# Ben Capell

> Ben Capell is a seed investor at Peterson Ventures backing Software and E-Commerce. See 67 investments, check sizes, portfolio. Updated Aug 2026.

- Type: Angel Investor
- Fund: [Peterson Ventures](https://shizune.co/investors/profile/peterson-ventures)
- Location: Salt Lake City, United States
- Total investments: 67
- Last investment: May 2024
- Lead investor: 19%
- Last updated: Aug 2026
- LinkedIn: https://www.linkedin.com/in/bencapell/
- X (Twitter): http://twitter.com/bcapell
- Website: https://x.com/bcapell

Ben Capell is a seed investor at Peterson Ventures in Salt Lake City focused on Software and E-Commerce. Ben is a Partner and Managing Director at Peterson Ventures. Prior to joining Peterson Ventures, Ben was the first employee hired at an enterprise tech startup based in Northern Virginia where he was the product and business manager. Prior to his startup days, he spent several years at Charles River Associates, a leading global economic andbusiness consulting firm headquartered in Boston. Ben received an MBA and a B.S. in Finance from Brigham Young University, where he was a Hawes Scholar.

## Investment focus

### Industry

| Industry | Investments | Share |
| --- | --- | --- |
| Software | 13 | 19% |
| E-Commerce | 9 | 13% |
| FinTech | 5 | 7% |
| Financial Services | 5 | 7% |
| SaaS | 4 | 6% |

91 industries tracked in total.

### Stage

| Stage | Investments | Share |
| --- | --- | --- |
| Seed | 32 | 48% |
| Series A | 13 | 19% |
| Series B | 5 | 7% |
| Funding Round | 3 | 4% |
| Convertible Note | 3 | 4% |

7 stages tracked in total.

### Country

| Country | Investments | Share |
| --- | --- | --- |
| United States | 39 | 58% |
| China | 1 | 1% |

## Investments

| Company | Description | Amount | Stage | Date | Website |
| --- | --- | --- | --- | --- | --- |
| Videra Health | Videra Health often provides vital signs, such as heart rate, blood pressure, etc. The richness of the whole can drive insight into the relationship with the providers, medications, and treatment programs. Videra Health aims to empower patients and healthcare providers through AI-powered care-related analytics and insights to improve patientengagement, develop treatment plans, track symptoms, evaluate progress, monitor medication responses and safety, and achieve positive outcomes. | $5.6M | Seed | May 21, 2024 |  |
| Particl | Particl offers real-time market research, pricing optimization, and forecasting data solutions for e-commerce. By gaining access to the most precise and up-to-date data available in the market, consumers can keep track of the market and the competition. Particl users have complete access to all SKUs sold online around the world. Particl improvesmarket share and enables users to stay ahead of the trends using real-time, actionable data from over 70K+ e-commerce sites. | $5M | Seed | Dec 09, 2021 |  |
| Luz | Grow your brand confidently with our comprehensive DTC database | $5M | Seed | Dec 09, 2021 |  |
| Videra Health | Videra Health often provides vital signs, such as heart rate, blood pressure, etc. The richness of the whole can drive insight into the relationship with the providers, medications, and treatment programs. Videra Health aims to empower patients and healthcare providers through AI-powered care-related analytics and insights to improve patientengagement, develop treatment plans, track symptoms, evaluate progress, monitor medication responses and safety, and achieve positive outcomes. | $3M | Seed | Nov 11, 2021 |  |
| MarketDial | MarketDial is a technology company founded in 2016 by former management consultants from BCG & McKinsey. MarketDial’s partners use its platform to make critical decisions based on the results of its proprietary in-store experimentation process. They are able to design and analyze statistically rigorous in-store tests to validate businessoutcomes in a variety of business verticals including Retail, Restaurant, CPG, C-Store, Healthcare, and Financial Services. The MarketDial platform supports comprehensive testing of business initiatives related to pricing, promotions, operations, labor/staffing, new products, and more.In addition, MarketDial is engaged in strategic partnerships with top management consulting firms and retail industry analytics leaders in order to bring the most comprehensive solution to itsclients. |  | Venture - Series Unknown | Nov 03, 2021 |  |
| SimpleCitizen | SimpleCitizen is dedicated to innovating immigration. By creating tools that make the immigration process more easy, affordable and online they are helping families establish themselves in new communities around the world. Since their founding in 2014, they continue to work at becoming your trusted partner in immigration. |  | Seed | Nov 14, 2019 |  |
| Charlie Finance Co. | Charlie Finance is a financial services company that develops a text message application that simplifies personal finance. It was founded in 2016, with its headquarters in San Francisco in California. | $9M | Series A | Nov 26, 2018 |  |
| MarketDial | MarketDial is a technology company founded in 2016 by former management consultants from BCG & McKinsey. MarketDial’s partners use its platform to make critical decisions based on the results of its proprietary in-store experimentation process. They are able to design and analyze statistically rigorous in-store tests to validate businessoutcomes in a variety of business verticals including Retail, Restaurant, CPG, C-Store, Healthcare, and Financial Services. The MarketDial platform supports comprehensive testing of business initiatives related to pricing, promotions, operations, labor/staffing, new products, and more.In addition, MarketDial is engaged in strategic partnerships with top management consulting firms and retail industry analytics leaders in order to bring the most comprehensive solution to itsclients. |  | Series A | Sep 06, 2018 |  |
| Charlie Finance Co. | Charlie Finance is a financial services company that develops a text message application that simplifies personal finance. It was founded in 2016, with its headquarters in San Francisco in California. | $1.6M |  | Jun 12, 2018 |  |
| Grow | Grow is a business intelligence dashboard software for small and medium businesses that makes it easy to track the right metrics, make good decisions, and lead with confidence.Quickly set up dashboards in minutes, not months; connect data sources like QuickBooks, Salesforce and Zendesk—along with your own databases and spreadsheets—withoutwaiting for IT. Grow helps you grow your business faster by allowing everyone to see the score. Employees engage when they know the score and what they can do to win. Leaders who know inspire confidence, respect, admiration, and loyalty so they can lead their teams to success.Founded in 2014, the company is headquartered in Orem, Utah, United States. | $16M | Series B | Feb 05, 2018 |  |

10 of 67 investments shown.

## Co-investors
- [Kickstart](https://shizune.co/investors/profile/kickstart-seed-fund) — VC Fund, 24 deals together
- [Pelion Venture Partners](https://shizune.co/investors/profile/pelion-venture-partners) — VC Fund, 8 deals together
- [BYU Cougar Capital](https://shizune.co/investors/profile/cougar-capital) — VC Fund, 5 deals together
- [Album VC](https://shizune.co/investors/profile/album) — VC Fund, 4 deals together
- [Maveron](https://shizune.co/investors/profile/maveron) — VC Fund, 4 deals together
- [Album VC](https://shizune.co/investors/profile/peak-ventures) — VC Fund, 4 deals together

## About Peterson Ventures

VC Fund · Salt Lake City, United States

Peterson Ventures is an early-stage venture capital firm focused on SaaS, digital commerce, and healthcare. They provide seed funding to entrepreneurs looking for a partner to help solve the challenges that accompany rapid growth.

5 contacts available at Peterson Ventures.

| Name | Title | Profile |
| --- | --- | --- |
| Alex Daines | Senior Associate | https://shizune.co/investors/profile/alex-daines |
| Ben Capell | Partner and Managing Director | https://shizune.co/investors/profile/ben-capell |
| Blake J. Harber | Venture Scout | https://shizune.co/investors/profile/blake-j-harber |
| Clint Peterson | Managing Partner | https://shizune.co/investors/profile/clint-peterson |
| Emily Jones | Associate | https://shizune.co/investors/profile/emily-jones-8422 |

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## FAQ

### What does Ben Capell invest in?

Ben Capell invests primarily in Software, E-Commerce and FinTech startups, most often at Seed and Series A stage. Most of the 67 investments tracked by Shizune back companies in United States. The Investment Focus section breaks down every industry, stage and country in the portfolio.

### When did Ben Capell last invest?

The most recent investment recorded for Ben Capell closed in May 2024. Shizune tracks 67 investments in total for this profile, including round sizes, stages and portfolio companies, all sourced from confirmed public funding rounds and refreshed monthly.

### Is Shizune's investor data accurate?

Yes — every stat on this profile is calculated from confirmed public funding rounds monitored across hundreds of sources since 2020. This profile was last refreshed in Aug 2026 and is updated monthly. Spotted something off? Use the “Suggest an edit” link near the top of the page.

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