Angel investment explained: Plus how to attract an angel investor

Most startups look for business advice or startup grants during their initial years. However, finding an investor can be daunting, but angel investment UK can be a way out. They have numerous options to fund new businesses. But who are these angel investors, and how can you attract them?

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Most of your queries will be discussed in this article so that you don’t face future problems securing funds from angel investors.

Table of contents

What is an angel investor?
Benefits and drawbacks of angel investment
How to attract an angel investors?

What is an angel investor?

An angel investor, or a business angel, is generally a single investor who provides financial backing to early-stage companies in the UK. They typically invest their capital in your business in exchange for equity or ownership stakes (usually 10%-25%, as per British Business Bank).

However, the angel investment fund may be offered single time or continuously.

They are mainly people aged 45 and 65, are high net worth individuals, and are risk takers. An angel investor often offers more than just funding.

They provide guidance, expertise, and industry connections to help startups succeed. However, there are ‘sleeping partners’ or ‘silent partners’ who invest funds in your business but offer no extra guidance or help.

Read also: How to launch a small business in 10 steps

Angel investment vs Venture capital
The main difference between angel investment and venture capital lies in the stage of business they invest in and the amount of control they seek.

Angel investors usually invest in early-stage startups with their own personal funds, offering mentorship and relatively smaller investments.

On the other hand, venture capitalists invest larger amounts in more developed companies and often have a more hands-on approach, seeking a higher level of control and ownership in exchange for their investment.

Benefits and drawbacks of angel investment

Like any other investment, angel investment has its own plus and minus points. This will make new businesses think before they look for an investor.

The primary benefit of angel investment is to offer young entrepreneurs funds when traditional funding sources or banks may be unavailable or reluctant to take the risk.

They offer financial support and bring their expertise, industry knowledge, and networks to the table. You can leverage their networks to meet potential customers, strategic partners, and investors. Thus, they assist in expanding your startup’s reach and potential.

Furthermore, their experience scaling businesses and navigating obstacles can help you avoid common pitfalls, make informed decisions, and accelerate growth.

Another notable advantage of angel investment is its flexibility. Unlike other investors, they are often more open to investing in riskier ventures or early-stage businesses.

One drawback of angel investment is the potential loss of control for owners. These investors often ask for equity in the company against their investment, which means you may have to share decision-making power. It may result in conflicts or differences in strategic direction.

Another drawback is the pressure to perform. Angel investors typically expect a high return on their investment. It can create significant pressure for entrepreneurs to achieve rapid growth and profitability.

Additionally, finding the right angel investor can be challenging. It requires aligning values, goals, and vision, and the process can be time-consuming and demanding.

Lastly, angel investments may come with terms and conditions that limit the flexibility and autonomy of the business.

Know more: Best small business and start-up grants and loans in the UK

How to attract angel investors?

Attracting an angel investor for your business can be a game-changer in terms of funding and guidance. Here are some strategies to attract an angel investor:

●  Develop a compelling business plan
An angel investor needs a clear and well-structured business plan highlighting your unique value proposition, market potential, revenue projections, and growth strategy. Include detailed financial projections and a solid marketing plan to demonstrate your understanding of the market and how you plan to achieve success.

●  Build a strong founding team
Angel investors seek entrepreneurs with the right skills, experience, and passion to execute their business plans successfully. You must focus on building a diverse team that brings complementary skills. This will give potential investors confidence in your ability to face challenges and drive the company forward.

●  Create a proof of concept
Demonstrate that your business idea is not just a theory but has the potential to be a viable solution. You can develop a prototype, MVP (Minimum Viable Product), or pilot project to showcase your product or service’s functionality and potential impact. Such tangible evidence can significantly enhance your chances of attracting an angel investor.

●  Leverage your network
Utilize your personal and professional networks to connect with potential angel investors. Attend networking events, industry conferences, and startup pitch competitions to meet investors and build relationships.

You can seek introductions from mentors, advisors, or other entrepreneurs who have successfully attracted angel investments. Expanding your network can increase the chances of getting in front of the right investors.

●  Engage in online platforms
Utilize online platforms that match startups with angel investors. Numerous websites, such as AngelList, Gust, and SeedInvest, list hundreds of angel investors looking for investment opportunities. You can create a compelling profile on these platforms and provide detailed information about your business, mission, and traction to pique investors’ interest.

●  Showcase traction and milestones
Angel investors are attracted to startups that have demonstrated traction and achieved significant milestones. Highlight key achievements such as user growth, revenue, partnerships, or media coverage. Your proof of market demand and initial sales can signal a promising investment opportunity.

●  Develop a compelling pitch
You must craft a captivating elevator pitch that succinctly communicates your business idea, market opportunity, and competitive advantage. Then, practice delivering this pitch with confidence and passion. It ensures you can articulate the potential return on investment for an angel investor.

●  Be transparent and open to feedback
Angel investors are experienced business professionals who provide more than just funding. They often offer valuable advice, connections, and expertise. You must be open to their suggestions, listen actively, and be willing to learn and improve.

Angel investors appreciate entrepreneurs who are receptive to feedback and understand the importance of mentorship.

Read more: 10 Effective steps to start your business in the UK


In conclusion, businesses in the UK can significantly benefit from having angel investors. These investors provide the necessary funding for growth and expansion and bring valuable expertise, guidance, and industry connections.

Angel investors are essential in nurturing and supporting innovative ventures, ultimately fostering economic development and job creation in the UK.

Experlu Editorial Team
The editorial team at Experlu is comprised of seasoned financial professionals dedicated to providing high-quality content on accounting and finance. With a wealth of experience and diverse expertise, the team produces insightful articles that have established the Experlu blog as the UK's leading financial and accounting resource. The team includes accountants, auditors, and business advisors who stay updated with the latest industry developments. Their commitment to excellence ensures that Experlu remains a trusted source of information, helping readers stay informed about audit, business, finance, and tax matters.