So far in 2026, we’ve seen investors remain willing to back ambitious, innovative businesses, but expectations around execution, governance, financial discipline and evidence of market demand have risen significantly.

Companies that can combine technological innovation with sustainable business models are proving best placed to attract investment in an increasingly discerning market.

Key themes that stand out:

• AI moves from hype to measurable returns
• Selective investment amid continued economic uncertainty.
• Private capital fills funding gaps, increasing the importance of angel investors, family offices, private equity and corporate venture capital in supporting innovative businesses.
• Defence, resilieince and critical infrastructure gain prominence, with increased interest in sectors such as cybersecurity, defence technologies, energy security and climate resilience.
• Women-led investment and entrepreneurship continues to gain momentum; despite funding disparities, there is growing recognition of the commercial opportunity represented by diverse founding teams.

The first half of 2026 has been characterised by measured optimism, rather than exuberance. Perhaps the second half may tip more optimistically? Only time will tell…

We hope you have a great summer and look forward to bringing more insights and opportunities to you after the summer break.

New Partners Join Prime Advantage

We’re delighted to welcome 4 new partners to our experienced team, demonstrating our continued depth and breadth of expertise across sectors and specialisms.

With Helen, Simon, Gwynn and Graeme onboard, we are excited to extend our offering to founders looking for strategic support and direction, alongside growing our networks with our investor community.

Helena Feltham (view bio)

Sector focus: Consumer Retail, Hospitality, Media, Technology, Future of Work.

Helena is an accomplished Chair, Senior Independent Director and NED with more than 30 years’ experience leading and advising businesses.

Her career includes senior leadership roles with iconic brands including Marks & Spencer, Woolworths South Africa, Kingfisher, Jack Wills and Ted Baker, where she served as Interim Chair and led the business through its formal sale process to ABG.

Simon Goodfellow (view bio)

Sector Focus: Consumer Brands, Fashion, Apparel, Footwear, Sport & Fitness, Lifestyle, E-Commerce

Simon helps consumer brands accelerate growth, improve profitability, and build long-term value.

Having worked with businesses ranging from early-stage start-ups to established international brands, Simon brings a broad perspective on what drives sustainable growth and enterprise value in today’s consumer markets.

Gwynn Milligan (view bio)

Sector Focus: Mother & baby, Consumer & Retail, Fashion & Lifestyle, Circular Economy & Recommerce, Female Founders, E-Commerce

Gwynn is an experienced CEO, NED, Growth Advisor and Board Consultant, with more than 35 years’ experience across consumer, retail, fashion and lifestyle businesses.

Having held senior leadership positions at JoJo Maman Bébé, ASOS, Jaeger and Reiss, including over 7 years as CEO of JoJo Maman Bébé, she has a strong track record of driving profitable growth, leading transformation and scaling businesses in the UK and internationally.

Graeme Risby (view bio)

Sector Focus: Sports, Mobility, Technology

Graeme built his career across investment management, technology and high-growth consumer businesses, with a particular focus on marketplaces, mobility, partnerships and scaling operations.

Over the last 15 years, Graeme has worked with entrepreneurs, investors and leadership teams across both start-ups and corporate environments, combining commercial strategy with hands-on execution.