Upfront Ventures, a Los Angeles area firm, has opened a satellite office at a co-working facility in the financial district of San Francisco, led by newly added Partner Aditi Maliwal.
Maliwal is the first ever San Francisco partner for the firm, which has championed #LongLA, a hashtag that the firm regularly uses to show support for the LA startup ecosystem.
Maliwal joined the team in the fall, coming from Google, where she was most recently a product manager and also worked in corporate development and strategy.
Before Google, Maliwal worked in venture at Crosslink Capital and was previously in investment banking at Deutsche Bank. Upfront says she’ll invest with a particular interest in B2B2C companies.
At Crosslink, she led the firm’s seed investment in BetterUp, according to her LinkedIn profile. The San Francisco company, which provides a leadership development platform for corporations, has since raised more than $140 million in total funding and was valued at its last financing at $710 million, according to PitchBook.
For Upfront, it’s believed to be the firm’s first office outside of its home base in Santa Monica, California.
Upfront has not yet responded to requests for comment.
However, Upfront invests nationally and sometimes internationally, including deals in and around the San Francisco Bay Area.
Late last year, Upfront led a $6 million Series A round in Nexkey, a San Mateo maker of smart key solutions. Maliwal joined the board as part the round, which also included K9 Ventures, Mark IV Capital and individual investor Anand Chandrasekaran.
Upfront Ventures raised its most recent main fund in 2017, a $400 million early-stage Fund VI. The firm is also in registration to raise $250 million for its third growth fund, according to a regulatory filing.