Behind every great fundraise is a story that resonates, but how do you craft a pitch that truly clicks with investors across markets?

In this conversation, Anthony Rose, CEO and Co-Founder of SeedLegals, joins Tova Feldheim, Co-Founder of York Effect, for a deep dive into the strategies that take founders from ‘we’re still figuring it out’ to ‘we’re ready to raise’.

From refining your go-to-market plan and sharpening your investor narrative to showing traction without overselling, Tova and Anthony cover what it really means to be investment-ready and how to communicate growth in a way that builds trust.

Key takeaways

Crack the code before you build

• Founders often skip deep user understanding and jump straight to product-building, only to find no one wants what they’ve made.
• Tova’s experience in customer and user experience taught her to listen for what users really need, even if they don’t say it directly.
• Observing behaviour (not just words) reveals the deeper motivations and pain points of potential customers.
• Aligning your product with those insights lays a stronger foundation for both traction and funding.

Speak to the right audience 

• Not everyone interested in your product is your customer. Focus on identifying who will actually pay.
• Early conversations should be with the person holding the budget, not just enthusiastic users.
• Investors look for validation from paying customers, not just anecdotal excitement. Designing your pitch around this audience shows real commercial traction and product-market fit.

How to build an investor-worthy narrative

• The story investors want to hear is one of discovered need, proven demand and scalable solution.
• Tova recommends framing your deck around the customer journey: the problem, your insights, the solution and how people are already buying in.
• Case studies, testimonials or even simple quotes from discovery calls can go a long way.
• Avoid jargon – clarity and simplicity in your pitch builds credibility.

Mindset shifts that make the difference 

• Founders need to detach from ego and stay curious about what people actually want, not what they think they should build.
• Tova describes this as switching from ‘proving your idea’ to ‘learning what works’.
• Investors are more likely to back founders who show adaptability, self-awareness and strategic insight.
• The best pitches come from lived, tested experience – not just slides.