L'ATTITUDE Ventures

L'ATTITUDE Ventures is a venture capital firm specializing in early-stage investments in technology-enabled companies founded by visionary U.S. Latino leaders. The firm targets pre-seed to Series A stage businesses that are scalable, U.S.-based, and address significant societal problems through disruptive products. With a focus on software and tech-enabled sectors, investments typically range from $1M to $3M out of Fund II, providing not only capital but also strategic connections, spotlight opportunities, and coaching from Fortune 100 executives.

Co-founded by prominent Latino business leaders including Sol Trujillo, the firm emerged from the L’ATTITUDE network to support underrepresented founders, launching around 2019 with a purpose-led approach. Trujillo, a seasoned CEO of major global companies and board member at firms like Western Union, alongside partners like Oscar Munoz (former United Airlines CEO), established the venture to empower Latino-led innovation. The firm has raised over $100M across funds, including a landmark first institutional fund, emphasizing high-growth potential in diverse sectors.

While specific portfolio companies are highlighted through visionary founders like Eric Aguilar and Valentina Ratner, the firm's investments span enterprise software, consumer products, financial services, communications technology, life sciences, healthcare, and business services. Backed by a $100M fund, L'ATTITUDE Ventures prioritizes companies with strong market traction and social impact, fostering job growth and economic contributions from Latino entrepreneurs.

The team comprises experienced operators, investors, and executives such as Managing Partners Sol Trujillo and Pete Amaro (ex-Raine Group), General Partners Oscar Munoz and Laura Moreno Lucas (ex-Nasdaq), and specialists like Dr. Christy Fernandez-Cull in autonomous tech. This blend of Fortune 100 expertise, entrepreneurial backgrounds, and sector knowledge enables comprehensive support for portfolio growth and scaling.