Spray-and-pray doesn’t work. If you’re sending your deck to 100 investors without knowing what they actually invest in, you’re wasting time and burning bridges.
What Investors Actually Look For
Investors aren’t just looking for “great startups.” They’re looking for:
- Sectors they understand (e.g. climate tech, SaaS, femtech)
- Stages they specialise in (pre-seed, seed, Series A)
- Ticket sizes that match their fund strategy (£100K vs £1M+)
- Round dynamics (lead vs follow-on, solo vs syndicate)
How to Research Investors Like a Pro
- Crunchbase / Dealroom: See who’s investing in your space
- LinkedIn: Look at investor backgrounds and shared connections
- Portfolio Analysis: Who have they backed? Are you a fit?
- Thesis Statements: Many funds publish what they’re looking for read them
Make It Personal
When you reach out:
- Reference a portfolio company or blog post
- Explain why you’re a fit for their thesis
- Keep it short, sharp, and relevant
Final Word:
The right investor isn’t just someone with money. It’s someone who understands your space, believes in your vision, and can help you grow. Find them and speak their language.
