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Pitching your loan to investors

Our previous Borrowing toolkit posts looked at how LendingCrowd aims to bridge the SME funding gap and the information that businesses need to provide when they apply to us for a business loan. Now comes the all-important pitch to investors.

You’ll need to supply information about your business and the purpose of your loan. Remember – thousands of investors will be bidding to fund your loan, so think carefully about your pitch.

Your pitch will appear on our Loan Market, so don’t include sensitive business information in this section. If there’s anything like this that you feel would benefit your application, please email

The basics

Write in short sentences and don’t use industry jargon or abbreviations. Check there are no spelling mistakes and that the information you’ve provided makes sense – you want to make a good first impression. Perhaps ask a colleague to read your draft and offer some feedback before you press send.

Remember that investors will have the chance to ask you questions once your application appears on our Loan Market, so don’t feel you have to write a lengthy document at this stage.

Here are the questions you’ll need to cover:

Who are we?
Explain what the business does, and what experience your management team has. Do you own or lease your business premises? Who are your customers, suppliers and competitors? Tell investors about your unique selling point.

What is the loan for?
For example, will the loan increase sales or reduce costs? Provide a breakdown if the funds are for multiple purposes.

Why are we safe to lend to?
Do you have a strong capital position? How are you placed in your market? What sets you apart from your competition?

When you apply for a loan with LendingCrowd, you’re not on your own. You’ll have direct access to our team of experts and we’ll support you throughout the application process. We look forward to working with you and supporting your business.

If you have any questions, please call us on 0345 564 1600 or email

It’s time to take your business further. It’s time to Think Outside The Bank.

Article author

Gareth Mackie

Gareth Mackie

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If you invest through LendingCrowd you should understand that your capital is at risk.

LendingCrowd is the trading name of Edinburgh Alternative Finance Limited, Company Number SC468392, authorised and regulated by the Financial Conduct Authority (Firm reference number 670991). LendingCrowd and its products are not covered by the Financial Services Compensation Scheme.

Read more about the risk involved when investing and borrowing.

The company's registered office is 23 Manor Place, Edinburgh, EH3 7DX.

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