More female investors, more female founders: How Svenja Lassen is making the ecosystem more diverse
Svenja Lassen is a journalist, business coach, and a fixture in the startup scene since 2019. In 2020, she founded the Female Investors Network (FIN) to close a gap. There are not only too few female founders, but also significantly too few female investors. Her goal: equality—and thus better decisions about which startups receive funding.
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PITCH & PEOPLE Episode 4: Svenja Lassen
A look at the numbers shows why this is necessary: In Germany, only 13.6 percent of business angels are female. In 2019, when Lassen entered the ecosystem, the proportion was only 8 percent. For the trained journalist, this is also due to a lack of targeted communication and traditional roles in dealing with money. Svenja Lassens Message is clear:
"Take care of your finances. Money means influence."
With the FIN Academy Since 2022, she has been offering an online training program for aspiring business angels – seven rounds, with over 215 trained women already investing. The next round starts on October 6th. The approach is deliberately practical and collaborative: cohort-based learning, rapid transfer to application – for example, at FIN Pitch Nights, where startups answer questions live. Community, transparency, and fun are key levers for Lassen to facilitate entry.
Just 5,000 euros is enough
“You might think that angel investing is only for the rich and famous, but that’s a myth.”
explained Svenja LassenPooling models already allow tickets starting at around €5,000. Nevertheless, it is important to note that this investment remains high-risk capital, so invest a maximum of 5 to 10 percent of your total assets, diversify well, and support several startups. The special thing about Business angel existence: In addition to capital, network and expertise are important – from industry knowledge to initial customer contacts.
Investing requires patience: Angel investment often lasts longer than the average marriage—five to seven years is the rule rather than the exception. Lucky exits are possible, but they can't be planned. Therefore, Lassen advises a clear investment thesis: Those who prefer a shorter-term perspective are more likely to invest in more mature startups with a recognizable track record.
What women do differently
As investors, women bring different questions and priorities, often with an impact focus (environment, climate, nutrition, education). Many invest specifically in female founders and diverse teams or reject deals without impact. During the coronavirus crisis, founders report that female angel investors have been instrumental in supporting them with their empathy and soft skills. Women also offer crucial market perspectives as consumers – ignoring them risks developing projects that don't meet demand. Early diversity in the founding team and among investors helps avoid bias.
From “25 to 25” to “30 to 30”
Svenja Lassen's goal with her FIN Academy was actually to achieve at least 25 percent of all investors in Germany being female by 2025. That didn't quite work out. This, however, has led Lassen to adopt a "now more than ever" mentality. She doesn't see this as a step backward, but rather as a mission. From now on, the goal is simply 30 percent female investors by 2030. This requires education, visibility, and recognition that business angels are indispensable as enablers of innovation.
