This is VC startup type crowdfunding, ie Seedrs Crowdcube etc.
There's something of a battle going on between the various platforms as to whose model looks after investors best, rather technical in nature. The big argument is protecting the likes of us in the event that the business goes on to another (bigger) funding round, when depending on the small print we might get robbed.
Interests declared: I have shares in Assetz, Syndicate Room, The Housecrowd. They are as nothing compared to my investments on and reliance on the good health of many other platforms here.