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The rating process explained

1 Information Gathering

We gather and check the factual information sourced from the live campaign, your business plan and financials and from reliable third party sources.

2 Data Input

Loading of data and sourced information and investment intelligence into our proprietary ratings engine. Once we have the information we need, the data is validated by one of our Financial Analysts.

3 Rating Preparation

Based on the results from the Ratings Engine, the Analyst prepares explanatory guidance comments against each sub-section of the rating and a conclusion which is published at the bottom of the rating.

What the ratings mean

  • 49% and under
    We suggest potential investors carry out further study of their own
    50-64%
    Room for improvement
    65-79%
    Worth considering
    80%+
    Gold rating, our highest rating

Note: Gold Rating score threshold increased to 80% 24/3/20


Example rating

Summary ratings across three areas Conclusion highlights the key points and any areas of concern Gold award for 80+ rating Ratings at a glance Each major area of a rating is further broken down into three components with a brief discussion

These three components are in turn based on 70 standard data points
Summary of financials (where provided) in a standardised format The Crowd Rating process explained
4 Rating review

A Director reviews all the materials and the rating and then interrogates the Analyst in a meeting. Further research and data validation is then carried out if necessary. Sometimes a third opinion is obtained from a member of our Specialist Advisory Panel. We then contact the business owner for comments and feedback.

5 Regulatory approval

As an FCA regulated firm, once a Director has approved the rating it is sent to Compliance to ensure that it meets all regulatory requirements.

6 Publication

Once the rating has been approved by Compliance and we have made contact with the business owner it is published on our website and made available to be used by the business owner for their continued campaign marketing activity.


Ratings breakdown by score

Based on 766 rated pitches.


  • Internet Business Awards Category Award Winner 2015
  • Hertfordshire Business Awards Finalist 2014

As seen in:

  • The Guardian
  • Financial Times
  • Yahoo! Finance
  • The Times
  • The Daily Telegraph