We are a small impact investment company focusing on high-impact early-stage startups. This means that our startups have the potential of having a profound positive impact on the world. We invest in not only the world’s best startups but also the best startups for the world. 

We aim to multiply the positive impact that we can have by inspiring other capital providers to focus on impact startups. 

The company was created in 2018 as the three founders saw an opportunity connected to their mutual interest in sustainability as there is a lack of capital and knowledge in the seed stage for sustainability focused startups.

Pontus Gustafsson

Passionate about sustainabiltiy and entreprenuership. Has a preference for digital consumer products.

Co-founder of Beleco (www.beleco.com) – Furniture rental platform and Savely (www.savely.se) – Savings and educational apps for teenagers. Has been working as Venture Advisor at Qalora Capital and Business Developer at Rocket Internet. 

Brings startup and capital raising experience to +Cap.

Markus Anderljung

Markus is interested in how to improve the world as much as possible and in what companies actually do the most to make the world a better place. 

He has a background doing Philosophy at Cambridge University, working as a management consultant and currently spends the majority of his time as the Executive Director of Effective Altruism Sweden. 

He is the sustainability expert in the team.

Mattias Weinhandl

Mattias has a big interest in personal development and health related issues. Loves to spend time with his family.

He is a NHL pro turned investor. One of Sweden’s most active and successful business angels with previous (global) exits. He has been an active entreprenuer and investor since 2010. 

Adds investor experience to the team.


We have no outside funding and is thus not a VC. The capital is private meaning that we have a longer horizon than a VC and therefore offer “patient capital”

Every investment is unique and so is its process. In an ideal case we meet the entrepreneur early in their journey and are able to follow them for a while and find out if we are a good fit before deciding about the investment.

We require a pitch deck and have at least two meetings with follow-up questions before deciding about the investment.

We always looking for partners with similar values that can offer our companies useful services.

We also co-invest so if you are interested in investing in early-stage impact startup let us know.

Furthermore, we are constantly on the lookout for new companies so please send any suggestion you might have.

We currently have no openings but will in the future be looking for analyst interns so if you are passionate about sustainability and startups please send us your CV.

Transparency and honesty, Learning and developing, Openness and receptivness and World improving.

Use the contact form: Link or email  info@pluscap.se

First and foremost, the venture needs to have a high impact potential. Secondly, the team is crucial – passionate, skilled and humble founders. The market is also important, being attractive enough for the company to be able to succeed. Another important aspect is the impact our investment will have. Ideally, we have competences and a network that will help the entrepreneurs greatly.

Close Menu