Our Mission
At Rooted Capital, our mission is to build on the legacy of small business owners, creating long-term value through strategic investments, operational excellence, and purpose-driven growth.
Who We Are
Rooted Capital is a private investment company focused on lower to middle market companies in the specialty trades, real estate services and metal recycling industries.
Integrity
Our foundation is built on honesty and trust.
Partnership
We collaborate with founders to grow sustainably.
Action
We move decisively to create value and impact.
Our Strategy
Buy & Build Strategy
We acquire platform companies and drive value through strategic expansion and optimization.
Hands-On Support
We offer operational expertise, tech integration, and leadership to scale businesses efficiently.
Long-Term View
We prioritize sustainable growth over quick flips, aligning with founders who care about their legacy.
Value Creation
From performance marketing to procurement efficiencies, our platform boosts margin and scale.
Our Portfolio
Investment Criteria
- Specialty Trades, Real Estate Services and/or Metal Recycling Industry ranging from $1m – $7m in EBITDA.
- Dedicated management team with appetite for growth and collaboration.
- Strong recurring revenue and/or consistent customer purchases.
- Opportunities for growth through revenue expansion, operational enhancements and consolidation/ M&A opportunities in the specific sector.
Joshua Swift
Founder & Managing partner
Josh is the Founder of Rooted Capital, bringing over 20 years of experience in real estate, technology, and private equity. He previously led national operations as President of Lessen’s Residential Division, overseeing 3M+ annual work orders and 30,000 vendors after its merger with SMS Assist.
Josh has held executive leadership roles at Zillow Group and Colony Starwood Homes, managing multibillion-dollar portfolios and developing innovative operational strategies. He’s also a founder, advisor, and investor in several startups across recycling, PropTech, and consumer products, and actively contributes to the Phoenix community through organizations like The Thunderbirds and AZ Housing Coalition.