Back in October, the U.S. Securities and Exchange Commission approved a new set of rules that will allow entrepreneurs to use crowdfunding sites to raise capital. The kinds of crowdfunding campaigns that have become popular in the past decade—the cult-classic movies, the rare beers, the frivolous potato salads—have solicited what were essentially donations. Departing from those, these new rules will allow startups to distribute equity, not just perks, to just about anyone who wants to invest.

While the SEC will restrict those with an income or net worth of less than $100,000 to investing at most $2,000 each year, that’s still a lot of capital to go around, and some have lauded this as “Crowdfunding 2.0.” But when these new SEC rules, which are expected to take effect early next year, kick in the two biggest names in crowdfunding will be diverging: While Indiegogo is prepping for a horde of eager entrepreneurs and investors, Kickstarter is not.

“We’re pretty public about the fact that that we aren’t going to allow equity crowd investing on Kickstarter,” said Justin Kazmark, a spokesperson for the company. “Our mission is to bring creative projects to life—that’s our focus. Jumping into equity investing doesn't advance that mission." This year, Kickstarter reincorporated as a public-benefit corporation—a legal designation indicating that one of the company’s primary aims will be in the name of the public good. Besides, Kazmark says that the type of projects Kickstarter attracts probably wouldn’t make the best investments. “I don’t think the purpose of creativity is to be an investment vehicle,” he says.