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 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 investment attractiveness of companies is higher if they offer a larger share of equity during the placement. Older and larger firms and non-diversified companies are more attractive for investors. There is no difference between the success of crowdfunding campaigns conducted during COVID pandemic time and in other periods, as well as there was not found a difference between the attractiveness of equity placements at different crowdfunding platforms. This research contributes to existing studies of determinants of the success of equity crowdfunding.