At Upright every commitment is made on our own terms and measured in decades. We partner with companies that build deliberately, act decisively and grow with integrity, because value compounds when conviction endures.
We have built companies from the ground up and scaled teams by the hundreds. It continues to shape how we think and build. At Upright we strive to form long-term partnerships with people who share our values, conviction and perspective. We take pride in only entering collaborations built on trust, integrity and determination. Some refer to it as a No Asshole Rule, we simply think of it as good business. We look for partners who bring domain insight, hands-on experience, perseverance and unwavering commitment to the table. We work closely with each company across business development, talent, design, product and technology. Upright is here to build sustainable companies that create tangible value and stand the test of time.
We invest in companies that grow too steadily for venture capital and are too small for traditional private equity yet.
We back companies with €1–3M in annual revenue and a steady growth trajectory. These are proven businesses with loyal customers and strong teams. Growth matters, but resilience matters more.
At the core there should be a software based product or digital foundation that defines the business. We look for technology that plays a structural role. It must be scalable, defensible and built to endure.
We partner with companies showing steady revenue growth and a clear path forward. We work closely with management to strengthen the core and unlock further growth. Alignment and long term ambition guide every partnership.
“Upright was our first investor back when we had nothing but an idea on paper. They’ve been with us ever since, and we’ve never looked back. With Upright, we found the rare kind of partners who build real businesses, not just chase hockey-stick graphs — combining deep experience and sharp strategy with genuine kindness and integrity.”
“When the vision for building the world's leading digital product agency first took shape, Upright and Waterland were closely aligned from the very beginning. From the earliest discussions to the ongoing evolution of Framna, Upright has been a steady collaborative force, helping to define both brand, direction and ambition. Framna is on its path to global leadership in part because of that shared commitment.”
“We had solid growth and were making money, and we had decided not to bring in any investors. But Upright changed our perspective. They saw greater potential, challenged us with respect, and turned the investment process into something that strengthened trust and relationships.”
We contribute where momentum is needed most, whether in design, code, hiring or financial structure, supporting companies as they strengthen their foundation and move forward with purpose.
We refine and evolve digital products, balancing aesthetics with usability. Every design decision serves the business and strengthens the brand.
We help define positioning, messaging and go-to-market strategies that align with long-term growth, not short-term noise.
We assist with technical leadership, architecture and product delivery, ensuring scalability, stability and momentum where it matters most.
We support financial structure, capital planning and performance tracking, helping companies build clarity and confidence around their numbers.
We work with founders and management to sharpen vision, focus priorities and turn ambition into practical direction.
We assist in structuring shareholder agreements, governance and incentive models that protect integrity and enable sustainable growth.
March 13, 2026 The breakthroughs in artificial intelligence that arrived in early 2026 have prompted Upright Capital to redirect its resources towards AI-driven automation, with the firm's partners now taking hands-on operational roles in the development effort.
October 17, 2025 Most founders begin their journey with a dream of building something remarkable. A company that changes an industry or captures the imagination of a global player. The idea of a call from Google or Apple has become almost mythical, a symbol of ultimate success. Yet those headline deals are rare. They make for good stories, not solid strategies. Real success is built on preparation, alignment and the courage to think long term rather than chasing quick wins.
September 3, 2025 Digital product agency Framna has acquired Bright Inventions, a Polish product engineering company with 82 specialists. The acquisition further strengthens Framna's presence in Europe and deepens expertise in IoT and AI engineering.
