What do early-stage startups, venture capital, and cultural influence have to do with getting your money right? A lot more than you might think in this new world of expanded access to once-exclusive investment funds.
That’s the idea behind Culture & Capital, a new podcast by SoFi and a Cashmere production. The show brings listeners inside the evolving world of private capital, helping curious investors understand how companies are shaped by vision, brand, and innovation before they ever hit the public markets.
With more people looking to explore opportunities in alternative investments, Culture & Capital offers access to the stories and strategies that dominate today’s early-stage investing conversations. Whether you're exploring alternatives for the first time, looking to build confidence in an already-defined investing strategy or want to deepen your understanding of venture capital, this podcast delivers practical insights through human storytelling in a clear, approachable way.
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What do early-stage startups, venture capital, and cultural influence have to do with getting your money right? A lot more than you might think in this new world of expanded access to once-exclusive investment funds.
That’s the idea behind Culture & Capital, a new podcast by SoFi and a Cashmere production. The show brings listeners inside the evolving world of private capital, helping curious investors understand how companies are shaped by vision, brand, and innovation before they ever hit the public markets.
With more people looking to explore opportunities in alternative investments, Culture & Capital offers access to the stories and strategies that dominate today’s early-stage investing conversations. Whether you're exploring alternatives for the first time, looking to build confidence in an already-defined investing strategy or want to deepen your understanding of venture capital, this podcast delivers practical insights through human storytelling in a clear, approachable way.
How Graza’s Founder Built a Cult Brand from a Squeeze Bottle and a Big Idea
Culture & Capital
29 minutes
3 days ago
How Graza’s Founder Built a Cult Brand from a Squeeze Bottle and a Big Idea
You’ve seen the bright green bottle — now meet the man behind it. In this episode of Culture & Capital, Andrew Benin, co-founder and CEO of Graza, shares how an obsession with one type of olive oil from Spain turned into one of the most viral CPG brands around.
Andrew pulls back the curtain on how Graza went from an e-commerce launch to dominating retail shelves, why design and emotion matter in a legacy category, and the tactical choices that helped him build not just a product, but a brand people love. From squeezing into your TikTok feed to landing on the tables of top chefs and even Sam Altman, Graza’s journey is anything but traditional, and Andrew’s sharp, honest take on brand-building is packed with lessons for operators and investors alike.
Hosted by Katie Perry, Culture & Capital, a SoFi podcast and a Cashmere production, brings the world of early-stage investing to everyday investors, covering private markets, venture capital, and the future of access.
In this episode, you’ll learn:
Why Graza reverse-engineered its margin structure before launching — and why retail was always part of the plan.
How brand storytelling, founder obsession, and product design can break through crowded categories.
Why investor updates, team dynamics, and founder vulnerability can predict long-term success.
Ways to assess early-stage companies beyond the pitch deck.
What founders and investors get wrong about communication, competition, and timing.
Disclosures
SoFi is featuring educational and inspirational interviews with founders, investors, and VCs.
Availability on the SoFi Invest platform does not constitute an investment recommendation, endorsement or solicitation by SoFi Securities LLC. All investments involve risk, including the potential loss of principal and are not guaranteed.
Brokerage and Active investing products offered through SoFi Securities LLC, member FINRA (www.finra.org)/SIPC (www.sipc.org). For a full listing of the fees associated with SoFi Invest, please view our fee schedule.
The information in SoFi educational content isn’t financial or legal advice, a recommendation, or an endorsement. The opinions expressed in this content are those of the show’s guests and hosts, and do not necessarily reflect opinions held by SoFi and/or its affiliates. SoFi doesn’t endorse or guarantee any third-party product and does not recommend any brands or companies discussed, including Cashmere, whose funds are available via SoFi Securities, LLC . SoFi receives compensation from the sale of these funds.
Culture & Capital
What do early-stage startups, venture capital, and cultural influence have to do with getting your money right? A lot more than you might think in this new world of expanded access to once-exclusive investment funds.
That’s the idea behind Culture & Capital, a new podcast by SoFi and a Cashmere production. The show brings listeners inside the evolving world of private capital, helping curious investors understand how companies are shaped by vision, brand, and innovation before they ever hit the public markets.
With more people looking to explore opportunities in alternative investments, Culture & Capital offers access to the stories and strategies that dominate today’s early-stage investing conversations. Whether you're exploring alternatives for the first time, looking to build confidence in an already-defined investing strategy or want to deepen your understanding of venture capital, this podcast delivers practical insights through human storytelling in a clear, approachable way.
