Beyond bias: One investor’s startup strategy

Entrepreneurs – we know you want to know what investors are looking for. And there’s no one better than a real investor to give you real insights into how they make decisions and why they’d choose one startup over another. 

So we asked LEAP speaker Elsa Hyland (Angel Investor and Startup Advisor) what makes a startup pitch stand out to her. 

The answer? Probably not quite what you’d expect: actually, she said she’s learnt to be careful to dig deeper than her initial reaction to any startup, because she doesn’t want to overlook businesses because of pre-existing biases. 

So if you’re not someone who finds it easy to connect during a pitch, there’s still hope: investors are aware that first impressions aren’t everything. 

Can you share your journey to becoming an angel investor?

“My tech journey started during my university years when, through a friend's recommendation, I began working at a fintech company. Over four years I gained invaluable experience as the company scaled into a unicorn.

“Separately, through close relationships, I found myself in rooms with world-famous leaders and businesspeople – an incredible opportunity for a 23-year-old. Initially I felt out of place, as I hadn’t built a grand business or fully developed my leadership skills. But my curiosity and ‘never-give-up’ mindset – shaped by years of competitive team sports – helped me build meaningful relationships and learn from these extraordinary individuals.

“A few years later, I made my first angel investment, admittedly without much strategy at the time. My time working at a VC firm soon after gave me deeper insights into the investment world. For the past year and a half, I’ve been fully dedicated to angel investing through my own company and I now work closely with early-stage startups as an advisor, board member, or mentor, helping them become investment-ready and raising capital together.

“Just last year, before turning 30, I was fortunate to achieve a successful exit which allowed me to reinvest in new startups with the benefit of greater knowledge and experience. I absolutely love what I do and remind myself daily to stay curious and continuously grow outside of my comfort zone.”

What are three key things you look for in a startup?

“I look for an exceptional founding team with grit and resilience that solves a real problem in a large enough market.”

Can you share any real moments from startup pitches that have stood out to you - things entrepreneurs or founders have said or done that made you think, 'YES, this is great'?

“One of my best investments (or rather, a founder I deeply believe in) actually started on the opposite note. We didn’t really click in our first interaction and I thought he was slightly arrogant. But he was persistent, and over time we built a great relationship with close contact that made me understand him better. It taught me an important lesson about overcoming biases and looking beyond surface impressions to recognise true potential. 

“Many times, initial investment decisions – whether positive or negative – are driven by these biases. For instance, you might love a founder at first but later realise they lack consistency or fail to follow through on their own plans. To combat this, I focus on building longer-term relationships with founders to observe their growth and execution over time. The magic often lies in staying curious about people and things that you normally would look beyond.”

Are there any criteria you use to identify a startup's investment readiness?

“Investment readiness depends heavily on the stage of the company and the type of round they’re raising. For example, an early-stage company might not have certain metrics, so the focus lies more on the belief in the team and market opportunity (and how good they are at sales), whereas a more mature company depends on hitting key metrics to secure growth funding.

“One principle I stand by as an investor is however to always develop my own conviction when evaluating a company. Do your due diligence and avoid following others’ investments blindly; especially VCs who often have different investment strategies compared to angel investors.”

Finally, what were your goals at LEAP 2025?

“I was excited to further explore the region’s dynamic ecosystem. Having engaged with startups, investors, and decision-makers at other events in recent years, I was eager to see it from LEAP’s perspective and connect with visionary founders. Riyadh’s vibrant, fast-moving energy always inspires me, and I can’t wait to be back.”

Thanks to Elsa Hyland. Join us at LEAP 2026 to connect with VCs and angel investors who share a specialist interest in tech.