AGS Family Office
Backing early-stage startups building technologies that can change human or business habits for the long term.
Early-stage focus
We invest in startups while the product, market, and company are still being shaped.
Habit-changing technology
We look for technology that can become a valuable and lasting part of how people or businesses behave.
Long-term horizon
We favour durable adoption and responsible growth over short-lived attention or fashionable metrics.
Our investment lens
Technology built for lasting habit change
Our thesis is broad across sectors but specific in purpose: back early-stage startups capable of creating meaningful, durable changes in behaviour.
Habit-changing utility
Technology that can move from occasional use to a valued, repeat behaviour with genuine utility.
Early founder conviction
Founders with a clear view of the problem, the user, and why their technology can change an established pattern.
Evidence of repeat behaviour
Early usage, customer learning, or commercial evidence that people return because the product delivers real value.
Responsible long-term design
A credible path to durable value, supported by thoughtful product choices, governance, and disciplined capital use.
How we engage
A clear path from introduction to decision
The process is proportionate to the opportunity, with direct conversations and clear next steps at each stage.
Introduce the opportunity
Send a concise note or deck covering the technology, founders, early-stage progress, capital requirement, and use of funds.
Consider fit
AGS considers the team, the behaviour being changed, early evidence of repeat use, and the scale of the long-term opportunity.
Proceed with diligence
Where there is mutual interest, the parties can discuss diligence, terms, documentation, and the appropriate next steps.
A considered counterpart
Experience that extends beyond capital
AGS brings judgment shaped by decades of regulatory, adjudicatory, and governance experience. Where relevant, that perspective can support risk framing, board discipline, and decision quality.
A useful first introduction includes
- A concise product overview or investor deck
- Founder backgrounds and current ownership
- Early usage, retention, or customer-learning evidence
- Capital requirement, proposed use of funds, and current ask
Start a conversation
Building technology people will keep using?
If you are raising at an early stage and your product can create durable new habits, send us a concise introduction.
This page is for introductory information only. It is not an offer, solicitation, investment advice, or a commitment to invest. Each opportunity is considered independently and remains subject to diligence, terms, and definitive documentation. Please do not send privileged information or personal data that is not required for an initial review.