new site is InvestingZone, which matches wealthy individuals with start-up entrepreneurs. Indiegogo does not offer shares but allows users to offer “perks” for different levels of donation – those helping to fund Hunt’s innovative light not only got to feel good about helping the less well off but also got their own light. For Danae Ringelmann, co-founder of Indiegogo, the “gravity light” is a perfect example of how meritocratic crowdfunding can be and how it can test an entrepreneur’s idea. “It is the first time that finance has been fast, efficient and meritocratic, because it is not about 'How do I get access to the decision makers in that bank?' or 'Who do I know in that venture capital outfit?' This is all about proving your worth to your customers and fans, getting them to validateyour idea and fund it. “Even ideas that aren’t deemed worthy to get funding are worth testing, because you will have saved yourself a whole bunch of time finding out it wasn’t a good idea and getting smarter faster,” she says. Ringelmann, who is based in the US, started her career as a Wall Street analyst. In 2008, she decided to quit and use her skills to try and help friends who worked in the arts to raise money. The site was originally focused on the film business and launched at the Sundance Film Festival that year. Five years on and it is raising about $2m a week