Entrepreneur and investor Paul Allen, the founder of Dallas-based financial consulting and advisory firm Embark, has led the launch of Ashla—a family office and venture platform built on a simple belief: when people thrive, business does too.

Allen, known for building Embark on the “Happy Works” philosophy, is now extending that people-first principle to Ashla—a platform that builds and invests in companies designed to make work, community, and innovation “more human.”

“Success shouldn’t come at the cost of your life,” Allen, founder of Ashla, said in a statement. “At Embark, we proved that people-first business works. Ashla is the next evolution—we’re backing founders and ideas that build the future we all want to live and work in.”

Allen describes Embark as his “pride and joy,” calling the nontraditional consulting company a “metaphorical fourth kid.”

Embark caught our attention in April 2024 with its full-page ad in the Wall Street Journal, seeking to “grab the attention of clients and consultants alike” by proclaiming the death of the traditional consulting model. The company even sent mini coffins to CFOs.

“Everything I learned from building Embark—the culture, the alignment, the belief that people matter most—is baked into Ashla,” he said. “It’s a continuation of that same heartbeat, just expressed in new ways.”

May the Ashla be with you

Ashla comes from the “Star Wars” universe and is what the Jedi call “the light side of the Force.” It’s also a name in Hebrew that means “happy” or “blessed.”

The new company said the name serves as a reminder that business can be both ambitious and good, reflecting “a belief in building with purpose, leading with integrity, and creating light in the places we work and live.”

Support for every stage of growth

Ashla said the platform was built to meet companies and founders where they are—whether they’re just starting out, scaling fast, or expanding into new markets. Its four integrated verticals provide personalized support for every stage of growth:

Ashla Labs — backing early-stage founders developing breakthrough technologies and models.

Ashla Ventures — building and operating companies hands-on, from zero to growth.

Ashla Scouts — cultivating a network of exceptional operators, leaders, and creators.

Ashla Capital — investing in durable assets across funds, credit, energy, and real estate.

Together, these arms form an ecosystem where ideas, talent, and capital can move smoothly, Ashla said, giving each company the resources to grow and the right people and partnerships to keep the momentum going.

The goal is to create a venture network where every investment strengthens the next, and success becomes a collaborative, compounding force, the firm added.

A sample of Ashla-supported startups

Ashla said it has already started supporting new businesses. Six of the companies spanning across all four verticals bringing its vision to life include, per Ashla:

Mother Home Services is a Dallas-based modern plumbing company redefining what it means to work in the trades—where employees share in ownership, success, and pride of craft.

CoverZero is helping coaches everywhere make smarter decisions and build stronger teams. What started as a few coaches trading playbooks is now a fast-growing analytics platform used by thousands of programs across 30+ states—tripling its user base in 2025 alone.

INWARDSTYLE was born from the idea that confidence starts with authenticity, creating ­custom menswear that helps people look and feel like their best, most genuine selves.

Stonethrow is a private families-only club in East Dallas that’s all about connection—a place where kids and parents can equally have a blast indoors and outdoors year-round, and a project committed to strengthening the fabric of the Dallas community. Earlier this year, Stonethrow secured its future home on a 3.65-acre property in East Dallas with a 50,000-square-foot clubhouse already on site, and the team has been hard at work ever since, finalizing design and budgets to break ground by next spring.

Garden City Equity invests in small, service-based businesses that keep communities running—taking a long-term approach to ownership and helping local economies thrive one company at a time.

Beliade is a fund that backs consumer brands redefining how modern families live, eat, play, and thrive — anchored in health, wellness, and everyday wellbeing.

Soar is a platform providing AI-powered tools for personal development and executive coaching, offering practical guidance for leaders and teams.

Angry Gods brings together creativity, storytelling, and culture — a brand and design studio helping companies find their voice and build work that actually moves people.

‘A flywheel for good’

In addition to the platform verticals, Allen introduced the Ashla Foundation to channel profits and resources created by Ashla back into communities worldwide. So far, the Foundation partners with organizations like Acumen and Atlas Free, funding initiatives that restore dignity through work, opportunity, and direct community support.

“The more successful we are, the more fuel we have for the Foundation,” Allen added. “That’s the point. Business can be a flywheel for good — it can create dignity in work, bring people together, and shape a future that feels worth working toward.”

In an era of rapid change and technological disruption, Ashla said it stands for “a grounded kind of innovation” that is founded on integrity, optimism, and “the belief that work done well can change lives.”

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