Startup Investing Used to Be for Millionaires — Not Anymore

For decades, startup investing was an exclusive club. If you weren’t already wealthy or wired into Silicon Valley deal flow, you were locked out. Early equity in companies like Airbnb, Uber, and DoorDash wasn’t traded on public stock exchanges. It was quietly bought up by venture capitalists and angel investors—people with deep pockets and the right connections. By the time these companies went public, most of the explosive upside had already been captured.

But that dynamic has changed. Thanks to regulatory reforms and the rise of online platforms like StartEngine, WeFunder, and Republic, startup investing is now accessible to everyday people. With just a few clicks, you can invest in early-stage companies that excite you—and in some cases, you can get started with less than $100. This is one of the most significant shifts in modern investing, and it’s opening up opportunities that were once off-limits to the average investor.

Why Startups Were Off-Limits

Until recently, startup investing was restricted to accredited investors—a legal category reserved for people with either a net worth of over $1 million (excluding their home) or annual income over $200,000. The SEC’s goal was to protect people from high-risk investments, but the result was a financial system where only the wealthy had access to the asset class that created much of the modern tech wealth.

This meant most investors were stuck with public equities and mutual funds—solid options, sure, but also vehicles where much of the early growth had already played out. If you wanted a shot at the next breakout company, you had to know someone, be someone, or be already rich.

How the JOBS Act Changed the Rules

Everything began to shift with the JOBS Act in 2012. One of the key provisions of the law—Regulation Crowdfunding (Reg CF)—enabled companies to raise capital from the general public, not just accredited investors. After a few years of rule refinement, these provisions officially went live in 2016. Suddenly, ordinary investors could legally participate in early-stage fundraising rounds—something that had been off-limits for nearly a century.

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This legal breakthrough sparked the rise of equity crowdfunding platforms. Today, platforms like WeFunder, Republic, and StartEngine provide regulated, transparent marketplaces where startups can raise money and everyday investors can browse, evaluate, and buy equity in private companies.

These platforms vet the companies, display detailed financials, and allow investments starting as low as $50 to $100 — though minimums vary by offering and can climb into the thousands. Still, the opportunity to invest in the next generation of businesses is no longer reserved for VCs and insiders. The velvet rope has been pulled back.

Kevin O’Leary Lends His Credibility to the Movement

The rise of equity crowdfunding got a credibility boost when Kevin O’Leary—the famously sharp-tongued investor from Shark Tank—became a strategic advisor and investor in StartEngine. Known for his disciplined, ROI-driven approach, O’Leary didn’t just endorse the platform; he became a vocal advocate for the broader movement to democratize startup investing.

In interviews, O’Leary has called equity crowdfunding one of the most important financial innovations of the past decade. He’s been clear: the ability for average investors to access startup equity isn’t just a nice idea—it’s the future of investing. And he’s backing that belief with his own time, capital, and reputation.

His involvement helped legitimize a space that, in its early days, was often misunderstood or dismissed as too risky or unregulated. Today, with compliance frameworks in place and platforms maturing, startup investing has entered the mainstream.

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The Platforms Powering the Movement

Three platforms stand out as leaders in the equity crowdfunding space: WeFunder, Republic, and StartEngine. Each takes a slightly different approach but shares a common goal—making startup investing accessible, transparent, and easy to navigate.

• WeFunder: One of the earliest and most active platforms, WeFunder emphasizes accessibility and mission-driven startups. It offers everything from local craft distilleries to cutting-edge AI companies, with a strong community feel and a reputation for helping early-stage founders gain traction.

• Republic: Known for a curated, polished experience, Republic features startups in fintech, climate tech, consumer goods, and more. It also offers alternative assets like crypto and real estate, making it a good choice for investors looking to diversify their exposure.

• StartEngine: Backed by Kevin O’Leary, StartEngine has become a powerhouse in the space, hosting hundreds of offerings each year. The platform leans into ambitious, big-vision companies and offers one of the largest user bases of any equity crowdfunding site.

Across all three platforms, you’ll find a wide spectrum of opportunities: pre-revenue startups, companies with millions in revenue, and everything in between. Some deals accept small investments of $100 or less. Others have minimums of $500, $1,000, or more—particularly if the company is further along in its growth. You don’t need to be rich to participate, but you do need to read the fine print and understand what you’re signing up for.

What’s Driving the Surge in Interest?

There’s no single reason why startup investing is taking off—there are many.

One is frustration with public markets. Retail investors are tired of playing catch-up in mature stocks or getting priced out by institutional algorithms. Startup investing offers a sense of access and agency—you can choose which founders to back, which industries to believe in, and place your bets before the broader market even knows the company exists.

There’s also the potential for asymmetric returns. A single successful investment—if it exits or IPOs—can return 10x, 50x, or more. Of course, those wins are rare, and most startups fail. But just like VCs, retail investors can diversify by investing small amounts across multiple companies, hoping that one big win makes up for the inevitable losses.

And then there’s the emotional component. Startup investing isn’t just financial—it’s personal. You’re backing ideas you believe in. You’re supporting real people building real businesses. For many investors, that emotional connection is just as valuable as the financial upside.

The Risks Are Real — and So Is the Opportunity

Let’s be clear: startup investing is risky. These are early-stage businesses, many of which will never become profitable or return capital. There’s no guarantee of liquidity. You can’t just cash out your shares like you can with public stocks. Many deals are structured as SAFEs or convertible notes, which add layers of complexity that new investors should understand before jumping in.

That’s why the SEC limits how much non-accredited investors can contribute annually, based on their income or net worth. It’s also why smart investors treat startup investing as a small slice of their overall portfolio—something exciting and high-upside, but not a core holding.

Still, for those willing to learn, take calculated risks, and stay patient, the opportunity is enormous. You’re not just investing in companies—you’re investing in the future.

You Don’t Need to Be a Millionaire to Invest Like One

The landscape has changed. The walls have come down. And the gatekeepers no longer get to decide who builds wealth and who sits on the sidelines.

Startup investing, once reserved for venture capital firms and high-net-worth individuals, is now something anyone can participate in. Platforms like StartEngine, WeFunder, and Republic are leading that charge, and investors like Kevin O’Leary are showing that this isn’t a passing trend—it’s a fundamental shift.

You don’t need a fund manager. You don’t need a trust fund. You just need to be curious, willing to take a little risk, and ready to believe in something before the rest of the world sees it.

The next great company might not be on the stock market yet. It might be raising online right now—and for the first time in history, you can be part of it.

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Startup Investing Used to Be for Millionaires — Not Anymore originally appeared on Benzinga.com.