Why we rebranded to howdy partners
How a clear thesis, a casual name, and seven years of grit became our new identity.
Investing Where Roots Run Deep
When we launched Greater Colorado Venture Fund in 2018, the mission was clear: back high-caliber founders building in overlooked places across Colorado. Not just the big cities, but the small towns, the in-between spaces—places rich with grit, culture, and ambition.
Over the years, we’ve deployed $26M into 50 companies across 33 communities, supporting everything from AI to AgTech. We’ve seen nine exits and watched underestimated founders rise to meet oversized challenges.
From companies reimagining regenerative agriculture, to advancing AI-enabled logistics, and building outdoor tech made for the toughest terrain—our portfolio proves that innovation thrives outside the usual metro echo chambers.
But as we grew, something became clear: our name and brand weren’t growing with us.
Why We Rebranded
“Greater Colorado Venture Fund” often has been confused with an economic development organization. When we introduced ourselves, it came with a need to explain—who we were, what we did, and that we weren’t just investing in scenic mountain towns or handing out grants. The acronym “GCVF” didn’t help either. Heck, our parents couldn’t even get it right. It wasn’t memorable, and it didn’t capture the essence of how we work or who we back.
And most importantly—it didn’t sound like us–as people.
What We Wanted Instead
We wanted a name that could stand on its own without a 60-second elevator pitch. Something personal. Human. Rooted in our values but flexible enough to grow.
A name that reflected our values and investment thesis:
We back founders building where they belong
We believe values create value
We’re not chasing trends—we’re doing our own thing
We’re not worried about coasts–we’re doubling down in rural communities
We wanted to honor the personality and partnership that define how we show up—not just as investors, but as true partners to everyone we work with.
Why “Howdy Partners”
The name came from a casual conversation—like most good ideas do. We were talking about how we show up with founders: approachable, real, and in it with them. One of our family members said ‘Howdy’ would encapsulate our vibe more than some fancy sleek sounding name. And it stuck.
“Howdy Partners” captured the warmth, the roots, and the collaboration. It nodded to our geography, sure, but more importantly, it expressed our mindset.
It started with a laugh. It ended as our brand. The approachable sentiment behind howdy is what felt authentic to us and our fund. And it’s what stands out amidst the field of traditional VC’s.
The Mark: A Visual for Our Thesis
Our new logo reflects where we invest—not just the mountains, but the plains and rolling hills too. If you look closely, the top line nods to a cowboy hat, but it’s subtle. Intentional. Just like our approach.
We’re not trying to look like cowboys. We’re not investing only in outdoor lifestyle brands. We’re backing SaaS, AI, AgTech, and more. But we are leaning into the unique flavor of our region and the power of place.
This mark is our landscape and our philosophy—elevated and abstracted.
What Makes Us More Than a Check
We’ve never been just capital. Our founders know us as sleeves-rolled-up partners who show up when it counts. The new brand doubles down on that.
Here’s what our partnership with founders looks like in action:
Warm intros to a world-class network
Founder-to-founder circles that foster peer support
Hands-on support: from workshops and coaching to hiring and growth-stage resources
Events that bring the ecosystem together
Learn more about our Founder Resources —> HERE
What’s Next
We’ll never stray from the core. That’s why we’ll keep investing in overlooked places where roots run deep and purpose drives progress.
This rebrand isn’t a shift in strategy—it’s a stronger signal.
We’re still the same team. Same thesis. Just louder about what makes us different.
While Colorado is home, we see potential for this model to thrive in other overlooked states too—if and when the time is right. But we’ll always be proudly never coastal—just real people backing real founders with real returns.
Because in our experience, values create value.
- Marc & Cory
