CircleUp is a data-driven investment firm focused on consumer packaged goods companies, using its proprietary and never-before-aggregated dataset to identify the next breakout brands and create funding opportunities for them to further their growth potential. CircleUp's investment platform empowers the entrepreneurs who are changing what we eat, wear, and put on our skin. Legacy CPG brands have been losing ground to upstart brands more in tune with changing consumer tastes and values. CircleUp funds these innovative companies.
To do so at a level never before seen in the CPG space, the company has built Helio, a machine learning platform to find, classify, and evaluate a universe of 1.4 million (and growing) CPG companies across more than 200 sources through a combination of private, public, and partner data. Helio considers such billions of data points across such factors as product packaging, brand resonance, ingredients, financial performance, product reviews, and distribution growth, among other things. CircleUp spent last year significantly improving the information it feeds into Helio, increasing the number of products it follows and its visibility into how products are growing distribution, aggregating what is otherwise disparate and unorganized data.
The insights collected and discerned by Helio help CircleUp evaluate brands and companies and predict future success by assessing the likelihood of distribution growth and considering how differentiated a product is. These insights give CircleUp a distinct advantage in investing.