2021 has seen an unprecedented level of venture capital investments, and the quantum of investment isn’t the only thing that has changed. Growth equity funds such as Tiger Global, SoftBank Vision Fund and Insight Partners have sped up the pace of venture investments, with TigerGlobal alone making 335 investments in 2021. Only Ycombinator and Techstars invested at a greater pace. However, although deal activity has been at record levels, each fund has a different approach to investment and an understanding of which investor to approach for your business can be the difference between success and failure when it comes to securing that crucial round of funding which will fuel growth. Venture investors differ in many ways, from the stage of business they invest in, to the requirements they have and the value they add to their portfolio companies. Taking the time to carefully select the investors to approach and to tailor your pitch accordingly can have a major impact on valuation and growth, as any additions to a businesses’ cap table should be done in an intelligent way. Smart money adds value, and making moves which add value leads to growth.