More than two years since the founding of Milwaukee-based venture capital fund Character by John Zeratsky, Eli Blee-Goldman and Jake Knapp, the team has unveiled an expansion of their venture capital efforts.

A new program called Character Labs will help pre-seed founders as they work toward finding a product-market fit.

“Before we invest, I want to show founders what it’s like to work with us,” said Zeratsky. “Not just that we can ask good questions on a call, but that we have something unique and valuable to offer. In return, I want to see a founder in action.”

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