So, it would seem that you might have the typical platform quandary -- you need to grow both users/investors, and companies that want to participate in your platform. Which do you grow first?

Growing users/investors is likely the priority. If you have a few companies, then you can grow your base of interested people. If you have enough people who are paying attention--and can cultivate a group that are willing to invest--then you can get more companies.

To raise awareness and grow the user base, I would focus on the controversial issues, which will be more likely to pique interest and to get people watching and engaging. Perhaps find some way for people to participate without investing, and a reason why people should share.

You can use PR to tie both the controversy and the model together, and use marketing and social media to promote the controversy.