GreenShoot Innovation, LLC is pleased to announce our investment in All & Sundry, LLC

When we met Maria a few months ago, we didn’t yet know the journey of market due diligence, business strategizing, and relationship building that lay ahead of us, but we were instantly impressed with her energy, track record, and vision. When she introduced us to Sally, her first pick for technical lead, we knew their prior collaboration and complementary skillsets made for a winning team. Starting today, Maria and Sally will be leading All & Sundry, an Applied AI services business built on Airtable.

Airtable is a disruptor in the B2B software market and a pioneer of the “low-code/no-code” model. The product’s core is simple – a relational database management system accessed through an intuitive user interface instead of SQL queries, originally marketed as a “better than Excel” data management solution for smaller businesses who couldn’t hire their own engineers. Today this core has evolved into a custom app platform that users of any technical skill level can leverage to manage their businesses, and it is increasingly finding product-market fit within large enterprises. Airtable is the epitome of “horizontal SaaS,” with a long runway for adoption across potentially every industry and business function. The company is at the stage in its lifecycle where channel partners will be critical to this next stretch of growth, which creates even more opportunities for businesses like A&S to find “riches in niches” implementing, customizing, extending, and managing the Airtable platform for their joint customers.

Maria and Sally are passionate about using software to help organizations of all sizes become better versions of themselves. A&S will enable them to scale this vision through the power of Applied AI. We couldn’t be happier to partner with them on this venture and look forward to creating value together in the years to come.