People invest in people.

You might have heard this phrase before, and research shows that is absolutely true. We use the phrase ‘always a grade A team with a grade B product and never the other way around’.

We’ve had businesses pitch with us where the investors have said “I don’t care what they do, they are investible”, and invest because they believe in the founders and their team. There are of course multiple factors that go into an investment decision, but the ‘people’ factor is one of the strongest.

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