The ecosystem would be better served to re-brand as "Angel Investing" or "AngelVesting". 

Most of the platforms cover Reg D, CF and A, and also now IPOs. 

The term "crowdfunding" received a negative branding from its earliest days, and it is holding back its ability to mainstream into the $1T ecosystem. Retail investors have $72T in US AUM alone - and can empower a system much more vibrant than VC, but 200M cats need to be herded first, and we're all on it. 

Retail investing is another possible positioning term, but consumers often confuse this with "retail" meaning commerce and e-commerce. Angel has a very positive connotation.