From curiosity to commitment
When Edinburgh-based headhunter and business owner Susan Lindsay first saw a LinkedIn post shared by Julie Grieve, she didn’t expect it to lead her into the world of angel investing. The post, shared originally by Olivia Parkes, instantly caught her eye. Olivia was closing her investment round but made a deliberate choice to reserve a small portion exclusively for female investors.
That detail struck a chord. For Susan, it wasn’t just about the business potential, it was also about representation and opportunity. A founder intentionally creating space for women at the table? That was something she wanted to be part of.
“I loved Olivia’s thinking,” Susan recalls. “It wasn’t about excluding anyone; it was about consciously including women who might not otherwise get the chance to invest.”
Reverse engineering a new chapter
Although Susan had experience working with financial advisors and investing in funds, she’d never made a direct investment in an early-stage business. The interest was there; she just needed a framework to understand what it all involved.
That’s where the W2W Programme came in.
Run in partnership by AccelerateHER and Investing Women Angels, the programme connects female founders and aspiring female investors, helping them learn from each other while boosting early-stage investment into Scotland’s most innovative women-led businesses.
For Susan, the timing couldn’t have been better.
“I saw the post about W2W and thought – perfect. It’s exactly what I need,” she says. “I’d found an opportunity that inspired me, so I decided to reverse engineer what I needed to know.”
Through W2W, she gained a real-world understanding of angel investing, from the mechanics of due diligence and deal structuring to the importance of aligning with the right founders. But what stood out most wasn’t just the technical side – it was the sense of community and shared purpose.
More than money: the value of smart investing
“What I’ve learned is that angel investing isn’t just about money,” Susan explains. “It’s about adding value – bringing your experience, network, and insights to help a business grow. If you’re only in it for financial return, you’re missing the bigger picture.”
That approach resonated deeply with Susan’s professional background. As a founder of a head-hunting firm specialising in marketing, communications, and creative leadership, she’s spent her career matching people and opportunities – helping teams thrive through the right connections.
Now, she’s applying that same mindset to investing.
“My network is full of people who genuinely want to help businesses succeed,” she says.
“Being part of this ecosystem means I can facilitate introductions, mentor founders, and help them build strong, capable teams.”
A community that builds confidence
The W2W Programme didn’t just build Susan’s knowledge – it built her confidence and the confidence of the other female founders and investors in the room.
“The best thing about the programme is the honesty and openness in the room,” she says. “Everyone was there to learn, share, and support each other. Hearing from founders and investors who’ve been through it all gave me real reassurance – and reminded me that as business owners, we already understand a lot of what makes a good investment.”
That spirit of collaboration is something Susan now wants to pay forward. She’s continuing her involvement with W2W, stepping into a mentor role to support future participants.
“The vast majority of Women want to build other women up,” she says.
“This community shows what’s possible when we do that, not just through capital, but through knowledge, encouragement, and connection.”
Opening doors for others
For Susan, this experience has sparked a new ambition: to champion more female founders and encourage other women to explore angel investing – regardless of their financial background.
“You don’t need to be a multimillionaire to invest,” she says. “You just need curiosity, a willingness to learn, and a desire to make a difference.”
Her journey with W2W proves that when opportunity meets intention, powerful change follows.
Interested in joining the W2W Programme?
The next cohort of the W2W Programme is open for applications now and will close on Friday 28th November.
If you’re a female founder in Scotland raising investment, or a woman exploring angel investing for the first time, find out more and apply for a place in this unique peer accelerator. Spaces are limited – but the impact could be transformative.