Help me decide what job to take: Start-Up vs. Medium sized company

I'm having a hard time deciding between two job offers so wanted to get some outside perspective. As I progress on to the "next step" of my career, I'm trying to prioritize learning opportunities (work currently is extremely boring), growth potential in the next role, and current / future earnings potential. My background (~3 years in IBD, ~2 years in corporate strategy @ F500).

The start-up role is a combination of corporate finance, strategy, and data analytics (helping various functional teams utilize data to solve business problems). The medium-sized company role is sales finance (using syndicated data to help sales teams, other ad-hoc analysis). I think the learning opportunity is much higher at the start-up and could be beneficial if I decide to start my own company in the near future. I think I could become a top-performer in the medium-sized company and get promoted fairly quickly. Medium-sized company is also crushing it and basically the industry leader.

If pay were equal, I would probably still choose the start-up. However the cash delta of the offers is quite large (~30-40k), with the start-up pay most likely under 100k (+ some options but pretty negligible in value). It's not like I make much more than 100k currently, but the job would require moving to a higher COL city and taking another pay cut feels bad (pretty significant pay cut going from IBD to current corporate job).