Plus Capital is a venture capital investment and advisory firm that partners with a collective of high-profile artists, athletes, and cultural leaders to invest in emerging growth consumer and enterprise companies. Founded by Adam Lilling in March 2013, the firm focuses on sectors such as health & wellness, the conscious consumer, sustainability, the future of work, and the future of education. Their portfolio includes companies like Grow Therapy, Lyra Health, BuildOps, and Brightwheel.

In addition to investments, Plus Capital provides advisory services to artists, athletes, and cultural leaders on strategic direct investments, equity-based partnerships, and new business ventures. The firm is headquartered in Venice, California, with a presence in Austin, San Francisco, and New York.