Investors & Oversight

Growing between 50% and 300% annually, and profitable

An Iterate belief is that we are unbiased when making technology recommendations to our Enterprise Members. When working with Members like Ulta, Jockey, Party City, GSK, CHANEL and others, we recommend technologies based not on the CEO, not on the amount of money a startup has raised, not on the prestige of a startup’s investors. We won’t believe that an incumbent owns the best solution either. Instead, Iterate’s recommendations are based on the quality of a technology ROI, and best strategic fit for the enterprise.

Iterate has unique governance due to our decision to not raise venture money. This position, allow us to distribute a portion of profits to our employees and investors to not be required to find an exit (Venture backed companies can't ignore the exit especially as they approach the 7 to 9-year mark) Iterate can turn on a dime – as we did to build Signals and Interplay for members like Ulta. (Venture backed companies can find it difficult to gain investor and board alignment when management feels a need to pivot.)

As part of Ulta Beauty's investment, Ulta and Iterate co-founded CoDE (the Center of Digital Experience) which operates out of Silicon Valley. Non-competing companies can inquire about joining at [email protected]

For general inquiries or to learn more about our structure contact [email protected]

Ulta Beauty, Strategic Investor

A top retailer with $6B in revenues, a 20% growth, and $20B market cap at the time of investment in Iterate (Aug. 2018)

How Ulta is Harnessing Digital Innovation to Modernize the Customer Experience

By Jamie Grill-Goldman in RIS (Retail Information System) - 12/10/2018

Iterate helps large companies harness digital innovations and will allow Ulta to tap into technology talents by curating technology partnership opportunities. The company will enable Ulta rapid prototyping and gives the retailer access to the startups most suited to Ulta’s needs.

Angel Investors

Lanny Martin

Chairman of Halliburton and owner of $1.3B PE firm

Steve Halstedt

Founder of Centennial Ventures, $2B invested

Bob McKinsey

Founder, CEO of telecom startup acquired for $650M by Nextel

Ron Sachs

Former head of Janus Twenty Fund which had $8 billion invested


based in the U.K., founded by Scott Weavers-Wright

Few others…


Todd Sherman

Amazon 3rd Party Marketplace, MIT

Doug Aley

Amazon, Zulily, Atomic, Pact, CEO Paravision (, CEO, Level Access, Stanford, Harvard MBA

Igor Shoifot

Adjunct Professor at UC Berkley and NYU, Ph.D., TMT Investment(Wrike, Scentbird, Peekyou, Wanelo +), DepositPhoto, Fotki

Nicola Matthews

Brand Directors, Fashion at Petland, Commercial Director at Karen Millen

Veronika Sonsev

Partner at Chameleon, Cofounder CommerceNext, Co-founder/Chairman at WomeninWireless, Contributor at Forbes

Jeffrey Eisenberg

Marketing optimization expert, 2x NY Times best-selling author, Investor, Speaker and Advisor.

Bryan Eisenberg

Keynote speaker, Conversion Rate expert, best selling author Be Like Amazon.

Lou Kerner

Crypto expert, Flight VC, The Social Internet Fund, the first private company Analyst on Wall Street at Wedbush Securities, MD at Wedbrush, Goldman Sachs, Stanford University MBA

Jonathan Abrams

Founder of Friendster, Founders Den, Nuzzel



Jon Nordmark

CEO & Co-Founder

Founder, CEO of eBags (acquired after selling $1.6 billion of bags); 2 patents issued + 1 pending
brian sathianathan

Brian Sathianathan

Chief Digital Officer & Co-Founder

Apple Secret Products (1st iPhone); 8 patents issued and 5 pending; inventor of Interplay; Avot Media founder (acquired), VC for Turner Media
Meet our Team

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