ScaleUP Ventures built its brand around a specific corporate-bridging model, recruiting CEOs from major Canadian banks, telcos, and manufacturers into a Leadership Council and raising early backing from companies like RBC, Scotiabank, TD, BCE, Telus, and Rogers to open real commercial doors for startups, as seen when Rogers' expanded use of Crowdcare helped it land contracts with BT and Sprint. Originally a Toronto-based fund focused on Seed and Series A software startups, it later evolved into Climate Innovation Capital after concluding that the corporate-connection gap it aimed to fill had largely been met.