Customers as Investors: How Crowdfunding is Reshaping Ecommerce Growth | #559

Update: 2025-09-28

Description

Kirstin’s career has zig-zagged through medicine, law, consulting, co-founding Future Super, and leading Techstars in Sydney before stepping into the CEO seat at Birchal, Australia’s largest equity crowdfunding platform. With more than 300 campaigns and $200 million raised, Birchal is now a powerhouse for ecommerce founders who want to scale while activating their most loyal customers as shareholders.

Today, we're discussing:

How Birchal helps ecommerce brands like Outland Denim, Zero Co and Sneaker Laundry raise millions by turning loyal customers into investors
The sweet spot crowdfunding occupies between Kickstarter, bank loans and VC: without the headaches of fulfilment or personal guarantees
Why ongoing shareholder communication is the secret to future raises and brand loyalty
How crowdfunding campaigns act as marketing campaigns, boosting awareness, employer brand, and even sales
The brutal stats on gender and diversity in funding, and why crowdfunding can close the gap for underrepresented founders
Kirstin’s vision for a future where Australian crowdfunding creates thousands of new millionaires, just like Revolut in the UK

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