Organization · Venture Capital
New Guard Ventures
New Guard Ventures is a consumer-focused investment and strategic advisory firm based in the United States, founded in 2020. It invests in early-stage technology companies, particularly in the consumer sector, leveraging a network of women executives and entrepreneurs.
Overview
What New Guard Ventures does
What New Guard Ventures is
New Guard Ventures is a consumer-focused investment and strategic advisory firm based in the United States, founded in 2020. It invests in early-stage technology companies, particularly in the consumer sector, leveraging a network of women executives and entrepreneurs.
How it participates in the startup ecosystem
The current public profile supports funder and community capabilities. Each capability below is shown separately so organization identity and role-specific information do not get conflated.
Operational profile
Organization status and context
Organization status describes the entity itself. Funding and program availability appear within the relevant capability profile.
- Operational status
- Active
- Organization type
- Venture Capital
- Founded
- Founded in 2020
- Approximate age
- About 6 years
- Structured capabilities
- Funder · Community
- Last reviewed
- April 26, 2026
Official channels
Find New Guard Ventures elsewhere
Open the official website or a supported primary organization account.
Capability profile
New Guard Ventures as a funder
Investment thesis
New Guard Ventures focuses on backing high-growth, mission-driven consumer companies, leveraging a network of experienced operators and women executives to support founders and investment funds.
Focus narrative
New Guard Ventures primarily targets early-stage technology companies within the consumer sector. The firm seeks to support startups that are mission-driven and have the potential for significant growth. By leveraging its network of experienced operators and executives, New Guard Ventures aims to add value beyond just financial investment.
Value beyond capital
New Guard Ventures adds value to its portfolio companies through a combination of capital investment and strategic advisory support. The firm leverages its network of women executives, entrepreneurs, and operators to provide insights, mentorship, and growth strategies tailored to the unique needs of each startup.
Terms and economics
- Typical check
- $250,000–$50,000,000
- Sweet spot
- $10,000,000
Focus and fit
- Stages
- Seed · Series A · Series B
- Regions
- United States
Availability
- Currently deploying
- Not published
Portfolio and track record
- Recorded portfolio count
- 10
Portfolio context
Notable portfolio companies include Goodles, a better-for-you CPG/food brand; Function Health, a consumer health diagnostics membership company; Genexa, a cleaner medicine brand; Levels, a metabolic health and wearables company; Mid-Day Squares, a functional chocolate brand; Julie, a consumer healthcare brand; happy, a wellness brand; CANN, a cannabis beverage brand; HumanCo, a health and wellness holding company; True Food Kitchen, a health-focused restaurant; and Kroma, a nutrition brand.
Capability profile
New Guard Ventures as a community
Community overview
New Guard Ventures is a consumer-focused investment and strategic advisory firm founded in 2020. Based in the United States, it aims to support high-growth, mission-driven companies by partnering with world-class funds and founders. The firm emphasizes collaboration with women executives, entrepreneurs, and operators to foster innovation in the consumer sector.
Community focus
New Guard Ventures primarily targets early-stage technology companies within the consumer sector. Its investment focus includes health and wellness, consumer packaged goods (CPG), food and beverage, beauty, personal care, fitness, retail, and commerce technology. The firm seeks to back startups that demonstrate real demand and community engagement.
Member value
Members of the New Guard Ventures community benefit from access to a network of experienced operators and executives, strategic advisory support, and potential co-investment opportunities. The firm emphasizes partnership with founders to enhance growth and brand development.
Membership
- Pricing models
- free
Format and cadence
- Modality
- hybrid
- Schedule
- rolling-admissions
- Commitment
- light
Availability
- Membership state
- Accepting
Audience and fit
- Audience
- Founders · Investors
- Benefits
- network-access and mentorship
- Program types
- community and other
- Selection criteria
- open
- Stages
- Seed · Series A · Series B
- Sectors
- ConsumerHealthcare
- Regions
- United States
Community activity
Notable members
Lauren Rinkey serves as the Managing Partner at New Guard Ventures, bringing extensive experience in consumer investment and advisory roles.
Common questions
What to know about New Guard Ventures
Upseed classifies New Guard Ventures under the Venture Capital organization type. Its current public profile includes funder and community capabilities.
Source and update disclosure
Know what this page is based on
Source basis
Public organization and program material, official websites, and structured Upseed records.
Last reviewed
April 26, 2026
Known limits
Capability profiles appear only when a structured public profile also contains decision-useful role evidence. Terms and availability can change.
Upseed is an independent guide. It is not affiliated with or endorsed by the organization described on this page.