Nick Holzherr has secured £170,000 to launchWhisk, a service that creates online shopping lists based on recipes.
In the TV series, Lord Sugar told the entrepreneur that he was not convinced the website would be “useful”.
Mr Holzherr told the BBC his new investors were “knowledgeable” about tech, and he had a “scalable business”.
Mr Holzherr reached the final round of the reality series in which Lord Sugar whittles down a pool of potential business partners before finally investing in the winning idea.
His idea was to create a website which would allow customers to convert recipes automatically into shopping lists within online supermarkets.