The contrary is; the lower the valuation, the more the company belongs to investors and therefore the more likely they are to increase their share and returns. Typically, founders desire to get as much valuation as possible because they wish to retain control, while investors tend to drive for a lower valuation so that they can enhance their equity percentage as well as their returns.The contrary is; the lower the valuation, the more the company belongs to investors and therefore the more likely they are to increase their share and returns. Typically, founders desire to get as much valuation as possible because they wish to retain control, while investors tend to drive for a lower valuation so that they can enhance their equity percentage as well as their returns.