Jon Soberg prides himself on his dedication and support to the startups he funds. “I hope that I’m the trusted advisor to be the first call when one of my companies needs advice,” he said. And for Soberg, it’s more than just talk: He was an early investor in the ghost-kitchens logistics unicorn Reef and even went inside as its chief operating officer to help build out the company. Since Soberg’s initial seed investment, Reef has gone on to operate in 200 cities around the world and raised $700 million in private-equity funding in November 2020. Soberg now runs MS&AD Ventures with a focus on workplace and insurtech startups. On the side, he also works as an angel investor for startups that don’t fit the fund’s mission, such as his seed investment in Clubhouse.