The Kitchen profile is also an investor with an eye for overlooked founders and sustainable impact

Katja Meyer knows the startup world from the inside. She has put in the long hours as a tech entrepreneur and has built companies from scratch with sweat equity. Today, she is active as an angel investor and venture scout for Ada Ventures, focusing on spotting and supporting overlooked founders with impact potential.

“My first investment was not money, but time and energy in my own startup. I’ve tried all the hard stuff myself,” says Katja Meyer, who now advises new founders in the startup incubator The Kitchen at Aarhus University.

She is not a passive investor. On the contrary, she contributes both capital and concrete experience from her own startups and advisory roles.

“I don’t just bring money. I can help with everything from cap tables to thinking strategically about funding rounds. I’ve been there myself,” she says.

Meyer’s approach is driven by desire and purpose. She describes it as a passion that is more like a hobby than a job.

“It’s the hopes, dreams and the will to create something better that drives me. I love the informal conversations at pitch events where you can feel that something is happening.”

Focus on the overlooked founders

As part of the Ada Ventures network, she is dedicated to finding founders that traditional investors often overlook – including women, minorities and people with disabilities. She wants to change who gets access to capital.

“I used to think it was wrong to say that you invest in those you could have a beer with. Now I’ve accepted that it’s about who you want to drink beer with – and I want to drink beer with different types.”

Meyer typically invests between 100,000 and 250,000 DKK, often at the pre-seed level. At that point, chemistry and trust matter more than perfect pitch decks. She looks for founders with something to offer – and the potential to scale.

Her portfolio includes Prduct, THE UPCYCL, Healper and Involved. The common denominator is impact and scalability. She has a penchant for B2B SaaS platforms, but looks broadly and is particularly interested in deeptech and the construction industry, where her background as a civil engineer comes into play.

When she joins a startup, she doesn’t expect detailed reports, but honest and ongoing communication.

“I shouldn’t interfere in the day-to-day, but I should be able to be involved when it makes sense.”

For Katja Meyer, the ideal founder is someone who combines deep insight with ambition and balance.

“They need to know something that others don’t – and be able to use it to create something that makes a difference. And they must be able to take responsibility without burning out.”

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