Understanding investor mindset

Navigating the realm of investment, especially unadvised, can be deterring. To successfully secure finance, a business leader must first understand what drives investors, their expectations, risk tolerances, and decision-making processes. By understanding the perspectives and priorities of those who provide the capital, businesses can tailor their pitches and strategies to better align with investor interests, enhancing their chances of securing funding.

Click through the resources below to find out more about understanding the investor mindset and tools to for effective partnerships with them:

Articles and Reports

  1. Business Investment in the UK: October to December 2023 Provisional Results – GOV.UK

This report by the Office for National Statistics (ONS) provides a detailed analysis of business investment trends in the UK, offering insights into current investor behaviours and economic conditions.

  1. 2024 Investment Management Outlook – Deloitte Insights

Deloitte’s comprehensive outlook explores new trends, challenges, and opportunities in investment management, providing a detailed understanding of what investors are prioritising in the current market.

  1. Business Investment in the UK: January to March 2024 Provisional Results – Office for National Statistics

This report offers the latest data on UK business investment, helping SMEs understand economic trends and investor expectations.


  1. Venture Deals: Be Smarter Than Your Lawyer and Venture Capitalist – Brad Feld and Jason Mendelson take an in-depth look at the complexities of venture capital deals, providing practical insights into how investors think and what they look for in potential investments. It covers everything from term sheets to negotiating strategies, making it a must-read for any entrepreneur seeking VC funding.
  2. The Art of Startup Fundraising – Alejandro Cremades offers practical advice on raising capital, including insights into investor psychology and strategies to secure funding.
  3. The Lean Startup: How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses – Eric Ries’ book emphasises building a sustainable business model, which is crucial for attracting and retaining investor interest. It teaches the principles of lean methodology, which can help startups demonstrate growth potential and operational efficiency to investors.
  4. Secrets of Sand Hill Road: Venture Capital and How to Get It – Written by Scott Kupor, managing partner of Andreessen Horowitz one of Silicon Valley’s top venture capital firms, this book offers an insider’s perspective on how venture capital works and what investors look for in startups.
  5. Financial Intelligence for Entrepreneurs: What You Really Need to Know About the Numbers – Karen Berman and Joe Knight’s evergreen book helps entrepreneurs understand financial statements and metrics, which are crucial for presenting a compelling case to investors. It demystifies financial jargon and explains how investors analyse business performance.



  1. PitchBook – A comprehensive platform that offers data on private capital markets, helping you understand investor behaviours and trends.
  2. Crunchbase A valuable tool for researching investors, tracking funding rounds, and understanding market dynamics.
  3. Gust – A platform that connects startups with investors, providing insights into investor preferences and funding patterns.
  4. Beauhurst – A platform that tracks the UK’s most ambitious companies, their funders, and their advisers.
  5. Seedrs – An equity crowdfunding platform that allows investors to invest in early-stage and growth-focused businesses.


  1. The Twenty Minute VC by Harry Stebbings – This podcast features interviews with leading venture capitalists, angel investors, and startup founders. It provides insights into what investors look for, how they make decisions, and tips for entrepreneurs seeking funding.
  2. How I Built This by Guy Raz –This podcast features interviews with founders of some of the world’s best-known companies, sharing their stories of building businesses, including how they secured funding and attracted investors.
  3. The Pitch by Josh Muccio – This podcast lets you listen in on live pitches to real investors. Entrepreneurs pitch their ideas to investors, providing insights into the pitching process and what works (and what doesn’t).
  4. Masters of Scale by Reid Hoffman –Hosted by LinkedIn co-founder Reid Hoffman, this podcast features interviews with famous entrepreneurs and investors, exploring how they scaled their companies and what they look for in investments.
  5. Angel Insights by SyndicateRoom – This podcast offers insights from angel investors, venture capitalists, and successful entrepreneurs. It covers investment trends, tips for securing funding, and what investors look for.
  6. Fintech Insider by 11 covers the latest news, insights, and interviews from the fintech world, often touching on investment trends and what fintech investors look for.