Upside VC is reshaping the UK venture capital landscape. Founded in 2025 by the Sidemen and entrepreneur Jamie Elliott, the firm brings a new model of investment that blends creator influence with early-stage funding. With a debut fund of $25 million, Upside VC focuses on consumer technology startups that align with the lifestyle and audience of its creator backers.
| Feature | Details |
|---|---|
| Headquarters | Worthing, United Kingdom |
| Fund Size | $25 million |
| Focus Areas | Consumer tech, creator economy, sustainability, digital products |
| Founders | Jamie Elliott and the Sidemen |
| Stage Focus | Pre-seed and Seed |
| Investment Range | £100,000 – £500,000 |
| Target Portfolio | Up to 40 startups |
A Creator-Driven Venture Capital Model
Upside VC stands out for integrating creator influence directly into venture investing. Its Limited Partners (LPs) include leading influencers, with the Sidemen as the most prominent backers. Together, they combine financial investment with promotional power, allowing startups to access audiences worth millions.
How It Works
- Creators as LPs: Influencers provide both capital and visibility for portfolio brands.
- Consumer-First Investing: Products must resonate with real audiences before funding.
- Marketing Power: Portfolio startups benefit from direct exposure across social media and YouTube.
- Rapid Growth: Lower customer acquisition costs through built-in communities.
Leadership and Team
Jamie Elliott: General Partner
Jamie Elliott, an Irish entrepreneur and former co-founder of fintech firm Layup, leads Upside VC. His experience bridges startup operations and venture funding, helping early-stage founders navigate growth.
The Sidemen: Co-Founding Partners
The Sidemen collective (KSI, Miniminter, Zerkaa, TBJZL, Behzinga, Vikkstar123, and W2S) bring global influence, with over 150 million followers across platforms. Their proven success in entertainment, fashion, food, and gaming provides Upside VC with cultural insight and credibility.
Portfolio and Key Investments
Upside VC has already backed several early consumer startups, combining sustainability, technology, and creator utility.
| Company | Description | Investment Focus |
|---|---|---|
| Howbout | Social calendar app simplifying group planning | Social tech |
| Nimbi | Plastic-free, sustainable razor brand | Eco-conscious consumer goods |
| Mile | Luxury membership and deals platform | Premium lifestyle tech |
| Ceartas DMCA | Digital rights management tool for creators | Creator economy & IP protection |
Each investment benefits from direct exposure across the Sidemen’s channels, reaching millions of potential users in record time.
Institutional and Strategic Backing
Upside VC also draws support from tech founders and institutional investors. Key backers are linked to companies such as Twitch, Unity, and Major League Gaming, strengthening the firm’s operational depth and industry reach.
Impact on the UK Venture Capital Scene
The Sidemen’s move into venture capital represents a shift in who can influence early-stage investing.
Cultural and Economic Impact
- Diversifying VC Access: Opens opportunities for creators and non-traditional investors.
- Reducing Barriers: Founders gain access to marketing and mentorship beyond traditional finance.
- Audience Validation: Product appeal is tested directly with real-world consumers.
Diversity and Representation
Unlike traditional VC firms often dominated by elite backgrounds, Upside VC reflects multicultural and working-class roots. This diversity helps attract a wider pool of founders and encourages innovation beyond established networks.
Why Upside VC’s Model Works
For Startups
- Rapid brand awareness through influencer marketing.
- Immediate community engagement and credibility.
- Access to marketing channels that outperform traditional ad spend.
For Investors
- High growth potential in consumer tech.
- Creator involvement reduces marketing risk.
- Synergy between content, culture, and commerce.
Market Outlook and Future Plans
Upside VC plans to expand its portfolio throughout 2026, targeting:
- AI-powered consumer platforms
- Gamified wellness tools
- Next-gen social and lifestyle apps
The firm also intends to onboard new creator partners and institutional investors to strengthen its reach across Europe and the US.
Frequently Asked Questions
What is Upside VC?
Upside VC is a UK-based venture capital firm investing in early-stage consumer startups, co-founded by the Sidemen and Jamie Elliott.
How much is Upside VC’s fund worth?
The debut fund totals $25 million, targeting around 40 startups across consumer technology and digital sectors.
Who are the investors behind Upside VC?
The firm’s LPs include the Sidemen, institutional backers, and tech founders from Twitch, Unity, and Major League Gaming.
What makes Upside VC different from traditional venture capital firms?
Upside VC uses the creator economy model, where influencers actively support portfolio startups through marketing and brand partnerships.