Equity crowdfunding: A bold new frontier for investors and entrepreneurs?

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Plant the seed and watch it grow.

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You’ve probably heard of at least one crowdfunding platform. Starting with ArtistShare in the 1990s, Kickstarter in the 2000s, and Patreon in the 2010s, crowdfunding platforms have become important business tools for creative types working in various fields. Now, anyone looking to raise capital in the form of donations can do so using GoFundMe.

Equity crowdfunding, on the other hand, is a different beast altogether and something of which many people may not be aware. Yet it presents new opportunities for investors and entrepreneurs alike.

Equity crowdfunding allows investors to purchase shares of ownership in a company or proceeds from a company’s product.

Think of it as regular crowdfunding, but leveled up. Regular crowdfunding is a space for donations; equity crowdfunding is a regulated space for financial investment.

There are three equity crowdfunding types:

You’re probably wondering why they’re called regulations or “regs” for short. That’s because each is a set of rules established by the U.S. Securities and Exchange Commission (SEC) that allows private companies to raise capital from individual investors.

In this way, private businesses can launch a capital-raising campaign without having to go the traditional route involving an initial public offering (IPO). This can be a real plus for private businesses that either have no intention to “go public,” or are not quite ready to do so.

The potential benefits for investors are varied and multiple:

There is a caveat: If you’re not a so-called accredited investor (see sidebar), SEC guidelines limit the amount you’re allowed to invest. So you can’t plop your entire savings into crowdfunding shares. Non-accredited investors with income or net worth below $124,000 are limited to $2,500 in crowdfunding investment in any 12-month period. Above $124,000 (but still below the accredited investor threshold), your investment limit is 10% of your income or net worth during any 12-month period.

So, what characterizes the different “regs” and how do they work?

What Regs CF, A+, and D have in common is that they represent different “exemptions” from certain registration requirements for securities-based crowdfunding. This allows private companies to offer shares similar to publicly traded companies. Still, the differences between the regs are notable. As an investor, you should be aware of them.

What is Reg CF? Regulation Crowdfunding, or Reg CF for short, allows private businesses to raise up to $5 million in capital per 12-month period, from the general public as well as from accredited investors. If the business seeks less than $1.07 million (as of 2023), it can sidestep the SEC registration requirement.

Think of Reg CF as a step up from your typical retail crowdfunding model.

What is Reg A+? Reg A+ is often described as a “mini-IPO.” It allows private businesses to raise up to $75 million from retail and accredited investors within a 12-month period. (There are actually two tiers; one allows up to $20 million, and the other $75 million.)

You’re probably wondering: what’s with the plus in Reg A+? The original Regulation A was an exemption from the Securities Act of 1933 and was signed into law that same year by President Franklin D. Roosevelt. In 2012, Regulation A was upgraded as part of President Barack Obama’s Jumpstart Our Business Startups (JOBS) Act, which became effective in 2015—hence the “A+.” The main changes to the existing Reg A exemptions included the two funding tiers, SEC review requirements, eligibility restrictions, state blue sky laws, and investor protections.

Reg D is the odd bird in the equity crowdfunding mix. Under SEC Rule 506, Reg D offerings are for accredited investors (although a Reg D offering can accept, under specific conditions, up to 35 non-accredited investors).

Companies offering Reg D securities can’t promote their offerings in a way that might attract the general public. From a company standpoint, the advantage of Reg D is that there’s no limit to how much capital a company can raise. Reg D shares can’t be freely sold on a secondary market (you can’t buy shares and sell them to a friend or a stranger).

But from an investing standpoint, the hush-hush nature of these unregistered offerings—combined with the fact that you can’t sell your interest—adds another layer of risk. If you’re considering a Reg D opportunity, read this SEC Investor Bulletin.

Many businesses offering Reg CF and Reg A+ shares are early-stage or small private companies. You’re unlikely to find big names.

In addition to advertising their shares on an equity crowdfunding platform, many such companies might consider promoting their shares to regular customers who “know” their business, are able to evaluate the quality of their products and services, and want to share in their financial success. If you happen to be in this customer position, then you’re in a good place to evaluate this type of offering.

If you’re not directly familiar with the company offering the shares, be sure to do your due diligence and look at it as an alternative means to diversify your portfolio. As with any risky investment, assess the risks and potential rewards and make sure the odds are in your favor.

If you’re looking for alternative assets to fit into your diversified investment stash, Regs CF and A+ seem like attractive prospects (especially if you know the companies offering them). But there are risks of which you should be mindful:

For most investors, Reg CF and Reg A+ offerings are probably going to be the closest they’ll get to playing the early-stage angel investor (minus having any influence within the company itself). And remember: Professional angels and venture capitalists do their homework—lots of it. And even then, they understand that many of the best ideas don’t pan out, so they diversify their early-stage holdings.

These are alternative assets—typically risky—so proceed with caution. If you have very few investable assets—or worse, if you’re living paycheck-to-paycheck—it’s best to not go chasing rainbows.