Attracting the Right Angel Investor Who Believes in You

When you’re building a business, raising capital often feels like climbing a mountain barefoot. Many founders face the heartbreaking reality of rejection after rejection from potential investors. But here’s the key question to ask yourself:

Are you looking for any investor—or the right investor?

There’s a significant difference. The right investor doesn’t just fund you; they believe in you. They become a partner in your journey, someone who aligns with your values and vision. This type of support can be life-changing and transformative, helping you overcome challenges and reach heights you might not have imagined possible.

I learned this the hard way. In my early journey scaling Sipp Sparkling Organics, I found investors who were eager to get involved. At first, it seemed like a dream come true. But soon, I realized they didn’t truly believe in me or the brand’s mission. They wanted control, and their decisions ultimately hurt the business. It was a painful but invaluable lesson: the right investor is not just about the money—they must believe in both you and your vision.

According to Crunchbase, less than 1% of entrepreneurs successfully close a funding deal. And yet, the founders who succeed don’t just rely on cold pitches. They cultivate relationships and attract investors who see the world as they do.

Here’s how to start attracting the right angels who can elevate you and your brand.

Step 1: Lay the Groundwork

First impressions are crucial. If your business looks like a side hustle, potential investors will treat it as one. To position yourself as a credible founder:

• Polish your online presence—your LinkedIn profile and website should clearly show your commitment to your startup.

• Use your own business email domain, not a personal Gmail account.

• Prepare an executive summary that highlights your goals, funding needs, and key milestones.

But beyond presentation, know exactly how much funding you need and why. Investors want to see a roadmap that ties funding to measurable results, not just vague plans to "extend runway." Define clear targets like revenue growth, product development, or partnerships.

Step 2: Leverage Your Network

You don’t have to rely solely on cold outreach. Start with the people who already know and believe in you. Tap into your mentors, advisors, and professional contacts who may be connected to potential investors. Founders who’ve raised capital can often provide introductions to angels they’ve worked with.

Customer discovery interviews can also open unexpected doors. Many of the people you meet in these early stages may know your market intimately—and might become investors themselves if they understand the problem you’re solving.

Step 3: Create 'Intentional Serendipity'

Successful founders often create their own luck by consistently showing up where investors gather. Attend industry events, pitch competitions, and networking meetups. Even if you’re not pitching, these opportunities can help you build relationships over time.

Want to go a step further? Volunteer at entrepreneurship events. Event organizers will often introduce volunteers to speakers and key attendees, giving you a direct line to funders.

Step 4: Build Real Relationships

It’s a well-known saying in the investment world: "If you want money, ask for feedback. If you want feedback, ask for money."

Approaching investors for feedback, rather than an immediate funding request, builds trust and lowers the pressure on both sides. This strategy helped one founder turn his toughest critic into his biggest investor. By taking the feedback seriously and returning with improvements, he demonstrated his coachability and commitment.

Consistency also matters. Send regular updates on your business progress. Even informal emails can keep investors engaged and remind them of your momentum.

Step 5: Find the Right Fit

The right investor aligns with your vision and brings value beyond their checkbook. Experienced angels understand the long game of startups and won’t pressure you for quick returns.

Before accepting funding, do your own due diligence. Talk to other founders they’ve invested in to gauge how supportive and collaborative they are. Discuss expectations around mentorship, involvement, and financial returns to ensure you're on the same page. Remember, you have the power to walk away if an investor's terms or values don’t align with your goals.

Believe in Yourself—and Find an Investor Who Does Too

Fundraising is about more than money. It’s about creating a partnership built on mutual belief. The right investor won’t just fuel your business—they’ll empower you to become the best version of yourself as a founder.

As you move forward, remind yourself of this: When you believe in your vision, others will too.

If you’re ready to take the next step, follow these strategies and trust that the right doors will open. You've got this!

Beth Wilson-Parentice, the founder of Believe Agency, is an award-winning CPG entrepreneur with a proven track record of transforming brands into market leaders. Drawing from her journey of growing Sipp Sparkling Organics into a multi-million-dollar brand, Beth leads a team of experts dedicated to empowering founders with the tools, resources, and strategies they need to succeed.

At Believe Agency, we combine personal and professional growth to help entrepreneurs navigate the CPG space with purpose and confidence. Let’s unlock your brand’s potential—together.