Angel Investor vs Crowdfunding vs VC – which one is right for you?

It is now easier for startups to raise capital from more than one source simultaneously than before.

With a variety of ways to fund your startup, all carrying their own pros and cons, knowing which one is right for your business can prove a challenge.Three sources most commonly considered are Equity Crowdfunding, Business Angels and VCs.


Let us help you weigh up the three options, and how they can work together – starting off with a definition for each option:

Business Angels:

Invest as an individual, or as part of a syndicate (a group of Angels), who invest capital into businesses, and occasionally provide experience and knowledge to help startups achieve success.


Invest in startup ventures using funds raised by limited partners such as pension funds, endowments, and high net worth individuals. They also bring with them a significant amount of knowledge and experience to the companies they invest in.

Equity Crowdfunding:

Enables a group of investors (the ‘crowd’) to invest capital through an online platform, in exchange for equity. As opposed to a single investor, or a small group of investors, this form of fundraising can involve hundreds or thousands in a single raise.


What are the Differences Between Angels, VCs and Equity Crowdfunding?


How Much do Angels Invest?

Angels typically invest between £10,000 and £50,000, with the average Business Angel investing a median of £25,000 according to the UKBAA. Angels invest personal finances into startups, whereas VCs invest through managed funds (this can be private or public money).

How Much do VCs Invest?

Since they are drawing from a large pool of resources, VCs invest larger sums than Angels, usually between £2,000,000-£50,000,000. However, if Angels invest as part of a syndicate, larger amounts of finance above £1.5m can be raised.

Additionally, there are also Micro VC funds, which are smaller forms of a traditional VC fund, and focus on seed and pre-seed stage startups, typically investing between £20k-£400k.

Crowdfunding, Seedrs, Crowdcube, Kickstarter


How Much Can You Raise Through Equity Crowdfunding?

The short answer is that in the UK, startups can raise up to the equivalent of €8m on Equity Crowdfunding platforms like Seedrs.

However, where Equity Crowdfunding really comes into its own is its capability to aggregate a variety of investment sources into one funding round. It doesn’t need to mean turning away Angel and VC money. So, if that’s £10 from 50 of your friends and family, £10,000 in contributions from your consumers, or a £100k capital injection from a VC, the accrued value of these sources can result in a substantial investment into your startup, which in total, can even exceed the €8m as part of a wider round.

Who They Invest In

Business Angels will generally invest in earlier stage businesses, whereas VCs look to invest in startups with proven business models that are looking to scale (albeit this can vary depending on the focus of the VC firm). With a high cost of administration and a necessity to be highly selective to ensure a return on the fund (up to 40x), VCs are more risk-averse than Angels, so make fewer small investments in startup and seed-stage companies.

Conversely, Equity Crowdfunding is suitable for startups of all stages. Raises on Seedrs start at a £50k minimum raise and extend up to multi-million-pound raises, enabling you to raise investment; whether you’re looking for seed capital or Series A onwards. In 2018, there were successful fundraises across 17 different sectors, and 12 different countries, due to the diverse nature of the investor community.

VC, venture capital, series A, series B investor funding


Investor Involvement 

While Angels may provide advice by taking a role on the board and introducing you to important contacts, their primary responsibility is to supply you with financial support. So, their degree of involvement depends on their own disposition, as a passive or active Angel.

Active Angels will typically play a significant advisory role and will be actively involved with the startup post-investment. However, passive Angels, usually as part of a group of investors, are not expected to have any direct active involvement in the business they are funding in.

By contrast, VCs will always tend to demand a high level of involvement in your startup, often requiring a seat on the board, to have more control over the high return they’re seeking. While this can be a tremendous benefit to your startup, their control and oversight on your management can be a strain.

Crowdfunding enables thousands of supporters to invest capital in your business; in 2018, 72.5k investments were made from 60 countries on the Seedrs platform. A high number of investors and a large shareholder base usually results in a heavier administrative burden.


How Long Does it Take to Raise Capital?



Due to a (typically) significantly larger sum of capital VCs invest in startups, compared to Angels, they spend a longer time to evaluate their involvement with you and complete their research and due diligence.

Angel Investors

Since Angels are operating alone, or in smaller syndicates with personal finances, they can make decisions quicker than VCs who be more bureaucratic.


Timescales to raise capital from Crowdfunding varies from platform to platform. However, as a rough guide, for a company raising for the first time, the pre-campaign will last at least 3-5 months. This process involves preparing and refining your business plan, applying for SEIS/EIS, creating your video and documents. You will also start building a network of potential investors and reaching out to your community, customers and family warming them up as early investors. It is crucial to publicly launch your crowdfunding venture with at least 20% of your target raised. This will show momentum and will compel crowd investors to invest in your venture, and crowdfunding platforms will only accept an application with at least 20% of their target raised. Once a crowding platform has being accepted your campaign, it will take about two weeks to review and work with you towards a private launch (which can last 14 days). After this, your campaign will be launched publicly for up to 40 days. When a successful campaign reaches its target, it will take a couple of weeks to transfer the amount raised once due diligence has been passed.