This browser is not actively supported anymore. For the best passle experience, we strongly recommend you upgrade your browser.
| 1 minute read

Expanding to the US vs Europe

Contemplating whether to grow your business in the United States or expand further in Europe? It's a pivotal decision, as there is more funding available in the States. But it’s not just about the allure of capital. Also consider the following: 

  1. Customer Base: Where do your customers primarily reside? If they're in Europe, expanding within the continent may be the logical choice. Proximity to your market ensures efficient service and a better understanding of local needs.
  2. Time Difference: The time zone gap can be a hurdle. Balancing US hours with your European team's preferences can disrupt workflow and affect team morale. 
  3. Talent Pool: When it comes to hiring, talent pool matters. The United States offers a vast resource of skilled professionals, but Europe has its own exceptional talent hubs. Investigate where your industry thrives and choose accordingly.
  4. Salaries: It's no secret that salaries in the States are higher. Before opening shop in the US, consider the financial impact on your budget. Weigh these costs against the benefits of access to more substantial funding.
  5. Cultural Differences: Be mindful of the cultural nuances. Operating in Europe requires an understanding of diverse cultures and regulations, which can be both a challenge and a strength. In the US, business practices, policies and regulations differ. Adapting to local culture is key to your success.

In this tug of war between the US and Europe, there is no one-size-fits-all answer. The decision depends on your unique business, target audience, and long-term vision.  Success can be found on both sides of the Atlantic; it's just a matter of choosing the right fit for your company's aspirations. If you need any help in assessing the talent pool or salary survey either in European county or in the States, reach out to me at

The US remains something of a promised land for European startups. From 2015-2019, a third of European companies who expanded to the US did so even before they even raised a Series A, according to Index research.  European startups usually cite potential customers as the impetus for a move stateside, but funding also plays a major role. There is simply more money available in the US – to compare, in 2020, venture capital funding reached almost $24bn in Europe and $73.6bn in the US. To access that capital, some sort of US presence is often a requirement.


c-suite, investment, leadership, talent