S2E2: Systems-Level Bets – How Steel Atlas is Reshaping Industrial Tech from the Ground Up

While most VCs avoid industrial tech because it’s too complex, too physical, and too far from the cloud, Cameron Porter and Talal Atteih are doing the opposite. At Steel Atlas, they’re doubling down on the overlooked frontier between software and heavy industry, where hard problems and real-world systems collide.

The industrial economy is in the midst of a major transformation. In just the first nine months of 2024, private equity and venture capital firms invested $14.87B into industrial automation. That’s more than double the total for all of 2023, and nearing the all-time high set in 2021. It’s a clear signal that demand is surging for technologies, modernizing the industrial backbone.

While late-stage capital floods in, Steel Atlas is focused on backing these transformations at the earliest stages, identifying and funding the most promising early-stage teams before the crowd shows up. But they’re not just investing in the technology; they’re investing in the infrastructure that will power the next industrial era.

The fund model is extremely disciplined and deliberate. Fund I is a $10M vehicle backing just eight companies, each handpicked based on deep research, conviction, and a strong understanding of how systems-level changes occur in complex industries. Fund II is looking to do more of the same but with 12 companies.

Take Valar Atomics, one of their early bets. It’s building nuclear reactors that make clean hydrocarbon fuels (oil and gas) very cheaply. Most VCs steer clear of nuclear. This blog post highlights the depth of research Steel Atlas undertakes, and it’s no surprise that other investors have relied on their diligence to support their own convictions. In just 10 months, Valar has already built a full thermal version of their reactor.

Steel Atlas’s expertise extends beyond hardware to software, where they’re backing companies like GenLogs, which they led the seed round for. GenLogs is revolutionizing freight and logistics with a proprietary platform built on truck sensor data, enabling freight brokers to make smarter decisions. With 700 million truck detections and 1.6 billion attributes processed, the company is already helping major players like CH Robinson and Uber Freight optimize its operations. This exemplifies Cameron and Talal’s knack for identifying software plays that create real, long-term value by being “data makers,” not “data takers.”

“You can't just shoot from the hip with this style of investing,” Cameron shares. “That’s why we invest at one per quarter.”

But it’s not just Steel Atlas's approach that sets them apart; it’s the partnership itself. Talal brings a wealth of industrial knowledge and unparalleled global access. Growing up in a multigenerational steel family and later leading venture efforts at a multi-billion-dollar advisory platform, he’s developed a unique understanding of the global industrial landscape. He’s worked alongside top-tier firms like a16z, Founders Fund, and Union Square Ventures, giving him the strategic acumen to navigate complex international markets.

Cameron brings an operator’s mindset and impressive technical fluency. A Princeton computer science graduate turned startup builder, he honed his expertise at AlleyCorp, working on a range of early-stage companies across industries. His time as a professional soccer player also shaped his resilience and competitive spirit. This mix of grit, systems thinking, and startup pattern recognition uniquely positions him to thrive in the high-friction world of industrial tech.

For founders, Steel Atlas isn’t just another source of capital. They’re strategic co-builders with deep credibility in the industries they invest in. Their value goes beyond money; it’s about building relationships and understanding the real-world challenges that founders face. In Steel Atlas’s view, successful industrial startups don’t just need funding; they need partners who fully understand their space and can help them navigate the complexities of scaling in tough markets.

At Slice, we’re always on the lookout for managers who combine precision, patience, and purpose. Few venture firms exhibit this level of dedication, but Steel Atlas has proven their ability to dive deep into tough markets and build companies that can drive the next industrial revolution. Industrial tech may be a long game, but Steel Atlas is playing it with unwavering conviction, focusing on the intersection of software and hardware to capture the massive opportunities unfolding in this space.

🎧 Tune in to hear how Steel Atlas is building a venture firm designed for the next industrial revolution. One based on deep research, real relationships, and the belief that the biggest wins will come from the messy, powerful middle ground between pure software and pure hardware.

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