Greycroft
“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?”
HQNew York, NY / Los Angeles, CA
FoundersIan Sigalow
Total raised$1B+ in fund commitments (most recent close)
Latest roundFund close, 2023
IndustryFintech / Venture Capital
The story
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.
Product timeline
2013
Greycroft participated in Braintree's Series B, an early payments/fintech bet, alongside NEA and Accel Partners.· investment
2018
Greycroft partnered with Albertsons to create a $50M grocery-sector investment fund.· pivot
2023
Greycroft announced over $1 billion in capital commitments across new funds, expanding its seed-to-growth investment mandate.· banking
2025
Greycroft co-invested in Salsa's $20M Series A, backing embedded payroll infrastructure.· investment
Regulated entities
1
regulatory licence held by Greycroft
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
0 layers disclosed in Greycroft’s embedded-finance stack
Accounting gap: none