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RevUp's Athena Growth Fund 2023

Using non-dilutive funding and world-class support, we invest with a singular purpose: To give our founders the best shot at success.

We created RevUp to escape the "exit or bust" constraints of the equity-only model. As founders ourselves, we wanted an investment model that matched what we know about business building: there’s more than one way to win.

Since 2016, we’ve used our non-equity model to invest into 50+ fast-growing B2B and B2C companies with non-dilutive capital and world-class support.

We focus on companies ascending the $1-$10M growth curve. Getting up this curve is a grind, and having the right strategic investors is critical to success. Unlike revenue-based funders that use on-line applications to make transactional investments, we use a high touch, low-volume model to invest into 10-12 companies a year.

We invest using what’s called a revenue-contract. Rather than take shares of equity ownership, companies return a small percentage of revenue over time, until reaching a fixed cap.

Our typical check is $350-$500K. In tandem with our cash investment, we provide our companies with intensive hands-on support to build stronger, more scalable organizations though our internal Growth Platform.

We invest into B2B and B2C companies with revenue traction, a solid growth rate, and a strong team. In selecting companies for investment, we look for:

  • A strong leadership team with proven execution ability
  • Teams that are truly diverse. 60+% of RevUp companies are led by a woman or person of color. Diverse teams outperform
  • Companies that are in the market, selling, and ready to grow
  • Companies on a clear path to profitability. Burning isn't always bad, and there's nothing wrong with it if you have the right resources. But getting your company to a place where you can hold your own is a good place to be.

Most importantly, we only invest when/if we add strategic value. If you want fast or cheap money, we are not for you.

All capital has pros and cons, and revenue-based funding is not a silver bullet to solve every funding problem that a company may face. But for many companies, our model is a great way for Founders to get strategic support, an infusion of cash...and get both without facing dilution.

We invest before, after, aand alongside other forms of capital. What matters most is that you have a capital strategy that aligns with your goals.

We select investments on a rolling basis. If you are interested in being considered for investment, or wish to request a screening meeting, please complete our prescreening form or send your current investment deck.


If this sounds like a fit, here's a video from RevUp Managing Partner Melissa Withers that descibes how we select companes for investment.




Athena: Goddess of Wisdom 

The goddess Athena was renowned for her good counsel, prudent restraint, and practical insights. While these values are often absent in fundraising rhetoric, they are core to our model.

Rather than hunt unicorns, we invest into companies that have the potential to grow from early traction to $10-$20M in annual revenue in 3-5 years.

We think the Goddess Athena would agree: these are great companies led by great founders.

Watch a quick and cheeky video on why we named our last two funds after the Goddess Athena.


Bonus Material 

New to revenue-based investing? Check out this video on 5 Things to Know When Considering a Revenue-Based Investment.

Are you an LP interested in joining a RevUp fund as an investor? Go here. 

Check out Melissa Wither's podcast (Un)Founded.


 More About RevUp Capital RevUp Capital invests in B2B and B2C companies that are revenue-driven and ready to double down on growth. We deploy cash and capacity to help companies grow from $1-3M to $10-30M, quickly and efficiently, using a revenue-based model. Companies enter our portfolio with $500K-$3M in revenue, a strong growth rate, and a team that’s ready to scale. Our typical investment range is $300K-$500K.

We invest into a company's market-facing activity using a cash and capacity model. We pair our cash investment with dedicated support from the RevUp Growth Platform: a powerful resource to build a data-driven growth engine, delivered by people who get the work done. Rather than take equity, companies return investment through a small percentage of revenue over time. More at


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