Upright Overview

Founded 2012
Status Private
Latest Deal Type Series B
Latest Deal Amount $4M
Latest Deal Amount
Investors 2

Upright General Information


Developer of attachable devices designed to develop better posture and strengthen core muscles. The company's application-connected devices attach to the upper back with a reusable hypoallergenic adhesive and provide real-time feedback whenever the wearer slouches or is in a wrong posture, enabling people to improve their body alignment and develop core strength.

Contact Information

Ownership Status
Privately Held (backing)
Financing Status
Venture Capital-Backed
Primary Industry
Electronics (B2C)
Other Industries
Application Software
Primary Office
  • Ariel Sharon Street
  • 83rd Floor
  • Or Yehuda 6025000
  • Israel

Upright Timeline

Financing Round
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Upright Valuation & Funding

Deal Type Date Amount Raised to Date Post-Val Status Stage
5. Later Stage VC (Series B) 11-Apr-2019 $4M 00.000 Completed Generating Revenue
4. Product Crowdfunding 11-May-2017 00.000 00.000 Completed Generating Revenue
3. Product Crowdfunding 01-Jan-2015 00000 00.000 Completed Generating Revenue
2. Seed Round $2M $2.45M Completed Generating Revenue
1. Angel (individual) $450K $450K Completed Generating Revenue

Upright Competitors (9)

Company Name Financing Status Location Employees Total Raised Last Financing Date/Type Last Financing
Atlas Wearables Venture Capital-Backed Austin, TX 0 00.000 000000000000 00.000
0000 (00000000000) Venture Capital-Backed Toronto, Canada 00 000.00 000000000000 000.00
0000000 (000) Formerly VC-backed San Francisco, CA 00 0000 000000&0 0000
0000 00000000 Formerly VC-backed Mountain View, CA 00 000.00 000000&0 000.00
000000000 Venture Capital-Backed Fort Collins, CO 00 00.00 0000000000 0 00.00

Upright Executive Team (2)

Name Title Board Seat Contact Info
Oded Cohen Co-Founder & Chief Executive Officer
Ori Fruhauf Co-Founder & Business Manager

Upright Board Members (1)

Name Representing Role Since
Aviad Ariel Vertex Ventures Israel Board Member 000 0000

Upright Investors (2)

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Investor Name Investor Type Holding Investor Since Participating Rounds Contact Info
Vertex Ventures Israel Venture Capital Minority 000 0000 000000 0
Zen Investments Asset Manager Minority 000 0000 000000 0

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