Anthony Rose is the Co-Founder and CEO of SeedLegals, a groundbreaking platform that has revolutionized the way startups close funding rounds. A serial entrepreneur with a track record of building and selling multiple startups, Anthony has been at the forefront of innovations spanning 3D graphics, P2P music, internet video, social TV, and online communities. Most notably, he spearheaded the launch and development of the BBC iPlayer during his tenure at the BBC from 2007 to 2010, transforming it into one of the broadcaster’s most significant digital successes by applying a startup mindset to product development.
The inspiration for SeedLegals came when Anthony met investor Laurent Laffy, and together, they set out to simplify and streamline the legal process of fundraising. Today, SeedLegals is the U.K.’s leading platform for closing funding rounds, facilitating over 1,000 rounds annually. Committed to supporting founders, Anthony frequently shares his expertise through webinars, articles, and industry discussions. When he’s not driving innovation at SeedLegals, he can be found running—whether for fitness, clearing his mind, or even making deliveries to his team. Just don’t suggest he gets a bicycle, and if you’re looking for a way to win him over, green jasmine tea is the way to go.
SeedLegals has transformed the way startups handle fundraising and legal processes. What inspired you to launch the platform, and what gap in the market were you looking to address?
I come from a tech background—P2P music, video, and social networks—far from legal. However, after building and selling a few startups and investing in others, I met my co-founder, Laurent Laffy, a genius ex-VC and serial angel investor. At a party, he explained from the investor side how lawyers take forever, make mistakes, and charge a fortune, and we decided to change that. I was looking for my next venture, so we launched SeedLegals. Now, founders no longer need a lawyer for funding rounds; they can do it all on SeedLegals, democratizing fundraising by giving them the data, knowledge, and power to drive their own investment rounds.
You’ve been at the forefront of several major tech innovations, from leading BBC iPlayer to now revolutionizing startup funding. How has your experience in media and technology influenced your approach at SeedLegals?
At first, I felt self-conscious about not being a lawyer. Now, I see it as an advantage. I’ve realized that being an outsider allows you to rethink an industry from the ground up. Most legal tech startups are built by disaffected lawyers trying to create efficiencies for law firms.
At SeedLegals, I challenge my team: “How would a law firm handle this? Let’s do the opposite.” As a result, our platform is available 24/7, with no billable hours—everything is SaaS or fixed fee. We use data to guide decisions, eliminate unnecessary legal redlining, and provide real-time deal negotiation with instant support. Instead of just producing legal documents, we offer data, advice, pitch deck reviews, and networking opportunities, making SeedLegals a complete ecosystem for getting investment-ready and growing a company.
SeedLegals has streamlined the funding process, making it more accessible for founders. What are the biggest challenges startups face when raising capital, and how does your platform help overcome them?
The biggest challenges for founders include:
- Finding investors
- Reaching out to investors
- Creating a compelling pitch deck
- Negotiating a deal
- Navigating funding legals
Most assume legal complexities are the hardest part, but thanks to SeedLegals, that’s the easiest. Unlike law firms that focus solely on documentation, we help with the entire process. We offer videos, interviews, pitch deck templates, and expert guidance on LinkedIn outreach. Our platform ensures founders have everything they need—not just legal support but also the tools to craft a strong investment proposition.
In the U.K., early-stage fundraising is heavily driven by angel investors seeking SEIS and EIS tax benefits. SeedLegals handles 60% of all SEIS applications, helping founders secure advanced assurance, making them more investable. Our goal is to simplify fundraising so founders can focus on building their business.
You’ve introduced innovative funding solutions like SeedFAST and Instant Investment. Can you explain how these differ from traditional fundraising rounds and why they’re beneficial for startups?
Traditionally, raising investment meant pitching VCs, undergoing months of due diligence, and spending tens of thousands on legal fees. That’s changed, at least for early-stage investment.
A traditional funding round is like a bus trip—you need all passengers (investors) on board before departure. This process is slow and unpredictable. Agile fundraising, however, allows founders to raise opportunistically.
For example, if someone at an event wants to invest $20k, instead of saying, “Come back in three months,” you can say, “I’ll send you a SeedFAST agreement tonight.” SeedFAST allows investors to give money now in exchange for shares at a discounted rate in a future round. Similarly, Instant Investment lets startups top up a previous round.
These solutions have transformed U.K. startup investment—over 70% of early-stage deals on SeedLegals now use agile fundraising instead of traditional funding rounds.
The legal landscape for startups can be complex, especially when it comes to compliance and regulations. How does SeedLegals simplify this process for founders?
I didn’t fully grasp this until we launched in the U.S. Many U.S. founders make mistakes that U.K. founders avoid, largely due to SeedLegals’ guidance.
U.S. founders often misinterpret SAFE agreements, overlook tax benefits, or incorporate in the wrong state, leading to costly reincorporation. Investors prefer companies using SeedLegals because we ensure clean cap tables, proper founder agreements, and structured share vesting, preventing future disputes. By automating compliance and offering accessible knowledge, we help founders avoid these pitfalls and focus on growth.
With economic uncertainties and evolving investor trends, how do you see startup funding changing in the next few years? What should founders do to stay ahead?
The fundamentals remain the same: investors seek high-potential startups. Some are industry-agnostic, while others focus on specific sectors like AI, climate, or health tech. Founders must solve two core challenges: building a product customers love and securing investment to make it happen.
Trends come and go—at one point, blockchain and token fundraising seemed revolutionary, but that phase has faded. Today, agile fundraising allows startups to secure capital more flexibly. Success depends on crafting a strong pitch, identifying the right investors, and closing deals efficiently.
SeedLegals operates in multiple markets, including the U.K., France, and Singapore. How do legal and investment trends vary across regions, and do you plan to expand into new territories?
Initially, we thought adapting legal documents per country would be the hardest challenge. The real challenge is acquiring customers, as every market operates differently.
- U.K.: A robust angel investment ecosystem driven by SEIS/EIS tax incentives.
- Singapore: Government grants fund startups early, but many struggle with commercial strategy later.
- France: Lacks the angel ecosystem of the U.K. and is more reliant on government funding.
- U.S.: A mature angel ecosystem, but high legal fees push founders toward SAFEs, often without fully understanding them.
SeedLegals is designed to adapt to different ecosystems, offering tailored solutions for each market.
Beyond fundraising, SeedLegals also provides solutions for hiring, cap tables, and governance. What new tools or features are you excited to roll out next?
We’re expanding our platform for investors. SeedLegals for Investors will provide tools for managing portfolios, tracking share certificates, and organizing deal data.
We’re also launching SeedLegals for Law Firms, allowing lawyers to streamline processes with automated cap tables, negotiation tools, and instant document generation—replacing days of work in Microsoft Word.
Additionally, AI-powered features will make the platform even smarter, simplifying everything from legal guidance to investor relations.
As an entrepreneur and investor, what’s the most common mistake you see startups make in their early stages, and what advice would you give to first-time founders?
The biggest mistake is building a product before validating demand. Founders assume their idea will be loved, ask friends for feedback, and get polite but unhelpful encouragement. They spend a year building, only to realize there’s no market.
Instead, founders should create simple prototypes—mockups, no-code tools, or clickable demos—and ask real potential users: ‘Have you ever wanted this? How much would you pay for it?’ If responses are vague, iterate before committing time and resources.
What’s next for SeedLegals? Are there any upcoming innovations or strategic moves we should watch for in 2025 and beyond?
Our biggest focus is launching in the U.S. The U.S. startup funding system is broken—lawyers charge $50k-$100k for standardized funding rounds, which is absurd. We aim to cut those costs by 90%, making traditional funding rounds viable again and reducing reliance on SAFEs.
By bringing structured, cost-effective solutions to the U.S., along with AI-driven enhancements, we’re set to transform the fundraising landscape once again. Stay tuned!
