I hugely appreciate the Seattle/Pacific Northwest venture capitalists who paved the way for newer folks like me to participate in the ecosystem, and since I did it for the new wavers, I thought it would also be fun to profile some of our region’s OG VC talents in these pages. —KW
Ever since we pitched Dwellable to the Madrona partnership in 2014, I’ve been impressed with Julie Sandler. Her operating experience and product-first mindset set her apart immediately. Her intellectual rigor and creative energy drove her to co-found, raise and launch PSL Ventures. Her advice has been incredibly helpful to me as I made my own transitions in VC, and I’m pleased she took the time to share her story below!
What made you decide to be a professional investor?
Ten years ago, some amazing folks at Madrona offered to hire me.
What did you do before becoming an investor and how does that benefit your founders?
I was a would-be psychologist turned marketer turned product lead at both startups and on big company high-growth products. Those experiences ends up benefitting my work with portfolio founders in different ways, but I gotta say, just about everything in company-building comes down to people... so the psych background has been killer.
What are your most successful investments so far?
My first day at Madrona in 2011, my now-PSL partner Greg Gottesman pulled me in to help him evaluate, launch and invest in Rover. That was a great way to kick off a venture career. I was also a super proud investor in Integris (acq by OneTrust) founded by the great Kristina Bergman and a couple other nice outcomes at Madrona, and am proud to be on the partner squad supporting PSL companies like Shipium, Super.ai, Reserved, Boundless Immigration, and a couple coming out of stealth shortly here.
How many new pitches (actual calls/zooms) do you take per month?
15+ brand new interactions (e.g., never met the founders before) per month. Though they are definitely always two-way pitches.
How many new investments do you make per year?
I oversee our venture fund work at PSL and we’ll do anywhere from 6-10 new investments in a year. Personally I’ll lead 1-3.
What's your sweet spot(s) in terms of check size, valuation, and vertical?
Pre-seed, seed. Check size in the $1M-3M range but flexible - we want to empower the founder to put together the round he/she/they need. If you look at my current boards I’ve been investing lately in everything from ML applications (horizontal and vertical) to logistics tech to fintech, but wild generalist over here. And if there’s a software or digital component to your business, there’s inevitably someone on our 25-person team who is an extreme nerd and amazing thought partner when it comes to your market or category.
What do you think the next ten years looks like for Seattle/Pacific Northwest startups?
🚀 🦄 Out-of-control opportunity for founders, startup employees, investors, and LPs alike.
What song is currently getting the most run on your Spotify/Apple Music?
Unfailingly old school broadway showtunes or super modern musicals. Right now: “They’re Playing Our Song”.
Favorite shoes?
Nothing higher than two inches or I’m limping and complaining.
Favorite cooking ingredient?
50 types of hot sauce and a little too much oil/flour/refined sugar.
Anything else to say?
PSL hearts Ascend.vc.
