Building your deal page
What this guide is for
Your Deal page is where your raise comes together on Floww: your story, your terms and your data room, with access controlled by investor eligibility. It can stand alone as a shared link or sit inside a wider showroom.
Wherever it appears, your Deal page is a financial promotion. That means it must be fair, clear and not misleading. This guide shows what that looks like in practice and how to build the page.
Write it as evidence, not a pitch
Tone. Give opportunity and risk proportionate weight. Avoid guarantees, superlatives and urgency. Every figure and claim should be something you can back up if asked.
Person and tense. Refer to the business as “the Company”, not “we”. Use the present tense for facts as they stand today. Label anything forward-looking as a plan, target, forecast or assumption, never a promise.
What to cover. Follow the flow of your fundraising deck:
- Summary
- Mission
- Market Opportunity
- Traction
- Key Numbers
- Team & Advisors
- Use of Funds
- Material Disclosures and Risks
- Core Files
Give investors enough detail that they don’t need to come back with basic questions. Make risks specific to your business, not generic boilerplate.
Claims and evidence. Date every financial figure and KPI. Separate what is realised or contracted from pipeline and targets. Keep the evidence ready for forecasts, market size, valuation, revenue, growth, customer or partner names, regulatory statements and comparisons.
Build with content blocks
Mix blocks rather than writing a wall of text, so investors can scan dense information quickly.
| Block | Use it for |
|---|---|
| Text | Narrative sections: Summary, Mission, Market Opportunity |
| Image | Banners, product shots, site photography |
| PDF viewer | A teaser, deck or report embedded in place |
| Files | Data room folders: deck, disclosures, financials |
| Video | A founder or product walkthrough |
| Dynamic KPI charts | Live metrics such as revenue or user growth |
| Callout | A single stat or point you want to stand out |
| Card | Team bios or a use-of-funds breakdown |
| Feedback | Questions from investors, directly on the page |
Match your deal details to your legal documents
The deal details panel sits beside your content and holds the key terms of the raise. It is kept separate from your narrative so it displays consistently and can be checked against your documents.
Common fields include deal size, deal type, location, promotion basis, valuation, share price, sector, share class and close date. Add any other term that is material to your raise, such as minimum or target raise, investor rights and closing conditions.
Every field must match your term sheet, investment documents and data room exactly. Mismatches are one of the most common issues raised at review.
Control who sees what
Public teaser. Anything above the secured-content line is visible to anyone with the link. Keep it to a plain, factual introduction to the business and the opportunity, using text and images only. Leave KPI charts, callouts, cards, video and files for the secured section, and avoid anything that reads as an invitation to invest.
Secured content. Everything below the line needs a Floww account. Investors (individuals or entities) must complete categorisation, and an appropriateness check where it applies, before they can see it. Then choose how access works:
- Automatic Access opens the content to any eligible, categorised investor.
- Manual Grant lets you review and approve each request. Use it for commercially sensitive or IP-rich material.
When Floww reviews your promotion
Not every Deal page is reviewed by Floww. We review where we have been engaged to review, approve or communicate the promotion, including when we distribute the deal through FlowwCapital UK or FlowwCapital US. The fair, clear and not misleading standard applies either way.
A financial promotion is any communication that invites or encourages someone to invest. That covers your Deal page, documents and social posts, and can also cover webinars and in-person conversations about the raise. Once Floww approves a promotion, Floww owns the approved version, so it can only be signed off once the minimum requirements are met.
Do and don’t
| Do | Don’t |
|---|---|
| Share factual, current information early and keep it updated as you gain traction | Use words like “guarantee”, “secure” or “protected” |
| Keep what you say privately consistent with what investors see on Floww | Hide, shrink or bury important statements or risk warnings |
| Give risks the same prominence as the upside | Make aspirational claims you can’t verify |
| Use comparisons only when they are meaningful and backed by credible sources | Edit a live promotion yourself. Flag changes to Floww instead |
Floww will add the right disclaimers and risk warnings for the investment type and channel.
What to send us
The fastest reviews start with current versions of everything, sent together.
| Item | What we need |
|---|---|
| Company profile and deal copy | Business, problem, market, traction, team, use of funds and every material claim. Include any licences or regulatory status, and your correct legal name if you use a trading name. |
| Pitch deck and collateral | Your current deck and any linked materials. These are reviewed for fair treatment of investors, and we add the relevant disclaimers. |
| Financials | Actual, projected and target figures, with the assumptions behind forecasts. State the currency if not GBP. Evidence any tax relief claims such as EIS. Past performance must not be the headline. |
| Material disclosures | Specific, current risks: debt, liens, disputes or key supplier dependencies. |
| Term sheet | Share price, valuation, minimum and target raise, share class, investor rights, long-stop date and conditions. |
| Evidence | Support for KPIs, market size, traction, customer or partner names and pipeline (contracts, purchase orders or correspondence). |
Sign-off and changes
We check your materials for gaps and against Floww’s financial promotion framework, including how prominent the risk warnings are. A qualified Floww approver signs off once the promotion is fair, clear and not misleading. Approval lasts 12 months unless something material changes first.
Approval covers the version we reviewed. A material change to terms, financials, claims, risks, linked documents or the investor journey may need a fresh review. Tell us before you update anything live, and speak to us before changing how commitments or allocations work.
Check before you launch
Run through these before asking Floww for final review or going live.
- Every material claim and figure is backed by current evidence, shared where requested
- Risk and opportunity are balanced, and forecasts are clearly separate from historical facts
- Company profile, deck, financials, disclosures, term sheet and transaction documents are the latest versions
- Valuation, share price, raise amount, share class, investor rights and closing conditions match across the Deal page, term sheet, legal documents and data room
- KYC and due diligence information is complete, with any open queries answered
- Any material change since review has been disclosed to Floww
- A named person at the Company can answer review questions quickly and sign off the final materials
Floww’s review, approval or due diligence does not transfer responsibility for the accuracy of your information. That stays with you as the issuer.
KYC and due diligence at a glance
Due diligence runs alongside your Deal page build and covers you as the issuer, not just the page. Starting early is the best way to avoid a delayed launch.
- Who we verify. The Company, its directors and anyone holding 10% or more, directly or indirectly, up to the ultimate beneficial owner.
- Personal KYC. Usually at least two directors and all beneficial owners: photo ID, proof of address and a liveness check.
- Screening. Sanctions, PEP, adverse media and fitness checks run automatically once KYC is complete.
- Source of funds and wealth. Confirmed for the Company before the raise.
- Legal, financial and material matters. Cap table, transaction documents, accounts and anything an investor should know.
- Ongoing. Tell us promptly when ownership, directors, finances or terms change.
Requests come from duediligence@floww.io. For the full document list and requirements, read the Issuer due diligence & KYC guide.
Need a hand?
Email support@floww.io and the team will help you get your Deal page, evidence and review materials ready.
This guide summarises Floww’s current process. Exact requirements depend on the deal, investment type, audience, jurisdiction and the services agreed with Floww.