“Can a generalist consumer/internet VC firm systematically win embedded-finance infrastructure deals by leveraging its portfolio of vertical SaaS and marketplace companies as distribution channels?”
Greycroft is a New York- and Los Angeles-based venture capital firm focused on Internet and mobile technology investments from seed to growth stage. It has historically made notable fintech bets — including early participation in Braintree/Venmo and more recent investments in embedded finance infrastructure companies such as Boost (embedded insurance) and Salsa (embedded payroll). The firm closed over $1 billion in new fund commitments in 2023, signaling continued confidence in its strategy despite a challenging venture environment.
Greycroft was founded by Ian Sigalow and is headquartered in New York, NY / Los Angeles, CA.
Greycroft has raised $1B+ in fund commitments (most recent close) in total (latest round: Fund close, 2023).
Get a read on where your own stack stands against Greycroft and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.