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L’ATTITUDE VENTURES (LAT VC) invests in early-stage US Latino led and owned businesses with high-growth market opportunities capturable through technology. LAT VC addresses a troubling economic cost to our country: the underfunding of Latino entrepreneurs. LAT VC is led by global executive, Sol Trujillo, the first US-born Latino to lead a Fortune200 company, who has long underscored the economic importance of Latinos in the US.
Key people at L'ATTITUDE Ventures.
L'ATTITUDE Ventures is a US-based venture capital firm focused on investing in early-stage, Latino-led and owned technology or tech-enabled businesses with high-growth potential. Their mission centers on addressing the chronic underfunding of Latino entrepreneurs by providing capital, strategic guidance, and network connections to help founders scale impactful, scalable companies. They invest primarily in software and technology-driven sectors, supporting startups from pre-seed through Series A rounds with check sizes typically ranging from $1 million to $3 million. Beyond capital, they offer coaching, industry connections, and visibility to accelerate growth and job creation within the Latino startup ecosystem[1][2][3][4].
Founded in San Diego, California, L'ATTITUDE Ventures emerged to fill a critical gap in venture capital funding for Latino entrepreneurs in the US, a demographic historically underserved by traditional investors. The firm is led by experienced investors, entrepreneurs, and Fortune 100 executives passionate about empowering Latino founders. Over time, their focus has evolved to emphasize not only capital deployment but also operational support and ecosystem building, leveraging their network to provide portfolio companies with strategic advantages at critical scaling stages[3][4].
L'ATTITUDE Ventures rides the growing trend of diversity and inclusion in venture capital, focusing on Latino entrepreneurs who represent a rapidly expanding demographic with significant economic potential. The timing is critical as the US Latino population grows and the tech ecosystem increasingly recognizes the value of diverse founders. By channeling capital and resources into this underserved segment, L'ATTITUDE Ventures helps to correct systemic funding imbalances and fosters innovation that reflects broader societal needs. Their influence extends beyond capital deployment to shaping a more inclusive startup ecosystem that drives job creation and economic growth in Latino communities[1][2][4].
Looking ahead, L'ATTITUDE Ventures is poised to expand its impact by deploying its Fund II capital, scaling its portfolio, and deepening its operational support offerings. Trends such as increased corporate diversity commitments, growing Latino consumer markets, and advances in technology sectors aligned with Latino entrepreneurs’ strengths will shape their journey. Their influence is likely to grow as they continue to demonstrate the value of investing in Latino-led startups, potentially inspiring more funds to follow suit and further transforming the US venture capital landscape. This aligns with their founding mission to empower visionary Latino founders to build scalable, high-impact businesses that generate economic and social value[3][4].
Key people at L'ATTITUDE Ventures.
L'ATTITUDE Ventures has more than 26 tracked investments across 23 companies. The latest tracked deal is $28.0M Other Equity in Subject in February 2026.
