Cookies Policy

We use essential cookies to make our site work. With your consent, we may also use non-essential cookies to improve user experience and analyse website traffic. By clicking 'Accept', you agree to our website's cookie use as described in our Cookies Policy and Google's Privacy Policy.

By being open and honest across all activities, startups can create a strong culture within their business, passionate brand advocacy through loyal customers, and secure the means of growth in engaged investors.

Transparency is crucial to the success of startups, with an increasing emphasis being placed on openness and honesty by various stakeholders, both internally and externally. So, what are the main areas for consideration when creating a business that will stand up to scrutiny?

Treat your team as equals

The starting point for creating transparency should be within your company. As a founder, you don’t have to overshare negative information or air issues that could damage team morale but you do have to keep your employees in the loop, allowing them to understand your big decisions, the challenges and the wins, and your long term goals for your business. Many professionals will have worked in businesses where critical information is privileged and available only to those at the top of the tree; the hierarchical nature of traditional company structures does not encourage transparency. Startups, by definition, have small, close knit teams so achieving a flat organizational structure and internal comms strategy is much easier and more natural than it might be in larger organizations. As your business grows, resist the temptation to keep certain information privileged for you and your SLT - communication should flow down through your organization or else you may find division and disenfranchisement creeping into your team.

Own your mistakes

Building a culture of honesty and openness breeds innovative organizations. The startup ecosystem is defined by its bravery, agility and ability to learn from mistakes to build better products and services. To be human is to err and founders should be willing to own up to their mistakes, discuss what went wrong and share solutions with their colleagues. This creates a culture where it’s okay to take risks, make mistakes, reflect and improve or solve the issue in question, driving innovation and creativity. Jonathan Wassersum, founder of SquareFoot, holds biweekly, all-hands meetings where anyone is free to ask him questions, and group discussions about the state of the business are encouraged. He explains: “If you’re upfront with [staff] about what you’re working on and where you’re giving attention, they will be more likely to ask to get involved and chip in with solutions.”

Feedback is invaluable

If you want your team to feel valued, a fundamental focus should be welcoming regular feedback and collaboration from your colleagues. Communication should flow both ways and by encouraging honest opinions on the company and your leadership, your team will feel valued, heard and be more likely to come up with valuable suggestions, solutions and ideas. You’re also much more likely to retain talent if you involve your team in decision making, so it’s a win-win strategy.

Investor trust is crucial

The way you communicate with your investors is just as important as how you communicate within your business. The operational side of being an early-stage founder can be all-consuming and it’s easy to get mired in the day-to-day. But looking at the bigger picture, you need to recognise that those outside the company need to be in the know too. Investor relationships need to be nurtured; after all, without investment, you won’t have a viable business. Investors have a stake in your startup and will want to be kept abreast of the company’s performance, progress and challenges. Lay out the plans you have, share your aims and objectives, and outline how you are going to reach them. Be honest about the stumbling blocks you see ahead and outline what support or guidance you could benefit from. Many investors are willing to offer advice and many have been founders themselves, so in setting your situation out to them, you could benefit from support from people who have relevant experience - and skin in the game.

Initially, you should check in regularly with new investors whether that be via email, phone or in-person. You want to build rapport and trust and many investors will be buying into you as a founder as much as your MVP, your pitch deck or your financials, so answer any questions they may have honestly and you could build a long and valuable relationship with them.

Ethical excellence

With a global downturn, numerous corporate scandals and an ever-widening wealth gap, consumers have good reason to distrust corporations. This is where startups have the upperhand; starting from scratch and sitting outside the arena of ‘big business’ offers the chance to build a transparent brand and win loyal customers. One of the earliest notable examples of this is Patagonia, who established an almost entirely transparent supply chain and to this day, have a strong emphasis on finding solutions to the environmental crisis. They have grown from a small business to one of the biggest - and most sustainable - outdoor clothing brands in the world.  Not only should startups want to create businesses that have transparent ethical practices, it also makes sense from a marketing and brand standpoint. According to a research by Nielsen IQ, 94 percent of consumers would be loyal to a brand that offers complete transparency, with almost 75 percent saying they would be willing to pay more for a product from a company offering total transparency.

Don't let your past come back to haunt you

In an age where social media is king, reputational damage can be wrecked by viral tweets and negative Facebook posts. Companies are increasingly under scrutiny, and everything from ESG initiatives and procurement policies to employee treatment and organisational diversity will be under the spotlight. Build a healthy and transparent culture and be accountable to customers by being open about your practices, your methods and your aims. You are marketing yourself  to a generation of consumers who will judge you and your business on ethical, social and environmental criteria, so ensure you strive to deliver in those areas.

If you’re looking to build a startup that can secure investment, create loyal customers and satisfy stakeholder demands, a board advisor could be an invaluable resource. Connectd has a vast network of experienced portfolio professionals who specialize in supporting startups’ growth. You can learn more about the platform and how to connect with advisors here.

Frequently Asked Questions

What costs are associated with joining the platform?

Connectd is free to join for startups. The only requirement is to complete an onboarding call with a member of our team to get full access to the platform.

After creating an account during your onboarding call, you’ll have instant access to our network of experts. You can filter talent by role, industry, skill set, location, and compensation expectations to help you find the best people for your business. 

How do I find experts on the platform?

There are three core on-platform features which enable you to connect with talent: job postings, expert search and AI recommendations. Our global events also provide opportunities to build relationships with experts.

Where do you operate geographically?

Our members are located across 40+ countries, with strong representation in the US and UK. This enables you to access global expertise and cross-border collaboration, working with experts remotely if required.

What's the difference between fractional leadership, board advisory and NED?

Fractional leadership is part-time executive support with hands-on responsibility. Board advisory provides strategic guidance without formal governance duties. Non-Executive Directors (NED's) sit on the board, offering oversight, governance, and strategic input, but don’t manage day-to-day operations.

Can Connectd help to assemble entire boards?

Yes, Connectd can help assemble entire boards tailored to your company’s specific needs. Every business is different, and we take into account your stage, sector, goals, and gaps. With over 3,000+ experts in our network—including experienced non-executives, advisors, and fractional leaders—we can build a well-rounded board that brings strategic value. We often support a blend of roles and remuneration types, from pro bono and equity-only arrangements to paid advisory and traditional fractional positions, depending on your requirements and available resources.

How can Connectd guarantee my role?

We provide a guaranteed pro bono placement for every member who finishes the online Academy for a particular pathway (Fractional C-suite, Advisor or NED). This Academy provides the knowledge and skills necessary to undertake the placement, which in turn provides you with the practical, hands-on experience of working with a dynamic company, building your skills and competencies and allowing the company to access your expertise.

We have hundreds of high-growth companies, in over 100 sectors, actively seeking the talent they need to drive success. The Connectd platform intelligently matches fractional talent with companies looking for their specific skills and experience, meaning you will have access to a number of highly relevant opportunities; our placement team guarantees that we will find the right pro bono placement for you - and your career progress.

What’s more, once your pro bono placement comes to an end, you can continue to work with the startup if agreeable to both parties, providing the opportunity to negotiate your remuneration as you move forward in the engagement.

How does the Academy work? Is it recognised by an official provider?

The Connectd Academy offers on-demand video content alongside practical follow-up exercises designed to help you build a successful fractional career at your own pace. Simply log in to the platform to access a wide range of modules covering both hard and soft skills.

All content is created and curated by subject matter experts and is fully CPD-accredited, allowing you to leverage your learning outcomes as you expand your fractional portfolio.

How long is a reasonable time to transition into a fractional portfolio career?

Building a diverse and rewarding fractional portfolio can take several years, primarily due to the need for hands-on experience across the three to four core roles that typically define a successful fractional career.

Our Transition to Portfolio programme is designed to support this journey while you remain in full-time corporate employment. Through the Connectd platform, you'll gain practical experience across these roles by working with a range of partner organisations within the Connectd community - accelerating your development, delivering lasting value to companies, and advancing your career trajectory.

What's the difference between Fractional Leadership, Board Advisory and NED?

Fractional leaders are experienced professionals who work on a part-time basis in a senior leadership role (for example, a CFO or Head of Marketing). They are responsible for day-to-day leadership and execution in their area of expertise and will typically be embedded in the management team.

Board advisors provide - often highly targeted - advice to a company or leadership team, as well as mentoring, offering broader guidance and leveraging industry connections. Unlike non-executives, board advisors have no legal or fiduciary responsibilities.

Non-executive directors are formal board members but are not part of the executive management team. They provide oversight, governance and strategic direction, offering an independent and impartial perspective to constructively challenge the executive team. Non-execs must execute legal and fiduciary duties under corporate governance laws.

What is a vesting period and how will I be compensated as a fractional employee?

Companies, especially startups or early-stage ventures, often compensate fractional employees with equity rather than cash. This approach helps conserve capital while aligning interests, offering a stake in the company’s future success in exchange for expertise, guidance, or part-time leadership.

To manage risk and ensure continued contribution, this equity is typically granted over a vesting period, meaning it is earned incrementally over time or upon meeting certain performance milestones.

A time based agreement might be that a certain amount of shares will vest over an agreed period (commonly between three and five years), whereas performance milestones will typically be measured on key metrics (for example when a revenue target or profitability is met).

What’s the difference between an interim and fractional CMO?

An interim CMO works full-time with companies on a short-term basis to bridge a gap between hires, or covering a period of leave. 

Whereas a fractional CMO is hired on a part-time contract, usually for an on-going period of time, offering strategic marketing direction.

Should we hire a fractional or full-time CMO?

It depends where you are as a business. Fractional CMOs are ideal for startups and scaleups because they offer senior experience without the long-term commitment or cost. 

If you need strategic marketing support but aren’t ready (and can’t afford) to bring in a full-time CMO, we recommend looking for fractional support. On the other hand, if you’re more established and need a leader whose entire focus will be on your brand, you might want to consider looking for a full-time CMO. 

What’s the difference between an interim and fractional CFO?

An interim CFO typically works full-time on a short-term basis to bridge a gap between hires, or support a specific transition. 

Whereas you engage a fractional CFO part-time, usually on an ongoing basis, to provide senior financial leadership and strategic guidance as your business grows.

Should we hire a fractional or full-time CFO?

This depends on your stage of growth. Fractional CFOs are ideal for startups and early-stage scaleups that need senior financial expertise without the long-term cost of a full-time hire.

If you need strategic financial support, but aren’t ready to commit to a permanent CFO, fractional support offers flexibility and immediate impact. As your business matures, a full-time CFO may become the right next step. 

What can a fractional CFO help us with day-to-day?

A fractional CFO helps bring clarity to your finances. This can include budgeting, forecasting, cash flow oversight, investor reporting and supporting funding decisions. They focus on helping founders make informed choices, rather than handling routine bookkeeping or admin tasks. 

What’s the difference between an executive and independent director?

An executive director is employed by a company full-time and typically specializes in an area of operations such as marketing or human resources.

An independent director, on the other hand, is not an employee. They won’t be involved in the everyday management of your startup, but will focus on governance, strategic oversight and constructive challenge at board level, bringing an impartial and balanced viewpoint to board discussions.

Will an independent director be exclusive to your startup?

This depends on the workload and personal preference of the independent director you choose. They may sit on multiple boards, provided they can meet their commitments and declare any potential conflicts of interest to maintain impartiality.

How many hours does an independent director work?

There is no fixed time commitment. In practice, it often ranges from a few hours per week to one or two days per month, depending on your needs and the agreed scope.

What’s the difference between a board advisor and an independent director?

A board advisor provides strategic guidance and constructive challenge without holding a formal board position or legal responsibilities.

An independent director, by contrast, is a statutory board member with governance duties and fiduciary obligations. Board advisors offer flexibility and insight without formal appointment. 

Are board advisors involved in day-to-day operations?

No. Board advisors are not involved in the day-to-day running of your business. Their role is to step back, provide perspective and help founders and leadership teams think through challenges and make decisions more effectively.

Will a board advisor work exclusively with our startup?

This depends on the advisor’s availability and preferences. Board advisors may support multiple businesses, but they are expected to declare any conflicts of interest and maintain confidentiality to ensure impartial, trusted advice.  

What’s the difference between an interim and a fractional COO?

An interim COO typically provides cover for short-term leave or periods between hires, while a fractional COO is hired on an ongoing basis to give strategic guidance and drive growth at startups.

Should we hire a fractional or full-time COO?

Fractional COOs are often a good choice for startups and scaleups with ambitious growth plans, as they offer affordable access to experienced leadership and strategic insights over short-term periods.

Hiring a full-time COO is a heavier financial commitment that is more typical of established organisations that can afford it.

Should we hire a fractional CTO or a full-time CTO?

It depends on your current stage and budget. Startups and scaleups typically choose fractional CTOs to access strategic leadership without the costs of a full-time executive hire. This model provides the flexibility to pivot and scale.

A full-time CTO might be necessary once your technical team grows and your infrastructure requires 24/7 executive-level oversight.

Will a fractional CTO manage our existing team?

Yes, but their focus is on high-level mentorship and engineering excellence rather than daily admin. A fractional CTO levels up your internal team by implementing professional standards, such as CI/CD and robust QA frameworks, that improve output quality and speed.

They bridge the gap between your technical developers and your commercial goals, ensuring your team is building the right things in the right way.

What’s the difference between an interim and fractional CIO?

An interim CIO works full-time with startups or organizations on a short-term basis to bridge the gap between permanent hires. 

Whereas a fractional CIO is hired on a part-time contract, typically for an extended or indefinite period, to provide comprehensive strategic IT support, consultancy, and leadership.

Should we hire a fractional or full-time CIO?

It depends on what level of support your business needs. 

If you’re a startup or scaleup looking for executive-level IT and technology guidance without a long-term commitment, hiring a fractional CIO is a wise decision. If you're more established and need IT leadership day-in-day-out, you might want to consider hiring full-time. 

Fractional CIO services are especially beneficial if you’re working towards specific tech-centric goals or ambitions and don’t have the budget or need to commit to a full-time hire. 

With a fractional specialist, you’ll benefit from flexibility, minimal commitment, and maximum strategic expertise.

Should we hire a full-time or fractional CISO?

It depends on factors such as your cybersecurity vulnerabilities, timeline, and your budget.

Fractional CISOs are quicker to hire, offer you flexibility in terms of the hours they work, are generally less expensive, and often bring advice from various verticals and sectors. Plus, our platform’s members are pre-vetted to deliver insights backed by real-world experience. For these reasons startups are usually better off hiring fractional CISOs.

For larger and more established organizations who need high-level cybersecurity expertise day in day out, a full-time CISO might make more sense. 

Can my startup hire a fractional CISO during a cybersecurity threat?

Yes. Given Connectd’s short hiring time, alongside the various ways to search for talent and make intros, you can rely on fractional CISO members to make critical decisions fast. With their tried and tested experience of resolving challenges, we encourage you to reach out.

If their results impress, you may wish to extend their involvement on further projects, training and tasks.

Should we use an outsourced HR service or hire a fractional expert??

An outsourced HR service can handle the essentials like payroll, contracts, and compliance. 

Whereas a fractional CHRO (Chief Human Resources Officer) or CPO (Chief People Office) is an experienced and strategic leader who can develop your culture, team structure and talent framework. They are a part-time employee who share the ambition and drive of your founding team.

If you need to scale your organisation effectively rather than just manage administration, the fractional model provides the high-level expertise required to take your business forward. 

What’s the difference between interim and fractional HR support?

An interim CHRO or CPO will work full-time with startups or businesses on a short-term basis to bridge the gap until full-time hires are in place. 

Whereas a fractional expert operates on a part-time contract, often for an indefinite or extended period, to provide deep-dive strategic support and leadership on key HR projects or initiatives. 

What experience do you need to become a fractional leader?

There’s no hard and fast rule to this, but if you’ve have around 10+ years experience in a senior leadership role, you will likely have lots to offer as a fractional executive. If you feel you can deliver high-impact results without the support of a large corporate structure, you have the necessary experience.

What skills or qualifications do you need?

There aren’t any specific qualifications required, but many aspiring fractionals undertake a training course like the one offered here by Connectd. This provides the knowledge, experience and mentorship to seamlessly make the transition to a fractional executive and build a successful portfolio career. 

Can I pursue fractional roles while still in full-time employment?

Yes, most of our members hold a full-time position. This programme allows them to plan for their future and transition into a portfolio role, when they are ready to finish full-time employment.

Who is Connectd for?

Connectd is built for growing, post-MVP startups with a registered business address that are ready to scale and bring in senior strategic support through fractional executives and advisors. 

We’re not able to support pre-MVP ideas, businesses without a registered address, sole practitioners, consultants or CICs, or organisations looking for junior or purely transactional support. 

Connectd works best where there is traction, ambition and a genuine need for experienced strategic input.

How can Connectd guarantee my role?

We provide a guaranteed pro bono placement for every member who completes the Academy for their pathway. We work with hundreds of high-growth US companies across 100+ sectors, and our placement team matches your specific skills and experience to a relevant opportunity. Once your placement ends, you can continue with the startup if both sides agree, with the opportunity to negotiate paid terms.

How does the Connectd vetting process work, and will I be accepted?

Every applicant goes through the same process: an application, a review of your background and goals, a call or interview with our team, and completion of the CPD-accredited Academy before your guaranteed placement begins. We're checking for specialized expertise and targeted knowledge in a relevant sector, not a specific title or industry. Acceptance is selective

What does a US board advisor or independent director earn?

Board advisors are most often paid in equity, 0.25% to 1%, with median pre-seed grants closer to 0.21%, according to Carta's H1 2024 data, vesting over two years with a six-month cliff. Some engagements pay a cash retainer instead, $500 to $1,500 a month at seed stage, and early placements, including Connectd's own, often start pro bono. Time commitment is lighter than expected: Connectd's guaranteed placement averages 4 to 6 hours a month, against a 12 to 15 hour-a-quarter industry benchmark.

Independent director pay works differently, a formal board seat with more fiduciary duty. Per Board Appointments' research, private and startup boards typically pay $1,000 to $3,000 per meeting (sometimes called a day rate), plus 0.1% to 0.5% equity vesting over two to four years. S&P 500 boards pay far more, $336,352 on average in 2025, but that reflects large public companies, not the startup boards Connectd works with.

How does the Academy work? Is it accredited?

The Connectd Academy offers on-demand video content and practical exercises to help you build a board advisory career at your own pace. All content is created by subject matter experts and is fully CPD-accredited.

Do you need formal board experience to become a board advisor?

No. Most first-time board advisors come from senior operating or executive backgrounds, not the boardroom. What matters is deep, relevant expertise and the ability to advise rather than execute. A guaranteed pro bono placement gives you your first verifiable track record.

How do I get my first board seat as an independent director without prior board experience?

A guaranteed pro bono placement is the answer. It gives you a genuine first board reference and real boardroom experience with a high-growth startup, the same track record boards increasingly accept in place of prior board service, provided it's paired with real operational leadership.

How do I get my first board seat as an independent director without prior board experience?

A guaranteed pro bono placement is the answer. It gives you a genuine first board reference and real boardroom experience with a high-growth startup, the same track record boards increasingly accept in place of prior board service, provided it's paired with real operational leadership

What's the difference between a UK non-executive director and a US independent director?

A US independent director must meet NYSE and Nasdaq independence standards (Nasdaq's Listing Rule 5605) and carries fiduciary duties of care and loyalty, while a UK non-executive director operates under the Companies Act 2006 and the UK Corporate Governance Code, holding the same legal duties as an executive director. Both are formal board of directors positions with real legal responsibilities. A board advisor holds no board seat and no fiduciary duty in either country, the lower-risk way to build board-level experience first.

Can I become a board advisor or independent director after retiring?

Yes, and it's a common route. 59% of new S&P 500 independent directors appointed in 2025 came from retirement rather than an active executive seat, according to Spencer Stuart's 2025 US Board Index. A recently retired executive can't immediately count as an "independent" director of a public company under NYSE and Nasdaq rules, a cooling-off period (typically three years) applies to former executives first. Board advisor roles carry no such restriction, the natural first step while that clock runs.

How does the Connectd mentor help me during my first advisory role?

You're matched with a mentor who holds their own advisory portfolio, based on your specific skills and goals. Sessions are one-to-one, confidential, and impartial, running 180 to 720 minutes depending on your program tier. Mentors focus on four things: building your board-advisory brand, growing your network, maximizing your placement opportunities, and negotiating paid roles once your placement ends.

What do startups need from a board advisor?

Startups most often need strategic guidance, an objective outside perspective, and network access they don't have in-house yet, without the cost or commitment of a full-time hire. Governance support and fundraising input come up often too, especially as a company nears its first institutional round.

How long does it take for a pro bono placement to convert to a paid role?

Once your placement ends, you can continue with the startup and negotiate paid terms if both sides want to continue. Board advisor Pascal Kornfuehrer made exactly this move, converting his placement into a paid role within four months.

How does Connectd work for US-based professionals?

Connectd works the same way for US members as it does in the UK: you join as an Independent Director, Board Advisor, or Fractional Executive and get matched with startups seeking that expertise.

Be a part of the leading startup ecosystem. Ready to level up your business?

Register for Free