FJ Labs

FJ Labs, established in 2015 and headquartered in New York, is a stage-agnostic investment firm focusing on marketplaces and consumer-facing startups. It invests in seed and series A rounds, with a typical investment range of $50,000 to $5,000,000. The firm's portfolio includes notable companies such as Alibaba Group, Beepi, BrightRoll, Betterment, Adore Me, and Earnest, spanning sectors like e-commerce, fintech, and ad tech.

Matias Barbero

Investor

Zineb Belghiti

Operations Associate

William Guillouard

Operating Partner

Arne Halleraker

Principal

Christopher Keshian

Investor

Ariel Lebowits

CFO

Jose Marin

Co-Founder

GĂĽimar Vaca Sittic

Venture Partner

Jeff Weinstein

Partner

Past deals in Digital Marketing

FirmPilot

Series A in 2024
FirmPilot is a technology company that specializes in creating an AI-driven marketing platform specifically tailored for law firms. The platform automates the generation of search-engine-optimized content, allowing firms to improve their online presence and attract more clients. It offers features such as automated blog writing, competitor tracking, and insights that help suggest relevant content. Additionally, FirmPilot streamlines marketing efforts by providing tools for automated social media postings and performance analysis of advertisements across various channels. This comprehensive approach enables law firms to enhance their lead generation while reducing marketing expenses.

Lumaly

Convertible Note in 2023
Lumaly is a digital shopping assistant that enhances the online shopping experience by guiding users through product discovery, identifying savings opportunities, and facilitating easy checkout across various online retailers. Its platform automatically searches for and applies discount coupon codes at checkout, ensuring users maximize their savings. Additional features, such as a wallet that offers Bitcoin cashback and CO2 offset options, provide further incentives for users. By streamlining the shopping journey and boosting checkout conversions, Lumaly not only helps consumers save money but also drives additional traffic for retailers.

Laika

Convertible Note in 2023
LAIKA is an e-commerce platform dedicated to providing a comprehensive range of products and services for pets. The platform features over 4,000 products, including food, snacks, medicines, and accessories from various brands. Additionally, it offers more than 17 services encompassing healthcare, beauty, and entertainment for pets. LAIKA facilitates home delivery for all orders, allowing customers to choose their preferred delivery date and time, including same-day options in major cities. The platform supports multiple payment methods, including online payments and cash on delivery, ensuring convenience for pet owners looking to meet their pets' needs from the comfort of their homes.

Laika

Series B in 2022
LAIKA is an e-commerce platform dedicated to providing a comprehensive range of products and services for pets. The platform features over 4,000 products, including food, snacks, medicines, and accessories from various brands. Additionally, it offers more than 17 services encompassing healthcare, beauty, and entertainment for pets. LAIKA facilitates home delivery for all orders, allowing customers to choose their preferred delivery date and time, including same-day options in major cities. The platform supports multiple payment methods, including online payments and cash on delivery, ensuring convenience for pet owners looking to meet their pets' needs from the comfort of their homes.

Lumaly

Convertible Note in 2021
Lumaly is a digital shopping assistant that enhances the online shopping experience by guiding users through product discovery, identifying savings opportunities, and facilitating easy checkout across various online retailers. Its platform automatically searches for and applies discount coupon codes at checkout, ensuring users maximize their savings. Additional features, such as a wallet that offers Bitcoin cashback and CO2 offset options, provide further incentives for users. By streamlining the shopping journey and boosting checkout conversions, Lumaly not only helps consumers save money but also drives additional traffic for retailers.

Lumaly

Seed Round in 2021
Lumaly is a digital shopping assistant that enhances the online shopping experience by guiding users through product discovery, identifying savings opportunities, and facilitating easy checkout across various online retailers. Its platform automatically searches for and applies discount coupon codes at checkout, ensuring users maximize their savings. Additional features, such as a wallet that offers Bitcoin cashback and CO2 offset options, provide further incentives for users. By streamlining the shopping journey and boosting checkout conversions, Lumaly not only helps consumers save money but also drives additional traffic for retailers.

Lumaly

Convertible Note in 2021
Lumaly is a digital shopping assistant that enhances the online shopping experience by guiding users through product discovery, identifying savings opportunities, and facilitating easy checkout across various online retailers. Its platform automatically searches for and applies discount coupon codes at checkout, ensuring users maximize their savings. Additional features, such as a wallet that offers Bitcoin cashback and CO2 offset options, provide further incentives for users. By streamlining the shopping journey and boosting checkout conversions, Lumaly not only helps consumers save money but also drives additional traffic for retailers.

Advisable

Seed Round in 2020
Advisable operates as a freelance marketplace that connects organizations with skilled marketing specialists. The platform facilitates the process of identifying, screening, and hiring marketing professionals, enabling clients to access a diverse pool of talent. Additionally, Advisable offers digital agency services, including web and concept design, digital marketing, technical implementations, and social media strategy. By leveraging in-house technology, the company aims to empower both freelancers and businesses, ensuring that ambitious individuals can find meaningful work while clients receive tailored marketing solutions.

Advisable

Seed Round in 2020
Advisable operates as a freelance marketplace that connects organizations with skilled marketing specialists. The platform facilitates the process of identifying, screening, and hiring marketing professionals, enabling clients to access a diverse pool of talent. Additionally, Advisable offers digital agency services, including web and concept design, digital marketing, technical implementations, and social media strategy. By leveraging in-house technology, the company aims to empower both freelancers and businesses, ensuring that ambitious individuals can find meaningful work while clients receive tailored marketing solutions.

Broadlume

Series B in 2019
Broadlume, established in 2015 and headquartered in Boulder, Colorado, specializes in providing local flooring dealers with an integrated, user-friendly platform. This platform enables dealers to extend their in-store experience to an online audience, offering a comprehensive suite of services including website development, targeted digital marketing, lead generation, and business management tools such as accounting and inventory management. Broadlume's mission is to empower local flooring retailers to reach their full potential by streamlining their operations and expanding their customer reach.

Adore Me

Venture Round in 2018
Adore Me is a New York-based lingerie e-commerce startup that aims to disrupt the traditional lingerie industry by providing affordable and inclusive fashion. With a workforce of over 130 employees across the US and Europe, the company offers a diverse range of products, including bras, panties, swimwear, corsets, and sleepwear, in sizes from petite to plus. Adore Me focuses on creating a body-positive shopping experience, allowing women to embrace their individuality. Each month, the brand introduces 50-60 new designs targeted at urban Millennial consumers. In addition to online shopping, customers can visit the Adore Me showroom in New York City and select retail locations. The company has garnered recognition for its innovative approach, being honored with awards such as the 2017 Customer Engagement Awards and accolades from Crain’s and Business Insider for its rapid growth and market impact.

Pollen

Seed Round in 2017
Pollen is a developer of an advertising platform aimed at assisting small and medium-sized online retailers in acquiring new customers through targeted advertising. The platform utilizes consumers' browsing, buying, and abandonment behavior to serve highly relevant ads across Facebook and Display networks. By leveraging actual browsing data, Pollen enables retailers to engage effectively with potential customers interested in their specific products, ultimately enhancing customer acquisition and boosting revenue.

Virool

Series A in 2016
Virool, Inc. operates a native video advertising platform that caters to brand marketers and publishers. Founded in 2011 and headquartered in San Francisco, the company provides tools for brands to host videos, design campaigns, target audiences, and analyze performance online. For publishers, Virool offers a supply-side platform optimized for video content, enhancing revenue through customizable layouts and designs. Advertisers benefit from programmatic video distribution, emotional insights, and real-time analytics, allowing for effective brand engagement. The platform has been utilized by over 30,000 global advertisers, including major brands like Coca-Cola and Disney, and has partnered with more than 100,000 online and mobile publisher properties. Virool has raised significant funding from prominent investors and has established a strong presence in the digital advertising space.

55social

Seed Round in 2011
55social is a content optimization platform for social networks that helps brands manage their social media and analyze their results. It also helps firms reach out and monetize their social media. The company was founded in 2011 by IG Expansion, Brazilian entrepreneurs and Redpoint Ventures to provide tech-based solutions for the Brazilian social media market, which was, and still is, growing. The company has offices in Brazil and Argentina. Its Brazilian office has commercial and customer service operations, with approximately 40 employees. In Argentina, is located the software development operations, with approximately 30 employees.
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