Trifecta is a Proprietary Investment Firm

We invest in customer-obsessed businesses led by talented people we trust and admire

As of January 2025, we have minority investments in 17* businesses and majority investments in 35 businesses ranging from an aluminium luggage manufacturer, a health-focused energy drink company, a venture studio, a romance novel publisher and a Portugese jeweler. Since our first 100,000 EUR investment in 2008, we’ve achieved a net IRR of 44.6%.

Who we are

2008

44.6%

Date founded

net IRR achieved since 2008

52

Investments to date

*including our managing partners direct investments

What is a “proprietary investment firm”?

Proprietary means that we invest our own funds from our own balance sheet, rather than clients money like most “investment firms” do. This gives us a number of advantages and disadvantages, but we think the advantages outweigh the disadvantages. We are entrepreneurs turned investors. We believe we are better investors because we are operators, and better operators because we are investors.

What qualifies as a Trifecta investment?

  1. It is Customer obsessed

  2. Run by talented people we trust and admire

  3. If it works, it must be likely to earn decent returns on capital

In addition to investing in minority stakes, we also buy majority and occasionally entire businesses.

In 2024 we completed 4 wholly owned acquisitions or majority investments.

Work with Exceptional Talent

We play long-term games with long-term people. We value Customer obsessiveness, competence and truth. We maintain an unusually high bar and only hire extremely talented people we trust and admire.

Our simple process of investing

  1. We start with a unique thesis. Often times it is something we believe to be true that others would disagree with. It is not enough to be unique and contrarian, you also have to be right.

    Occasionally there are opportunities to create positive expected value by investing in a thesis we believe is unlikely to work, but if and when it does work would have a very positive asymmetric outcome that is not priced in.

  2. We gain financial exposure to that thesis, this could mean many things depending on the situation.

    Sometimes it means investing in equity in a business that gives us exposure to that thesis, other times it means supporting an entrepreneur with a convertible note or encouraging one of our existing portfolio businesses to pursue the opportunity inside their business. As we have a broad mandate, we are able to move between asset classes and take advantage of unique structures to gain financial exposure to a thesis.

  3. We execute against our thesis. We work hard to help support the people we invest in. We provide a wide range of support from e-commerce & media buying to help with financing and talent acquisition. We have regular checkups to see if what we initially believed is still likely to be true or not and have open and honest conversations along the way. We alter course often depending on what we are learning in the process and are not afraid to change our minds as needed.

Highlighted Investments

  • Invested in 2025

    upnova helps brands skyrocket their AOV with irresistible upsell offers.

  • Invested in 2024

    Magisso is an award-winning design factory for magical products, brands & customer experience.

  • Crusade

    Invested in 2024

    Crusade is a radically new type of hedge fund, built for rare returns.

  • Invested in 2024

    Voysey Brands is a house of brands for the 21st century, acquiring and operating brands that have captured the hearts of discerning clients.

  • Invested in 2024

    A distinguished Portuguese jewelery brand that designs and manufactures high-end jewelry inspired by nature.

  • Invested in 2023

    A Canadian summer brand, initially known for its swimwear.

  • Invested in 2023

    Trifecta Seed makes early stage investments in founders and provides hands-on and long term support.

  • Invested in 2022

    Real Deal Milk makes animal-free dairy products through precision fermentation.

  • Invested in 2022

    Under Lucky Stars makes beautifully designed star maps that show the unique alignment of the stars in a specific place and date.

  • Invested in 2020

    fail ventures is the venture studio behind 70+ ventures.

  • Invested in 2018

    Manufacturers of aluminum travel cases from reinforced 5000-series aluminum and die-cast A383 aluminum.

  • Invested in 2017

    Viking Shave Club is a subscription business for Scandinavian designed razors.

  • Invested in 2016

    Total Trivia is the trivia game where you can earn discounts & win real prizes from your favorite brands.

  • Invested in 2016

    A gamified shopping platform with over 20M+ registered shoppers

  • Invested in 2008

    DealDash specializes in inventory liquidation. DealDash is the world's largest provider of pay-to-participate auctions.