The Stockholm-based firm was founded in 2018 by three founders who saw an opportunity to address the lack of capital and knowledge in the seed stage for sustainability-focused startups. PlusCap invests in startups that have the potential to make a profound positive impact on the world, not only the world's best startups but also the best startups for the world. Their goal is to multiply the positive impact they can have by inspiring other capital providers to focus on impact startups. Some of their investments include Worldish and Woshapp.