At Greensoil PropTech Ventures, we invest in transformative companies that digitize and decarbonize the built environment. TULU is exactly that kind of company.
TULU is addressing a significant challenge: unsustainable consumption. Nearly 45% of global greenhouse gas emissions stem from the production and use of consumer goods. The traditional model of ownership is no longer viable, and a paradigm shift is already underway.
Since its launch in 2020, TULU has become the world’s leading platform for product access and usage, serving over 500,000 residents in 60 cities across North America Europe and the UK. Its plug-and-play, IoT-enabled units integrate seamlessly into residential lobbies, providing 24/7 access to a curated range of brand-name products - from everyday household essentials and appliances to lifestyle products like e-scooters. The result is a highly convenient, sustainable, and community-driven experience that resonates powerfully, especially with Gen Z and Millennial consumers.
But TULU is far more than just a smart amenity. It’s becoming an essential platform that reduces waste, extends product life cycles, and fundamentally reshapes consumption behavior. For us, backing TULU means backing a future where cities are smarter, greener, and more livable.
Tackling a Global Challenge in an Evolving Economy
Among Gen Z and younger Millennials, access and convenience take precedence over ownership as the norm, and subscription-based models are becoming mainstream. TULU is well-positioned to lead this shift, powered by several strong macro tailwinds:
The evolution of the sharing economy, now enhanced by AI-powered personalization and efficiency.
Retailers seeking omni-channel strategies, including last-mile delivery and new distribution points.
Sustainability moving to center stage, as consumers demand greener, circular models.
Understanding Gen Z consumers and their spending behavior presents one of the biggest opportunities for consumer brands today.
Urban density and shrinking apartments, driving the need for space-efficient, clutter-free access to products.
TULU meets these needs by bringing shared access to products and services directly into residential and student housing. Residents benefit from unmatched convenience, landlords gain new revenue and differentiation, and brands tap into a powerful, data-rich retail channel.
AI-Powered Personalization and Insights
At the core of TULU’s platform lies its proprietary AI engine, the TULU Brain, which leverages real-time product usage data from across its network to create deeply personalized digital experiences for residents. This data-driven intelligence enhances tenant engagement and satisfaction, transforming everyday interactions into meaningful, tailored experiences. For landlords and brand partners, TULU’s AI platform delivers powerful insights into behavioral patterns and product performance, helping optimize building services, strengthen brand connections, and unlock new opportunities for growth and efficiency.
A Team That Executes
Behind this vision is a founding team with the rare combination of creativity and exceptional execution, who have built a strong foundation with exceptional unit economics and impressive revenue momentum. Their ability to secure blue-chip real estate partners across continents, while scaling a capital-efficient business in multiple markets, gives us deep confidence in their leadership and ability to scale.
Adding Value as an Investor
What also excites us, is the value we can bring to TULU as partners. Our fund is built on a unique LP engagement model, that includes some of the world’s leading real estate developers, owners, and operators. This network not only helps us validate emerging technologies but also enables us to accelerate their adoption at scale.
For TULU, that means direct access to a global ecosystem of strategic real estate partners ready to integrate and expand their platform. In fact, TULU has already been installed at properties owned by our LP network, and we saw an increasing number of residents registering and delivering valuable insights. Through our LPs and wider industry relationships, we aim to help TULU grow faster and maximize its impact.
We’re proud to welcome TULU to our growing portfolio and excited to support them as they scale into their next phase of growth.
Gideon Soesman is Managing Partner and Dana Goldman Szekely is Senior Principal at Greensoil PropTech Ventures (“GSPV”), a $79 million Toronto-based PropTech venture capital fund. GSPV is co-leading TULU’s fundraising round, bringing total Series A funding to $37M.