For the last couple years, being an early-stage investor has felt like attending a dinner party where only one guest is allowed to talk.
AI says this.
AI builds that.
An AI company just raised $1 billion… $10 billion… $100 billion.
And it’s true — artificial intelligence is changing industries, creating enormous companies, and attracting oceans of capital.
But there’s a side effect to all this excitement. It’s become surprisingly easy to forget that there are other sectors worth pursuing.
Because while everyone’s attention has drifted toward AI algorithms and infrastructure, another category has quietly continued doing what it’s always done:
Selling products people actually buy.
I’m talking about Consumer Goods.
And if you’re looking for opportunities beyond the AI frenzy, this corner of the startup world might deserve another look.
Consumer Goods: One of the Original Startup Categories
Consumer-goods companies create products and services aimed directly at everyday consumers.
That can mean physical products — food, beverages, furniture, electronics, apparel — or consumer brands and experiences.
Unlike many software startups, these businesses often have a straightforward proposition. Make something people want, distribute it effectively, and grow.
That simplicity can be surprisingly attractive. After all, consumers vote with their wallets every day. Revenue can sometimes be easier to understand. And when a consumer company succeeds, the upside can be substantial.
Of course, these businesses come with their own risks — competition, manufacturing, inventory, changing tastes. But they also offer something many investors appreciate:
You don’t always need to imagine a future market.
Sometimes you can see customers buying today.
Recent Wins Show the Opportunity
Need proof that consumer businesses still have momentum?
Consider a couple recent public market debuts.
Once Upon a Farm (ticker: OFRM), the organic children’s nutrition company, recently had its public offering — and shares quickly jumped roughly 40%.
Meanwhile, Bob’s Discount Furniture (ticker: BOBS) entered the public markets and rapidly reached a valuation of approximately $2 billion.
Different products. Different audiences. But the same reminder:
Consumer demand still creates enormous value.
And importantly, neither of these stories depended on building the next foundational AI model. They built products, found customers, and scaled.
And that opportunity still exists today.
Three Consumer Companies Raising Capital Right Now
If you’re curious what consumer investing looks like today, here are three companies currently raising capital from investors like you.
1. Gryphon — Making Home Internet Safer
Gryphon operates in consumer cybersecurity. It offers “connected-home” hardware designed to help families manage and secure internet access.
Globally, cybersecurity spending is projected to exceed $500 billion by the end of the decade, with home and small-network protection representing a large, under-penetrated segment.
With over 1.5 billion broadband households worldwide, even modest adoption represents a multi-billion-dollar opportunity.
A few highlights:
- Nearly 100,000 units are currently active in homes, protecting over 1.2 million connected devices from cyber threats.
- Subscriptions and licensing now account for 63% of the company’s total revenue.
- Nokia, Motorola, and others have signed agreements to embed Gryphon’s software in their router platforms.
The broader idea here is compelling: consumers are increasingly willing to pay for products that simplify and protect their digital life.
2. p!ng — Reinventing Coffee Convenience
p!ng is building automated specialty coffee stations designed to combine convenience, technology, and premium beverages.
Essentially, this is fast drive-thru coffee, powered by robots. The company’s high-throughput robotics and AI make p!ng the easiest way to pick up your pick-me-up. Every step of the experience is intentionally designed from easy ordering to effortless customization, predictive preparation and delivery, and memorable personal touches like custom AI-generated labels.
A few highlights:
- Recognized as one of the top 100 robotics start-ups to watch by The Robot Report.
- Seeks to create a scalable network model instead of a traditional café footprint.
- VC-backed plus $100K grant from MassRobotics Accelerator.
Consumer winners often emerge by changing habits — and p!ng is betting that convenience can reshape how people buy coffee.
3. The Sports Bra — A Brand Built Around Community
The Sports Bra isn’t selling software.
It’s creating the world's first sports bar fully dedicated to women’s sports.
A few highlights:
- Generated $1 million+ in revenue in the first 8 months. Projected to reach 40 locations and $75 million+ in annual revenue by 2030.
- Backed by Alexis Ohanian’s 776 Foundation. Alexis is one of the founders of Reddit, and is married to Serena Williams.
- Partnered with Nike, adidas, ESPN, the WNBA, Buick, and Strava.
Women’s sports are rising. The Sports Bra is built to meet the moment.
Just Remember…
AI may be dominating the headlines right now. But investing has always rewarded those who look where others aren’t looking.
Consumer businesses don’t always generate the loudest narratives. But the best ones generate customers, revenues and profits.
Keep in mind — I’m not recommending that you go and blindly invest in these startups.
These are early-stage ventures, so you need to do substantial research before making an investment decision.
But if you’re looking to invest in a sector beyond AI, these could be a great place to start your search!
Happy Investing!
Please note: Crowdability has no relationship with any of the startups we write about. We’re an independent provider of education and research on startups and alternative investments.
Founder
Crowdability.com
