Upfront Ventures is a Santa Monica-based venture capital firm specializing in early-stage technology investments. Founded in 1996 as GRP Partners by Yves Sisteron, Steven Dietz, and Steve Lebow, the firm rebranded to Upfront Ventures in 2013 to reflect its commitment to transparency and openness with startups. With over $2 billion in assets under management, Upfront Ventures has invested in more than 200 companies, including notable exits such as Ulta, Overture, PayPal Credit, TrueCar, Disney Digital Network, Kyriba, and Ring.

The firm's investment focus spans various sectors, including AgTech, Cyber Security, Digital Media, and FinTech. Upfront Ventures operates offices in Santa Monica, California, San Francisco, and Paris, deploying capital both locally and internationally.