Thursday Aug 04, 2022

Anthony Rose @ Founder and CEO of SeedLegals | When FounderTech Behaves Like A Utility The Rules Can Then Be Reimagined

In this conversation we talk to Anthony Rose who is founder and CEO of SeedLegals. An outsider to the legal and investment community, who ended up building one of the original FounderTech platforms that would go on to ultimately reimagine both of those sectors.

We talk about how when you are an outsider, you can sometimes frame and envision possibilities for a problem space in the market completely differently. In Anthony’s case he realised that the main product opportunity for SeedLegals was not - as he initially and reasonably assumed - the faster delivery of a set of legal documents. He came to realise that’s actually almost incidental and a small piece of the puzzle, not the actual puzzle itself. That the real value and opportunity lay in enabling founders to have confidence with how they initially engaged, navigated and progressed through the complexities of the startup venture space.

This led to repositioning SeedLegals as ‘the fastest way to do your funding round’ and the development and introduction of their flagship investment products SeedFAST and Instant Investment. Both of which went onto inform and help frame what they define as agile investment. Both have led to more money now being raised via SeedLegals outside of a traditional funding round than within a traditional funding round.

We also explore how there are 4 distinct typical investor personas that inform a funding round which are not the same in intent or capacity and how founders need to calibrate their pitch accordingly to align with these personas. We highlight how all an investor can go on in the early pre-product and pre-revenue stages is teasing out the signals founders have agency over. That one of the only true signals and datapoints an investor can evaluate is the content the founder can produce and put out that creates thought leadership in their space and demonstrates authority over their market sector.

Ultimately we focus and hone in on how FounderTech, in order to further rewire and reimagine the rules of the founder investor landscape, has to behave like a series of utilities. Utilities that are designed to increase the fluidity and agility of that founder investor dynamic and conversation. Utilities that continue to erode and reduce the inefficient asymmetries of the early stage startup space so it is ultimately more inclusive and open for everyone.

Anthony Rose @ Founder and CEO of SeedLegals | When FounderTech Behaves Like A Utility The Rules Can Then Be Reimagined

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