Private fund adviser · Venice, CA
Plus Capital
Plus Capital Management, L.L.C. · SEC-registered investment adviser · CRD 167459 · SEC 801-128254
At a glance
Plus Capital is an SEC-registered investment adviser based in Venice, California, with $294 million in regulatory assets under management as of its Form ADV filed March 30, 2026. Its largest client group by assets is pooled investment vehicles. By Form ADV it is a private fund adviser, ranked 3,618th of 4,686 private fund advisers and 10,264th of 17,210 SEC-registered advisers by assets.
Main office 310-577-6700pluscapital.comLinkedInAs filed on Form ADV
- Regulatory AUM
- $294M
- Rank among private fund advisers
- #3,618 of 4,686
- Rank among all SEC RIAs
- #10,264 of 17,210
- Rank in California
- #1,177 of 1,873
- Clients
- 15
- Accounts
- 15
- Discretionary
- 100% of AUM
- Employees
- 9
- Advisory staff
- 5
- Offices
- 1
Owners and executives on its Form ADV
- Adam D. LillingChief Executive Officer and Chief Compliance Officer
- Amanda J. GrovesGeneral Partner
- Travis N. PfeifferOperating Partner, Chief Financial Officer
- Michelle E. DawsonOperating Partner, Head of Corporate Development & General Counsel
Custody and brokerage
Custodian
Plus Capital’s Form ADV lists no custodian for separately managed accounts. Firms report one only when they manage $10 million or more in those accounts.
Broker-dealer
Hybrid RIA
Plus Capital is a hybrid RIA: 3 of its employees are also registered representatives of a broker-dealer. It names an affiliated broker-dealer: Plus Venture Partners, LLC.
- Plus Venture Partners, LLC ↗CRD 299033
Who it serves
| Client type | Clients | Regulatory AUM | Share |
|---|---|---|---|
| Pooled investment vehicles | 15 | $294M | 100% |
Private funds
Plus Capital reports 15 private funds with $294M in gross assets: venture capital funds (Form ADV Item 7.B).
Disciplinary disclosures
Plus Capital reports no disciplinary disclosures in Item 11 of Form ADV. Read the details on the SEC’s adviser search ↗
Services
- Portfolio management for pooled investment vehicles
- Other services
How it’s paid
- A percentage of assets under management
- Commissions
- Performance-based fees
Form ADV and brochures on the SEC’s adviser search ↗pluscapital.com ↗
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The full record on Plus Capital
Ten years of SEC filings, its owners and contacts, and how it stacks up against its peers. Atlas members see all of it.
- Assets, accounts, clients and staff, 2 years of filings
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- Growth over one, three and five years
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- Rank against 2,041 peers of its type and size
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- Owners and executives, with titles and stakes
- 4 namedLocked
- Main office, fax and compliance officer
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- Filing changes this year, with alerts
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Free while Atlas launches: create a free account and confirm your email. Every figure comes from SEC filings.
Background
Questions
How much does Plus Capital manage?
Plus Capital reports $294 million in regulatory assets under management across 15 accounts, 100% of it on a discretionary basis, on its Form ADV filed March 30, 2026.
What kind of firm is Plus Capital?
Plus Capital is a private fund adviser by its Form ADV answers. Private funds are at least half of its business by assets.
Who are Plus Capital’s clients?
By assets, its largest client types are pooled investment vehicles ($294 million, 15 clients).
Does Plus Capital manage private funds?
Yes. It reports 15 private funds with $294 million in gross assets, including venture capital funds.
Does Plus Capital have any disciplinary history?
Plus Capital reports no disciplinary disclosures in Item 11 of its Form ADV. Check the SEC’s adviser search for the latest record.
Where these numbers come from
Every figure is Plus Capital’s own answer on its latest Form ADV, from the SEC’s registered-adviser list as of October 1, 2026: regulatory assets and accounts (Item 5.F), clients by type (5.D), employees (5.A and 5.B), compensation (5.E) and services (5.G). Custodians come from Schedule D 5.K(3) of its latest filing (2026-03-30), which lists those holding 10% or more of separately managed account assets and the amount at each. “Hybrid” means some employees are also registered representatives of a broker-dealer (Item 5.B(2)); affiliated broker-dealers are the related persons it lists in Item 7.A and Schedule D. Firm type comes from its own answers: broker-dealer firms are registered broker-dealers themselves (Item 6.A); private fund advisers manage mostly private funds (Item 7.B, 5.D); wealth managers manage at least half their assets for individuals (5.D). Ranks compare it by regulatory assets with every SEC-registered adviser and with firms of its type. Figures are as of the firm’s last annual update, so they can lag recent deals and market moves. Regulatory AUM counts assets the firm continuously supervises and can differ from what a firm markets.
Not an endorsement or a recommendation. Before hiring any adviser, read its Form ADV Part 2A brochure and check its record on the SEC’s adviser search. How to check a financial advisor →