The key financial information any investor will expect to see

In this blog, you’ll get an overview of the key financial information every investor expects to see – from historical data and forecasts, to revenue models and valuations, and learn how to prepare credible numbers that build trust and win funding.

We’re often asked, when is the best time to start preparing financial information for your first investor presentation? The answer is, now!

With all the demands of a start-up business, it is tempting to see building solid financial foundations as a can that can be kicked down the road. A small investment in getting things right from the start, however, will save a lot of stress when the time comes to demonstrate a mastery of your numbers to potential investors.

You can be sure that investors will be demanding about the accuracy and credibility of the numbers you present to them. So, you should already be creating a finance function capable of delivering the comprehensive set of financial information that will be essential in that first pitch meeting.

1. Historical Financial Data

If your business has already generated revenue, even on a small scale, you’ll need to share historical financial statements.

As a minimum, this includes:

• Profit and Loss Statement showing revenue, expenses, and net income over the past 12–24 months.
• Balance Sheet showing assets, liabilities, and equity.
• Cash Flow Statement detailing money coming in and out of the business.

Even if you’re pre-revenue, keep meticulous records of expenses and investments to demonstrate how funds have been used so far. Investors want reassurance that you’re financially disciplined.

2. Revenue Model and Pricing Strategy

Founders must clearly explain how the business makes money. Are you selling products, offering subscriptions, or operating on a freemium model? Investors will want to see “unit economics” which are the revenue and costs associated with delivering one unit of product or service.

A clear pricing strategy and evidence of customer willingness to pay can significantly boost investor confidence.

3. Projections and Financial Forecasts

Perhaps the most scrutinised numbers are your financial projections. Typically, investors expect a three-to-five-year forecast that includes:

• Projected revenue growth.
• Gross margins and operating margins.
• Anticipated expenses and headcount growth.
• Cash flow needs and a breakeven timeline.

While investors know projections are estimates, they look for assumptions grounded in data using sources such as market research, early customer traction, or industry benchmarks. Overly optimistic forecasts without a clear basis can raise red flags.

It can also be useful to prepare a Plan B which shows that you can be flexible, and still profitable, if your initial assumptions prove to be incorrect.

4. Customer and Market Metrics

Numbers that highlight your traction and market potential are critical. Be ready to present:

• Customer Acquisition Cost (CAC). How much does it cost to acquire one customer?
• Lifetime Value (LTV). The revenue you expect to generate from a customer over time.
• Churn Rate. The percentage of customers leaving over a given period.

These metrics demonstrate not just current performance, but the scalability of your business model.

5. Use of Funds

Investors want to know how their money will be deployed. Break down your funding ask into specific allocation such as product development, hiring, marketing, or operations. A detailed plan shows discipline increases investor trust.

6. Valuation and Ownership Structure

Finally, be prepared to discuss how you arrived at your valuation and what percentage of equity you’re offering in exchange for investment. Include a “cap table” that shows current ownership shares among founders, employees, and any early backers. Transparency here is essential to build credibility.

Key financial information investors expect to see

Your numbers tell a story. As a founder, your job is to ensure that the story is consistent, compelling, and credible. By preparing the right financial information you will give investors the confidence they need to support your vision.

Remember: investors back great ideas, but they fund solid numbers.

Book a Discovery Call

If you would like to talk about getting your financials investor-ready, then book a discovery call today.

There’s no pressure and no jargon – just friendly, expert advice based on real experience.