How to find and connect with business angels

For small and medium-sized enterprises (SMEs) in London, finding the right business angel can be a turning point.

Beyond the upfront capital, the right angel investor brings experience of your sector, strategic insight, direct introductions and hard-won credibility.

In the fast-paced London ecosystem, that combination can accelerate growth in ways that go far beyond the cheque.

Most guides explain what angel investors are, but few walk you step-by-step through where to find them, how to approach them and how to build a relationship that leads to investment. This post fills that gap with practical steps you can act on today.

Why finding the right angel matters

Angel investors are typically high-net-worth individuals who invest their own money in early-stage businesses in exchange for a minority share.

Their support often comes with guidance and introductions that go well beyond the cash. In many cases:

• Angels serve as informal advisers, helping you refine your strategy and avoid pitfalls.

• They open doors to other investors, customers or partners.

• They lend credibility that can help you attract future funding rounds.

• Their success depends on yours – but only if they believe in your potential. That's why a good match matters.

This blend of money, mentorship and networks makes identifying the right angel one of the most strategic moves you make as a founder.

Where to look for business angels

There isn't a single directory that lists all UK angels, but there are concrete, well-established places where London founders can begin their search:

Angel networks and associations

• UK Business Angels Association (UKBAA) – the national trade body for angel and early-stage investors.

  As well as membership directories and events, UKBAA hosts networking opportunities and investor showcases that London entrepreneurs should be aware of.

Online platforms

• Angel Investment Network – connects UK SMEs with registered angel investors. It's one of the more active online markets for discovering potential funders across sectors.

• LinkedIn – a search on LinkedIn for "angel investor" combined with industry terms will help you identify local individuals and groups. Active LinkedIn engagement often leads to conversations that aren't possible via cold email.

Local events and pitch opportunities

• Pitch nights, startup showcases and investment fairs (often advertised via UKBAA or through founder communities) give you a chance to meet investors in person.

• London tech and startup festivals – from London Tech Week to borough-level events – regularly attract investors from across the UK and Europe.

Professional advisers

• Your accountant, solicitor, bank manager or business adviser may have direct introductions or referrals. Professional networks can be surprisingly effective sources of warm intros, and they're often under-used.

How to make your business attractive to investors

Investors are looking for potential – but they also want evidence that you can deliver.

1. Craft a strong pitch deck

Your pitch deck should communicate a clear value proposition – that is:

• What problem you solve.

• Who your customers are.

• How big the opportunity is.

• What makes you different.

Keep it tight, visual and logical.

2. Show potential for growth

Business angels want to see that their investment could grow significantly over time.

Use data or credible assumptions to demonstrate how your business can expand, whether it's by entering new markets, selling new products or scaling up operations.

3. Highlight traction

Even early signs of customer engagement – growing revenue, repeat orders, strategic partnerships or successful pilots – go a long way in building investors' confidence.

Building relationships before asking for investment

Cold outreach to investors rarely works on its own. Instead:

• Engage on social platforms like LinkedIn – comment on posts, share relevant insights and build familiarity before you approach an investor directly.

• Attend industry events and investor forums – these provide natural opportunities to meet and listen before pitching.

• Join founder communities and sector-specific groups – shared experiences and peer introductions can lead to warm engagements with investors.

Sharing steady updates on your business – progress, challenges, wins – can establish trust over time. Think of it as ongoing outreach rather than a single outreach email.

Practical tips for outreach

When you're ready to reach out:

• Personalise every message. Highlight why you think this particular investor is a strong match based on their experience or prior investments.

• Be clear about what you want. Not just "funding", but the amount, what you'll use it for and what the investor gains.

• Follow up professionally. If you don't hear back, a polite follow-up a week later is reasonable. Three reminders is typically the limit.

Email or LinkedIn messages should be no more than a few paragraphs, with a pitch deck attached and a clear call to action (for example, a 20-minute call).

A simple angel investor outreach template

Subject: Introduction and quick conversation about [Company name]

Hello [Investor name],

I'm the founder of [Company name], a London-based [brief description of what you do]. I came across your work through [specific reference: a portfolio company, event, article or LinkedIn post] and your experience in [relevant sector or theme] stood out.

We're currently building [one-sentence description of your product or service] and have reached [short, concrete proof point – for example early revenue, pilot customers or recent growth].

I'm starting conversations with a small number of angel investors who bring hands-on experience as well as capital, and I think your background could be a strong fit.

If you're open to it, I'd welcome a short call to share more about what we're working on and to hear your perspective. I've attached a short deck for context.

Best regards,
[Your full name]
[Your role]
[Company name]
[Website]
[LinkedIn profile]

How to use this template effectively

• Keep it short. If it runs longer than one screen on a phone, it's probably too long.

• Always personalise the second sentence. This is the difference between a response and silence.

• Be specific about progress. Avoid vague claims such as "exciting growth".

• Make the ask modest. A short conversation feels low-risk to an investor.

Common mistakes to avoid

London founders sometimes struggle with these common pitfalls:

• Sending generic pitches – investors can spot a copy-paste outreach instantly. Personalising your pitch to the specific investor is vital.

• Lack of preparation – make sure you can speak confidently about your numbers, projections and risks.

• Unrealistic valuations – overly optimistic valuations can turn off angels who are experienced in early-stage deals. Bring expectations into line with the realities of the market you're in.

Grow London Local – support you can use

Here's a list of relevant support options from Grow London Local and associated services you can tap into as you prepare for fundraising and investor outreach:

• How to raise funds and scale your start-up? (Gacs Ltd)

• Business funding including asset finance and business loans (Rivers Finance Group Plc)

• Raise Ready Finance Plan (RRFP) (The Friendly CFO)

• Investment raise support service (conditional access) (The Friendly CFO)

• Tailored business loan planning and solutions (Pegasus Funding Solutions Limited)

• Grant funding canvas (Grant Up)

These resources are free and designed specifically with London SMEs in mind, helping bridge the gap between ambition and action.

Conclusion

If you're serious about finding the right angel investor, start by sharpening your pitch, broadening your network and using every available support channel – from targeted platforms like UKBAA to hands-on guidance from Grow London Local.

Connect early, nurture those relationships and approach outreach with confidence.

Read more

• Understanding business angels and angel investment

• Starting a small business in London: where to get funding

• WEBINAR: Accessing funding for SMEs in London

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