Cool Britannia

When asked which entrepreneur best champions the UK, Richard Branson leads the field — named by 13% of founders. He is followed by Demis Hassabis (8%), Nikolay Storonsky (8%), and Brent Hoberman (6%). The next tier are tied at 5%: Alan Sugar, James Dyson, and Richard Harpin. Rounding out the top 10 are Matt Clifford (4%), Alex Kendall (4%), and Emma Jones (3%).

Outside of business, David Beckham is the figure founders most often associate with the UK's entrepreneurial spirit — picked by nearly one in five of those who answered. Steven Bartlett, who straddles business and media, follows at 11%, with Gary Lineker at 9% and Richard Branson named again by 7%. The choices span sport and entertainment, suggesting founders see entrepreneurial spirit as something expressed far beyond the boardroom.

The UK's self-promotion as a place to do business is seen as largely ineffective. 70% of founders say the UK presents itself either not that effectively (37%) or not at all effectively (33%). Only 26% say it does so somewhat or very effectively. This aligns with founders' broader view: 44% believe the UK is a good place to start a business but does a poor job of showing that globally, while another 21% think it is actually a bad place that merely gives the impression of being good.

Nearly half of founders (44%) believe the UK is a good place to start a business but does a poor job of showing that globally — the most common response by a wide margin. 21% are more pessimistic, believing the UK is actually a bad place that only gives the impression of being good. Just 13% think the UK is both good at it and good at showing it. The gap between reality and reputation is the defining theme.

Tax rates are the single biggest factor shaping how founders perceive a country — cited by 51% of respondents. Investor networks (41%) and cultural factors like language and lifestyle (33%) follow. Regulatory frameworks (32%) and personal experience (31%) round out the top five. Interestingly, traditional signaling channels like media coverage (9%) and government policy announcements (17%) rank near the bottom, suggesting founders trust lived experience and financial realities over official narratives.

When it comes to signaling that a country is serious about entrepreneurship, tax policy is paramount — 68% of founders cite tax levels and breaks as the strongest signal. Access to capital (60%) and simple, clear regulations (49%) follow. Ease of hiring and firing, knowledge hubs, and digital infrastructure each draw around 29-30%. The message is clear: founders judge a country's commitment not by rhetoric but by the financial and regulatory conditions it creates.

The most persuasive case for building in the UK is structural, not statistical. 49% of founders point to SEIS and EIS tax reliefs — which offer investors up to 50% income tax relief — as the most compelling argument. The UK's position as Europe's leading VC market (£19bn invested in 2025) follows at 42%. English law (34%) and ease of starting a business (33%) also resonate strongly. The timezone advantage (26%) and unicorn count (24%) are valued but secondary.

When asked what they would highlight in the UK's favour, founders most often point to access to capital and funding schemes like SEIS/EIS (21%). Talent and education (19%) — the quality of universities and the entrepreneurial workforce — follow closely, with the ease of setting up a business (16%), the cultural and networking advantages for entrepreneurs (15%), and a rich innovation ecosystem of support structures for startups (15%) also featured. The UK's geographic position between the European market and the US East Coast, combined with a stable legal system (14%), rounds out the themes.

The warning is overwhelmingly clear: 60% of founders who gave advice flagged taxation and regulation as the UK's biggest drawback. Funding and investment challenges (34%) — particularly a risk-averse investor culture — and a lack of effective government support (28%) follow. The high cost of living and operating environment (24%), the insular nature of the startup ecosystem (18%), and talent acquisition and immigration barriers (16%) complete the picture. Taken together, founders see a country where the structural barriers are fiscal, not cultural.