Inside the Minds of Investors: How Jamie Roberts and YFM Equity Partners Identify the World’s Next Leading Entrepreneurs
Pitching and selling your business model, one that you have worked so incredibly hard on and which you are enormously passionate about, is an incredibly daunting task- but what do you know about the people on the other side of the table? In this episode, Aleksandra sits down with someone who lives firmly on this side: Jamie Roberts. If you’ve ever wondered how investors really think then this conversation is the closest you’ll get to sitting inside the room where decisions are made.
Originally from the United Kingdom, Jamie began his professional journey after completing his undergraduate studies at Bangor University. Having studied there from 2001 and 2004, this period and academic success set the foundation for the analytical and financial skills that would later shape his career in private equity. Friends from his university years recall someone who was curious, competitive, and unusually mature in the way he approached decisions — traits that would later define his approach to investment.
Beginning in portfolio and investment roles at his company YFM Equity Partners, Jamie was made Chief investment Officer and he really came into his own (His impact and presence being underlined by the rise in head count within YFM from 39 to 64 strong). After four years in as Chief Investment Officer between 2018 to 2022, he was then made a Managing Partner of the organisation where he remains today.
YFM Equity Partners is one of the UK’s longest established private equity firms, with a focus on supporting entrepreneurial, high-growth businesses across the regions; through both investments and lower mid-market buyouts, they help companies scale, professionalise, and expand into new markets. In particular, they work with companies which larger PE firms may overlook with strong fundamentals, ambitious leadership, and the potential to become category leaders with the right support.
Known for his calm and analytical approach, Jamie is a central figure in YFM’s strategy, growth plans, and its 2026 management buyout. Those who work closely with him often describe a leadership style that is steady rather than loud, deliberate rather than reactive. He is the type of leader who listens first, processes quietly, and then delivers a perspective that reframes the entire discussion. This ability to bring clarity to complexity has made him one of the firm’s most trusted decision-makers.
Jamie’s passion for business and people are displayed and reinforced with the volunteer work he does for a charity which helps young people grow and develop in business. His involvement goes beyond surface-level support; he mentors, coaches, and challenges young entrepreneurs to think bigger while grounding their ambitions in practical steps. For many of the young people he works with, Jamie becomes the first senior business figure who treats them as equals- a gesture that often changes the trajectory of their confidence and career.
On the other side of the table lies Aleksandra, who is not a novice when it comes to pitching a business. First coming to national attention through her appearance on BBC’s The Apprentice. Her time on the show showcased a sharp commercial instinct and a confident communication style, both demonstrated in this episode. Today, she is best known for her growing influence as a podcast host for Beyond The Boardroom, where she has carved out a distinctive voice in the crowded world of business and personal development content.
This isn’t a motivational chat dressed up as business advice. It’s a masterclass in investor psychology, decision-making, and the subtle signals that separate the fundable from the forgettable. Jamie is honest, sharp, and refreshingly human — a combination that makes his insights land with even more force. Aleksandra challenges him in all the right ways, pushing him to articulate the things investors rarely say out loud.
The result is a conversation that will change how you think about money, risk, and success. If you’re an entrepreneur, investor, or simply someone curious about how big decisions get made behind closed doors, this is the episode you watch.
Inside the Mind of an Investor
Jamie Roberts reviews 1,500 business pitches every year… and invests in just 1% of them- a statistic highlighting his authority on the topic. This isn’t theory. This is the guy who actually writes the cheques. By maintaining close relationships with local founders and advisers near each of YFM’s regional branch, and managing a mix of Venture Capital Trusts (VCTs) and institutional buyout funds, his company has the connections and flexibility to spot trends in the industry and invest in a variety of different business’s.
He dismantles the myths around money and risk with disarming clarity. Why do round numbers dominate negotiations? Why do founders pretend they’re not motivated by money? Why do the most successful entrepreneurs often have rich, balanced lives outside of work?
There’s even a moment where Aleksandra compares Jamie to a real-life Lord Sugar — except instead of making one investment a year, he’s effectively doing it fifty times over. Jamie laughs, but the point stands: he operates at a scale and intensity most people never see.
Soft Skills: The Most Underrated Investment Criteria
One of the most surprising parts of the conversation is Jamie’s obsession with communication. Many new investment managers — often ex-accountants — arrive with impeccable technical skills but underdeveloped interpersonal ones. And in Jamie’s world, that’s a problem. Following this established importance in communication, YFM has built a reputation for being hands-on, collaborative, and long-term in its approach, working closely with management teams to improve governance and accelerate growth. Founders often describe YFM as a partner that brings structure without suffocating creativity — a balance that is rare in private equity.
He teaches his team four simple principles:
• Two ears, one mouth — use them in that ratio.
• Listen to hear, not to speak.
• Engage fully, not performatively.
• Everyone is your customer — even internally.
The One Thing That Kills Deals Instantly
Jamie doesn’t hesitate: “Lying.”
Not ignorance. Not inexperience. Not a miscalculated number. But deliberate misrepresentation — the founder who claims 50 customers when they have 15 or hides weaknesses behind buzzwords.
He compares investment to marriage: if someone behaves badly before the wedding, you already know how the marriage will go. Investors don’t fear imperfection; they fear dishonesty. Founders who communicate clearly, honestly, and empathetically stand out instantly. In a world obsessed with metrics, Jamie reminds us that people still back people.
Ambition vs. Delusion
Jamie loves ambition — but he despises blind optimism. He gives a perfect example:
• Good ambition: “We want to test the US market. We’ll open one office, hire three people, and learn fast.”
• Red flag ambition: “We want £5 million to hire 300 people and open 30 US offices in 12 months.”
One is bold. The other is fantasy. Investors can spot the difference instantly, and founders who can’t distinguish the two rarely make it far.
The British Problem: We Don’t Celebrate Success
Aleksandra, who grew up in South Africa, raises the cultural mindset that often holds UK founders back. Together, they unpack a pattern many entrepreneurs quietly recognise:
• Brits are uncomfortable talking about money.
• Success is often met with suspicion, not celebration.
• The media amplifies negativity because it gets more clicks.
Jamie shares a striking example: a positive headline about a billion-pound UK exit barely registered — until the editor rewrote it negatively. Then traffic exploded. We say we want success stories, but our behaviour tells a different story.
The One Trait All Investible Founders Share
As the conversation closes, Jamie distils everything into one defining characteristic: a burning desire.
Not hype. Not polish. Not a perfect pitch deck.
But a genuine, unmistakable spark — the moment a founder lights up when talking about their business. The passion that makes them drift into tangents, then pull themselves back with a smile.
Investors feel that energy. They remember it. And often, they bet on it.
Ultimately, this episode of Beyond the Boardroom serves as a vital reminder that while spreadsheets provide the structure, it is character that builds the foundation. By bridging the gap between cold capital and human connection, Jamie’s episode offers more than just a peek behind the curtain—they provide a roadmap for the modern entrepreneur. Whether you are refining your first pitch or looking to scale a category leader, the lesson remains clear: in the world of high-stakes investment, the most valuable asset you can bring to the table is your unfiltered, honest, and ambitious self.