The Good Soil Forum, presented by Wells Fargo, has announced the return of its Seed Capital Pitch Competition—also presented by Wells Fargo—June 12-14 during the Good Soil Forum at the AT&T Performing Arts Center in the Dallas Arts District.

“We aim not only to inspire business owners but also to invest in them,” Chairman T.D. Jakes, founder of the Good Soil Forum, said in a statement. “This competition goes beyond just financial support; it is about providing underestimated entrepreneurs with the tools, training, and trust they need to succeed.”

The live pitch competition will provide entrepreneurs the opportunity to win a share of $500,000 in non-dilutive funding—along with expert mentorship, increased visibility, and access to a powerful network of industry leaders and peers.

Powered by the Hello Alice financial technology platform, the competition is part of the Good Soil Forum’s larger $500,000 investment initiative into small businesses that are ready to grow.

Good Soil Forum said all finalists also will be invited to join the Good Soil Accelerator, a yearlong program that provides intensive mentorship, resources, and support to help scale their businesses and improve fundability.

To further level the playing field, the first 1,000 applicants will receive free access to LivePlan, a top-rated business planning tool designed to help entrepreneurs build or enhance their business plans.

Applications are open and will remain available until 5 p.m. Central Time May 23.

To be eligible, applicants must be a for-profit business, willing to participate in the live pitch competition at the Good Soil Forum in Dallas on June 14, create a free account on the Good Soil HQ app, and complete a series of interactive activities, “Ask Me Anything’s,” and assignments during the application period.

Sponsors and ‘Transformation Agenda’

“At Hello Alice, we believe that access to capital is the greatest barrier facing small business owners today,” Elizabeth Gore, co-founder and president of Hello Alice, said in a statement. “That’s why we’re proud to partner with Good Soil to invite businesses to apply for the 2025 Seed Capital Pitch Competition presented by Wells Fargo—a $500,000 investment initiative for small businesses ready to grow.”

She also noted Hello Alice’s excitement about coming to Dallas for the Good Soil Forum, adding, “This collaboration represents our shared commitment to creating pathways for entrepreneurs to secure the funding and resources they need to build sustainable businesses that strengthen our communities.”

In just two years, the Good Soil Movement has grown to become one of the fastest-growing entrepreneurial ecosystems in the country, connecting over 26,000 members and investing nearly $1 million into small businesses.

Organizers said that this year’s forum theme, “Transformation Agenda,” is reflected in the pitch competition, offering prize money, mentorship, and new opportunities to accelerate growth and transform a business’s future.

The competition reinforces the Good Soil Forum mission to drive real economic outcomes in undercapitalized communities.

“We are proud to support initiatives like the Good Soil Forum, which align with our commitment to making a positive impact in the communities we serve. Wells Fargo focuses on expanding access to capital and other financial resources, and empowering small business owners and entrepreneurs to grow and thrive,” Kristy Fercho, head of Diverse Segments, Representation and Inclusion at Wells Fargo, said in a statement. “Together, we are creating lasting change by investing in ideas and individuals who have the power to uplift their communities.”

Awards and forum highlights

The pitch process includes structured checkpoints that are designed to support founders every step of the way—from initial application through the final pitch, the forum said.

The competition will culminate at the Good Soil Forum, where selected finalists will present their business cases in front of a panel of investors, corporate leaders, and community changemakers.

Here are the awards:

First Place: $200,000, plus mandatory mentorship from a Wells Fargo business advisor.

Second Place: $100,000, plus mandatory mentorship from a Wells Fargo business advisor.

Third Place: $75,000, plus mandatory mentorship from a Wells Fargo business advisor.

Additional Awards: Select businesses will also receive grants ranging from $5,000 to $50,000, along with mentorship opportunities.

Guest speakers at the forum include Businessman T.D Jakes; Oprah Winfrey; founder, chairman, and CEO of Operation HOPE John Hope Bryant; fashion designer and founder of Fear of God Jerry Lorenzo; financial educator Wallstreet Trapper; CEO and founder of Camille Rose Janell Stephens; entrepreneur and TV host Mahisha Dellinger, and more.

Good Soil Movement empowers entrepreneurs by networking, resources, and solutions for growing and scaling businesses. It has a mission to help 1 million entrepreneurs generate $1 million in revenue over the next 10 years.

Since its inception, the movement has grown to a network of more than 26,000 members, equipping small business owners with tangible tools for success.

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