Brand Fund 2
Brand Fund 2
Investing in companies and helping them become the leading brand in their industry. We’re always interested in meeting, partnering and investing in great founders.
Brand Fund is Previously Unavailable’s venture fund, administered in partnership with Icehouse Ventures. We back companies with brand at the heart of their story, growth and business.
Brand Fund 2 is now closed to new investors.
Current Investments
Making the drink for when you aren’t drinking
AF Drinks are leading the non-alcoholic cocktail in a can movement, with incredible ranging in Walmart, Target and across Australasia.
Accelerating first-home buyers to their deposit, faster
Aera uses developer commissions and new builds to help first-home buyers reach a deposit and homeownership faster.
Activating marketing knowledge
Aether built tools to activate enterprise marketing knowledge and was acquired by Ideally in 2026.
Meal planning that powers FMCG insights
Appetise turns meal-planning community behaviour into FMCG insights, while helping consumers plan meals and shop.
Research-backed IP and ingredient company
Ārepa combines brand, science and research around Sarmentosin, with an evolving strategy focused on valuable ingredient IP.
Making travel brands discoverable in an LLM future
Aurascope helps travel brands become easier to discover and convert as customer search shifts toward LLMs.
The natural GLP-1 option
Calocurb is building practitioner and direct-to-consumer channels around its natural, clinically researched appetite-management product.
The platform for resource consenting
Comply Copilot connects councils, developers and planners to solve a manual, disconnected consenting process.
AI-powered creative platform for ecommerce brands
Cuttable is building an AI ad agency and conversion engine for ecommerce brands that care about creative quality.
The PR and comms growth platform
Drumbeat is building a growth platform for PR, created through New+Improved by experienced SaaS specialists.
The employee benefits platform
Extraordinary makes employee benefits, rewards and transport simple, serving more than 50,000 people across leading businesses.
Dining discovery where everyone wins
First Table is a dining discovery platform with a strong opportunity to create more value for everyone.
Rapid research for the creative process
Ideally brings customers into creative development through fast, affordable research, and is expanding rapidly in the US.
The future of marketing performance
Lumos combines OOH and digital media planning and buying, and has more than doubled revenue since our first investment.
Tracking work in the AI age
Manifest tracks time, tools and tokens for creative businesses, helping agencies understand how work gets made.
AI for financial advisers
Marloo uses AI for financial advisers and has been growing more than 40% month-on-month.
Marketing journey maps for modern teams
Nevam helps multi-channel marketing teams coordinate and improve activity through living marketing journey maps.
Design software for real-world structures
Prove helps civil engineers create compliant, efficient real-world structures in an industry dominated by ageing software.
Regulated industry communications
Spoke uses AI to help large international businesses improve communications, compliance and performance.
Orchestrating modern insurance operations
Simfuni is building a platform to change how customers and businesses deliver and experience insurance.
Radically affordable, beautiful, always on brand-tracking
Tracksuit is defining brand tracking globally, with 1,000+ customers and more than $50M ARR.
Investment Committee
James Hurman
Chair & Founder
Previously Unavailable
Previously Unavailable
Simon Pound
GP Brand Fund.
Co-CEO Previously Unavailable
Co-CEO Previously Unavailable
Connor Archbold
Co-CEO & Founder
Tracksuit
Tracksuit
Phoebe Devine
Chief of Design
Previously Unavailable
Previously Unavailable
Backing the Brands of Tomorrow
Get in touch
We take on select projects, working with companies who are inventing or reinventing. If there’s a project you’d like to talk to us about, please get in touch.
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