When startups announce funding, the press coverage that follows isn’t just about visibility; it’s about credibility. The way a funding story is positioned, who covers it, and which details are highlighted all play a role in how investors, partners, and the market perceive a company.
In a recent episode of The Press Playbook, BAM Account Manager Samantha Davis broke down how BAM approached a Series A funding announcement for AI-powered life insurance brokerage Modern Life, and why the strategy focused as much on who the story reached as what was announced.
Funding Coverage Works Best When It Signals Trust
When Modern Life announced its $20M Series A, the story wasn’t just “we raised money.” The real story was who backed them.
That was intentional.
Instead of leading with the dollar amount, BAM focused on calling out the investors and why they matter. As Samantha said:
“We really wanted to call out those lead investors. Northwestern Mutual is a big one. Thrive Capital is a big one. These are huge names, and now they’re backing Modern Life to modernize the industry.”
And that’s the point.
For startups, investor names do a lot of the work for you. When people see familiar, trusted firms attached to your company, it instantly builds confidence. Investors notice. Customers notice. Partners notice.
The Right Outlet Matters More Than the Trend
Yes, AI was part of Modern Life’s story. No, that didn’t mean pitching every AI reporter out there.
“Even though AI was our catch, it wasn’t the main focus for the specific reporter.”
Instead, BAM went after a fintech reporter at Axios who already covered funding in the insurance space. Someone who actually got the business and whose readers already cared about it.
That mattered way more than forcing the AI angle just because it’s hot.
Flexibility Builds Better Media Relationships
Timing can make or break a funding announcement.
Instead of locking in one exact embargo date and stressing everyone out, BAM stayed flexible.
“We weren’t set on a date. We told him, ‘We can be flexible from this date to this date.’”
That kind of approach shows you’re thinking about the relationship, not just the headline. And surprise, surprise, it worked. Axios exclusivity, less back-and-forth, smoother process all around.
One Credible Placement Can Unlock Broad Coverage
Once Axios went live, everything picked up fast.
“After Axios went live, we ended up securing 30 plus pieces of coverage in target publications.”
From there, the story spread across startup, VC, insurance, and wealth management outlets. One strong, trusted placement made it way easier to get the rest.
You don’t need every outlet at once. You need the right one first.
Why Founders Often Miss the Mark With Press
A lot of founders get so excited about their product or their raise that they stop there. This is where a lot of founders miss the mark when it comes to securing coverage.
“Founders are very often excited about the products and the news they’re offering… they often forget to tie it to a bigger picture of what they’re solving for or why people should care.”
Media (and investors) want context. Why does this company matter? Why now? What changes because this exists?
If you skip that part, the story falls flat.
Credibility Is Built Over Time, Not Overnight
Press that actually helps with fundraising isn’t transactional. It builds over time.
“Storytelling takes time… we want to build trust with reporters so they want to work with our companies and really tell our stories.”
When reporters trust you, everything gets easier. Better coverage. Better framing. Better outcomes when you really need it. Focus on that.
What Founders Can Learn From This
Press alone doesn’t raise money. But it absolutely shapes how people see you. And when you’re fundraising, that perception matters a lot.
The best funding coverage comes down to:
- Clear positioning
- Reporters who make sense for your business
- Investor names that signal trust
- Not treating press like a one-and-done thing
That’s how funding coverage actually works.
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