Equity crowdfunding, a form of company financing through equity investments, has become increasingly relevant in recent years. It allows raising capital from large group of investors who put certain amounts of money in exchange for company’s shares through Internet intermediaries, crowdfunding platforms. The authors conducted an empirical study to establish the relationship between investment attractiveness and the factors that impact the success of crowdfunding campaign. The study sample includes 578 projects of raising equity capital on the leading platforms in UK, Crowdcube and Seedrs, between 2011 and 2021. The results of the study demonstrated that the investment attractiveness of companies is higher if they offer a larger share of equity during the placement. Older and larger firms, non-diversified companies have a higher attractiveness for investors. This research contributes to existing studies of determinants of the success of equity crowdfunding.