Hugo Lough

Questioner
DISC Type : c

Investment Director at Mercia Ventures

Greater London, England, United Kingdom

Overview

Hugo Lough is an Investment Director at Mercia Ventures, focusing on B2B SaaS, Deep Tech, and Consumer investments from the Manchester office. With a background in corporate finance from finnCap and a degree from the University of Warwick, he specializes in advising and securing funding for ambitious private companies.

He shows a strong interest in the broader UK tech ecosystem, attending major industry events like TuringFest in Scotland. He also appears to support creative professionals, going out of his way to promote a graphic designers services to his network.

He recently led Mercias first new consumer investment in several years, personally driving the expansion of this portfolio.

Personality Overview

Systematic

Value Seeker

Price-Sensitive

They prefer to fully evaluate every situation.  It is quite likely of them to ask for pricing or other concessions. They generally do not appreciate an overfriendly approach and prefer to stay to-the-point.

Topics They Care About

Consumer Investments
He is re-energizing Mercia's consumer portfolio, recently completing the firm's first new consumer deal in years with Heidi, and actively supports companies like Pure Pet Food.
Deep Tech Sector
This is one of his key investment areas at Mercia. He publicly celebrates the progress of portfolio companies in this space, such as Wobble Genomics.
UK Tech Community
He actively engages with the tech scene beyond his direct portfolio, attending major events like TuringFest in Edinburgh to connect with founders and investors.

Media Appearances

Hugo has no verified media appearances

Work History

11-2023
Investment Director at Mercia Ventures
1-2021 - 10-2023
Investment Manager at Mercia Ventures
1-2019 - 1-2021
Associate Director at finnCap
3-2017 - 12-2018
Corporate Finance Associate at finnCap
9-2015 - 3-2017
Finance Business Partner at Lloyds Banking Group

Education

2009 - 2012
Bachelor of Science (BSc) from University of Warwick
2000 - 2009
Education details unavailable from Hutchesons' Grammar School

More Information

Social Presence :

Prographics :

Exp : 12 Location : Greater London, England, United Kingdom Job Level : Mid-senior Designation : Investment Director at Mercia Ventures
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Insights For Selling To Hugo

During A Call Or A Meeting

DO's

  • Back up any claims with data and numbers
  • Emphasize on objective proof of ROI, help them do a thorough evaluation
  • Emphasise more on facts and measurable benefits

DONT's

  • Avoid rushing them, be polite and patient
  • Don’t depend too much on anecdotal evidence, it reduces their confidence
  • Don’t try to be too friendly or informal with them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Hugo is

  • Ensuring that the product delivers ROI, cost-effective pricing and process compliance are very important for them.
  • Will you ever get a clear answer from Hugo

  • It doesn’t come naturally to them but they can say no if they are not convinced.

Insights For Deal Planning

    How fast (or slow) will Hugo move?

  • If they have the information that they need, they can move fast at making their decisions.
  • Can Hugo take some risk or not?

  • If they believe that they have analyzed the situation well, they can take a little risk.

You And Hugo

Personality Compatibility


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