How to Get Warm Introductions to Investors (UK)

Why introductions carry weight

An introduction from someone an investor trusts gets your email read. It also tells the investor that somebody who knows you is willing to put their name next to yours. A cold email has to earn all of that in a few lines.

The British Business Bank lists four ways to find angels: ask your professional network, go to pitch events, search angel directories, and speak to a business that has worked with an angel. Your own network is first on that list, and I'd try that route first.

There is a cost for the introducer as well. They are lending a little of their own reputation. That is why a clear, short and honest request works best, and why you should only ask people who rate your work. Introductions also save you time. An investor who has already heard good things about you tends to reply faster and arrives at the meeting with some goodwill, so the first conversation can go straight to the substance.

Start by choosing the investor

Decide who you want to reach before you ask anyone for help. SeedLegals' guide gives a simple order: pick the investor, look at their LinkedIn profile, find the people you share connections with, then ask one of them.

The pick matters more than the route. An introduction to someone who does not invest at your stage or in your sector wastes the favour. Check their recent deals, their usual cheque size and whether they are still active.

Aim for a ranked shortlist of about twenty names, then ask for introductions to the best fits first. That way your strongest connections are used where they matter most.

Work out who can introduce you

Look first at founders the investor has backed, because they have seen how the investor behaves and can speak to it. Then look at lawyers, accountants and other advisers who work with that investor, people you worked with in the past, and anyone from an accelerator or programme you have joined.

The British Business Bank also suggests connecting with businesses that have already secured angel backing. They know which angels are worth meeting and often have a view on how each one behaves after the cheque clears.

Ask your existing customers and mentors too. A customer who is happy to say why they use you can be a more convincing introducer than a stranger with a famous name. Keep a list of everyone you ask and the answer you get.

Make the ask easy to say yes to

SeedLegals' advice is to make the request effortless for the person doing you the favour, and to give them two or three clear sentences they can forward at once. Write that forwardable note yourself. Say what you do, the problem you solve and why it matters.

I'd also tell the introducer exactly what you want, which is a short call with this person. Give them an easy way out too. People say yes more often when they know a no will not cost them anything.

Send the request by message or email so they can answer when it suits them. Keep the forwardable note under 100 words, with no attachments, and put the key line at the top.

A template you can adapt

Subject: Intro request, [investor name]

Hi [name], I'm raising a pre-seed round for [company], which [one sentence on what you do and who it is for]. I think [investor] would be a good fit because [one specific reason, such as a similar company they backed]. Would you be comfortable introducing us? Below is a short note you can forward as it stands. Thanks either way, [your name].

Forwardable note: [Your name] is the founder of [company]. [Two sentences on the problem and what you built.] [One line of proof.] They are raising [amount] and would value 20 minutes with you.

Change the wording so it sounds like you. A template that reads like a template is easy to spot. Keep one specific reason for each investor, because that line shows you chose them on purpose.

When you have no obvious connections

SeedLegals points out that most founders have few warm connections at the start, so you are in good company. You can begin building them today. Attending startup events gives you short conversations that make later outreach feel familiar and tend to improve reply rates.

Beyond events, I'd look at the accelerators, angel networks and founder communities in your region and sector. The British Business Bank lists pitch events as a main route, and a short pitch to a room of angels can lead to several one-to-one meetings.

If you still have no route in, a cold email is a fair choice. Most investors read them, and a short, specific message will be treated seriously. Over time, each investor you meet can introduce you to the next.

Keep the introducer in the loop

Once the introduction is made, reply quickly to the investor and thank the introducer by name, moving them to bcc. Then tell the introducer what happened, whether it went well or not. People are more willing to help again when they hear the result.

If an investor passes, ask whether they know someone better placed to look at your company. A pass with a useful pointer is a good outcome.

Send a short thank-you whatever the outcome. If you close the round, tell them early. People remember who looked after them, and they are likely to help you again at the next raise.

Combine introductions with a ranked list

Warm paths take time to find, so I'd rank your targets first and spend that time on the investors most likely to invest. InvestorUniverse scores UK investors on stage, sector, cheque size, region and recent deals, which gives you a list of names to search for mutual connections.

Where there is no warm route, a short, personal cold email still works. Our cold email guide has an example. This is general information, not financial advice.

Review the list monthly. Investors change focus, funds close and new angels appear, so a name that fitted in January may not fit by the autumn. Replace the ones that no longer fit and keep your requests current.