United States · 
Who invested in HowGood?
HowGood's investors include Great Oaks Venture Capital, FirstMark, High Line Ventures Partners, Serious Change and Contour, and 4 more on record.
201520162017
$2.0MSeed$4.2MSeries A
United States · Series A startup
Who invested in HowGood
Funding summaryUpdated 26 Oct 2026
$6.2Mraised across 2 rounds since 2014, from 2 sources
$2.0MSeed$4.2MSeries A
- Latest round
- Series A, $4.2MMar 2017
- Step-upi
- 2.1×
- Investors
- 9
The funding story
Each circle is a round, placed by date and sized by amount. The line above is the running total.
- First round
- Seed, $2.0M Sept 2014
- Biggest round
- $4.2M Series A · Mar 2017
- Between rounds
- 2.4 years from the last two
HowGoodConsumer internet1 / 11Their pitch deckHowGood's pitch deck, 11 slidesEach slide read for what it argues, against the decks that raised at the same stage.→The rounds
- Mar 2017Series A$4.2M6 new2 returning
Great Oaks Venture Capital
FirstMark
Serious Change
Contour
Humanity United- High Line
- Jake Lodwick
- Joanne R. Wilson
Reported by FinSMEsSEC filing: $4.2M sold, first sale Feb 2016
- Sept 2014Seed$2.0M3 new
From a historical funding record
Founders and team
From HowGood's own website and the SEC filings it signed: 7 on the team.
- Takoua DebecheChief Research & Development Officer at Danone
- Brian NashVP of Corporate Sustainability at Ingredion
- Caitlin LeibertHead of of Sustainability at Chipotle
- Juan AguirianoHead of Sustainability at Kerry Group
- Jessica SansomSustainability Director at Huel
- Alexander GillettExecutive Officer, Directori
- Arthur GillettExecutive Officer, Directori
On the board, as filediMatt GorinRichard Heitzmann
Who was in which round
The busiest backers across the latest rounds. A filled square is a round they joined; a dark one, a round they led.
Seed2014Series A2017Great Oaks Venture CapitalFirstMarkHigh Line Ventures PartnersSerious ChangeContourHumanity UnitedHigh LineJake LodwickJoanne R. Wilson
Great Oaks Venture CapitalFirstMarkHigh Line Ventures PartnersSerious ChangeContourHumanity UnitedHigh LineJake LodwickJoanne R. WilsonEveryone who backed them
High Line Ventures PartnersVC firm1round
High Lineno record of our own yet1round
Jake Lodwickno record of our own yet1round
Joanne R. Wilsonno record of our own yet1round
Missing a round, or an investor who was in one? Tell us.
Also claim to have backed them
These 3 firms list HowGood as a portfolio company on their own websites, but no report of a round names them. They are the firms' own claims, kept apart from the rounds above.
Contour Venture PartnersVC firmPer its own site
Joanne WilsonAngelPer its own site
Quick answers about HowGood
How much has HowGood raised?
HowGood has raised $6.2M across 2 rounds since 2014.
When did HowGood last raise?
HowGood's most recent round was a Series A of $4.2M in Mar 2017.
What was HowGood's biggest round?
Its most recent round, $4.2M in Mar 2017, is also its largest on record.
Who backed HowGood first?
HowGood's first round on record, in Sept 2014, was backed by Great Oaks Venture Capital, FirstMark and High Line Ventures Partners.
What stage is HowGood at?
HowGood's latest named round is a Series A, in Mar 2017.
Where is HowGood based?
HowGood is based in the United States.
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