Combine is taking on the design venture capitalist world | Figma Blog
Combine is a new seed-stage venture firm founded by former Facebook and Airbnb design leaders Soleio Cuervo and Adam Michela. Rather than relying on publicity, it plans to build an elite, design-focused portfolio and provide hands-on support through an in-house team of design partners. The firm’s model combines early investment with design-studio services, reflecting the growing importance of user experience in competitive software markets. ## A Quiet Venture Launch - Combine launched with little publicity, sharing only cryptic images of its warehouse office and no formal Medium announcement. - Despite its low profile, Silicon Valley insiders were watching closely. - The founders’ understated approach reflects their belief that reputation should come from past work rather than promotional claims. ## Founders with Deep Design Experience - Soleio Cuervo was Facebook’s second design hire. - He helped shape the company’s early design culture. - He led work on Facebook Messenger, Groups, and the original Like button. - Adam Michela joined Facebook after Cuervo’s departure. - He created Facebook’s first design system. - He later built a design system at Airbnb. - Their contrasting personalities complement each other: - Cuervo is an expressive, relationship-oriented connector. - Michela is a quieter, methodical operator. - Both share a strong interest in design and people, along with a reluctance to self-promote. ## A Venture Firm Built Around Design - Combine had raised more than $12 million for its first fund. - The firm planned to maintain a small, selective portfolio. - It intended to hire a team of highly experienced design partners. - These partners would work directly with portfolio companies on: - Branding and marketing - User research - Product design - Recruiting and team-building - The model resembles Andreessen Horowitz’s service-oriented venture approach, but with an unusually strong focus on design. ## The Growing Importance of Design - Combine was launching as startups increasingly compete through user experience. - Cloud infrastructure has made software cheaper and easier to build, giving consumers more alternatives. - As functional differences narrow, thoughtful design can become a company’s strongest competitive advantage. - Users increasingly blame a product—not themselves—when they cannot understand how to use it, making usability central to business success. Combine’s approach represents a shift from venture capital as primarily financial support toward venture capital as an active operating partnership. Its success would depend on whether elite design expertise can meaningfully improve early-stage companies and establish a repeatable model for design-driven investing.
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