans for LPs and internal teams. Use the Agenda A great agenda turns portfolio reviews from information dumps into action plans. It ensures you leave with clarity, accountability, and momentum. Download our VC Portfolio Review Agenda to start running sharper, faster, more effective meetings.

Portfolio reviews are crucial for venture capital firms to make informed decisions, support portfolio companies, and communicate fund performance to LPs. Whether you’re an experienced Visible user or a first-time VC looking to streamline these sessions, proper preparation and effective use of Visible can transform your reviews into actionable, insightful conversations. In this post, we’ll cover: Pre-review steps to ensure accurate, actionable data A link to a standard portfolio review agenda with VC best practices How to use Visible during the meeting to capture insights and create a lasting record Pre-Review: Setting the Foundation for Success An effective portfolio review starts well before everyone sits down. Here’s how to prepare with Visible: 1. Gather Structured Data with Requests and AI Inbox Consistent, structured data is the backbone of your review. Create a repeatable data request process to collect the 5–15 key metrics quarterly that move the needle the most for your portfolio companies. Additionally, it’s common to ask for qualitative updates from companies as well to ensure you have a holistic view of how a company is performing. With Visible AI, founders can upload files directly to your request, and the platform parses and prefills the data automatically to minimize manual entry and make it a seamless experience for your founders. You’ll likely still receive updates via email from some founder, and the AI Inbox is the answer. Simply forward emails to Visible’s AI Inbox to parse and upload the data directly to the portfolio company's profile in your Visible account. Learn more about building a scalable data collection workflow → 2. Set Up Metric Alerts Metric alerts will notify you when a company’s metrics hit predefined thresholds, allowing you to flag risks or opportunities before the meeting. You can view all alerts in the alerts log to see which portfolio companies require immediate attention. How to set up metric alerts for investors → 3. Update Investment Data Accurate investment records ensure fund-level metrics (like IRR, TVPI, DPI) reflect reality. With Visible, you can: Add rounds and transactions individually (guide) or bulk upload them (guide).As your position values change over time, mark up the Fair Market Values (FMVs) directly in Visible (guide). When you exit a position, follow the native workflow (guide) to record the correct holdings in the portfolio company. Finally, add any manual fund-level inputs to ensure your fund-level metrics remain accurate Fund and company investment data definitions → 4. Design Dashboards and Tear Sheets Dashboards make data actionable during your VC portfolio reviews. Visible supports four dashboard types: Flexible Dashboards: Track multiple companies, fund data, or a single company with no space restrictions Tear Sheets: One-page export-friendly summaries (tear sheet guide) Fund Performance Dashboard: Auto-generated template displaying your fund data (guide) Benchmark Dashboard: Compare portfolio companies by a single metric (guide) Use dashboard templates to scale views across your portfolio (template guide). Define the Portfolio Review Agenda A clear and organized agenda is important to ensure focus, alignment, and productive discussion. By outlining objectives, key topics, and expected decisions, it helps participants prepare and engage effectively. Here is a sample agenda to run an effective portfolio review. Why it works:The flow from fund performance review to company deep dives and strategic planning supports informed decision-making. Then, ending with clear action items, responsibilities, and timelines promotes accountability and follow-through, to help turn discussion into measurable results. Using Visible During the Portfolio Review To make the review actionable and leave a lasting record, add qualitative notes and commentary. Use Visible Notes to document discussion points, action items, and strategic decisions directly in each company’s profile. Add custom properties to dashboards for qualitative data and the change log will help you track how these inputs evolve over time (view change log guide). Review Outstanding Metric Alerts During the meeting, open the metric alerts log to address flagged issues in real time. Add any necessary context to notes and custom properties for continuity in future reviews. Navigate Dashboards Seamlessly Use dashboard templates to quickly switch between companies Reference tear sheets for concise summaries Compare metrics side-by-side in the benchmark dashboard This structured approach keeps discussions focused and ensures nothing falls through the cracks. Final Thoughts By following these steps and leveraging Visible’s features, your portfolio reviews can shift from being status updates to strategic decision-making sessions backed by accurate data and actionable insights. For Non-Visible Users Not using Visible yet? Book a personalized demo to see how our platform can transform your portfolio reviews. For Current Visible Customers Already a Visible customer? Connect with your Customer Success Manager to design a tailored strategy and unlock the full potential of Visible for your next portfolio review session.

On the sixth episode of the Thrive Through Connection Podcast, we welcome Kristian Andersen of High Alpha. Kristian is a co-founder and partner at High Alpha, an Indianapolis-based venture capital firm that helps founders and the companies they lead reach their full potential. Kristian joins us to discuss how best-in-class leaders use storytelling to sharpen all facets of their business. About Kristian Before founding High Alpha, Kristian founded Studio Science, a leading design firm, and Gravity Ventures, a seed-stage venture fund. Throughout his career in design and investing, Kristian has had a front row seat to the importance of brand, storytelling, and founder selling. Mike, our CEO, had an opportunity to sit down and chat with Kristian. You can give the full episode a listen below: Spotify Link Apple Link What You Can Expect to Learn from Kristian The responsibilities and roles of a CEO The similarities between selling and storytelling Why the ability to tell stories across an institution is a competitive advantage What he looks for when it comes to a pitch meeting and deck How founders should think about benchmarking their business Stay up to date with the Thrive Through Connection Podcast by subscribing wherever you listen to podcasts. You can find links to your favorite podcast hosts below: YouTube Spotify Apple

On the fourth episode of the Thrive Through Connection Podcast, we welcome Max Yoder, the Founder of Lessonly and author of Do Better Work. Lessonly was an Indianapolis-based company that grew to over 300 employees and $30 million in annual recurring revenue before being acquired by Seismic in 2021. Max joins us to share the lessons he learned from scaling Lessonly and writing Do Better Work. About Max In addition to growing Lessonly to 300+ employees and leading it through a successful exit, Max became known for his thoughtful approach to leadership, insights he captured in his book, Do Better Work. He’s had a front-row seat to the highs, lows, and daily challenges that startup founders and leaders face. In this episode, Max breaks down the countless relationships that shaped both Lessonly and Do Better Work. Mike, the CEO and Founder of Visible, had an opportunity to sit down and chat with Max. You can give the full episode a listen below: Spotify Link Apple Link What You Can Expect to Learn from Max How the mission and vision for Lessonly came to life How mentors helped shape decision-making and strategy in the early days The advantages of having a strong network What it means to lead with vulnerability The importance of aligning with investors and partners Stay up to date with the Thrive Through Connection Podcast by subscribing wherever you listen to your podcast. You can find links to your favorite podcast hosts below: YouTube Spotify Apple

Managing equity is one of startup founders' most strategic and challenging responsibilities. Many advisors, investors, and peers contribute valuable insights to a business in the early stages, often without direct financial compensation. For startups with limited cash flow, offering advisory shares becomes a creative and practical way to engage experts while preserving resources for growth. Advisory shares allow founders to attract and retain top-tier talent by providing equity in exchange for critical guidance. This article explores what advisory shares are, how they work, their benefits and drawbacks, and key considerations for offering them in your startup. What Are Advisory Shares? Advisory shares are a form of equity compensation provided to individuals who offer strategic guidance and expertise to a startup. Unlike traditional employee equity, advisory shares are typically granted to external advisors, such as industry experts, seasoned entrepreneurs, or key network connectors, who help the business grow and succeed. These shares often follow a shorter vesting schedule, reflecting the limited but impactful nature of the advisor's contributions. By offering advisory shares, startups can incentivize advisors to commit their time and knowledge, aligning their success with the company’s growth. Advisor Shares vs. Regular Shares (or Equity) Advisory shares and regular shares both represent equity in a company, but their purposes, recipients, and structures are distinct. Regular shares are issued to founders, employees, and investors to reflect direct contributions, whether through work or funding. Advisory shares, however, are explicitly granted to external advisors as compensation for their expertise and guidance, aligning their interests with the company's success without requiring financial or operational involvement. Related resource: CEO vs. Advisory Board: Key Differences in Leadership and Guidance How Are Advisory Shares and Regular Shares Similar? Despite their differences, advisory shares and regular shares share common traits. Both represent ownership in the company, incentivize recipients by tying their potential financial gains to its growth, and typically involve vesting schedules to ensure commitment. Issuing either type of share also contributes to equity dilution, affecting all existing stakeholders. Related Read: The Main Difference Between ISOs and NSOs How Do Advisory Shares Work? While advisory shares can take on different forms, they typically can be boiled down to a few similarities. Of course, these can change depending on your business. Exchanged for advice or expertise Typically offered as NSO stock options Follow a shorter vesting schedule Related resource: Everything You Should Know About Diluting Shares Learn more about how advisory shares typically work below: 1. Advisor Agreement Before granting advisory shares, the startup and advisor enter into a formal agreement that outlines the terms of their relationship. This agreement specifies the advisor’s role, including the scope of their contributions, such as strategic guidance, mentorship, or leveraging their network. It also details the advisor's responsibilities, expected time commitment, and deliverables. Importantly, the agreement defines the number of advisory shares the advisor will receive and the terms under which they are granted, such as the vesting schedule and any conditions tied to performance. By setting clear expectations, this agreement protects both parties and ensures alignment in achieving the company’s goals. 2. Grant of Shares After finalizing the advisor agreement, the startup grants the advisor the right to purchase a specified number of shares at a predetermined exercise price. This exercise price is typically set at the fair market value of the company’s stock at the time of the grant. This approach ensures compliance with tax regulations while offering the advisor an opportunity to benefit from the company’s growth. The grant also outlines the conditions under which the advisor can exercise these options, such as meeting vesting milestones or fulfilling specific responsibilities. By linking the grant to the advisor’s contributions, startups create a mutually beneficial arrangement that aligns incentives with the company’s success. 3. Vesting Period The advisor’s right to exercise their options is generally tied to a vesting period, which ensures their continued commitment to the startup over time. Vesting periods for advisory shares often span shorter durations than employee stock options but typically last one to four years. A common structure includes a one-year cliff, where no options are vested during the first year, followed by monthly vesting thereafter. This means the advisor gains the ability to exercise a portion of their options incrementally, as they fulfill their responsibilities and contribute to the company’s growth. Vesting schedules protect the startup by ensuring advisors earn their shares through sustained involvement and expertise. 4. Exercise of Options Once the vesting period is complete, the advisor gains the right to exercise their options. This involves paying the predetermined exercise price to purchase the shares granted under the advisory agreement. The exercise process typically requires the advisor to notify the company of their intent and complete the necessary paperwork. After the payment is made, the advisor becomes a shareholder in the company and holds equity outright. This step allows the advisor to benefit from any future increase in the company’s valuation, aligning their financial incentives with the startup’s long-term success. 5. Potential Profit If the company’s stock price appreciates over time, the advisor can sell their shares for a profit. Since advisory shares are typically granted at the fair market value at the time of issuance, any subsequent increase in the stock price represents a gain for the advisor. For example, if the exercise price was set at $1 per share and the stock price rises to $10 per share, the advisor can sell the shares at the higher market price, realizing a profit of $9 per share. This potential for financial gain serves as a strong incentive for advisors to contribute meaningfully to the company’s success and growth. Benefits of Advisory Shares Advisory shares come with their own set of pros and cons. Properly maintaining and distributing equity is a critical role of a startup founder so understand the benefits, and drawbacks, of offering advisory shares is a must. Related Resource: 7 Essential Business Startup Resources Learn more about the benefits of offering startup advisory shares below: Access to Expertise and Guidance Advisory shares are a powerful tool for attracting experienced professionals with specialized knowledge that can drive a startup’s growth. These individuals bring valuable insights in areas such as strategy, product development, marketing, or fundraising—critical components for scaling a business. By offering equity in lieu of cash compensation, startups can engage top-tier experts who might otherwise be out of reach financially. These advisors act as strategic partners, helping founders navigate challenges, seize opportunities, and build a strong foundation for long-term success. Related Resource: Seed Funding for Startups 101: A Complete Guide Strengthen Credibility and Network Associating with credible advisors can significantly enhance a startup’s reputation, signaling expertise and trustworthiness to the broader market. Advisors with established industry recognition lend their credibility to the company, boosting its appeal to potential investors, partners, and customers. Beyond reputation, advisors often bring extensive networks of valuable connections, opening doors to strategic partnerships, funding opportunities, and key client relationships. By aligning with respected professionals, startups can accelerate their growth while building trust within their industry. Cost-Effective Compensation As we previously mentioned, most businesses that benefit most from advisors are unable to offer them a salary or cash compensation. With advisor shares, startup founders are able to offer shares as compensation and conserve thei cash to help with scaling their business and headcount. Attract Long-Term Commitment Vesting schedules play a crucial role in fostering long-term commitment from advisors. By distributing equity over a set period, such as one to four years, advisors are incentivized to remain actively engaged with the startup for the duration of the vesting timeline. This structure ensures that advisors continue to contribute their expertise and resources while aligning their success with the company's growth. The gradual allocation of shares motivates advisors to stay invested in the startup’s achievements, creating a mutually beneficial relationship that drives sustained collaboration and progress. Drawbacks of Advisory Shares Of course, offering advisor shares is not for everyone. While there are benefits to offering advisor shares, there are certainly drawbacks as well. Weighing the pros and cons and determining what is right for your business is ultimately up to you. We always recommend consulting with a lawyer or counsel when determining how to compensate advisors. Diluted Ownership The biggest drawback for most founders will be the diluted ownership. By offering shares to advisors, you will be diluting the ownership of yourself and existing shareholders. As advisors are fully vested in 1-2 years, they will potentially not be invested in future success as other stakeholders and could be costly when taking into account the diluted ownership. Potential Conflicts of Interest Advisors might not have the same motivators and incentives as your employees and other shareholders. As their ownership is generally a smaller % and their shares vest early, they are potentially not as incentivized for the growth of your company as employees and larger % owners will be. Getting in front of these conversations and making sure you have a good read on any potential advisors before bringing them onboard is a good first step to mitigate potential conflicts. Extra Stakeholder to Manage Chances are most advisors are helping other companies as well. This means that their attention is divided and you will need to ensure you are getting enough value to warrant dilution. This also means that you are responsible for managing a relationship and communication with another stakeholder in your business — what can be burdensome on some founders. The 2 Variations of Advisory Shares Advisory shares are generally offered in 2 variations — restricted stock awards and stock options. Learn more about each option and what they mean below: Restricted Stock Awards Restricted stock awards (RSAs) are a form of equity compensation where shares are granted to an individual with certain restrictions, typically tied to a vesting schedule or performance milestones. Unlike stock options, RSAs represent ownership of the shares from the moment they are granted, though the recipient may not fully control or sell them until the restrictions are lifted. These shares often include voting rights and entitle the recipient to dividends, aligning their interests with the company’s long-term success. Restricted stock awards are commonly used to reward early contributors or advisors, ensuring their commitment while providing immediate equity ownership subject to conditions. Stock Options Stock options are a type of equity compensation that grants the recipient the right to purchase company shares at a fixed price, known as the exercise price, within a specified timeframe. Unlike restricted stock awards, stock options do not represent immediate ownership but provide the potential to acquire shares if certain conditions, such as vesting schedules or performance milestones, are met. The exercise price is typically set at the fair market value of the shares at the time of the grant. If the company’s valuation increases, the recipient can profit by purchasing the shares at the lower exercise price and selling them at the higher market value. Stock options are often used to align the recipient’s incentives with the company’s growth, encouraging active involvement and long-term commitment. Who Gets to Issue Advisory Shares? Issuing advisory shares is typically reserved for the founder or CEO of a company. Having a decision-making process and gameplan when issuing advisory shares is important. This might mean offering no shares at all, having an allocated amount of advisor shares from the get go, or something inbetween. Making sure your board of directors and other key stakeholders are on board is crucial to make sure that interest and strategy stays aligned for all stakeholders. Related resource: Is An Advisory Board Paid? What Startups Should Know How Many Shares Should You Give a Startup Advisor? Determining the number of shares to offer a startup advisor requires balancing sufficient incentives with managing equity dilution. The exact amount will vary based on factors such as the advisor’s experience, expected contribution, and time commitment. Advisors who bring extensive industry expertise or access to valuable networks may justify a higher equity allocation than those with a more limited role. According to guidelines referenced by Silicon Valley Bank, advisors are often granted between 0.25% and 1% of the company's equity, depending on the startup's stage and the nature of the advisory role. Structuring this compensation strategically- including a vesting schedule or performance milestones- helps ensure that the advisor’s contributions provide meaningful value while maintaining flexibility for the company. Let Visible Help You Streamline the Investment Management Process Managing equity and fostering investor relationships are critical for your startup’s success. Visible simplifies this process with tools for tracking advisory shares, managing fundraising pipelines, and keeping stakeholders informed through data rooms and investor updates. Raise capital, update investors, and engage your team from a single platform. Try Visible free for 14 days.

What is a Portfolio Review Meeting in Venture Capital A portfolio review meeting in the context of Venture Capital is a dedicated time for the investment and operational team members at an investment firm to align on recent updates across the portfolio. Other purposes of this meeting are to exchange cross-functional insights and coordinate the best ways to support portfolio companies. Check out this sample agenda that is similar to what is used by Visible customers. Who Typically Leads Portfolio Review Meetings? Portfolio review meetings can be led by anyone at the firm but since the meetings are largely focused on updates about portfolio companies, it is often led by the person responsible for collecting and synthesizing updates from portfolio companies on a regular basis. At a smaller firm, this person may be a Partner, and at a larger VC firm, this person often has the title of Platform Manager, Director of Portfolio Operations, or someone in finance. Ultimately, it should be led by someone with a wide-lens view of what is going on across the portfolio. Related Resource –> Portfolio Data Collection Tips for VCs Portfolio Review Meeting Frequency According to a poll led by Visible, 50% of VC’s are hosting Portfolio Review Meetings on a quarterly basis, followed by 29% weekly, and 14% monthly. The frequency of this meeting largely depends on the size of your portfolio company and how hands-on you are with your companies. A quarterly frequency makes sense for most VC firms because 70% of investors are collecting structured data from their companies on a quarterly basis. (Source data is aggregated usage data on Visible’s portfolio monitoring platform used by 660+ VC funds). How Investors Are Leveraging Visible to Enhance Portfolio Review Meetings Visible makes it simple to centralize your fund and portfolio company performance so you can conduct your Portfolio Review Meetings in the solution! For a step-by-step resource on how to run your portfolio review meeting in Visible, refer to this guide. VKAV’s Portfolio Company Dashboards Verod-Kepple Africa Ventures (VKAV), a long-term Visible user, hosts a formal Portfolio Review Meeting on a quarterly basis. During this meeting, Portfolio Review Committee members join to review the performance of the portfolio companies during the quarter. Additionally, VKAV’s investment team holds an internal Portfolio Review Meeting every other week. Right now, the purpose of this meeting is mostly to check the status of action items (either for VKAV or the portfolio company). VKAV keeps track of open action items directly on a company’s dashboard in Visible so that it is linked to the broader context of how the company is performing. How Emergence Capital Uses Visible for Portfolio Review Meetings Emergence Capital has transformed its portfolio review process by embracing Visible’s powerful KPI tracking and portfolio monitoring tools. As Andrew Crinnion, Emergence’s Director of Portfolio Analysis, puts it, “Visible streamlines our data collection process, providing a centralized source for all portfolio information,”. By pulling consistent, timely data from their companies, they enter meetings with clarity and agility, minimizing manual prep, elevating transparency, and enabling sharper, data-informed discussions with LPs. Visible’s seamless workflow turns what used to be hours of spreadsheet wrangling into strategic storytelling grounded in metrics. Check out how Emergence Capital turns portfolio data into their advantage. 01 Advisors Approach to Portfolio Review Meetings 01 Advisors a San Francisco-based venture firm utilizes Visible’s Request feature to streamline the way they collect data from companies on a quarterly basis. The team meets 1-2 times per quarter for an internal Portfolio Review meeting. Check out their meeting agenda outline below. 01 Advisors Portfolio Review Meeting Agenda Investment Strategy Portfolio Company Categorization Reserve Allocation Strategy Portfolio Company Support Learn more about how 01 Advisors uses Visible for the internal portfolio review meetings in this video.

When Andrew Crinnion joined Emergence Capital as Director of Portfolio Analysis, he stepped into a role that required more than crunching numbers. As a Series A investor in B2B SaaS companies, Emergence prides itself on being data-driven, but that only works when the correct data is accessible, consistent, and actionable. The challenge? Their portfolio was growing fast, but performance tracking lived in scattered spreadsheets and inboxes. "Before Visible, it was Excel Sheets and lots of manual emails," Andrew explained. "We were a pretty data-driven firm, which gave me a good foundation. But we needed a better way to scale." A Central Source of Truth Andrew was tasked with finding a portfolio monitoring solution that could grow with their fund and simplify performance data management. After evaluating platforms like iLevel, Dynamo, and Standard Metrics, he ultimately chose Visible. What stood out? "Flexibility," he said. "The ability to build dashboards and calculate our own metrics was huge. Before, I'd ask for something like burn rate and NDR, and I wasn’t always sure how it was being calculated. So being able to calculate it within the system was a big help." The transition was smooth. After merging their existing data into a more structured format, onboarding to Visible was seamless. “It was real smooth to load that into Visible and move forward.” Driving Better Decisions With Visible in place, Andrew can surface insights faster and share them more effectively with the general partners. "Once a company responds to our Visible Request, it graphs it out. I can see if burn rate increases or if runway is dropping off, and it prompts me to ask the right questions to the GPs. It keeps us aligned." The dashboards are a core part of portfolio reviews and one-off requests alike. "They don’t really see how it’s getting made,” he said, “but it makes it a lot easier for me to answer their questions.” Better Data = Stronger LP Relationships When communicating with LPs, the value of Visible became even more clear. When LPs are digging into performance, portfolio metrics, and fund-level questions, the Emergence team is ready. "Visible helps me quickly respond to all our LP requests. I have a repository of data that makes it easy to pull what they need. It also helps GPs answer LP questions faster, with more confidence." By having a centralized system to rely on, Emergence offers transparency and builds trust with its limited partners, a key ingredient in any relationship. Turning Internal Value Into External Impact As Emergence’s data infrastructure matured, Andrew saw an opportunity to scale the value of what they were learning. Portfolio companies were coming to him with questions like, “What should my CAC payback be?” and “How much should I be spending on R&D?” Thanks to the insights they’d built internally with Visible, Emergence launched the Beyond Benchmark report, an external study based on data from over 560 companies. What began as a tool for internal alignment became a valuable resource for the broader SaaS community. Support That Scales With You Throughout the process, Visible’s Customer Success team remained a key part of the experience. “They’ve been great. I’ve shared product feedback, and it’s been implemented. They’re responsive and invested in helping us succeed.” Emergence Capital didn’t just choose Visible, they built a system around it. For funds building out platform or investor relations teams, he recommends investing early in the right metrics and infrastructure. The payoff? Faster answers, stronger LP conversations, and the confidence to scale with clarity. Check out how you can join Emergence Capital and leverage Visible for your portfolio monitoring and reporting here.

On the fourth episode of the Thrive Through Connection Podcast, we welcome Max Yoder, the Founder of Lessonly and author of Do Better Work. Lessonly was an Indianapolis-based company that grew to over 300 employees and $30 million in annual recurring revenue before being acquired by Seismic in 2021. Max joins us to share the lessons he learned from scaling Lessonly and writing Do Better Work. About Max In addition to growing Lessonly to 300+ employees and leading it through a successful exit, Max became known for his thoughtful approach to leadership, insights he captured in his book, Do Better Work. He’s had a front-row seat to the highs, lows, and daily challenges that startup founders and leaders face. In this episode, Max breaks down the countless relationships that shaped both Lessonly and Do Better Work. Mike, the CEO and Founder of Visible, had an opportunity to sit down and chat with Max. You can give the full episode a listen below: Spotify Link Apple Link What You Can Expect to Learn from Max How the mission and vision for Lessonly came to life How mentors helped shape decision-making and strategy in the early days The advantages of having a strong network What it means to lead with vulnerability The importance of aligning with investors and partners Stay up to date with the Thrive Through Connection Podcast by subscribing wherever you listen to your podcast. You can find links to your favorite podcast hosts below: YouTube Spotify Apple