Capital, Category Creation & Where Smart Money Is Moving in Consumer

Описание: What actually matters when backing early consumer founders and how do you underwrite durability in a world of demographic shifts, tighter capital, and faster cycles?

Lori Cashman, Founding Partner at Visible Ventures, joins In The Money to break down how she evaluates founders from Seed through Series A, and why founder-market fit, retention, and demographic tailwinds matter more than surface-level metrics.

This episode goes deep into investor judgment, capital allocation, founder psychology, and the macro forces reshaping consumer over the next decade.

We cover:
How to balance early data with intuition when underwriting consumer brands
Why founder-market fit is layered and how Visible identifies blind spots early
Why there’s no single “right” founder archetype (and the one type Lori avoids)
Fresh-eyes founders vs domain experts; when each wins
Visible Ventures’ core thesis: unmet needs and overlooked consumers
The biggest demographic shifts shaping the next decade of consumer:
Generational wealth transfer to women and Gen Z
Gen Z as the largest driver of GDP growth

Case studies:
Happy Howl and building retention-first pet brands
Droplet and underwriting IP-heavy, science-backed consumer devices

If you want a clearer mental model for building or backing durable consumer businesses, this episode delivers.

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