Insights from a startup investor: Cam Ross from Green Angel Ventures

We caught up with Cam Ross, an angel investor and CEO at Green Angel Ventures.

Cam shared his journey from engineering to entrepreneurship and now to investing in startups with a focus on fighting climate change.

With insights on founding, funding, and the future of green tech, Cam’s story is packed with actionable advice for both founders and fellow investors. Check it out.

Q: Cam, thanks for joining us today! You’ve had an interesting journey into investing. Could you tell us a bit about your background and what led you into the world of angel investing?

Cam Ross: It’s true, my route wasn’t exactly typical. I actually started out in engineering, with a focus on aeronautics. Early in my career, I worked in factories, helping companies optimise their processes – everything from toothpaste production to car manufacturing. Eventually, I co-founded a software company with a friend and spent about a decade there, helping contact centres improve their performance.

As the business grew, we developed payment technology that allowed contact centres to securely handle credit card transactions without compromising data privacy. The company grew rapidly, and after a successful exit to an AIM-listed business, I stayed on for another five or six years.

But I eventually felt a pull to do something different, something impactful. That’s when I came across Green Angel Syndicate, which at the time was a small group focused on investing in companies tackling climate change. It just clicked. We subsequently rebranded the business as Green Angel Ventures, to reflect our later increased impact and focus.

Q: Incredible background! What did you learn from founding and then exiting your own business?

Cam Ross: One of the biggest lessons was the importance of raising funding at the right time. We raised two rounds of angel funding – once during a growth phase, and later in a challenging period when cash flow was tight.

The first round was exciting, but the second was crucial. It was during this time that I learned the value of building genuine relationships with investors. Some of the angels we brought on board became chairpersons and advisors and were instrumental during both the highs and lows of running the business.

At one point, we had to make the heartbreaking decision to let go of half our team to manage cash flow. Investors want to know that you’re in the trenches with them and making tough choices. That level of trust was essential in bringing them along with us.

Q: What drew you to Green Angel Ventures?

Cam Ross: I was looking for something impactful, and Green Angel Ventures was the perfect fit. There were three main reasons it appealed to me. First, it offered a chance to get involved with early-stage companies again, where I could use the skills I’d honed running my own business. Second, I loved the mission of using investment as a tool to fight climate change. And third, there was real financial upside – Green Angel investors are not donating to charity. It’s about creating impact in a way that’s economically sustainable, and I found that really compelling.

Q: What’s the core investment philosophy at Green Angel Ventures?

It’s all about making sure every investment aligns with our mission to drive change while delivering solid returns.

Q: How has Green Angel Ventures evolved over time?

Cam Ross: We started as a small network of angel investors, but over time, we’ve expanded. Today, we also run an EIS Climate Change Fund, which allows people to invest passively in the same companies our angels back.

We’re also part of BBI’s Regional Angels Programme, which lets us increase our investment in high-potential companies. This layered approach means we can put more capital into our portfolio companies, helping them scale faster, and it also allows us to take more board seats, strengthening the relationship between our investors and the businesses we support.

Q: So for founders out there, what’s the impact of joining Green Angel’s portfolio?

Cam Ross: There’s the financial backing, of course, but also access to our network of specialised investors. These aren’t just any angels—they’re people with deep industry knowledge who provide coaching, guidance, and insights specific to each business.
We also have a portfolio management team that works with founders to identify risks and opportunities ahead of time. For example, we look beyond just cash runway; we also consider market trends, competition, IP protection, and other strategic factors. It’s a robust support system for founders.

Q: And on the angel side, how do you recruit members to join your syndicate?

Cam Ross: Our original members brought in colleagues and friends, and that network effect has fueled our growth. We now see people coming to us directly, and around 10% of our members are international. They might live abroad, but they’re passionate about backing UK climate tech. We’re lucky to have a really strong market presence in the UK, and it’s rewarding to see our mission resonate beyond borders.

Q: Are there particular green sectors you focus on, or is it broader than that?

Cam Ross: We don’t restrict ourselves to specific sectors. Our main criterion is potential carbon impact at scale. We avoid areas where we don’t have expertise,, but otherwise, we’re open. Every kilogram of carbon saved matters, no matter the industry. We know that early-stage companies may have limited impact initially, but our aim is to help them scale and create substantial change.

Q: Can you walk us through Green Angel’s decision-making process for evaluating investments?

Cam Ross: It all starts with an application. We get over a thousand applications every year – about three to four each workday. We have a team of experts who review each one and start initial conversations.

Then, we engage with angel members who specialise in relevant areas. If our experts and members reach a consensus, the company presents to our entire membership in a pitch event. If members then indicate funding, we move to a full due diligence phase, which is structured like a VC-style process. This covers everything from market potential to IP and team structure. Ultimately, we decide whether to move forward with an investment based on a comprehensive picture.

Q: For founders pitching to you, what are common mistakes they should avoid?

Cam Ross: One big mistake is not quantifying the potential environmental or carbon impact of their business early on. It doesn’t have to be complex maths, but we need an idea of the scale of impact to justify the investment. I also think it’s crucial for founders to clearly outline both the financial and carbon impact potential. We’re making serious financial investments here; it’s not a charity.

Q: What’s the attraction of joining an angel syndicate?

Cam Ross: Three things: deal flow, professional growth, and community.

Joining a syndicate gives you terrific deal flow – you’re getting access to carefully selected, high-potential startups without having to source deals yourself.

Secondly, you get to bring your own expertise into the investment decision-making process, which is rewarding and strengthens the quality of each investment.

Q: For new angels looking to join a syndicate, what advice would you give on choosing the right one?

Cam Ross: Do your due diligence on the syndicate itself. Talk to existing members and ask them about their experience – what companies they’ve invested in, how the group works together, and if it aligns with your goals.
In the UK, we’re fortunate to have a broad range of syndicates, from region-specific to sector-focused groups. There’s something for everyone, so make sure it’s a good fit for you personally and aligns with your values and investment objectives.

Q: How can someone join Green Angel Syndicate if they’re interested?

Cam Ross: Easy! Head to our website at greenangelsyndicate.com and you’ll find everything you need to know. We’re always excited to welcome new members who are passionate about making an impact on climate change.

Q: Alright, one last question before we wrap up. What’s one surprising or little-known fact about you?

Cam Ross: Well, here’s one for you—I play clarinet in a swing band! It’s my way of unwinding.

Learn more

Want to connect with Cam? Explore his LinkedIn profile to find out more and don’t forget to check out Green Angel Syndicate and Green Angel Ventures too.

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