Will Ventures
131 Dartmouth St, 3rd Floor, Boston, MA, 02116, United States
Overview
Will Ventures is an early-stage venture capital firm that leverages the power of sport to change the world. The reach, demands and allure of the sports market make it an ideal proving ground for innovations that will scale beyond the category. That’s why Will Ventures is the first venture firm to use sports as a lens to identify novel technologies in large, adjacent markets.
- Total investments
- 28
- Lead investments
- 16
- Investments · 12mo
- 6
- Active investors
- 5
Sector focus
- Business Development
- Financial Services
- Venture Capital
Investment portfolio
- Throne
Led · Series A · Jul 2026
Throne Science makes a discreet sensor that attaches to standard toilets and, combined with an AI-powered companion app, passively tracks bathroom habits to surface patterns in digestive health, hydration status, and urinary function. The company was founded in 2023, is based in Austin, Texas, and launched to consumers in March 2026. In July it introduced a beta Gut Health AI coach that lets users ask questions about their gut health data and receive personalized feedback. Throne has hired leaders from consumer wearable and health tech companies and added medical advisors and a chief of science to its team. Financially, Throne announced a $10 million Series A to support personnel growth and R&D. Its stated long-term mission is to develop the technology into a home-based continuous screener for early signs of colorectal cancer and cancers of the urinary tract.
- BetHog
Led · Series A · Apr 2026
Founded in 2024 by the creators of FanDuel and based in Edinburgh, BetHog operates a crypto casino and sportsbook available in 14 languages and accepting deposits in 10 cryptocurrencies. Its product mix includes classic casino games, exclusive titles, and AI-powered live dealers; the company launched its first AI blackjack dealer, Sunny, in October 2025 and reports it as one of the most played games. BetHog has introduced Sentient Studios, a B2B platform to let other operators deploy AI dealers across live casino offerings. The company plans to expand its AI dealer capabilities later in the year to include Baccarat and Roulette. BetHog is regulated, backed by investors from sports, crypto and gaming, and has raised a total of €13 million to date following the Series A.
- 23 Broadway
Led · Seed · Mar 2026
23 Broadway combines performance marketing expertise with a proprietary AI system called Atlas to determine optimal customer acquisition costs and predicted lifetime value. The company integrates non-dilutive capital deployment with marketing execution across major ad platforms, enabling partners to scale without building their own tech and marketing stacks. 23 Broadway’s performance team helped Betty capture an 18% market share in Ontario. With the new $3 million Seed financing, the company plans to further develop Atlas, enhance predictive modelling, and build AI-driven retention marketing models for gaming clients. It also intends to onboard additional partners seeking scalable user acquisition financing solutions.
- Devotion
Led · Seed · Mar 2026
Devotion is a New York City–based startup offering an automated, AI-powered influencer marketing platform tailored for large enterprises. The software discovers suitable creators, verifies that their content meets brand and regulatory guidelines, and streamlines payment processing, enabling brands to run high-scale creator programs more efficiently. By leveraging content-based algorithms, the system aims to maximize campaign impact while reducing manual overhead. The company has already landed more than ten enterprise clients, demonstrating early commercial traction. Proceeds from its recent financing will be allocated to expanding the engineering team and adding brand-operations talent, accelerating product development of its proprietary technology stack. No revenue figures have been disclosed, but the client count signals initial market validation and a growing user base.
- iYell
Participated · Series E · Nov 2025
iYell provides Ie-ru Dandori, a cloud-based system designed to support housing loan operations by connecting financial institutions with housing businesses. The platform offers features tailored to housing loan workflows, including loan procedure delegation, transaction management, and task and schedule management to digitalize complex loan processes. In its Series F first close, iYell raised ¥1.315 billion (¥1.015 billion equity and ¥300 million venture debt), bringing cumulative funding to over ¥10.68 billion as of April 2026. The company plans to allocate the new funds to expanding platform functionality, strengthening nationwide sales and marketing, and making strategic investments and M&A in related areas. No revenue, user, founding year, or location details were provided in the report.