John Elton

Partner at Greycroft

📍 New York City Metropolitan Area, United States🔄 Updated September 2026💼 21 investments📅 19 years investing🗓 Last invested Feb 2024𝕏 @upgrade_to_unlock
VC🌍 United States20+ investments
21
Total investments
11
Early stage
5
Mid stage
2
Late stage
19y
Years active

Portfolio

20 investments · sorted by recency
All investments
Early stage
Mid stage
Late stage
Board Member
Feb 2024
Automate buying and installing home improvement projects.
mid stageUtilities
Board Member
Dec 2019
Rapid’s mission is to provide manufacturers a robotic solution that can be deployed against simple tasks in hours rather than weeks, and at a fraction of the cost of other automation solutions that require extensive manual programming. Our product is a fully integrated robotic arm work cell that is trained to perform tasks out of the box, and learns new tasks via our cloud infrastructure, AI, and Computer Vision. Rapid’s software provides our customers with an intuitive interface that gives them the tools to deploy and redeploy Rapid’s automated work cells on their manufacturing lines without having to be a robotics expert. To enable accessible and simple user-facing controls requires an extensive and specialized technology stack. Rapid’s platform is powered by AI and Computer Vision that drastically reduces the complexity, cost, and time typically required to set up a robotic arm. In short, we are automating the process for deploying manufacturing automation. Rapid’s solution is already deployed with customers, and is proven to deliver increased profits and decreased costs, making our solution indispensable for the future of manufacturing.
Board Observer
Sep 2018
Imperative Execution is a financial technology company that engineers smart, efficient trading venues. It focuses on improving market efficiency with systems and platforms that optimize for investors’ trading objectives. Founded by financial industry veterans and trading technology experts, Imperative Execution is the parent company behind IntelligentCross, the industry’s first smart venue to use machine learning and AI to optimize order matching to help investment managers reduce costs while maximizing liquidity.
Investor
Jan 2018
Invisible Technologies makes AI work. Our platform cleans, labels, and structures company data so it’s ready for AI. It adapts models to each business and adds human expertise when needed — the same approach used to improve models for over 80% of the world’s top AI companies, including Microsoft, AWS, and Cohere. Our successes span industries — from supply chain automation for Swiss Gear, to AI-enabled naval simulations with SAIC, and validating NBA draft picks for the Charlotte Hornets. Invisible, profitable for over half a decade, reached $134m in revenue and ranked #2 fastest-growing AI company in 2024, and recently raised $100M to advance its platform technology.
Board Member
Nov 2017
At Candid, we believe dental professionals and their patients deserve more than what other clear aligner systems provide. That’s why we created CandidPro™: a total orthodontic solution that brings clinical support, connected treatment technology, and high-touch service into any practice.
Board Member
Nov 2017
Optimus Ride Inc. has gone out of business.
Board Observer
Oct 2016
At FrameAI, we help businesses reframe how they work in the age of AI. We build practical AI systems that give small and medium businesses the power once reserved for large enterprises. From customer-facing agents to workflow automation, our focus is on turning AI from hype into everyday productivity. Our mission is simple: to make adaptability a habit. The AI revolution is moving fast, and businesses that learn to adapt quickly will thrive. FrameAI exists to help companies close the gap between outdated ways of working and the new opportunities AI makes possible.
Investor/Board Observer
Sep 2016
Immuta is The Data Provisioning Company, helping organizations safely and intelligently deliver governed data access to every consumer, human or AI. Since 2015, we’ve helped Fortune 500 companies and government agencies automate data provisioning at enterprise scale. As data demand surges and AI adoption accelerates, manual ticketing systems can’t keep up. Immuta removes these bottlenecks by automating the entire access lifecycle, from policy enforcement to request handling, delivery, audit, and recertification. What Immuta Does - Automates data provisioning by policy (birthright) and by request (governed self-service). - Writes policies once, enforces everywhere with native integrations across warehouses, storage, BI, and catalogs. - Delivers secure access in minutes, not months while maintaining continuous compliance. - Supports humans and AI agents that need governed data at machine speed. How We Help - Faster time-to-data: Reduce access delays from weeks to minutes with automated approvals and birthright access. - Less manual governance: Eliminate repetitive policy work and ticket triage for IT, stewards, and data owners. - Continuous compliance: Unified audit + automated recertification keep access accurate over time. - AI-ready provisioning: Governed access for LLMs, agents, and machine-driven workflows. Core Provisioning Workflows - Policy Authoring: Write once, enforce everywhere. Go from weeks of engineering to minutes. - Data Identification & Classification: Auto-detect and tag sensitive data to drive decisions. - Access Request Management: Governed self-service with automated approvals. - Behavior Monitoring: Detect unusual or risky access patterns in real time. - Unified Audit: See who accessed what, when, and why, in minutes, not days. The Outcome Organizations unlock data faster, reduce risk, and scale AI safely, with governed access delivered at the speed of need.
Board Member
May 2016
PebblePost is the leading performance marketing company specializing in Programmatic Direct Mail and CTV. Our proprietary technology leverages online and offline data to drive measurable, incremental outcomes at scale for the world’s top brands. With the ability to identify and reach nearly every U.S. household, and exclusive access to $100B+ in annual transactions and hundreds of billions of real-time intent signals, PebblePost delivers unparalleled precision, scale, and performance for marketing campaigns. For more information about PebblePost’s Performance Marketing Engine and how your brand can benefit, visit www.pebblepost.com.
Board Observer
Dec 2015
Salesforce Maps (FKA MapAnything), offers the industry’s leading Location Intelligence solutions that leverage mapping and optimization technologies. We enable our customers to maximize the productivity of their sales and service resources. The only global Enterprise Platform that allows the user to go from Territory Design and Planning, through to Field Execution and Visualization of results, we enable customers to design optimal territories, create optimal schedules, and map optimal routes enabling field reps to service more accounts in less time. This helps companies to maximize resources, drive productivity and revenue, and increase territory control and visibility, all while reducing expenses. Salesforce Maps answers five questions critical for every company: How many people do we need (in the field)? Where should we put them? How do I make them as productive as possible? What did they actually do? And what did we learn?
Board Observer
Jan 2014
Button is the mobile commerce technology company that is powering a commerce-driven internet. As the leading mobile commerce enablement platform, Button powers mobile growth for the world’s largest brands and publishers, while offering consumers more seamless, enjoyable experiences. With each action taken, brands make sales, publishers earn revenue, and consumers get exactly what they want at the tap of a button. Founded in 2014, Button has driven over $5 billion in spending to date and has raised over $65 million in venture capital. With offices in New York City, San Francisco, and London, Button has consistently been recognized as one of the best places to work by Fortune, Inc., Entrepreneur, and Crain's annually.
Board Member
Dec 2013
The first video content exchange for syndication that matches content sellers with content buyers in a programatic, streamlined Saas based platform. Vidible delivers the professional quality video content to the right context or audience at a transparent price in real time across multiple devices.
Board Member
Nov 2013
At 33Across, our goal is to make the open web work without cookies in a way that is simple and fair for publishers. Our identity solution, Lexicon, makes inventory easily addressable across all browsers for publishers, SSPs, DSPs, and data companies.
Board Observer
Mar 2013
WorkFusion is the leading provider of Intelligent Automation solutions for Fortune 500 enterprises, banks, insurance, and financial services companies. Our AI-enabled digital workers augment traditional teams by performing highly skilled and decision-centric work in operations areas including customer service and onboarding, account opening and identify verification, anti–money laundering programs, and other document-intensive compliance activities. The WorkFusion digital workforce continually learns on the job through regular “human in the loop” interactions with co-workers. Further, the WorkFusion Network, a powerful AI cloud nexus, provides shared insights, new skills, and knowledge crowdsourced from the ongoing experience of workers in multiple environments. Teams can hire our pre-configured and customizable digital workers or choose to build their own using the company’s AI toolsets. WorkFusion enables enterprises to increase workforce capacity, enhance customer satisfaction and ensure ongoing compliance. Learn more at WorkFusion.com.
Board Member
Jun 2012
Were TripleLift, an advertising platform on a mission to elevate digital advertising through beautiful creative, quality publishers, actionable data and smart targeting. Through over 1 trillion monthly ad transactions, we help publishers and platforms monetize their businesses. Our technology is where the worlds leading brands find audiences across online video, connected television, display and native ads. Brand and enterprise customers choose us because of our innovative solutions, premium formats, and supportive experts dedicated to maximizing their performance. As part of the Vista Equity Partners portfolio, we are NMSDC certified, qualify for diverse spending goals and are committed to economic inclusion. Find out how TripleLift raises up the programmatic ecosystem at triplelift.com.
Show all 20 investments ↓
Experience · 25 entries
All (25)
Investments (21)
Board (20)
2024
Board Member
Feb 2024
Automate buying and installing home improvement projects.
mid stageUtilities
2019
Board Member
Dec 2019
Rapid’s mission is to provide manufacturers a robotic solution that can be deployed against simple tasks in hours rather than weeks, and at a fraction of the cost of other automation solutions that require extensive manual programming. Our product is a fully integrated robotic arm work cell that is trained to perform tasks out of the box, and learns new tasks via our cloud infrastructure, AI, and Computer Vision. Rapid’s software provides our customers with an intuitive interface that gives them the tools to deploy and redeploy Rapid’s automated work cells on their manufacturing lines without having to be a robotics expert. To enable accessible and simple user-facing controls requires an extensive and specialized technology stack. Rapid’s platform is powered by AI and Computer Vision that drastically reduces the complexity, cost, and time typically required to set up a robotic arm. In short, we are automating the process for deploying manufacturing automation. Rapid’s solution is already deployed with customers, and is proven to deliver increased profits and decreased costs, making our solution indispensable for the future of manufacturing.
2018
Board Observer
Sep 2018
Imperative Execution is a financial technology company that engineers smart, efficient trading venues. It focuses on improving market efficiency with systems and platforms that optimize for investors’ trading objectives. Founded by financial industry veterans and trading technology experts, Imperative Execution is the parent company behind IntelligentCross, the industry’s first smart venue to use machine learning and AI to optimize order matching to help investment managers reduce costs while maximizing liquidity.
Investor
Jan 2018
Invisible Technologies makes AI work. Our platform cleans, labels, and structures company data so it’s ready for AI. It adapts models to each business and adds human expertise when needed — the same approach used to improve models for over 80% of the world’s top AI companies, including Microsoft, AWS, and Cohere. Our successes span industries — from supply chain automation for Swiss Gear, to AI-enabled naval simulations with SAIC, and validating NBA draft picks for the Charlotte Hornets. Invisible, profitable for over half a decade, reached $134m in revenue and ranked #2 fastest-growing AI company in 2024, and recently raised $100M to advance its platform technology.
2017
Board Member
Nov 2017
At Candid, we believe dental professionals and their patients deserve more than what other clear aligner systems provide. That’s why we created CandidPro™: a total orthodontic solution that brings clinical support, connected treatment technology, and high-touch service into any practice.
Show all 25 entries ↓
Investment activity
2007–2024 · 21 investments
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