Founders, angels, and investors: what's the story

Tuesday afternoon at Entrepreneurship Week brought the conversation back to one of the most defining — and misunderstood — relationships in the startup ecosystem: the one between founders, angels, and investors. In the session “Founders, Angels, and Investors: What’s the Story?”, the focus was not on pitch decks or valuations, but on expectations, communication, and long-term partnership.

The session featured Maria Lindholm, CEO at Wellstreet, and Charlotte Ekelund, ex-founder, startup consultant, and EWOR scout.

Published:

Jan 30, 2026

2 min read

From Entrepreneurship Week 19-23 Jan 2026
Day Two Fireside Highlights

Different Roles, Different Realities

Early in the conversation, the panel made it clear that founders and investors often come to the table with very different perspectives — and that friction usually starts when those differences are not acknowledged.

“Typically, a VC is more looking for the kind of unicorn’s profile. So that means top-level growth, running,”
— Maria Lindholm

This framing set the tone for the session: VC funding is not a universal solution, but a tool designed for companies aiming for rapid scale under high uncertainty.

What Investors Are Actually Listening For

Rather than focusing on flawless execution or bold promises, the discussion repeatedly returned to how founders think, reason, and respond to challenges.

“Usually, 60 to 70% of what we look at in the beginning when it’s this early, is the team. And what we actually need is to see proof that this is a team that is going to be able to execute and solve the problem that they’re solving.”
— Maria Lindholm

The emphasis was on clarity, reflection, and the ability to engage honestly with risk — not on pretending everything is already solved.

The Founder Perspective: Navigating a Complex System

Drawing from her experience as a founder and advisor, Charlotte Ekelund spoke about how confusing the funding landscape can be, especially early on.

“If you feel like all the VCs are saying no, maybe you shouldn’t be talking to VCs.”
— Charlotte Ekelund

She highlighted how mismatched expectations often stem from lack of knowledge — not lack of ambition — and how learning the ecosystem is a critical part of the founder journey.

Storytelling Beyond the Pitch

The panel also touched on storytelling — not as performance, but as consistency over time.

“Fundraising is not just about the pitch—it’s about the people who become your investors and how you work with them afterward. The real relationship, collaboration, support or absence of expected support starts after you get the money”
— Charlotte Ekelund

This sentiment resonated strongly with the audience, reinforcing that credibility is built through actions, decisions, and follow-through — not only through slides and narratives.