We prioritize companies that complete our application form. This levels the playing field for founders, even if they’re not already in our network and helps us to make a quick, informed decision.
Our investment focus is at the formation stage and we’re usually amongst the first investors in a company. If your company is more mature, we’re unlikely to be a fit.
Sterling Road only invests in startups registered in the UK, USA and Canada. The founders of the startup are almost always based in those countries too. Unfortunately, we can’t help startups from other countries at present.
We invest in co-founding teams, with a roughly equal equity split. While we have invested in a very small number of solo founders, it is extremely rare and being a solo founder is often a reason why we can’t move forward with an investment.
Our focus is on B2B startups, trying to build a strong technological advantage. If your company is in the consumer space or outside of our B2B preferences, we won’t be able to invest.
If you do not include, or we can't access, the materials requested in your application form, e.g. a deck or video; then unfortunately, we can't move forward.