Startup investment platform CircleUP looks for $100m

Investment platform for small consumer brands CircleUp is planning to raise $100m, according to an SEC filing.

The California-based company’s technology analyses more than 90,000 data points around 1 million different startup consumer brands to identify the opportunities for investment.

The company counts 205 startups that have raised more than $325m in capital through its platform.

CircleUp focuses on consumer brands where there are often physical products that may struggle to attract traditional private investment at an early stage.

The similar business models and range of data points also make it more straightforward for its technology to evaluate than in an industry such as tech.

In addition to serving as a platform for investors to discover and back startups, CircleUp itself also invest in in companies.

The filing, on which the company is listed as CircleUp Growth Partners, suggest the new funding is for the company’s own venture capital efforts.

The firm has raised more than $53m in funding to date, most recently a $30m Series C round led by Collaborative Fund in November 2015.

Its other backers include Union Square Ventures, Canaan Partners, QED Investors, Maveron and GV.

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