Founded in 2013 by Gary Rubens, Start it Labs focuses on early-stage startup companies and supports the local entrepreneurial ecosystem. The firm prefers to invest in e-commerce, mobile, advertising, digital media, SaaS, and robotics sectors. They also operate as an incubator for Enterprise SaaS startups, providing advice, coaching, and mentoring to entrepreneurs, along with seed funding and discounted services such as banking, legal, hosting, and office space. The SSL team works closely with the startup management team in all aspects of the business, including product planning and positioning, marketing, engineering management, and international issues, with a customized approach. Start Smart Labs also has a subsidiary in Chennai India, StartSmart Labs India Private Limited, enabling SSL to provide high-quality engineering resources to the SSL portfolio companies.