At 2ndGen, the story is as important as the numbers. We go to great lengths to get to know founders, understand their story and ensure their goals are aligned with 2ndGen’s future planning. 2ndGen’s strategy focuses on three sectors where we see durable demand and room for operational improvement: lifestyle medicine services, food distribution, and tech-enabled business services.

2ndGenPartners are currently executing strategic acquisitions of lower middle market companies in lifestyle medicine services, food distribution, and tech-enabled business services, partnering with founders and families on succession and growth. 2ndGen invests in passionate founders with proven track records of competence and expertise in their given industry, facilitating their growth while providing expert guidance on scaling all aspects of the business and efficiently integrating the company into 2ndGen’s overall portfolio.
2ndGen helps to alleviate capital constraints which stunt growth and leverage our other positions to create a competitive advantage for our companies. 2ndGen is building a platform for building and scaling branded clean beauty and global consumer brands from design, manufacturing, brand development, marketing services, e-commerce and expansion into brick and mortar. This platform will manage marketing and sales analytics, production and distribution, and retail channels.

Our Mission is to encourage and lift-up women’s entrepreneurship by celebrating their creativity and confidence through acquiring, scaling and growing socially responsible, founder-led businesses.