FIGR will invest long-term capital, typically at pre-seed and seed stages, and every investment opportunity is assessed through the lens of impact. The fund exclusively invests in businesses with the potential to drive positive environmental or social changes in consumer behaviour.

Founded by Fiona Humphries (Managing Director) and Ellie Craig (Portfolio Director) and backed by a UK-based private family office, FIGR’s mission was borne out of the co-founders’ mutual passion for consumer products and mutual concern for the increasing harm being caused by the consumption of those products. Their shared love of fashion, beauty and homeware was fuelled by their time working together at media house Hearst UK, and their experience leading Hearst’s Small Business Partnerships team drove them to think carefully about the support high-potential small businesses need to grow. Around the same time, Fiona was beginning to develop the philanthropic strategy for the same family office, and had started to explore how philanthropy and investment could combine to maximise impact.

FIGR plans to make 5-6 investments each year, intentionally keeping the portfolio size small to allow its lean team to provide hands-on support to founders.

The fund will typically invest ticket sizes of £200k to £300k, and will provide patient capital to support businesses with the potential to drive long-term change. Making real change involves taking risks, so FIGR is open to leading rounds and funding first-time founders.

Rather than selecting specific verticals to invest in, FIGR’s co-founders have identified three ways in which businesses can drive positive change in the consumer sector, and FIGR will therefore invest in those three categories of changemakers:

• “Switchers” providing alternatives to environmentally or socially harmful consumer goods. FIGR will seek out companies creating high-quality, guilt-free products people actually want to use, from sustainable skincare and cleaning products to ethical jewellery and food
• “Enablers” developing the tools consumers and businesses need to make more sustainable and ethical choices. The fund will back founders developing technologies, materials and processes making it easier for all of us to do better, from AI-enabled sustainable shopping to eco-friendly packaging
• “Solvers” creating groundbreaking solutions to unsolved problems affecting consumers’ lives. FIGR will invest in ambitious businesses tackling real problems for real people, which could include education, healthcare, femtech, and more

FIGR’s founding team brings a unique mix of experience, particularly in supporting small businesses and understanding the challenges they face, having partnered with hundreds of small business owners across homeware, fashion, beauty, food, drink and more at Hearst UK.

Fiona Humphries, FIGR’s Managing Director, will lead on strategy, operations, driving the due diligence process and making final investment decisions. Fiona began her career at CIL Management Consultants, where she worked on M&A due diligence and growth strategy projects. She went on to join Hearst UK’s brand diversification department, initially launching e-commerce platforms and subsequently becoming Head of New Business Development, working on a range of new business initiatives including creating the Small Business Partnerships team. With a Masters in Entrepreneurship and experience running her own art business during her studies, Fiona has a real passion for startups and a strong understanding of startup operations.

As FIGR’s Portfolio Director, Ellie Craig is responsible for identifying and assessing investment opportunities, and acts as the main point of contact for all prospective and portfolio founders. A true people-person, Ellie spent four years sourcing and supporting consumer businesses as Hearst UK’s Growth Manager for Small Business Partnerships. She developed relationships with independent businesses, advising them on growth opportunities across events, e-commerce and marketing.

Fiona Humphries, Managing Director of FIGR Ventures commented: “We started FIGR because we believe the best way to drive positive environmental and social change is to combine charitable grants with investments into high-potential, impactful businesses. We’ll be looking at all prospective investments through the lens of their impact, and thinking about their potential to scale sustainably and profitably. We’re hoping to find amazing early-stage businesses and grow them from startups into market leaders.”

Ellie Craig, Portfolio Director of FIGR Ventures added: “We’re really excited to partner with ambitious founders and provide tailored support to help them to grow their businesses. At the early stages we’re focusing on, the founders are the most important part of our investment decisions. We’re backing brilliant people and empowering them to build great businesses.”

FIGR’s co-founders believe their experience will enable them to bring a fresh perspective to the startup investment space, but they also recognise the benefit of bringing on board seasoned professionals to advise. The collective knowledge and experience of FIGR’s core team and advisors will ensure a robust support network for portfolio companies.

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