// Our philosophy
We pair the wisdom of experienced investors with the stamina to build category leaders.
G-FUND is a crossover of generations. Our founding partners have started, scaled and exited consumer businesses, and invested across European venture for decades. We bring that combination to the next generation of consumer companies — hyper-selective, hands-on, and focused on the categories we know best.
// Focus areas
Consumer Tech
EDURINOConsumer technology keeps redefining how people live, shop and interact. We back products with strong user adoption, data-driven differentiation and scalable models that can become category leaders.
Nutrition & Food
aheadShifting preferences toward healthier, more sustainable and transparent food are driving long-term growth. We invest in brands and technologies reshaping nutrition, supply chains and consumption habits.
Health & Wellness
mybacsHealth and wellness remain structurally resilient, supported by rising consumer awareness and preventative-health trends. We back companies enabling personalised, accessible, lifestyle-integrated health.
Beyond the core
hansethermWe stay flexible within consumer to pursue select opportunities — Energy & Clean Tech, Beauty & Fashion — and selectively explore B2B that enables consumer-facing businesses to scale.
// Why consumer, why now
Large, resilient markets — and a window opened by capital rotation.
Large and resilient consumer markets
The European B2C e-commerce market, with a structural shift toward digital, convenience and brand-led consumption.
AI as an efficiency multiplier
Estimated value-creation potential in retail as AI improves marketing, personalisation, pricing and service — lifting margins rather than replacing consumer models.
Capital rotation creates entry
Share of global VC funding now flowing to AI. Reduced competition in consumer enables disciplined pricing and access to high-quality assets.
Clear exit pathways
Strategic buyers and PE sponsors remain active acquirers of scaled consumer brands with strong margins, data assets and loyal customers.
Sources: Ecommerce Europe, McKinsey & Company, PitchBook, Crunchbase, J.P. Morgan, Financial Times, Reuters (2023–2025).
// Investment criteria
The 4 Ts.
We evaluate every opportunity against four asset-specific factors — a structured, disciplined framework for decision-making.
- Geography
- Europe
- Industry
- Digital Consumer
- Stage
- Pre-Seed – Series A
- Initial cheque
- €100k – €600k
- Holding period
- 5 – 7 years
Team
The founding team is the most critical success factor at the early stage. We look for founder–market fit, complementary skills and the ability to execute with speed and discipline.
TAM
We assess the total addressable market to ensure the opportunity is large — and possibly global — enough for venture-scale outcomes, driven by structural growth or category redefinition.
Traction
We evaluate traction as evidence of product–market fit: user and revenue growth, engagement and retention, alongside rigorous analysis of unit economics and scalability.
Terms
We back the right opportunity at the right entry, with structure and alignment that protect downside and reward conviction over the life of the investment.
// Why we win
Proprietary deal sourcing
As most VCs reallocate toward AI, a funding gap has opened in consumer — giving us access to best-in-class assets and emerging European category leaders.
Disciplined positive selection
Deep expertise and rigorous analysis of unit economics, scalability and downside risk. Out of 2,750+ opportunities screened, we have invested in roughly 1%.
Active portfolio management
Trusted board-level partners with differentiated expertise in consumer marketing and subscription businesses, active follow-on support and long-standing exit experience.