Nowadays, everything is about the power of the crowd - whether that's booking holiday accommodation through Airbnb or finding out the latest news on Twitter. It's tipped over into investment too, and now anyone can invest in a start-up venture through crowdfunding. Crowdfunding - also called democratic finance - works by pooling small amounts of money from multiple investors to invest in small businesses or projects on an online platform, usually in return for equity in the company or a perk. Given cash returns are languishing, it’s hugely popular: last year more than £1,700 was raised every hour, according to the UK Crowdfunding Association.
