If you’re raising from UK angel investors in 2025, here’s the hard truth: a compelling pitch deck alone isn’t enough.
You’re not only selling a product. You’re selling trust, ambition, and ability to execute under pressure. And the people you’re pitching to? They’ve seen it all before.
So what makes angels lean in or quietly pass?
I’ve combed through first-hand insight, investor interviews, and honest pitch feedback to find the most straightforward answer.
Here’s what serious UK angels look for, and how you can show them you’re the real deal!
1. The Team: It’s Always About You
Every investor says it. But here’s what they mean:
- Do you have the right people for the challenge?
- Have you worked together before?
- Are you self-aware and coachable, or defensive and vague?
If you’re a solo founder, that’s not an automatic no. But you’ll need to show:
- A strong personal track record.
- Advisors or early hires who fill the gaps.
- That you’re not just building a company. You’re building a team that can execute the vision.
Tip: Expect chemistry tests. One angel said, “I’m asking myself, do I want to work with this person for the next 8 years?” That’s the real due diligence.
2. Traction: Show, Don’t Tell
In early-stage angel rounds, traction doesn’t have to be hockey-stick growth, but it does have to demonstrate proof. That proof could look like:
- A working MVP with active users
- Paid pilots or early revenue
- High-quality testimonials or pilot partners
- A waitlist or market validation (letters of intent, pre-orders, etc.)
It’s okay if you haven’t figured it all out, but show that you’re not just theorising. You’re already building, shipping, and learning.
Tip: If you’re pre-revenue, be extra sharp on user insights, Jobs-to-Be-Done, and early learnings. That’s your credibility.
3. Market Size: Angels Think Big
UK angel investors aren’t just backing your idea. They’re backing your exit. They need to get a return on their investment. That means they’re asking:
- Can this become a £50M–£100M+ business?
- Is the market big and growing?
- Can this scale beyond a niche?
You don’t need flawless TAM/SAM/SOM slides. But you do need a story that shows ambition, timing, and a credible path to a significant opportunity.
Tip: Know your wedge. Show how you start focused, but can expand later.
4. Competitive Edge: Why You?
Every founder thinks their idea is unique. Investors look for:
- Proprietary tech or defensible IP.
- A fresh take on a tired industry.
- An unfair advantage (distribution, team, insight, timing)
The bar is simple: what makes you the team to crack this?
If it’s a crowded space, even more reason to nail this.
Tip: You don’t have to be the only one doing this. But you must explain clearly why your angle wins.
5. Exit Potential: What’s the Endgame?
Angel investors don’t make money from dividends. They win on exits. So:
- Is there a clear route to acquisition or IPO?
- Are there comparables who’ve exited?
- Are you thinking like a value-creator, not just a founder?
You don’t need a 20-slide M&A deck. But you need to show you understand the game you’re playing, and how angels get paid.
Tip: Don’t fake it. If it’s a long-play or passion-led business, be upfront. But know it might not fit all angel theses.
Show You’re Fundable, Not Just Smart
Many founders obsess over their product. But angels back founders who:
- Own their story.
- Demonstrate coachability.
- Show early evidence of traction.
- Understand the game they’re playing.
One investor said it best: “We back people who’ve already shown they can get things done. Even in small ways.”
You don’t need to be perfect. But you do need to be credible.
And if you want a second set of eyes on your pitch or help telling your story in a way that cuts through, I help early-stage founders sharpen their raise, refine their positioning, and connect with the right growth partners. Want the right angels to say yes? Let’s make you impossible to ignore.