PLINK!’S JOURNEY WITH THE FUND AT HULA
When co-founders Max Luthy and Luke Montgomery-Smith first began their journey with Plink!, they didn’t just want to create a great product—they wanted to build it in Vermont, a state that offers its own unique challenges and opportunities for startups. The Fund at Hula was there from the very beginning, providing not just capital, but vital support and encouragement that has helped Plink! navigate the startup world and thrive in Vermont’s growing landscape.
Co-Founders of Plink!: Luke Montgomery-Smith (left) and Max Luthy (right)
Why Plink! Chose The Fund at Hula
For Max and Luke, the decision to partner with The Fund at Hula was rooted in their shared belief in Vermont’s potential. As Max explained, "We didn’t want to leave Vermont to build this company, and with The Fund at Hula's support, we didn’t have to. Their belief in the local talent and economy gave us the backing to go all in." The Fund’s commitment to supporting businesses within the local ecosystem made it a natural fit for Plink!, which values being part of the community and contributing to the state's growing entrepreneurial landscape.
Beyond Capital: Support That Makes a Difference
While funding was at the base of it, Plink! quickly discovered that The Fund at Hula’s value extended far beyond writing checks. Max recalled, "Whenever we hit a fork in the road, whether it was supply chain decisions or retail strategy, someone from The Fund at Hula was just a text message away. It’s like having a brain trust in our corner." This sense of support is something that Max and Luke relied on time and again. Whether it was advice on pricing or introductions to key hires, The Fund at Hula’s hands-on help was instrumental in helping Plink! grow at every stage.
In fact, the relationship wasn’t just about business—it was about personal encouragement during tough times. Max fondly remembered, “Rob, for example, was one of the first people who actually told us we were working hard. And sometimes you need that encouragement because when you're not making progress, even though you're working hard, you don’t always believe that you are." It’s this steady, reliable presence that Max credits with helping Plink! keep moving forward during challenging moments.
Two of Plink!’s popular flavors, Watermelon and Pomegranate Berry, on display
Growing Together: An Evolving Relationship
As Plink! has evolved, so too has its relationship with The Fund at Hula. Max reflected on the journey, noting the challenges of navigating a changing funding landscape, especially as the market tightened post-COVID. Max shared, "I think we’ve been through it together with basically any company around the time period that we’ve been in. There was just a bubble of funding. Every ad agency had its own fund. Everybody was hot on every category. Consumer was hotter than it is today." But even in a tougher environment, the partnership has remained strong. “There’s just absolute transparency and honesty about that,” Max explained. “We try and think of creative ways to survive and thrive amidst this capital crunch.”
The connection with The Fund at Hula has also been a catalyst for Plink! in other ways. The Fund’s network and support have helped the company grow beyond just funding—creating opportunities to collaborate with other local entrepreneurs, marketers, and even photographers. Max described the sense of community they had found at Hula, Vermont’s premier innovation hub sitting beside beautiful Lake Champlain: “It’s been absolutely key to our survival and success. We wouldn’t have had the foundation to launch into physical retail without this kind of hub in Burlington.”
Hula’s community impact played a pivotal role in Plink!’s founding stages
A Partnership Rooted in Shared Mission and Vision
At the heart of the partnership between The Fund at Hula and Plink! is a shared mission to prove that amazing companies can come from and thrive in Vermont. "It’s more than money, it’s the mission alignment," Max said. "The Fund at Hula shares our belief that great products and companies can come from Vermont, and they’ve helped us prove that."
That alignment goes beyond business—it was about inspiring the next generation of entrepreneurs and talent. Max admired how The Fund at Hula works to retain top talent in Vermont and foster the kind of environment that helps startups like Plink! thrive. This shared commitment to the future was something Max was particularly passionate about: "Inspiring the next generation is a huge deal, and The Fund at Hula’s push to bring in and retain top talent in the state of VT is another reason we admire them."
Showcasing Plink! at an event in Burlington, VT
What It’s Like to Work With The Fund at Hula
For any founder considering a partnership with The Fund at Hula, Max offered high praise: "The Fund at Hula is very considerate, does their research, understands the wider capital landscape in a way that's really helpful for founders. They could get excited by your vision, and that’s the key thing." He adds, "It was optimistic, realistic, and empathetic."
As Plink! continues to grow and expand, Max and Luke look forward to the future with excitement. "I’m just immensely grateful that my crew is here, that the Fund is here," Max concluded. "It’s been the bright spot of the last few years building Plink! in the U.S. and long may it continue."
In the ever-evolving world of startups, it’s clear that the relationship between The Fund at Hula and Plink! is one built on trust, mutual respect, and a shared belief in the power of community and innovation.
About the Author: Vikyat Mulpuri is a Vermont native with passions for the intersection of product, technology, and business in the realm of entrepreneurship and venture. He is currently working at The Fund at Hula while studying Computer Science at the University of Vermont's College of Engineering and Mathematical Sciences.
