Joanna Invests

What Joanna Invests does

Joanna Invests is a Netherlands-based community investment platform founded in 2022 that connects individual women investors with female-founded pre-seed and seed stage startups across Western Europe. The Amsterdam-headquartered company operates as a two-sided network rather than a traditional venture fund: it curates pitch submissions (400+ analyzed to date, 14 invested in), facilitates investor onboarding through a web-based member dashboard, and structures deals either individually or via pooled vehicles. The core technology is a self-serve community portal providing deal access, terms, payment options, and portfolio tracking — there is no proprietary algorithmic matching, proprietary scoring model, or differentiated software product.

The commercial model rests on two investment products: (1) "Build Your Own Portfolio" via a Wefunder channel partnership, with EUR 2,000 minimum single-deal tickets where investors select companies directly, and (2) a "Package Deal" structured as a Dutch Limited Partnership (CV) with three tiers (EUR 10k / EUR 25k / EUR 50k+) investing across minimum 5 startups. Revenue streams include one-off introduction fees of 1–3% depending on ticket size, annual management fees of 2% (years 1–3) and 1% (year 4+) on Package A holdings only, and 20% carried interest on exits. Joanna Invests BV is the operating entity; the company is not AFM-regulated as the CV raises below the EUR 5m prospectus threshold. The 550+ member community (90% women) is the primary acquisition channel, driven by referrals, organic content, and earned media rather than outbound sales.

The business is operated by a three-person core team led by founder Claire Tange (15+ years finance experience; former CFO of Fastned, Dott, and Source.ag) and co-founder Annemarie Kruijer (marketing/growth background at Funding Circle NL and Briqwise), with operations managed by Liselotte Tiemensma. The advisory board includes James Waters (Booking.com CBO), Angelique Schouten, and Marlien Blaauw. Strategic positioning targets the structural gap that female founders receive roughly 1% of global venture capital while European women face a 40% pension gap, framing the platform as both a financial product and a gender-equity mission. Notable portfolio achievements include Quan's 2025 acquisition by TrueTribe (Joanna Invests' first exit), luna's Top 5 finish at TechCrunch Disrupt, and tex.tracer's MT/Sprout Startup of the Year 2024 finalist status.

Name

Joanna Invests

Legal name

Joanna Invests

Website

https://joannainvests.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Joanna Invests is a Netherlands-based community investment platform founded in 2022 that connects 550+ individual women investors with female-founded pre-seed and seed startups across Western Europe via curated deal flow, a Wefunder single-deal product, and a tiered Package Deal fund.

Ownership category

akta.pro rank

Product category

Angel Investment Community

NAICS

Portfolio Management and Investment Advice (523940), Other Investment Pools and Funds (5259)

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Gender Lens / Diversity, Equity & Inclusion (DEI) Funds (FSANAJAM)

akta.pro secondary industry

Goal-Based & Micro-Investing Platforms (Round-ups, Fractional) (FSAGAEAG)

Keywords

• Angel investment community
• Female founder investing
• Diversified startup portfolio
• Impact venture investing
• Pre-seed equity deals

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Package Deal — Introduction/Management Fees: Investors in the package deal pay a one-off introduction fee (1-3% depending on ticket size), annual management fees (2% years 1-3, 1% years 4+), and 20% carried interest on exits. Fees are assessed on the investment amount committed.
2. Package Deal — Carried Interest: Joanna Invests BV takes 20% carried interest (performance fee) on exit events from package deal investments, aligning manager and investor incentives.
3. Single Investment — Wefunder Transaction Fee: For investors building their own portfolio through Wefunder, a one-off fee is paid to Wefunder (the platform), plus 20% carried interest to Joanna Invests at exit. Joanna Invests facilitates but does not lead the deal structure.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Joanna Invests is a women-powered investment community that curates and channels capital into female-founded, impact-driven pre-seed and seed startups. Members access investment opportunities through a personal dashboard: they can either pick individual deals starting at EUR 2,000 (via Wefunder) or commit EUR 10,000+ to a diversified Package Deal of 5+ startups managed by Joanna Invests. The community itself is the primary acquisition and engagement channel, with quarterly portfolio updates, annual investor events, and founder pitch involvement.

Product overview

Joanna Invests operates as a women-powered investment community platform connecting female angel investors with female-founded startups. The platform offers two primary investment products: (1) the Build Your Own Portfolio option allowing individual startup investments starting at EUR 2,000 where investors select companies directly, and (2) the Package Deal providing diversified portfolio exposure to 5+ startups starting at EUR 10,000 with three tiers (EUR 10,000, EUR 25,000, EUR 50,000+). The core Joanna Invests Community Platform provides members with a personal dashboard for accessing investment opportunities, portfolio tracking, and quarterly reporting updates. All investments focus on pre-seed and seed stage, female-led companies across Western Europe with positive impact on people and planet.

Differentiator

Problem solved

Functional benefit

Products and services

• Joanna Invests Community Platform Web-based member portal where women investors join the Joanna Invests community to access curated female-founder deal flow, view investment terms, make payments, and track portfolio performance with quarterly reporting updates.
• Build Your Own Portfolio Single startup investment product for individual women investors with a minimum ticket of EUR 2,000, where investors pick specific female-founded startups, attend the founder pitch, and hold direct equity via the Wefunder platform (wefunder.com/community/joannainvests). Investors pay a one-off Wefunder transaction fee and 20% carried interest to Joanna Invests at exit.
• Package Deal Diversified portfolio investment product structured as a Dutch Limited Partnership (CV) managed by Joanna Invests BV, where investors commit EUR 10,000+ and Joanna Invests allocates capital across a minimum of 5 female-founded startups in one transaction. Available in three tiers: Package A (EUR 10,000, 3% intro fee, 2%/yr management fee years 1-3, 1% year 4+, 20% carry), Package B (EUR 25,000, 2% intro fee, 20% carry), Package C (EUR 50,000+, 1% intro fee, 20% carry).

Quantifiable outcome

• Joanna Invests portfolio companies have achieved significant recognition: Quan finalist in MT/Sprout Startup of the Year 2023; tex.tracer finalist in MT/Sprout Startup of the Year 2024; luna Top 5 finalist at TechCrunch Disrupt San Francisco.
• +4 more outcomes

Named customers14 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Zorg van de ZaakcoreStrategic or Co-development Partner · 9 April 2024Zorg van de Zaak (Dutch occupational healthcare provider with 67,000 customers covering 1.3 million employees) entered a strategic partnership with Quan (portfolio company of Joanna Invests) in April 2024. This partnership enables Zorg van de Zaak's customers to offer Quan's wellbeing platform to employees, marking Quan's first major B2B enterprise partnership and validating its science-based approach.
• EllevateminorGTM or Marketing Partner · 1 January 2022Ellevate (a community of international female IT professionals) teamed up with Joanna Invests to co-invest in Peekabond's pre-seed round. The partnership reflects shared values of female empowerment and network building.
• WefundercoreChannel Partner/ Reseller/ Distributor · 1 January 2022Wefunder serves as the regulatory and platform infrastructure partner for Joanna Invests' build-your-own-portfolio option. Investors are directed to wefunder.com/community/joannainvests for single-deal investments. Wefunder handles the investment documentation and regulatory compliance for these deals.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Female Invest: Danish digital investment platform built specifically for women, offering educational content and curated investing opportunities. Directly comparable to Joanna Invests in mission (women-focused retail investment access) and European digital community model.
• Portfolia: US-based investment platform for women backing female founders, offering curated angel-style deals and fund structures. Closely aligned with Joanna Invests in two-sided marketplace model and gender-lens thesis.
• Female Founders Fund: US early-stage VC firm exclusively backing female-founded companies. Directly comparable in mission focus (female founders) though operates as institutional fund rather than retail community.
• Alma Angels: European angel network investing in companies with at least one female co-founder. Closely comparable community-led angel model with gender-diversity thesis and individual deal-by-deal structure.
• Pipeline Angels: US-based network changing the face of angel investing through gender-focused capital deployment. Comparable in mission to diversify the cap table through female investors and female founders.

Broad incumbents

• Wefunder: Largest US retail investment crowdfunding platform; serves as Joanna Invests' actual infrastructure partner for single-deal investments. Broad incumbent providing deal-by-deal regulatory platform that Joanna leverages rather than competes with directly.
• Republic: US-based retail investment platform offering access to private markets across startups, crypto, and funds. Broad incumbent with thematic community features that overlap with Joanna's curated-deal-and-community positioning.
• Seedrs: Leading European equity crowdfunding platform enabling retail investors to back startups. Comparable as European incumbent in retail-facing startup investment but operates broadly rather than focusing on female founders.
• Crowdcube: UK-based equity crowdfunding platform for retail investors in early-stage companies. Comparable European retail-investment-in-startups incumbent, broader in scope than Joanna's gender-focused thesis.
• AngelList: US platform connecting startups with angel investors and venture funds. Broad incumbent in startup-investor intermediation; comparable in two-sided marketplace mechanics but operates at much larger scale across all demographics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/InvestorJoanna
• LinkedInlinkedin.com/company/joanna-invests
• Instagraminstagram.com/joanna_invests

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments7 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Joanna Invests