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L’ATTITUDE VENTURES Aims to Invest More Than $100 Million in U.S. Latino Entrepreneurs

SAN DIEGO, September 09, 2021 /BUSINESS WIRE/ --

L’ATTITUDE 2021 will once again feature Match-Up, a national stage that matches US Latina/o entrepreneurs with unparalleled visibility, institutional capital, and strategic global partners. Match-Up is hosted and anchored by L’ATTITUDE VENTURES (LAT VC), a first of its kind venture fund that invests exclusively in early-stage US Latino entrepreneurs. LAT VC has raised over half of its $100M target size from leading institutions who recognize the critical entrepreneurial and economic growth of US Latinos, a $2.6tn cohort that generates one in every four new entrepreneurs. The major investors in LAT VC will be revealed at L’ATTITUDE in San Diego September 29th through October 2nd.

In 2019, L’ATTITUDE co-founders, Sol Trujillo and Gary Acosta, along with Kennie Blanco, launched LAT VC to directly address a troubling economic cost to our country: the underfunding of U.S. Latino entrepreneurs. Initialized with early investments from Marc Benioff of Salesforce and Oscar Munoz of United Airlines, LAT VC has built a large-scale gateway of entrepreneurs, strategic partners, and investors focused on catalyzing and capturing economic growth through early-stage entrepreneurial success. LAT VC is committed to leading this catalyst with sizable investments at the Seed to Series A stages ranging from $500,000 to $1,500,000.

“This year at Match-Up, LAT VC plans to deploy $12,500,000 across 20 to 25 elite, early-stage US Latino-led companies,” said Sol Trujillo, LAT VC Partner. “In addition to this capital, the showcase will invite investors to deploy at least $500,000 each across entrepreneurs. This highly visible and competitive showcase brings out the best of each entrepreneur, attracts long-term investors committed to US Latina/o entrepreneurs, and offers long-lasting visibility across the L’ATTITUDE ecosystem.”

Through their selection process, LAT VC will invite 30 Latino entrepreneurs to San Diego to showcase their companies, in a “demo day” format, in front of a large audience of institutional investors, individual investors, business owners, and industry leaders. Four companies with the strongest business case, market and industry dynamics, and founding teams will compete in a pitch competition for the title of “Latino Startup of the Year.”

Match-Up is now accepting online applications for the 2021 program. The LAT VC platform is one of the most direct ways for corporations, business leaders, and organizations to invest in growth and the future of the US economy. To apply, entrepreneurs should complete the Pitch Submission Form on the LAT VC website.

Taking place from September 29th through October 2nd in San Diego, CA, registration for this year’s L’ATTITUDE event is now open. Visit for details.


L'ATTITUDE VENTURES is a purpose-led venture fund that invests in early-stage US Latino-led and owned businesses with large and high-growth opportunities capturable through technology.


The brainchild of international business executive Sol Trujillo and NAHREP Co-Founder & CEO Gary Acosta, L’ATTITUDE hosts a world-class slate of CEOs, celebrities, economists, educators, entrepreneurs, journalists, politicians and industry influencers at its annual conference. Participants engage in open dialogue about the latest facts and data regarding America’s Latino Factor and the New Mainstream Economy. As the name implies, L’ATTITUDE is about staying on course to a growing and sustainable economic future for America. U.S. Latinos, our country’s youngest cohort, represent nearly 1 in 5 Americans, and account for over $2.6 trillion in GDP, making it the 8th largest economy in the world if it were a stand-alone country. L’ATTITUDE features presentations, panel discussions, interactive sessions, and entertainment featuring leading celebrities.