Meet the London-based seed investment fund which targets globally-ambitious entrepreneurs solving problems in the digital space...

Fund name: Firestartr
Investor category: Seed funding (through to Series A)
Based in: London


Launched in 2012, Firestartr is a relatively new venture capital fund which targets finance, digital and tech. It is a member of the Boris Johnson-backed London Co-Investment Fund.

Investment criteria:

Targeted at “the most promising digital businesses”, Firestartr focuses on developing globally-ambitious entrepreneurs and invests from seed stage to Series A and beyond. It specialises in financial technology (fintech), e-commerce, digital media, and software-as-a-service (SaaS) and has 19 companies listed in its portfolio. Its investment “sweet spot” is seed rounds of between $300,000 to $2.5m in exchange for 25% equity.  The fund boasts a team of over 50 advisors and focuses on helping entrepreneurs to raise follow-on rounds; its portfolio companies have gone on to raise over $45m from the likes of Octopus, Index and Andreessen Horowitz.

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Portfolio company:

With a focus on technology businesses -specifically apps – in May 2014 Firestartr participated in a $5m seed round in London-based mobile loyalty app Yoyo. Featured among the top 20 start-ups of 2015, Yoyo aims to speed up and simplify in-store transactions by combining payment and loyalty through one card scan. Since launch in 2012, the app business has rolled out its offering with leading UK universities including Imperial College London, the University of Greenwich and the University of Westminster. In April of this year, Yoyo announced a $10m Series A round which involved TransferWise co-founder Taavet Hinrikus and Money 20/20 founders Jonathan Weiner and Anil Aggarwal, among others.

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