We Put Our Money Where Our Methodology Is
We've been investing in early-stage companies since 2014. 30+ companies. Some failed. Some are thriving. Some we helped exit. The point isn't the portfolio. The point is that we use our own resources to test the same frameworks we teach.
Why We Invest
The easiest thing in consulting is to tell other people what to do with their money. It's a completely different thing to put your own on the line.
We invest in founders for the same reason we build systems for businesses. You learn things with skin in the game that you never learn from the outside. It forces us to test our own frameworks on real companies with real cash at risk, not just advise from a comfortable distance.
Practically, that means when we sit across from you at a consulting table, we're bringing a decade of pattern recognition from watching 30+ companies either figure it out or fail. That's not something you can get from a textbook. It comes from writing checks and watching what happens.
We've done this primarily through BetaBlox, an early-stage incubator where we've been active investors and advisors since 2014. But the investment activity is secondary to the lesson: we practice what we preach, and we have the scars and the wins to prove it.
Active Portfolio Companies
The Smoothie Shop
Local health food brand with franchise capabilities.
Why we invested: Getting in on ground-floor franchise methodology for a category that's still growing. The economics work and the model replicates.
Status: Active. Franchise expansion in progress across multiple markets.
Smart Agent Life
A real estate team built on the eXp Realty platform.
Why we invested: We saw an opportunity to be an early adopter when eXp had just 3,500 agents. Now it's one of the largest real estate companies on the planet. Getting in early on a model that was clearly going to scale was the whole thesis.
Status: Active.
UNBREAKABLE
Bringing the Unbreakable mindset from Latin America to the world.
Why we invested: A brand and movement with genuine cultural roots and a founder who lives the message. The mindset translates across markets, and the community is real.
Status: Active.
What We Look For
Founders We Believe In
This is the whole game. We've never made a good investment in a company run by someone we didn't trust or respect. The business model matters, but the founder matters more. We look for people who are coachable, resourceful, and obsessively honest about what's working and what isn't.
Businesses That Can Scale Without Breaking
A company that works because one person is heroic isn't a business. It's a performance. We look for founders who are at least starting to think about what the business looks like without them in the middle of everything. Exit-minded or not, the question is the same: can this thing scale without breaking?
How We Add Value
If this was just money, we'd skip the meetings. Our investments typically include:
Taking a board advisory seat or active mentorship role. Providing access to our implementation team for critical builds. Opening our network to potential customers, partners, and future investors. Bringing operational strategy and systems thinking to companies that are growing faster than their infrastructure can handle. Getting the founder's personal brand and digital presence working so the business doesn't depend entirely on outbound hustle.
We're not writing checks and disappearing. We're involved. Sometimes that means a weekly call. Sometimes it means our team building a system the company can't afford to hire for yet. The level of involvement scales to what the company actually needs, not what makes us feel important.
Looking for Investment?
We're selective about new investments, but always open to conversations with founders building something compelling. If you're interesting to talk to, we're interested in talking.
Here's what we want to know:
What problem you solve and who pays you to solve it. How far along you are and what traction looks like so far. Why you're looking for a strategic partner, not just capital. And whether you think Diffactory's operational methodology would actually make your company better, or if you're just looking for a check.
We don't have a formal application process. Send us a clear, concise pitch and we'll respond. No runaround. If it's not a fit, we'll tell you quickly and point you somewhere better.
Diffactory. We invest because it keeps us honest.