Julie Sandler co-founded PSL Ventures while serving as a managing director at Pioneer Square Labs, giving her the uncommon combination of being both a company-builder and venture fund general partner simultaneously. She emphasizes founder mental health and psychological safety as critical factors in startup performance, and advocates for underserved health categories like women's health and LGBTQ+ health as major venture opportunities that other investors structurally overlook.

• A strong devotion to the Seattle tech ecosystem and its community leaders. She frequently highlights local industry events, such as the GeekWire Awards, and pays tribute to regional figures who have shaped the Pacific Northwest business landscape, like the late Tom Alberg of Madrona Venture Group.
• Focus on AI-enabled applications and fintech platforms that solve specific operational problems. Her enthusiasm for vertical software is evident in her support for companies like Read, which uses AI for meeting summaries, and Outgo, a banking platform designed specifically for the freight industry.
• Consistent celebration of portfolio milestones and founder achievements. She acts as a vocal cheerleader for her investments, regularly posting congratulations for fundraising rounds and press recognition for startups like Shipium in logistics and Copper Banking in financial literacy.
• Commitment to diversity and inclusion within the venture landscape. She actively highlights statistics regarding women and BIPOC-founded companies in her portfolio and expresses support for organizations focused on underrepresented entrepreneurs, such as Graham & Walker.
• Appreciation for strong partnerships and team dynamics. She often publicly praises her colleagues at Pioneer Square Labs and values the human element of doing business, sharing personal anecdotes about mentorship and the trust required to build successful venture relationships.