{"id":320155,"date":"2025-11-26T15:10:49","date_gmt":"2025-11-26T15:10:49","guid":{"rendered":"https:\/\/accountants4yourbusiness.co.uk\/angel-investor\/how-much-should-startups-pay-their-advisors-pitching-angels\/"},"modified":"2025-11-26T15:10:49","modified_gmt":"2025-11-26T15:10:49","slug":"how-much-should-startups-pay-their-advisors-pitching-angels","status":"publish","type":"post","link":"https:\/\/accountants4yourbusiness.co.uk\/?p=320155","title":{"rendered":"How Much Should Startups Pay Their Advisors? \u2013 Pitching Angels"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<h3 class=\"wp-block-heading\" id=\"f7f8\">Equity grants of 0.25% \u2014 1.0% are the standard rate for compensating startup advisors<\/h3>\n<p>As a mentor at a number of accelerators, I\u2019m sometimes asked to continue the relationship as an advisor to the company.<\/p>\n<p id=\"b255\">Invariably, the first question the founders need advice on is how to compensate me for my role.<\/p>\n<p id=\"5619\">Most of the questions founders ask don\u2019t have simple answers. Fortunately, this one does. But before we get to that, let\u2019s make an important distinction.<\/p>\n<h3 class=\"wp-block-heading\" id=\"23ff\">Working vs Advising<\/h3>\n<p id=\"9a63\">If you want me to create a pitch deck, find investors, sign up customers, or build a marketing campaign, well\u2026that\u2019s real work. That\u2019s a job and I expect to be compensated as a consultant or co-founder.<\/p>\n<p id=\"e0d2\">If instead you want to pick my brain or take advantage of my contacts, that\u2019s different. That\u2019s easy. Whether it\u2019s a scheduled hour each week or an occasional phone call, it\u2019s not a big commitment. But advisors do expect to receive a small amount of equity in compensation for our efforts. The question is how much?<\/p>\n<h3 class=\"wp-block-heading\" id=\"17d4\">Advisor Shares<\/h3>\n<p id=\"8219\">How much am I worth? An hour of my time could save 100 of yours. Or lead you from a dead-end path onto the route to success. An hour of my time might save 10 hours you\u2019d spend on lawyers. Based on that, I estimate my value at $8,600 per hour. Will anyone pay that rate? So far, I don\u2019t have any takers.<\/p>\n<p id=\"e278\">How much should you pay? The standard consensus is that advisors and mentors are granted between\u00a0<strong><em>0.25% and 1.0% of the company stock vested over 4 years<\/em><\/strong>.<\/p>\n<p id=\"aa64\">Within that range, the exact amount depends on 4 factors:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>startup stage<\/strong>: 1% of a $100M Series B startup is very different from 1% of a pre-revenue startup. The earlier the stage, the larger the stock grant.<\/li>\n<li><strong>level of commitment<\/strong>: a board member should be compensated more than someone available for a monthly call or an occasional introduction to investors.<\/li>\n<li><strong>length of time<\/strong>: someone who helps out for years should receive more than someone whose role is limited to a few months. Most advisors fill gaps at one particular stage so it\u2019s rare to remain an active advisor for more than a year or two. A 1.0% grant over 4 years should really be considered a grant of 0.25% per year.<\/li>\n<li><strong>value add<\/strong>: an advisor who brings in million dollar investments or introduces big customers is more valuable than an advisor who provides tips on improving the pitch deck.<\/li>\n<\/ul>\n<p id=\"ab6d\">This data recently provided by\u00a0<a href=\"https:\/\/www.linkedin.com\/feed\/update\/urn:li:activity:7286114407070253056\/\" rel=\"noreferrer noopener\" target=\"_blank\">Peter Walker of Carta<\/a>\u00a0gives the typical ranges for advisor equity based on actual grants made to nearly 5,000 advisors.<\/p>\n<p id=\"010d\">At pre-seed, the median is 0.24%. At seed \u2014 0.12%. For companies that reach Series A, the grants average only 0.05%.<\/p>\n<p id=\"54f6\">Another way to determine a fair equity grant is based on the Founder\u2019s Institute\u00a0<a href=\"https:\/\/fi.co\/fast\" rel=\"noreferrer noopener\" target=\"_blank\">FAST (Founder \/ Advisor Standard Template) Agreement<\/a>\u00a0that I highly recommend.<\/p>\n<p id=\"a766\">This template divides advisors into 3 performance levels based on time commitment. It recommends the following grants based on a 2 year vesting period:<\/p>\n<ul class=\"wp-block-list\">\n<li>Standard: 5 hours per month. Recommends 0.25% for idea stage, 0.20% for startup stage, and 0.15% for growth stage startups.<\/li>\n<li>Strategic: 10 hours per month. Recommends 0.50% for idea stage, 0.40% for startup stage, and 0.30% for growth stage startups.<\/li>\n<li>Expert: 20 hours per month. Recommends 1.0% for idea stage, 0.80% for startup stage, and 0.60% for growth stage startups.<\/li>\n<\/ul>\n<p id=\"086a\">The template defines idea stage as part-time founders in customer discovery, startup stage as full-time founders at MVP, and growth stage as in-revenue startups.<\/p>\n<p id=\"793f\">The FAST template is a great resource that makes it easy to offer equity to advisors without having to create your own legal documents.<\/p>\n<p id=\"517a\">Advisors should receive common shares, the same class of shares as founders and employees. Investors who put cash into the company receive preferred shares that provide protections that aren\u2019t applicable to advisors.<\/p>\n<h3 class=\"wp-block-heading\" id=\"c476\">Tax Implications of Advisor Shares<\/h3>\n<p id=\"6e9c\">Be aware that if you give advisors stock in the company, the taxman considers it income, no different than if you paid the equivalent amount in cash.<\/p>\n<p id=\"1972\">But how much is the equivalent amount in cash? It\u2019s hard to know. The stock has to be valued at its fair market rate, however that can be determined.<\/p>\n<p id=\"60f5\">If the company has recently raised a funding round at a valuation of $20M, then 1% of the company\u2019s shares is worth $200K. That means I\u2019ll have to pay around $100K in taxes just to become your advisor and receive shares that are unlikely to ever be worth anything. [However, common shares may be worth substantially less than the preferred shares sold to investors.]<\/p>\n<p id=\"ca4f\">If you haven\u2019t raised capital yet and haven\u2019t paid for a 409a valuation study, then you have to talk to your accountant and lawyer to determine what valuation to use. Don\u2019t use the par value as that is not the fair market value and is likely to raise red flags at the IRS.<\/p>\n<p id=\"091c\">If the advisor expects to vest options over multiple years, they need to file a 83(b) election within 30 days of receiving the stock grant to pay taxes immediately on the current value rather than the (hopefully much much higher) value in 1\u20134 years when the rest stock vests and becomes taxable income.<\/p>\n<p id=\"5103\">Stock options are better than actual shares because they should have no value at the time they\u2019re issued. But they require having an options plan in place which many startups don\u2019t. Advisors are not eligible for the special treatment of employee incentive stock options.<\/p>\n<h3 class=\"wp-block-heading\" id=\"3987\">Don\u2019t Break the Law<\/h3>\n<p id=\"adab\">It\u2019s tempting to offer advisors shares as compensation for finding investors. Unfortunately, in the U.S., unless the advisor is a licensed stockbroker, any compensation for fundraising is illegal. (If this is news to you, please read\u00a0<a href=\"https:\/\/pitchingangels.com\/2025\/08\/13\/agents-cant-help-with-startup-fundraising\/\">this earlier post<\/a>.)<\/p>\n<p id=\"90ea\">Anything that looks like a commission or success fee for sales of company stock (including SAFEs and convertible notes) is prohibited, including payments of equity. So be careful about the role advisors play in finding investors and how they\u2019re compensated.<\/p>\n<p id=\"1c90\">Advisors can be incredibly helpful to startup founders. Their deep experience and industry networks can help startups get off the ground. A good advisor can be a force multiplier, saving founders time and avoiding major mistakes.<\/p>\n<p id=\"f9cb\">Advisors can be found through personal networks and accelerators, or start as customers or investors. Every founder should have at least 3 or 4 advisors whose judgement they trust to help with problems and decisions.<\/p>\n<p id=\"1315\">Plan to compensate your advisors 0.25% to 1.0% of equity based on their commitment and responsibilities. And take advantage of the FAST Agreement to make it easy to set up advisor compensation within minutes.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<p>Satoshi Nakamoto, the king of crypto, is an advisor to the startup, S\u00fcprD\u00fcpr. But is Satoshi\u2019s insistence that the needs of investors outweigh the needs of customers the right advice for a unicorn developing teleportation? Find out in my novel,\u00a0<a href=\"https:\/\/amzn.to\/3WrWDF1\" target=\"_blank\" rel=\"noreferrer noopener\"><em>To Kill a <\/em><\/a><em><a href=\"https:\/\/amzn.to\/3W1ZALX\" target=\"_blank\" rel=\"noreferrer noopener\">Unicorn<\/a><\/em>, the most fun you\u2019ll ever have reading about Silicon Valley.<a href=\"https:\/\/medium.com\/@dcpalter?source=post_page---byline--b22dc4682072---------------------------------------\"\/><\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-amazon wp-block-embed-amazon\"\/><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Equity grants of 0.25% \u2014 1.0% are the standard rate for compensating startup advisors As a mentor at a number of accelerators, I\u2019m sometimes asked to continue the relationship as an advisor to the company. Invariably, the first question the founders need advice on is how to compensate me for my role. Most of the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":320156,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12034],"tags":[11403,2214,11007,6605,14901],"dealstore":[],"offerexpiration":[],"class_list":["post-320155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-angel-investor","tag-advisors","tag-angels","tag-pay","tag-pitching","tag-startups"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Much Should Startups Pay Their Advisors? \u2013 Pitching Angels - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/accountants4yourbusiness.co.uk\/?p=320155\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Much Should Startups Pay Their Advisors? \u2013 Pitching Angels - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Equity grants of 0.25% \u2014 1.0% are the standard rate for compensating startup advisors As a mentor at a number of accelerators, I\u2019m sometimes asked to continue the relationship as an advisor to the company. 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