---
title: "Venture Capital Firms Are Pouring Money Into Astrology"
description: "Recently, venture capital firms have invested heavily in astrology apps and companies that are benefitting from cultural popularity."
date: "2019-04-16"
modified: "2019-04-16"
authors:
  - name: "Dan Robitzski"
    link: "https://futurism.com/authors/danrobitzski"
url: "https://futurism.com/the-byte/venture-capital-firms-are-pouring-money-into-astrology"
categories:
  - "Future Society"
tags:
  - "astrology"
  - "space"
  - "the digest"
---

# Venture Capital Firms Are Pouring Money Into Astrology

![Recently, venture capital firms have invested heavily in astrology apps and companies that are benefitting from cultural popularity.](<https://futurism.com/wp-content/uploads/2019/04/venture-capital-firms-are-pouring-money-into-astrology.png>)
*\<em\>Image: NASA\</em\>*

## Taurus in Donut

Astrology doesn’t have to be real for it to attract real money.

In recent months, astrology startups offering apps and subscription services have raised quite a bit of money from venture capitalists and other big-money investors, [reports *The New York Times*](<https://www.nytimes.com/2019/04/15/style/astrology-apps-venture-capital.html>), with some apps raising millions in recent funding rounds — a strange collision between the analytical world of finance and the superstitious one of horoscopes.

## Venus in Retrospect

Many of these astrology apps do well with millennial-targeted marketing campaigns, offering free horoscopes then charging for other services like one-on-one consultations, or generating birth charts — personality readings based on the position of celestial bodies at the point in time someone was born — for users and their friends, *The Times* reports.

Astrology's place in the realm of pseudoscience hasn't scared off investors or startup entrepreneurs — what matters more, in our futuristic attention economy, is that people are interested and regularly engage with the apps.

## Juno In Paige

Often, astrologists market themselves in the same vein as wellness or meditation apps. Meanwhile, one such app called Co-Star is drawing attention to the underlying science — of the app, not astrology — like using [NASA data](<https://futurism.com/nasa-studying-mars-class-clown>) to track stars and planets.

"It probably has this aura of being unscientific or whatever," investor Anarghya Vadhana told *The Times*, adding that Co-Star founder Banu Guler "did a really good job of understanding all of that and rooting it in as much science as possible."

**READ MORE:** [Venture Capital Is Putting Its Money Into Astrology](<https://www.nytimes.com/2019/04/15/style/astrology-apps-venture-capital.html>) \[*The New York Times*\]

**More on space:** *[A New Trick Lets Us Weigh The Galaxy. It’s The First Step Toward Figuring Out What It’s Made Of](<https://futurism.com/weigh-galaxy-dark-matter>)*

## Author
Dan Robitzki is a senior reporter for Futurism, where he likes to cover AI, tech ethics, and medicine. He spends his extra time fencing and streaming games from Los Angeles, California.

### Author social links  
[Twitter](<https://x.com/danrobitzski>)