Of the many things we’ve learned over the last year and a half at APX, the most positive has been that a remote-first approach has allowed us to invest in even more great companies without losing the personal connection with our portfolio founders.

Does it still make sense for APX to have a >1,000 m2 office with co-working space for its startups?

This question popped up some weeks ago and has been a constant talking point for our team after a year and a half of firstly a strict lockdown and, more lately, a remote-first approach to running our business.


In April, APX will be spotlighting sustainability across its channels. Visual by Helene Kuhn.

For the entire month of April, APX will dedicate its social media channels to showcase and spotlight sustainability through our network.

Every year on April 22, Earth Day serves as a significant anniversary of the modern environmental movement. More than ever, it also serves as a reminder to all of us about a need for transformational change. With its 2021 theme, Restore Our Earth,” it marks a moment to come together for action and insight sharing that must go beyond a daily focus and be an omnipresent, everyday concept to think about constantly. VCs, startups, all of us.

Introducing APX…


On our vision for APX, the journey from accelerator to Long-Term Venture Partner, and the goal to support even more of the best startups from Europe and beyond.

At APX, our dream is systemically investing in the best founder teams.

We launched APX in 2018 as a tailor-made accelerator program succeeding the Axel Springer Plug and Play Accelerator (AS PnP), which from 2013 to 2017 was the first investor in more than 100 startups, including fintech unicorn N26. With a small team that included my colleague Melanie and backed by our investors Axel Springer and Porsche, we had the ambition to do quite a few things differently: a rolling program, stronger networks, and more individual support for the companies. …


How can you put, keep, and lead your company on the venture capital growth path? Should you (more on this later)?

There are lots of questions around early-stage venture capital. Here are some thoughts of Tilman and me on how very early stage valuation works.

The Path by Lilliana Lee Chung

Some preconditions for this to work:

Your company can be a venture capital case.

What makes a startup a venture case? Good question — people have written entire books on this. In a nutshell, here is how we at APX look at it: market, timing, (un-)fair advantage, scalability. Let’s go in order.

First and foremost, do you have a market, and is it big enough? There are several dimensions when evaluating your market. The most obvious one is size. Based on data, you need…


I just finished reading Unignorable by Oliver Aust. I read it over the last few days, and as I had a few days off, I worked a bit on my “reading system.”

Oliver’s book is about building your personal brand, and one of the things to do is sharing. This post is a book review and a look at my current “reading tech stack.” Let’s go:

My reading system

I read quite a lot. When I read fiction, I just read and enjoy it. For non-fiction, I often take notes and highlight. …


Illustration by Lilliana Lee Chung

Going from idea to execution is easier said than done. Or it simply doesn’t work. With reality always looking different than anticipated, this should not be frustrating. Instead, it should be motivating to emphasize the missing link in the middle: strategy.

At APX, we love to share best practices. One of the big topics we continuously work on is turning dreams into reality.


Tl:dr We decided to double our pre-seed deal: companies we invest in now get EUR 50,000 at a EUR 1 million post-money valuation. This means we become a 5% shareholder.

Towards the end of 2018, my co-managing director Henric and I were in the US for a few weeks meeting with industry leaders. The objective was to understand key trends in America, investigate the state of investing and get an even better understanding of the competition that European startups are up against.

American (and Chinese startups) have become pioneers and leaders in many technologies and businesses, while Europe is still…


Great you are here. This is my new website. It’s actually an aggregation of most of the things I post online. It’s automatic. And the best thing is: it was created by one of my sons as a gift. How cool is this?

Please enjoy!

Cheers, Joerg


This is my speech at HHL Handelshochschule Leipzig. Since I gave it in German and the translator asked for a transcript I have written it down. I have published it on my blog already some days ago but I want to share it here as well.

Festrede HHL

25. August 2018

Jörg Rheinboldt

Guten Tag, danke, dass ich hier sein darf!

Herzlichen Glückwunsch! Was für ein großer Tag!

Ich bin Jörg Rheinboldt. 46, verheiratet und Vater 14 jährige Zwillingssöhne.

Seit Anfang des Jahres bin ich Geschäftsführer bei APX, Axel Springer Porsche. Wir finanzieren junge Firmen als Frühphasen Venture Capital Investor.


Anne talking and creating.

Yesterday we had the second founder confessions session here at APX. Anne Kjaer Riechert talked with the audience and Corinne and Robert about ReDI School. While Anne was in discussion with us she did one of her favourite things to relax: Ikebana. There were lots of learnings shared and discussed but the one I was and am thinking about most were some comments from Anne and one guest from South Korea: About the path to do something and the result you want to get at the end. A lot of times and especially in high performance environments the result is…

Joerg Rheinboldt

serial starter, APX.ac Axel Springer Porsche MD, Bahlsen Board, betterplace.org co-founder, Berliner Stadtmission, tech enthusiast. joerg.campsite.bio

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