Earlier this month, our VC partner Janine Suttie moderated a panel at London Tech Week with the aim of “Decoding the Investor Mindset” for founders preparing to raise their first round of institutional money. Janine was joined by three UK-based investors from Amadeus, Granatus Ventures and SuperSeed, who shared their insights on what early-stage investors are really looking for, and how founders can improve their odds of success.
Here are some of the key takeaways:
1. Pitching Is Selling – Master the Art
At its core, fundraising is a sales process. The most compelling pitches demonstrate a clear problem, an elegant solution, and crucially, why now and why you. Founders need to practice telling their story with clarity and confidence, even if selling doesn’t come naturally. Your elevator pitch is your sharpest tool and much more important than the full pitch deck — have it ready at all times.
Investors want to believe not only in your product but in your ability to bring it to market. As one panellist put it: “Tell investors what they want to hear — but do it authentically.” Performing well in a pitch doesn’t mean being theatrical; it means being clear, persuasive, and deeply credible.
2. Know What Kind of Capital You’re Raising
Not all money is created equal. Each type of investor, from angels to venture capital funds to strategic corporates, comes with its own expectations, processes, and language. Understanding this landscape is essential.
Founders should do their homework and approach investors who are the right fit for their stage, sector, and ambition, then tailor their terminology and pitch accordingly for each one.
3. Founder-Market Fit Is Crucial
Investors look carefully at founder-market fit: how well your personal experience, skills, and passion align with the business you're building. Can you tell a story that demonstrates why you are uniquely qualified to solve this problem?
Equally important: your adaptability. Each time you pivot to a new market, launch a new product, or expand into a new geography, you're effectively building a fresh market fit that needs to be validated.
4. Persistence Pays
If your first idea doesn’t succeed, don’t give up. Many successful entrepreneurs find that their initial proposition evolves — or that an entirely different idea is the one that resonates. The key is resilience, iteration, and a willingness to refine your approach.
5. Build Relationships — But Be Targeted
Warm introductions remain supremely helpful when connecting with VCs. Advisers, mentors, angels and industry peers can play a vital role in opening doors. That said, direct outreach can also be effective if only if it’s highly targeted and personal. Blanket LinkedIn messages simply won’t cut it.
Utilise the many AI toolkits and resources now available to help with investor research and targeting. And don’t be afraid to pick up the phone — real conversations still carry weight in a digital world.
6. The Ecosystem Is Smaller Than You Think
One important reminder: investors talk. Reputation (both good and bad) travels fast in the venture community. Be professional, prepared, and respectful at every stage of the process.
7. The Global Capital Landscape Is Shifting
While having a physical UK presence isn’t always essential for every business, London continues to offer a unique advantage, including as a springboard to the US and beyond. There’s still twice as much capital flowing through London compared to other European hubs.
However, macro-political trends may bring new challenges. As one investor noted, with global elections on the horizon and increasing protectionism, governments may become more cautious and inward-looking when deploying capital. Founders will need to navigate a world that may feel more insular and “selfish” in the years ahead.
Final Thoughts
Fundraising for the first time can feel like entering a foreign country with its own language, customs, and expectations. But with preparation, resilience, and an understanding of the investor mindset, founders can dramatically improve their chances of securing the right partners for their journey.
If you would like to discuss this article in more detail, please get in touch with Janine Suttie.
