Consumer & Marketplace

Why we invest

Since our first investment in Amazon to companies like Rover and Redfin, Madrona has led the way in creating marketplaces that reduce friction between buyers and sellers, often with consumers as the ultimate end user. Madrona partners with visionary founders leveraging technologies — from AI to infrastructure to developer tools — to create entirely new consumer experiences and significantly enhance marketplace interactions.
Rec Room
Rec Room’s
Nick Fajt
on democratizing game development
Rover
Rover’s
Aaron Easterly
on the love of pets and finding the right partners
Crowd Cow
Crowd Cow’s
Elizabeth Liu
on the power of e-commerce to transform an industry

Consumer & Marketplace

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Initial Investment Stage
  • Amazon
    Amazon is a Fortune 500 company based in Seattle that seeks to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.
    Initial Investment
    1995
    Amazon is a Fortune 500 company based in Seattle that seeks to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.
    CEO
    Andy Jassy
    Investment Journey
    Public May 1997
    NASDAQ: AMZN
    Initial Investment
    1995
  • Animoto
    The founders of Animoto Productions™ share a passion for helping people share their stories and express themselves through online media by innovating technologies in the field of video production.
    Initial Investment
    2009
    The founders of Animoto Productions™ share a passion for helping people share their stories and express themselves through online media by innovating technologies in the field of video production.
    Founders
    Brad Jefferson
    Jason Hsiao
    Stevie Clifton
    Tom Clifton
    Investment Journey
    Acquired by Redbrick 2023
    Initial Investment
    2009
  • Classmates.com
    Classmates.com was a provider of online social networking.
    Initial Investment
    1999
    Classmates.com was a provider of online social networking.
    Founder
    Randy Conrads
    Investment Journey
    Acquired by United Online, Inc.
    Initial Investment
    1999
  • College Pulse
    College Pulse is an online survey research and data analytics company dedicated to understanding today’s college students.
    Initial Investment
    2018
    College Pulse is an online survey research and data analytics company dedicated to understanding today’s college students.
    Founders
    Robin Jayaswal
    Terren Klein
    Initial Investment
    2018
  • Crowd Cow
    Crowd Cow enables independent farmers and producers in the U.S. beef industry to sell to consumers directly online through the Crowd Cow platform.
    Initial Investment
    2017
    Crowd Cow enables independent farmers and producers in the U.S. beef industry to sell to consumers directly online through the Crowd Cow platform.
    Founders
    Joe Heitzeberg
    Ethan Lowry
    Initial Investment
    2017
  • Decide
    Decide was an online shopping research service that predicted whether prices were going up or down on consumer electronics, housewares and other products.
    Initial Investment
    2010
    Decide was an online shopping research service that predicted whether prices were going up or down on consumer electronics, housewares and other products.
    Founders
    Brian Ma
    Ian Ma
    Han Hsu
    Ken Hsu
    Oren Etzioni
    Investment Journey
    Acquired by Ebay 2013
    Initial Investment
    2010
  • Doorstead
    Doorstead, the premier full-service property management brokerage, has redefined the industry with its upfront rental guarantee product. Doorstead eliminates the headaches, friction and uncertainty involved with owning and managing long-term rental property. Its application of data and technology enables the company to provide steady cash flow to landlords, and superior service to both landlords and tenants alike.
    Initial Investment
    2021
    Doorstead, the premier full-service property management brokerage, has redefined the industry with its upfront rental guarantee product. Doorstead eliminates the headaches, friction and uncertainty involved with owning and managing long-term rental property. Its application of data and technology enables the company to provide steady cash flow to landlords, and superior service to both landlords and tenants alike.
    Founders
    Ryan Waliany
    Jennifer Bronzo
    Initial Investment
    2021
  • Farecast.com
    Farecast was the pioneer in using big data to predict price increases and decreases for airfare and other travel expenses.
    Initial Investment
    2004
    Farecast was the pioneer in using big data to predict price increases and decreases for airfare and other travel expenses.
    Founders
    Oren Etzioni
    Jay Bartot
    Investment Journey
    Acquired by Microsoft 2008
    Initial Investment
    2004
  • Game Jolt
    Game Jolt is a creator-focused community revolutionizing social media for Gen Z gamers with immersive gamified experiences, customizable engagement and interactive content. Creative options for collaboration, community building and virtual events are paired with image, video and livestream sharing for the millions that call Game Jolt their online home. Available on web, desktop and mobile.
    Initial Investment
    2021
    Game Jolt is a creator-focused community revolutionizing social media for Gen Z gamers with immersive gamified experiences, customizable engagement and interactive content. Creative options for collaboration, community building and virtual events are paired with image, video and livestream sharing for the millions that call Game Jolt their online home. Available on web, desktop and mobile.
    Founders
    David DeCarmine
    Yaprak DeCarmine
    Initial Investment
    2021
  • Give InKind
    Give InKind is a platform for organizing support for anyone, from anywhere. Each InKind page allows friends, families, and communities to provide help in a way that works for them. From sending a meal to new parents to supporting a sick coworker, more than 3M people have come to Give InKind to answer the question “how can I help?”
    Initial Investment
    2019
    Give InKind is a platform for organizing support for anyone, from anywhere. Each InKind page allows friends, families, and communities to provide help in a way that works for them. From sending a meal to new parents to supporting a sick coworker, more than 3M people have come to Give InKind to answer the question “how can I help?”
    Founder
    Laura Malcolm
    Investment Journey
    Acquired by Wolfe 2022
    Initial Investment
    2019
  • HelloTech
    HelloTech is changing the way consumers purchase and get support for new technology. Utilizing a background- checked, vetted on-demand workforce, HelloTech provides in home support and consultation for consumers looking to manage and upgrade the technology within their home.
    Initial Investment
    2015
    HelloTech is changing the way consumers purchase and get support for new technology. Utilizing a background- checked, vetted on-demand workforce, HelloTech provides in home support and consultation for consumers looking to manage and upgrade the technology within their home.
    CEO
    Greg Steiner
    Initial Investment
    2015
  • Indochino
    Indochino is the world’s premier online custom clothier, specializing in custom suits for men.
    Initial Investment
    2011
    Indochino is the world’s premier online custom clothier, specializing in custom suits for men.
    CEO
    Drew Green
    Initial Investment
    2011
  • Jetson
    Jetson is the mentor-in-your-pocket for student entrepreneurs.
    Initial Investment
    2022
    Jetson is the mentor-in-your-pocket for student entrepreneurs.
    Founders
    Will Rush
    Natalie Young
    Angela Mascarenas
    Initial Investment
    2022
  • Jintronix
    A medical software company developing a system for physical and cognitive rehabilitation. As a pioneer in tele-rehabilitation, Jintronix is leveraging new low-cost motion tracking technology to create customized rehabilitation regimens for clients to access at home and powerful remote monitoring and management tools for clinicians.
    Initial Investment
    2012
    A medical software company developing a system for physical and cognitive rehabilitation. As a pioneer in tele-rehabilitation, Jintronix is leveraging new low-cost motion tracking technology to create customized rehabilitation regimens for clients to access at home and powerful remote monitoring and management tools for clinicians.
    Founders
    Daniel Schacter
    Justin Tan
    Initial Investment
    2012
  • Jobalign
    Jobalign was a mobile-first, bilingual jobs marketplace that makes it easy for the more than 75 million hourly workers in the United States to find and apply for jobs from any mobile phone, tablet or computer.
    Initial Investment
    2012
    Jobalign was a mobile-first, bilingual jobs marketplace that makes it easy for the more than 75 million hourly workers in the United States to find and apply for jobs from any mobile phone, tablet or computer.
    Founders
    Miki Mullor
    Bill Davidheiser
    Investment Journey
    Acquired by OneTrust 2020
    Initial Investment
    2012
  • Matcherino
    Matcherino is an eSports engagement platform. Matcherino gives eSports fans the ability to discover and fund matches they want to see and promotes streamers to new audiences.
    Initial Investment
    2015
    Matcherino is an eSports engagement platform. Matcherino gives eSports fans the ability to discover and fund matches they want to see and promotes streamers to new audiences.
    CEO
    John Maffei
    Initial Investment
    2015
  • Peach
    Peach works with local restaurants to deliver lunch to your office via SMS text. Meals are always under $12 with delivery, tax, and tip included.
    Initial Investment
    2014
    Peach works with local restaurants to deliver lunch to your office via SMS text. Meals are always under $12 with delivery, tax, and tip included.
    Founder
    Nishant Singh
    Initial Investment
    2014
  • Pro.com
    Pro.com was a national technology-driven, licensed General Contractor that offered mobile-friendly quotes, easy to understand digital invoices, and reliable project management – across small home improvement projects up to major renovations and new home construction.
    Initial Investment
    2013
    Pro.com was a national technology-driven, licensed General Contractor that offered mobile-friendly quotes, easy to understand digital invoices, and reliable project management – across small home improvement projects up to major renovations and new home construction.
    Founder
    Matt Williams
    Investment Journey
    Acquired by Opendoor 2021
    Initial Investment
    2013
  • Rec Room
    Rec Room is an online universe where you play and create games with your friends.
    Initial Investment
    2020
    Rec Room is an online universe where you play and create games with your friends.
    Founders
    Nick Fajt
    Cameron Brown
    John Bevis
    Dan Kroymann
    Josh Wehrly, Bilal Orhan
    Initial Investment
    2020
  • Redfin
    Redfin is a technology-powered real estate company. We help people find a place to live with brokerage, instant home-buying (iBuying), rentals, lending, title insurance, and renovations services. We sell homes for more money and charge half the fee. We also run the country’s #1 real-estate brokerage site. Our home-buying customers see homes first with on-demand tours, and our lending and title services help them close quickly. Customers selling a home can take an instant cash offer from Redfin or have our renovations crew fix up their home to sell for top dollar. Our rentals business empowers millions nationwide to find apartments and houses for rent. Since launching in 2006, we’ve saved customers more than $1 billion in commissions. We serve more than 100 markets across the U.S. and Canada and employ over 6,000 people.
    Initial Investment
    2005
    Redfin is a technology-powered real estate company. We help people find a place to live with brokerage, instant home-buying (iBuying), rentals, lending, title insurance, and renovations services. We sell homes for more money and charge half the fee. We also run the country’s #1 real-estate brokerage site. Our home-buying customers see homes first with on-demand tours, and our lending and title services help them close quickly. Customers selling a home can take an instant cash offer from Redfin or have our renovations crew fix up their home to sell for top dollar. Our rentals business empowers millions nationwide to find apartments and houses for rent. Since launching in 2006, we’ve saved customers more than $1 billion in commissions. We serve more than 100 markets across the U.S. and Canada and employ over 6,000 people.
    CEO
    Glenn Kelman
    Investment Journey
    Public 2017
    NASDAQ: RDFN
    Initial Investment
    2005
  • Rover
    Rover is an online marketplace that connects pet owners with local pet sitters and real homes in hundreds of cities across the United States.
    Initial Investment
    2011
    Rover is an online marketplace that connects pet owners with local pet sitters and real homes in hundreds of cities across the United States.
    Founders
    Aaron Easterly
    Philip Kimmey
    Gregory Gottesman
    Investment Journey
    Public August 2021
    Acquired by Blackstone 2024
    Initial Investment
    2011
  • ShareBuilder
    Sharebuilder was a provider of low-cost, online investment products and tools that help people build wealth over the long term.
    Initial Investment
    2000
    Sharebuilder was a provider of low-cost, online investment products and tools that help people build wealth over the long term.
    Founder
    Jeff Seeley
    Investment Journey
    Acquired by ING Direct 2007
    Initial Investment
    2000
  • Style Genome
    Style Genome was a fully scalable 100% personalization SaaS solution for creating a unique shopping experience for individual customers in real time.
    Initial Investment
    2018
    Style Genome was a fully scalable 100% personalization SaaS solution for creating a unique shopping experience for individual customers in real time.
    Founders
    Mia Lewin
    Mike Dierken
    Investment Journey
    Acquired by Wayfair 2021
    Initial Investment
    2018
  • Tally
    Tally was a mobile tech platform deepening engagement around live events—built around a unique, free-to-play predictions experience.
    Initial Investment
    2017
    Tally was a mobile tech platform deepening engagement around live events—built around a unique, free-to-play predictions experience.
    Founders
    Russell Wilson
    Jason LeeKeenan
    Investment Journey
    Acquired by Nike 2019
    Initial Investment
    2017
  • The Riveter
    The Riveter is a female-forward workspace and community designed for business and impact.
    Initial Investment
    2018
    The Riveter is a female-forward workspace and community designed for business and impact.
    Founder
    Amy Nelson
    Initial Investment
    2018
  • Trade Coffee
    Trade is the leading coffee marketplace connecting the best independent roasters to customers across the country.
    Initial Investment
    2020
    Trade is the leading coffee marketplace connecting the best independent roasters to customers across the country.
    CEO
    Mike Lackman
    Initial Investment
    2020
  • TrovaTrip
    Headquartered in Portland, Oregon, TrovaTrip is the first travel planning and booking platform that connects creators and communities directly with tour operators to offer unforgettable group travel experiences around the globe. TrovaTrip makes it possible for topic experts, creatives, and entrepreneurs to host trips around the globe with their communities. With itineraries in 49 different countries and over 15,000 Travelers booked, TrovaTrip is changing the way people see and connect with the world by enabling them to follow their passion while traveling. Enhancing lives through meaningful connections, learning and exploration, TrovaTrip’s mission is to make travel safer and more accessible to all.
    Initial Investment
    2022
    Headquartered in Portland, Oregon, TrovaTrip is the first travel planning and booking platform that connects creators and communities directly with tour operators to offer unforgettable group travel experiences around the globe. TrovaTrip makes it possible for topic experts, creatives, and entrepreneurs to host trips around the globe with their communities. With itineraries in 49 different countries and over 15,000 Travelers booked, TrovaTrip is changing the way people see and connect with the world by enabling them to follow their passion while traveling. Enhancing lives through meaningful connections, learning and exploration, TrovaTrip’s mission is to make travel safer and more accessible to all.
    Founders
    Nick Poggi
    Brandon Denham
    Lauren Schneider
    Initial Investment
    2022
  • Wonder Workshop
    Wonder Workshop is a platform that makes programming fun and accessible for children while they play.
    Initial Investment
    2013
    Wonder Workshop is a platform that makes programming fun and accessible for children while they play.
    Founders
    Imran Khan
    Mikal Greaves
    Saurabh Gupta
    Vikas Gupta
    Initial Investment
    2013
  • Wrench
    Wrench brings the mechanic to your car, making maintenance and repair easy and convenient.
    Initial Investment
    2016
    Wrench brings the mechanic to your car, making maintenance and repair easy and convenient.
    Founders
    Ed Petersen
    Douglas Stevens
    William Beaver
    Casey Willis
    Initial Investment
    2016
  • Z2
    Z2 creates original next-generation, free-to-play, social and multiplayer games for mobile devices.
    Initial Investment
    2008
    Z2 creates original next-generation, free-to-play, social and multiplayer games for mobile devices.
    Founder
    Damon Danieli
    Investment Journey
    Acquired by King Digital Entertainment 2015
    Initial Investment
    2008