Joanna Invests
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.
- Company typePrivate
- Founded2022
- HeadquartersAmsterdam, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingServices
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.
Joanna Invests firmographics
Firmographics- 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
Joanna Invests industry classification
Industry- 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
Where Joanna Invests is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices2 records
Markets served
Joanna Invests business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- 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.
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Build Your Own Portfolio — Single Investment (via Wefunder) |
| Subscription | Multi-year contract | Package A — EUR 10,000 Entry |
| Subscription | Multi-year contract | Package B — EUR 25,000 Entry |
| Subscription | Multi-year contract | Package C — EUR 50,000+ Entry |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
Joanna Invests product offering
Product offeringCore 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
Companies that use Joanna Invests
Customer profileNamed customers14 records
Segments2 records
Ideal customer profiles1 record
Joanna Invests technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Joanna Invests partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Zorg van de ZaakcoreZorg 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.
- EllevateminorEllevate (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.
- WefundercoreWefunder 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
Joanna Invests competitors and assessment
Company assessmentDirect 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
Joanna Invests social profiles
Digital presenceJoanna Invests financial estimates
Financial estimateRevenue estimate
Valuation estimate
Joanna Invests leadership team
Management profileNumber of profiles
Profiles3 records
Joanna Invests funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Joanna Invests M&A and investment
M&A and investmentM&A
Investments7 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Joanna Invests
What does Joanna Invests do?
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.
Is Joanna Invests a public or private company?
Joanna Invests is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Joanna Invests founded?
Joanna Invests was founded in 2022. It employs 1 to 10 people.
Where is Joanna Invests based?
Joanna Invests is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Joanna Invests make money?
Three revenue lines are on record. Package Deal — Introduction/Management Fees are the primary driver. The others are package Deal — Carried Interest and single Investment — Wefunder Transaction Fee.
Who are Joanna Invests's main competitors?
Direct peers on record are Female Invest, Portfolia, Female Founders Fund, Alma Angels and Pipeline Angels. Broad incumbents are Wefunder, Republic, Seedrs, Crowdcube and AngelList.
Does Joanna Invests have an API?
No public API is recorded for Joanna Invests.
What industry is Joanna Invests in?
Joanna Invests's product category is Angel Investment Community. Its primary akta.pro industry code is FSANAJAM, Gender Lens / Diversity, Equity & Inclusion (DEI) Funds, with a secondary code of FSAGAEAG, Goal-Based & Micro-Investing Platforms (Round-ups, Fractional). Its NAICS code is 523940 and its SIC code is 6282.