Future of Work
Early Stage


Privacy & anonymization platform for sharing and communicating valuable information


Martin Fogelman, CEO & CTO

Erica Lee, COO


San Francisco, CA






Bonfire Lead

Company description

Pluto is an anonymized information platform for sharing and communicating sensitive information at work. Founded on the basis of user privacy and respect, Pluto equips organizations with the tools they need to build diverse, inclusive and equitable workplaces.

Why solve this problem?

Privacy & respect will be core pillars of data and communication technology in the future. We believe we’re the right people to make the hard decisions to come.

Hardest thing about being a founder?

The hardest thing is also the best thing: growing as a leader.

Biggest piece of advice for aspiring founders?

Don’t blindly follow advice — nor blindly ignore it.

Most exciting moment so far?

Every time my team takes on and levels up another piece of the puzzle in the present that I began building in the past.

Why did you choose Bonfire?

Our interest in Bonfire was kindled over time. We were initially impressed at how seriously they took PledgeLA and their commitment to report diversity, equity and inclusion metrics, as indicated by their completion rate of Pluto DEI Stories. When we met Jen, we quickly realized she was one of the few people who really understood the value of what we were trying to do, and how large of a market we were going after (and how we hoped to grow the market for everyone). We had also heard high praise for Mark from founders and investors alike - and this was affirmed by Mark’s sharp strategic questions and tactical positioning when we connected. Since partnering, the Bonfire team has demonstrated their deep commitment to helping us address a broad range of challenges and opportunities.

Favorite book, useful tool or app?

David Chalmer’s Reality+, it could have been a bit more technical, but it’s a fun and accessible read built upon a powerful premise by the founder of technophilosophy.

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