L'ATTITUDE Ventures (LAT VC) is a purpose-driven venture capital firm founded in 2019, dedicated to investing in early-stage, U.S. Latino-led and owned businesses with high-growth potential. The firm addresses the underfunding of Latino entrepreneurs by focusing on companies that leverage technology to scale.

LAT VC's investment strategy encompasses various industries, including materials and resources, information technology, healthcare, financial services, energy, and consumer products. The firm is led by Sol Trujillo, a prominent executive known for highlighting the economic contributions of Latinos in the U.S. through his leadership and advocacy.