Strut Has a New Look
Today marks a major milestone: Strut Consulting has officially refreshed its brand!
When I founded Strut in 2016, my goal was simple: help emerging managers build strong, resilient firms from the ground up. At the time, first-time managers were coming to market and launching VC funds with very little guidance. Industry knowledge was fragmented, best practices were shared only in close circles, and GPs were left to navigate the complexities of running a fund through trial and error. I wanted to be a resource that would make that process easier, clearer, and ultimately more successful.
Nearly a decade later, it feels surreal to reflect on how much this company has grown. What started as a one-woman effort is now a team of 15+ VC professionals specializing in the core areas that help firms thrive: investor relations, operations, and finance. Together, we've had the privilege of working alongside some of the industry's most ambitious VCs, guiding them through billion-dollar fundraises, high-stakes AGMs, and everything in between.
The Philosophy Behind the Name
The name "Strut" has always been intentional, embodying two complementary meanings that define our approach. To "strut" means to move with purpose and show up with confidence in the world. But "strut" is also a structural element, a critical support beam in bridges, buildings, and vehicles that enables movement and stability.
This duality has guided our work from day one, giving firms the support they need to move forward with clarity and confidence so they can focus on what matters most, backing the founders who will change the world. Our peacock motif brings this philosophy to life: bold, distinctive, and unafraid to stand out.
Looking Forward
As the VC landscape has transformed since 2016, so have we. This brand refresh celebrates nearly a decade of progress and sets the stage for what’s next.
As we unveil our new look, I'm filled with gratitude for the incredible journey that brought us here. To our clients, partners, and friends who have made this possible: you are our champions, our inspiration, and the reason we do this work. We wouldn't be here without you! Here's to the next decade of strutting forward together and supporting the next generation of fund managers.
Ready to see what Strut can do for your firm? Reach out to learn more about how we can partner with you at every stage of growth.
