Why every Founder should create Angel Investor Personas
…and how it can transform your raise making it faster, smarter and more aligned
If you're preparing to raise angel investment, chances are you've already spent time thinking deeply about your customers.
You know that to grow your startup, you need to understand exactly who you're selling to—their pain points, ambitions, behaviours, and what draws them to your product or service. You’ve probably mapped their journey, fine-tuned your messaging, and worked out how to convert them from curious browsers into loyal customers.
Now—what if you applied that same thinking to your investors?
What if you created Angel Investor Personas?
💡 What is an Angel Investor Persona?
Think of Angel Investor Personas as a tool in your investment strategy toolkit.
In short: they’re a profile (that you create) of your ideal angel investor(s)
Think values, interests, expertise, networks, and—crucially—what motivates them to invest. Just like customer personas, investor personas help you tailor your messaging and outreach so it lands.
Without clear investor personas, it’s really easy to fall into the trap of “spray and pray.” (you build a forecast, decide to raise, and hit the market—without ever asking who you’re really trying to reach). The result? Scattered outreach, endless coffee chats, and too many dead ends.
It’s no wonder we keep hearing stories about founders speaking to 50, 80, even 100 angels before closing a round. I believe this is one of the reasons why.
Takeaway: Creating investor personas gives your raise direction, focus, and relevance. It also makes the whole process more energising—because you’ll spend more time talking to people who actually get the problem you’re solving.
Your raise isn’t just about securing capital—it’s a chance to rewrite who gets to build wealth, shape innovation, and fuel the future.
🚫 From scarcity to strategy: rethinking who gets to invest.
Diverse founders are constantly reminded of what's missing—investment gaps, the lack of representation in the angel ecosystem, the overwhelming stats. And yes, it’s true: the UK angel community is still largely homogenous—white, male, able-bodied, and London-based. But here’s a powerful reframe.
What if your raise wasn’t just about accessing capital—but redistributing opportunity?
Yes, some of your best-fit investors may come from within the existing angel investor community—and they absolutely deserve a place in your persona set. But what if you went further? What if your investor outreach included people who don’t currently identify as angel investors, but who have the values, insight, and capital to back your mission—if only someone invited them in?
Creating investor personas gives you the clarity to focus on fit. They help you trade urgent, scarcity-fuelled energy for smart, strategic momentum. Because when you know who you’re looking for, you stop wasting energy—and start expanding who gets to come on the journey.
Without clear personas, it’s easy to:
Burn energy trying to convince investors who were never a fit.
Miss out on telling the right story, in the right way, to the right people.
Default to generic messaging that lacks any real resonance.
Takeaway: Stop chasing the usual suspects. Investor personas help you spend less time convincing the wrong people—and more time connecting with the right ones (even if they don’t call themselves angel investors… yet).
🌍 Your raise is a vehicle to creating a more inclusive Angel Investor Ecosystem.
Time for some real talk.
Angel investing is a high-risk asset class. Capital can be locked up for years, and yes—investors can lose every penny they invest.
But here’s the kicker: plenty of investors (remember that homogenous community I mentioned earlier) are generating wealth through the investments they’re making. They’ve learned how to assess risk and back businesses early—and they’re building wealth AND shaping the world we live in, while they’re at it.
So here’s a thought: maybe it’s time we cracked open that wealth-building club.
And maybe your startup is the perfect opportunity to do just that.
When founders get intentional about who they approach, everything shifts. They:
Don’t just knock on doors. They open new ones
Unlock capital from people who’ve been overlooked for too long.
Connect purpose-driven startups with values-aligned investors.
So what do you think? Are you ready to create your own angel investor personas?
Takeaway: your raise isn’t just about securing capital—it’s a chance to rewrite who gets to build wealth, shape innovation, and fuel the future.
Ready to create your own angel investor personas?
Here are 3 simple, high-impact ways to get started:
🛠️ Grab the free workbook.
I’m putting the finishing touches on a brand new resource to help you create your own angel investor personas. Add your name and email here and you’ll be first to receive it next week.
📅 Join my next Raise Ready Masterclass — starts 5th June.
On Day 2 of the Raise Ready Masterclass, we’ll build your Angel Investor Personas—live.
You’ll leave with:
✅ A clear description of your ideal investors
✅ Tailored messaging prompts that connect to their motivations
✅ The confidence (and creativity) to get to work
🧠 Take 30 minutes. Reflect (remember I’m an advocate for slowing down to speed up?!).
Close your eyes. Take a deep breathe, and ask: If your dream investors were sitting in front of you right now…
– What would they care about?
– What value would they add beyond capital to the goals you want to achieve in the next 12 months?
– Why would they be excited to back you?
Smart rounds start with clarity.
The smartest raises aren’t just about chasing capital—they’re about attracting the right capital (and the people who bring capital+ - capital yes and also connections, cheerleading, wisdom).
Creating investor personas helps you raise with clarity, connect with aligned backers, and shape a round that fuels both your mission and your momentum. Start with intention, and the right investors are more likely to follow.