Mercato Partners
VC Fund
Salt Lake City, United States
Mercato Partners is a minority growth investor. It seeks high-growth technology and consumer companies with $7 - $50M in annual revenues. These companies are no longer trying to simply prove if a product can work (venture), but are rather raising capital to accelerate marketing and sales efforts (growth). Mercato traditionally writes $7 - $20Minitial checks into companies with a predictable use of proceeds, an experienced management team, and healthy margins. Mercato focuses its sourcing efforts on Southern California, Utah, Colorado, Idaho, Texas, and the Midwest.
- Total investments:
- 53
- Last investment:
- Lead investor:
- 64%
- Last fund:
Last updated:
For AI agents: llms.txt
Industries Mercato Partners invests in
SoftwareHealth CareInformation TechnologyFinancial ServicesSaaS
Stages Mercato Partners invests in
Series BSeries AFunding RoundSeries CSeries E
Countries Mercato Partners invests in
United StatesBrazilUnited Kingdom
Contacts
| Name | Phone | Socials | |
|---|---|---|---|
|
Devon Gethers
|
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Joe Kaiser
|
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Andrew K. Smith
|
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Greg Warnock
|
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Jake Hansen
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| See all 9 contacts → | |||
Investment Focus
Industry
- Software 16 (30%)
- Health Care 10 (19%)
- Information Technology 9 (17%)
- Financial Services 5 (9%)
- SaaS 4 (8%)
Stage
- Series B 15 (28%)
- Series A 12 (23%)
- Funding Round 8 (15%)
- Series C 7 (13%)
- Series E 3 (6%)
Country
- United States 39 (74%)
- Brazil 1 (2%)
- United Kingdom 1 (2%)
Team
| Name | Title | Investments | Links | |
|---|---|---|---|---|
|
Devon Gethers
Investment Analyst
|
Investment Analyst | Total investments: 1 | Find email | |
|
Joe Kaiser
Director
|
Director | Total investments: 7 | Find email | |
|
Andrew K. Smith
Managing Director of Savory Fund
|
Managing Director of Savory Fund | Total investments: 5 | Find email | |
|
Greg Warnock
Co-Founder, Managing Director
|
Co-Founder, Managing Director | Total investments: 9 | Find email | |
|
Jake Hansen
Investor
|
Investor | Total investments: 0 | Find email | |
| See all 9 team members → | ||||
Investments
| Company | Description | Round | Links |
|---|---|---|---|
Ownwell
|
Ownwell is an online solution that helps people reduce the cost of owning real estate. | $30M / Series B / Feb 19, 2026 | |
Wellth
|
Our healthcare system assumes we make decisions based on what is best for us. But it’s not that simple. Everyday stressors often cloud our judgement as to what’s best in the long run. For people with chronic conditions, this can make healthy habit formation difficult. Wellth is a venture-backed digital health company that improves adherence inchronic disease populations. Using the science of behavioral economics—combined with an appreciation for human nature—we uncover and address the unique obstacles that prevent people with chronic conditions from improving patient outcomes. Our program goes beyond current efforts to boost adherence with technology, reminders, and coaching solutions using contingency management and loss aversion to create motivation, behavior change and improve population health at scale.In addition to our RCT-proven outcomes, our easy-to-use mobile platform experience has been proven by health plans, providers, and other organizations to empower members with the incentives and support system they need to establish new healthy habits. Key outcomes for members include improved med and care plan adherence, reduction in readmissions, hospitalizations, and ED utilization, improved PDC, and more. Learn more at www.wellthapp.com. | $36M / Series C / Aug 20, 2025 | |
Lambda
|
Lambda provides GPU-powered hardware, cloud, and software solutions tailored for AI model development, training, fine-tuning, inference, and deployment. Its offerings include on-demand GPU cloud instances and multi-node clusters, desktop and server workstations equipped with NVIDIA GPUs, a curated software stack for seamless integration of MLtools, and consulting services that help build scalable ML infrastructure and workflows. | $480M / Series D / Feb 19, 2025 | |
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 | |
Greenfly
|
Greenfly is an enterprise SaaS company and the leader in advocacy marketing. The Greenfly digital media exchange platform enables organizations to fuel brand love by tapping the social media power of their advocates. Emotional connection is the key to building a brand that people love. You can’t buy it – brand love is earned through genuineinteractions, personal connections and real word-of-mouth. Sports, media, entertainment, social causes, and agent-driven organizations depend on Greenfly’s advocacy marketing platform to easily share short-form media. When advocates share great photos and videos on their social profiles, it creates personal engagement with the brand’s customers. Organizations can extend their organic social media reach by 1,000% or more, and brand advocacy can be more effective and much less expensive than social advertising.Greenfly started helping sports and entertainment brands in 2014, and has been named one of the fastest-growing organizations in California by Inc. magazine. Headquartered in Santa Monica, California, Greenfly has sales offices across the U.S. and Europe. | $14M / Venture - Series Unknown / Apr 04, 2024 | |
|
Lambda
|
Lambda provides GPU-powered hardware, cloud, and software solutions tailored for AI model development, training, fine-tuning, inference, and deployment. Its offerings include on-demand GPU cloud instances and multi-node clusters, desktop and server workstations equipped with NVIDIA GPUs, a curated software stack for seamless integration of MLtools, and consulting services that help build scalable ML infrastructure and workflows. | $320M / Series C / Feb 15, 2024 | |
Device Authority
|
Device Authority provides simple, innovative solutions to address the challenges of securing the Internet of Things (IoT). We help our customers simplify the process of establishing a robust, end-to-end security architecture within the IoT and deliver efficiencies at scale through security automation.IoT brings new security challengesintroduced by the scale and pace of adoption, as well as the physical consequences of compromised security. These challenges cannot be effectively addressed by traditional Information Technology (IT) security solutions. The Device Authority IoT security platform is purpose-built to address these challenges through automated device provisioning, credential management, secure updates and policy-driven data encryption.The IoT promises countless efficiencies, increased competitiveness, improved customer service and even brand new market opportunities. However, deploying strong security is hard and always has been. Deploying strong IoT security is even harder. According to Gartner, by 2020, around 25% of all identified security breaches will involve IoT. To address this, Device Authority introduces a new paradigm of IoT Security Automation that accelerates and simplifies the deployment of strong IoT security.Advanced, policy driven security automation is critical for industrial, healthcare, transportation and other large scale security sensitive IoT environments. Our patented dynamic key technology provides the essential device-based trust anchor for IoT devices, enabling policy-driven provisioning, access control and data protection for mission-critical IoT applications and services.The dedicated IoT Security entity was launched in September 2014 when the Cryptosoft technology was spun out with backing from the current investors. In April 2016 Cryptosoft acquired DeviceAuthority Inc, and subsequently the changed its name to Device Authority Ltd, headquartered in the UK and with a technical development center based in Fremont, CA. | $9M / Series A / Feb 07, 2024 | |
Vivante Health
|
Since 2016, Vivante Health has been revolutionizing digestive health and wellness, one person at a time. Our category-defining digital health solutions provide personalized, comprehensive care for people with digestive conditions. Our all-in-one digestive health program GIThrive® combines clinically-backed interactive tech, targeted nutrition, and24/7 personal support to improve digestive disease outcomes, and reduce the cost of care. GIThrive is used by large employers and health plans to reduce the costs of chronic disease, improve employee health, and workplace absenteeism. | $31M / Series B / Sep 20, 2023 | |
Cylinder
|
Founded in 2021 and offered as an employer benefit, Cylinder (formerly Vivante Health) delivers personalized, clinician-backed care to those suffering from digestive issues through its virtual health platform. Cylinder’s tech-forward, human-first program connects members to the right level of support at the right time through an easy interface,bringing the healthcare ecosystem together to align around member needs. Cylinder’s dedicated care teams help members proactively address their gut health from every angle – decreasing costs, reducing absenteeism, and improving their quality of life, at scale. Cylinder’s vision is to create a world where people receive convenient, personalized, and affordable access to the quality digestive healthcare they need to improve their overall health. Learn more at cylinderhealth.com. | $31M / Series B / Sep 20, 2023 | |
|
Lambda
|
Lambda provides GPU-powered hardware, cloud, and software solutions tailored for AI model development, training, fine-tuning, inference, and deployment. Its offerings include on-demand GPU cloud instances and multi-node clusters, desktop and server workstations equipped with NVIDIA GPUs, a curated software stack for seamless integration of MLtools, and consulting services that help build scalable ML infrastructure and workflows. | $44M / Series B / Mar 21, 2023 | |
| See all 53 investments → | |||
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FAQ
What does Mercato Partners invest in?
Mercato Partners invests primarily in Software, Health Care and Information Technology startups, most often at Series B and Series A stage. Most of the 53 investments tracked by Shizune back companies in United States. The Investment Focus section breaks down every industry, stage and country in the portfolio.
How do I contact Mercato Partners?
Public channels for Mercato Partners include LinkedIn, X (Twitter) and the website linked on this profile. For a verified work email and phone number, create a free Shizune account — contact data is searched across 20+ sources and validated before delivery, so your outreach lands in the right inbox.
Who are the partners at Mercato Partners?
The team at Mercato Partners includes Devon Gethers (Investment Analyst), Joe Kaiser (Director) and Andrew K. Smith (Managing Director of Savory Fund), among 9 team members tracked by Shizune. The Team section lists each member with their title, investment count and links.
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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