CircleUp is a financial technology company based in San Francisco that focuses on consumer goods startups.

[2] Since its official launch in April 2012, CircleUp has helped several consumer companies raise equity, including Back to the Roots,[3] Halo Top Creamery,[4] Little Duck Organics,[5] Rhythm Superfoods[6][7] and others.

[22] On December 11, 2018, it was reported that CircleUp's founder and CEO Ryan Caldbeck was "talking about building a systematic fund in the private markets.

At the time that CircleUp Credit Advisors launched, it had initially issued 50 loans to companies identified by the Helio software.

[28][29][30] CircleUp Growth Partners was launched in 2017 as a $125 million fund designed to invest in startup consumer product companies.

The fund was backed by Temasek Holdings, former BlackRock executive Ken Kroner, co-founder of Bumble and Bumble hair care Tevya Finger, former Annie's Homegrown CEO John Foraker, founder of Plum Organics Gigi Lee Chang and Euclidean Capital.