Pitch decks are the startup world’s version of speed dating—except with fewer drinks and much higher stakes.
And thanks to new analysis of 30,000 pitch decks by Fuel Ventures, we’ve been given a rare window into the startup zeitgeist in the UK today. It’s insightful. It’s slightly absurd. And for founders, it’s packed with lessons—if you know where to look.
Spoiler alert: if you’re planning to pitch this year, it’s time to ditch the gimmicks and sharpen your substance.
The AI Arms Race (and Why You Don’t Need to Join It)
Let’s get the headline stat out of the way: 86% of pitch decks now mention AI.
That doesn’t mean 86% of startups are actually building AI-driven products. It just means everyone’s talking about it. AI has officially become the “we’re blockchain for X” of 2025.
We work with plenty of founders building genuinely smart, scalable tools. But dropping “AI-powered” into your pitch without a clear use case or measurable application won’t cut it anymore. Investors have seen it all.
Instead of chasing trends, show relevance. What real problem are you solving? How is your solution meaningfully different or better?
Your edge might be AI, sure. But it could also be deep market knowledge, lived experience, or operational brilliance. Back it up with traction, not just tech talk.
Trends That Actually Matter: Founders, Timing, and Teams
The data gets more interesting when you zoom out from the buzzwords. Here’s what we found most telling:
- 76% of funded decks had co-founders
Translation: collaboration still wins. Whether you’re building as a duo, surrounding yourself with advisors, or working with fractional experts—investors want to see you’re not flying solo. - Pitch decks from founders aged 40+ are up 35%
Age bias is (thankfully) fading. Investors are waking up to the fact that experience, networks, and scar tissue are assets, not liabilities. - Female-founded pitches have grown 45%
Still not where it should be, but moving in the right direction. More investors are actively seeking out diverse leadership—and LPs are watching. - Startups outside London are gaining ground
We’ve seen this firsthand. From Leeds to Leicester, regional founders are raising, building, and scaling serious ventures. Don’t underestimate the appetite for ideas beyond the capital. - Timing matters: Tuesdays outperform Fridays by 18%
Turns out, the humble Tuesday is peak pitch-reading day. The lesson? Be strategic with when you launch—not just how.
The Real Takeaway: Clarity, Not Chaos
We’ve helped startups refine their decks, hiring strategies, and growth plans at every stage, from pre-seed to post-raise. And if there’s one common thread between the best ones? They know who they are.
“Trends come and go—but what never changes is the need for clarity. Founders don’t need more buzzwords. They need sharper messaging, smarter hiring, and a clearer sense of what they’re building. That’s what we help founders get right.”
— Caroline Hall, Founder, The Small Consultancy
They’re not trying to be all things to all investors. They’re confident about the problem they solve. They’re open about what they’ve tried, what worked, and what they’ve learned. Their decks are tight, their teams are lean, and their story holds up under scrutiny.
And crucially, they understand that getting funded is not the goal—building a resilient, investable business is.
How We Support UK Founders Building Businesses That Last
The startup landscape is evolving—less hype, more depth. And at The Small Consultancy, we work with PE/VC-backed startups and scaleups to help you:
- Build talent strategies that support growth, not bloat
- Align your people strategy with commercial priorities post-raise
- Fix the hiring gaps that are holding you back from scaling
- Turn early-stage chaos into operational clarity
So if you’re pitching, hiring, or scaling in 2025—we can help you cut through the noise.