Greycroft Partners Announces New Partner to Investment Team

Greycroft Partners has named John Elton as a partner to the investment team. In his new role, John will be based in the firm’s New York office. Prior to joining Greycroft, John served as a partner with iNovia Capital.


NEW YORK–(BUSINESS WIRE)–Greycroft Partners LLC, a venture capital firm that specializes in Internet and media investments headquartered in New York and Los Angeles, is pleased to announce the addition of a new Partner, John Elton, to the investment team. John will be based in the New York office along with Managing Partner and Founder, Alan Patricof, and Partner and Co-Founder, Ian Sigalow. Dana Settle, Co-Founder and Partner, and recently added Partner, Mark Terbeek, will continue to head up the LA Greycroft office.
John draws on years of experience as a Partner with iNovia Capital, where he concentrated on investments in digital media, ecommerce, enterprise software, and financial software sectors, which will continue to be his focus. John has been an investor and advisor in digital media since 1998. He was part of the first wave of Internet innovation in NYC having worked at 24/7 Media.
“I am thrilled to be joining the Greycroft team and supporting the New York office,” said John. “I have spent about 50% of my time working in NYC over the past few years, so it will be nice to have my home base there. Also, my biggest successes have been in LA and New York, which are the two markets that Greycroft is focused on, so I’m excited for them to be my focal points as well.”
John has co-invested with Greycroft Partners on eight deals since 2007, beginning with Collective. Three of the co-investment deals already had successful exits: Babble (acq. by Disney), Vizu (acq. by Nielsen), and OggiFinogi (acq. by Collective.). He started his career at Veronis Suhler Stevenson, a private investment firm that invests in information, education, media, marketing and business services. John received an M.B.A. from New York University and a B.A. Degree from Lehigh University.
“John’s experience as an operator, advisor, and investor as well as his approach of helping entrepreneurs build successful companies, is exactly what we were looking for when we thought about expanding our New York office,” said Alan Patricof. “We’ve wanted to add a partner to this office for quite some time, so John was our obvious choice as he has been a long-time, trusted friend and co-investor.”
About Greycroft Partners:
Greycroft Partners is a leading early stage venture capital firm focused on investments in digital media. With offices in the two media capitals of the world – New York and Los Angeles – Greycroft is uniquely positioned to serve entrepreneurs who have chosen us as their partners. Greycroft leverages an extensive network of media and technology industry connections to help entrepreneurs gain visibility, build strategic relationships, successfully bring their products to market, and build successful businesses. Greycroft manages $400MM and has made over 90 investments in leading companies including Babble, Buddy Media, Collective, Huffington Post, Klout, M5 Networks, Maker Studios, Paid Content, Pulse, and Trunk Club. For more information please visit the Greycroft Partners website at