It is one of the largest venture capital firms in Los Angeles, with $2 billion in total raised funds.

[1][2][3] Since its founding in 1996, Upfront Ventures has invested in more than 200 companies, with notable exits including Ulta,[4] Overture,[5] PayPal Credit,[6] TrueCar, Disney Digital Network, Kyriba,[7] and Ring.

Upfront Ventures was founded by Yves Sisteron, Steven Dietz and Steve Lebow in 1996 in Century City, Los Angeles under the name GRP Partners.

[10] In 2015, the company named rap artist Chamillionaire as its "entrepreneur-in-residence", where he developed the Convoz app.

[11] In July 2017, Upfront created a $400 million fund, specifically established for investing in startups over the next several years.