Investors share what to remember while raising a Series A |

What does it take to raise Series A in today’s market?

The goalposts have moved, the stakes are higher, and investors seem pickier than ever as the AI boom reshapes the industry. At TechCrunch Disrupt, three investors — Insight Partners’ Thomas Green,Moxxie Ventures’ Katie Stanton, and GV’s Sangeen Zeb — broke down what they’ll be looking for in the new year.

The numbers tell a clear story. Fewer rounds are getting funded but deal sizes have grown, said Green, citing a study.

“It has never been easier to start acompany,and it has never been harder to build something that is defensible,” Stanton said.

For Zeb, GV uses a specific formula to evaluate companies. The firm analyzes whether startups have achieved product-market fit, examining demand patterns to ensure every quarter outperforms the last. “That sequence should be happeningconsistently,” he said.

Stanton echoed this priority. “Can you prove that you can repeatedlysell? Can you prove that you can repeatedlygrow in a big and growing market?”

But Green cautioned that not every company should pursue venture-scale growth. “It’s not worth even taking this money unless you think it can be a really big business, right?”hesaid. “Most companies should not [pursue] venture scale. They should not take hundreds of millions of dollars.”

Beyond metrics, all three investors emphasized founder quality. Stanton said she is looking for passionate founders who can endure the long journey of building a company. Zeb agreed. “Passion is still the most important thing,” he said.

The panel inevitably turned to AI.Green assured non-AI companies: “Just because you’re not AI doesn’t mean you don’t have a very attractive asset, intrinsic quality to you,” he said.

For AI companies trying to differentiate in a crowded market, Green returns to first principles. “We try to understand, if it’s a market with a lot of competition — [including] both incumbents andnext-gencompetitorsand platform players — what is going to be the standout path?”

Stanton said she looks for founders who combine industry and technicalexpertise, while Zeb prioritizes relentless drive, seeking founders who are constantly asking how to move faster than the competition.

Despite market fluctuations, the panel suggested that core investor priorities remain consistent. “The bar is high, but if the outcome can beimpossibly huge,we’lltake that [bet],” Green said.