Edge-ucation / Investing Coaching

Equity Crowdfunding Pros and Cons

  • Austin Still

    Austin holds a Bachelor of Commerce from the University of Saskatchewan and brings over 10 years of investing experience. With a belief the most important decision investors make when buying stocks is the price paid, Austin aims to blend growth with value by finding companies with accelerating growth combined with a discounted valuation. More specifically, Austin’s expertise lies in the technology sector, identifying businesses showing strong growth, a lasting competitive advantage, and sound fundamentals, paired with a valuation that supports further stock price appreciation.

    View all posts
Equity Crowdfunding: la nuova economia è di gruppo - Il Blog di Beppe Grillo

Image Source: Equity Crowdfunding: la nuova economia è di gruppo | Il Blog di Beppe Grillo

Equity crowdfunding is an incredibly effective way for everyday people to invest in exciting startups, and for entrepreneurs to raise capital quickly and efficiently. It’s like being on the ground floor of something big, getting a chance to own a piece of a company that could change the world.

Though jumping head first into this space would be a mistake.

First, investors should make sure they have thought about the pros and cons of equity crowdfunding, to decide whether or not it would be something that could complement their investment portfolios.

To help our readers, today we’ll be doing a deep dive into the most important pros and cons of equity crowdfunding.

First up, we’ll explain the basics of equity crowdfunding and how it’s changing the game for funding new companies. Then, we’ll look at the different kinds of crowdfunding you might come across and explain what makes them unique.

Next, we’ll chat about the good stuff: the pros of putting your money into equity crowdfunding, like the potential to make more money and help a business grow. And to give a well-rounded perspective, we’ll also be honest about the downsides too, such as the risk of losing your money and the fact that you can’t sell your investments very easily.

So, if you’re wondering whether or not equity crowdfunding is for you, this article should tell you everything you need to know!

Equity Crowdfunding Overview

Equity Crowdfunding explained

Image Source: Equity Crowdfunding explained | Syndicate Room

Equity crowdfunding represents an innovative way to raise capital that allows individuals to invest directly in startups and early-stage companies.

In exchange for capital, investors receive equity shares, effectively becoming shareholders with a vested interest in the company’s success. This process overturns the traditional barriers to entry, enabling a broader investor base to participate in early-stage financing.

Most Popular Types of Crowdfunding

Diversity in crowdfunding models provides individuals with multiple avenues for engaging with businesses and causes. The predominant crowdfunding types include:

  • Reward-Based Crowdfunding: Pioneered by platforms such as Kickstarter, this model offers non-monetary rewards to backers, typically in the form of products or experiences.
  • Debt Crowdfunding (or Peer-to-Peer Lending): Investors provide funds as loans to businesses or individuals and are repaid with interest over time, similar to a conventional loan arrangement.
  • Donation-Based Crowdfunding: This altruistic approach is primarily utilized for social, charitable, or personal fundraising efforts, where contributors expect no financial return.

Pros of Equity Crowdfunding

5 Reasons Why Investing in Startups is a Good Idea

Image Source: 5 Reasons Why Investing in Startups is a Good Idea | LinkedIn

Equity crowdfunding presents a revolutionary shift in how individuals can participate in the financial backing of innovative startups and emerging companies.

As an investment method, it has some very unique advantages. Let’s go over these advantages in more detail.

Accessibility for Investors:

Equity crowdfunding has significantly lowered the threshold for investment, granting access to venture investment opportunities that were once the exclusive domain of accredited investors or venture capitalists. This inclusivity has opened a new avenue for retail investors to diversify their portfolios with high-growth startups.

Early-Stage Entry:

Investors have the unique opportunity to enter at the ground level of potentially disruptive companies. The early-stage investment allows for significant growth potential, often at a lower entry price compared to later stages where valuations might be considerably higher.

Portfolio Diversification:

Equity crowdfunding allows for diversification beyond traditional stocks and bonds. Investing in startups can serve as a hedge against market volatility and add a layer of diversification to an investor’s portfolio, given that startup performance doesn’t always correlate directly with traditional markets.

Democratization of Investment:

By allowing non-accredited investors to fund startups, equity crowdfunding embodies the democratization of investing, fostering economic inclusivity and level playing field for all.

Potential for High Returns:

Although high risk, there is the potential for substantial returns if the company succeeds. An equity stake could appreciate exponentially, far exceeding standard stock market returns. 

Direct Impact Investment:

Investors can choose to fund companies that align with their personal values or contribute to a cause or region they support, making a direct impact with their investment dollars.

Enhanced Information Flow:

Platforms typically facilitate a better flow of information between the company and its investors, allowing for more transparent and regular updates compared to traditional private investments.

Liquidity Potential through Secondary Markets:

Though less liquid than public markets, some equity crowdfunding platforms are developing secondary markets for trading shares of crowdfunded companies, potentially offering liquidity options that were previously unavailable.

Learning Experience:

Investors gain educational insights by engaging directly with the startup ecosystem. This exposure can be invaluable for understanding emerging markets, new technologies, and business models.

Risk Mitigation through Smaller Investments:

The option to make smaller investments allows for risk spreading across various startups rather than a significant outlay in a single venture.

Regulatory Framework:

Equity crowdfunding is regulated, which helps to protect investors and businesses. Regulatory bodies like the Securities and Exchange Commission (SEC) in the United States have established rules for crowdfunding that companies and investors must adhere to, which adds a layer of security to the process.

Marketing and Community Building:

Startups benefit from a built-in base of advocates who have a vested interest in the company’s success, often leading to word-of-mouth marketing and a strong community of support.

Speed and Efficiency:

The process of raising funds through equity crowdfunding can be quicker and more efficient than traditional funding routes, with the ability to reach a wide audience in a short amount of time.

Accreditation Not Required:

Equity crowdfunding gives non accredited investors the ability to participate in private equity opportunities. Traditionally, this space was reserved for accredited investors who had high net worth and great connections in the private equity space.

Transparency in Selection:

Investors have the freedom to select from a wide array of startups across different sectors, enabling them to hand-pick investments that they believe have the best potential for success based on transparent information and due diligence provided by the platforms.

In conclusion, equity crowdfunding presents a compelling blend of potential high-risk, high-reward investment opportunities coupled with strategic portfolio diversification and inclusive access to the venture capital environment. It is a progressive step in finance, aligning investor empowerment with entrepreneurial innovation.

Cons of Equity Crowdfunding

The Pros and Cons of Investing | The Social Media Monthly

Image Source: The Pros and Cons of Investing | The Social Media Monthly

While equity crowdfunding opens up a world of opportunities, it’s not without its drawbacks. Here’s a look at some of the cons associated with this form of investing:

High Risk of Failure:

Startups are notoriously risky. A significant percentage fail within the first few years, and investors in these companies may lose all the money they put in. The lack of a proven track record makes it difficult to predict success.

Lack of Liquidity:

Investments in private startups are not as liquid as those in the stock market. Investors cannot usually sell their shares quickly or easily. If the company doesn’t go public or get acquired, it might take a long time to see any return, if at all.

Additionally, you won’t receive any periodic interest payments like you would if you were to give a business loan. When investing in a crowdfunding campaign you are relying on the business becoming successful in order to earn a return on your investment.

Dilution of Shares:

Raising capital can happen many times throughout the life of a startup. Future investment rounds may dilute the equity of earlier investors if additional shares are issued. This can decrease the value of the investment and the percentage of ownership. 

Limited Control and Minority Ownership:

Investors typically have little to no say in the daily operations of the company. They are minority shareholders and therefore have limited influence over business decisions.

Long Wait for Returns:

Even if a startup is successful, it can take many years for it to become profitable or for an exit event (like an IPO or acquisition) to occur, delaying any potential financial return.

Complexity of Understanding Startups:

Evaluating the potential of a startup requires understanding complex business models, markets, and financial projections, which can be challenging for the average investor. Business owners will be required to provide a break down of their business when trying to raise funds, however some business models or products (specifically those in tech) may be highly technical and difficult to understand in simple terms.

Regulatory Hurdles:

While there is a regulatory framework in place, navigating it can be complex for both companies and investors, sometimes creating barriers to investment and fundraising.

Market Saturation and Overfunding:

The recent popularity of equity crowdfunding can lead to market saturation, where too many businesses compete for funding, or overfunding, where a company raises more money than it can effectively use.

Emotional Investment:

The personal connection to the company or the product can lead to emotional investment decisions rather than purely financial ones, which may not always result in the best outcomes for investors.

Fraud and Misrepresentation Risks:

There’s always the potential for fraud or misrepresentation of a company’s potential or financial situation, which can lead to investment losses.

Limited Exit Strategies:

The exit strategies for investors are typically limited. Without a public market for the shares, investors depend on the company’s success for any chance of a financial return.

Over reliance on Platform Due Diligence:

Investors may overly rely on the due diligence performed by the crowdfunding platform, which may not be as thorough as the investor would do independently.

Information Asymmetry:

There can be a significant information gap between the company founders and the investors, which can affect investment decisions.

Tax Implications:

Depending on the jurisdiction, there may be unfavourable tax implications for investments in startups, such as difficulty in claiming losses or higher capital gains taxes.

Crowding Effect:

There is a risk that the ‘crowding effect’ of many small investors could deter larger, more experienced investors, who may see the administrative burden of dealing with a large shareholder base as a disadvantage.

In essence, while equity crowdfunding empowers retail investors, it also requires a careful approach. Potential investors should conduct thorough due diligence, understand their risk tolerance, and consider the illiquid nature of such investments before committing their capital.

Who Should Invest in Equity Crowdfunding?

What are the Different Types of Investors?

Image Source: What are the Different Types of Investors? | KoreConX

Investing in equity crowdfunding can be a great option for the right investor, however, it’s definitely not suitable for everyone.

It tends to fit certain investor profiles better than others.

So to help those thinking about investing in equity crowdfunding campaigns, we’ve identified some investor profiles that would work well in the space.

If you identify with any of the profiles below, it could be a sign that you are ready to enter the equity crowdfunding industry.

1. The Risk-Tolerant Investor:

Individuals who have the capacity to absorb losses and are comfortable with high-risk investments may find equity crowdfunding suitable. They should be able to handle the potential total loss of their investment without it affecting their overall financial stability.

2. The Patient Capital Provider:

Those who can afford to have their capital tied up for an extended period, without expecting immediate returns, are well-suited to this investment type. Equity crowdfunding is a long game, where entrepreneurs will be looking to raise money for long term growth. Often times, investors who provide capital through an equity crowdfunding platform won’t see an ROI for several years.

3. The Diversified Investor:

Investors who are looking to diversify their portfolio beyond traditional stocks and bonds may find equity crowdfunding an attractive option. It should represent only a small portion of their overall investment portfolio to mitigate risk.

4. The Supportive Investor:

Individuals passionate about supporting new ideas, innovations, or specific industries may find equity crowdfunding rewarding beyond financial returns. Many invest because they believe in the mission or the founders of the startup.

5. The Informed Investor:

Those who enjoy researching and understanding new business models, market strategies, and emerging industries, and who have the time and interest to conduct due diligence on potential investments, are likely to do better in equity crowdfunding.

6. The Strategic Investor:

Professional investors or industry experts who can leverage their own experience and networks to assist a startup beyond just providing capital may find equity crowdfunding a mutually beneficial investment. 

7. The Impact Investor:

Investors interested in having a social or environmental impact, as well as a financial return, might choose equity crowdfunding to support companies that align with their values. 

8. The Angel Investor:

Experienced angel investors who traditionally invest in startups may see equity crowdfunding as a way to expand their portfolio and access a broader range of opportunities.

9. The Educational Investor:

Those looking to learn more about the early stages of business and investment may consider equity crowdfunding as an educational tool, allowing them to gain firsthand experience with entrepreneurship and private equity investment.

It’s crucial for potential investors to evaluate their financial goals, risk tolerance, and investment timeline before deciding to engage in equity crowdfunding. Financial advisors often recommend that any high-risk investment, such as startups, should only constitute a small percentage of an investor’s overall portfolio.

That being said, the ideal blend of private equity and traditional investing opportunities will depend on the person, so spend some time reviewing the pros and cons above to decide how much (if at all) you want to invest in equity crowdfunding.


Equity crowdfunding stands as a testament to the evolution of investing, offering a platform that bridges the gap between ambitious startups and a broad investor base.

While it democratizes the investment process, allowing for a wider spectrum of investors to partake in early-stage financing, it is accompanied by a set of risks that are unique to startup ventures. The potential for substantial returns exists, but it comes with the caveat of significantly higher risk.

Investors drawn to equity crowdfunding should possess a robust risk appetite, patience for long-term engagement, and a commitment to thorough due diligence. This investment avenue requires an understanding that while the rewards can be significant, they are never guaranteed, and the path to liquidity is often long and uncertain.

As we look to the future, equity crowdfunding is likely to continue its high growth trajectory, influenced by technological advancements, regulatory changes, and the growing desire for investors to enter the private equity space.

Whether you are an investor considering taking your first step into this space, or a startup contemplating this route for capital raising, the journey of equity crowdfunding is one of due diligence, strategic decision-making, and, ultimately, a belief in the innovative spirit of new enterprises.


We are not brokers, investment, or financial advisers; you should not rely on the information herein as investment advice. If you are seeking personalized investment advice, please contact a qualified and registered broker, investment adviser, or financial adviser. You should not make any investment decisions based on our communications. Our stock profiles are intended to highlight certain companies for YOUR further investigation; they are NOT recommendations. The securities issued by the companies we profile should be considered high risk and, if you do invest, you may lose your entire investment. Please do your own research before investing, including reading the companies’ public filings, press releases, and risk disclosures. The company provided information in this profile, extracted from public filings, company websites, and other publicly available sources. We believe the sources and information are accurate and reliable but we cannot guarantee it. The commentary and opinions in this article are our own, so please do your own research.

Copyright © 2023 Edge Investments, All rights reserved.

  • Austin Still

    Austin holds a Bachelor of Commerce from the University of Saskatchewan and brings over 10 years of investing experience. With a belief the most important decision investors make when buying stocks is the price paid, Austin aims to blend growth with value by finding companies with accelerating growth combined with a discounted valuation. More specifically, Austin’s expertise lies in the technology sector, identifying businesses showing strong growth, a lasting competitive advantage, and sound fundamentals, paired with a valuation that supports further stock price appreciation.

    View all posts

Leave a Comment

Get 30+ hours of analyst research directly in your inbox weekly. Sign-up today to stay on top of the market.