Why We Take Equity Instead of Day Rates

Day rates would be easier. Send an invoice, get paid, move on.

But day rates create a gap between us and the outcome. We'd be billing for time, not building towards something.

How Equity Changes Things

When we take equity, that gap closes. We succeed when you succeed.

There's no incentive to stretch timelines or pad scope. Every week we're not launched is a week we're not building value either.

We care about what ships, not what's scoped. If a feature isn't going to move the needle, we'll say so. We're not billing for it — we're building toward the same outcome you are.

We move fast. Same urgency you have. Runway matters to us too.

We stay in. Equity vests over time. We're not disappearing after the MVP.

Not Always Equity

Not every project is right for equity. Sometimes founders want to pay full rate and keep the cap table clean. That's fine — we do that too.

Depends on the fit. Depends on the founder. Depends on where the product is.

But when equity is right, it's the best way to build. No misaligned incentives. No billing conversations. Just two partners building something that works.

We say no more than we say yes. But when we say yes, we're in it.

What We've Built

Twelve ventures. £10M+ in combined valuations. 100% launch rate.

Not because we're lucky. Because we're picky about who we build with.