Souk raises $1.6M to reactivate dormant B2B partner networks
What's the deal? UK-based B2B software startup SoukDealroom has a profile for this one. Try Dealroom → has raised $1.6 million in pre-seed funding to build its AI-powered partner management platform. Sure Valley VenturesDealroom has a profile for this one. Try Dealroom → led the round, with participation from AntlerDealroom has a profile for this one. Try Dealroom →, Fuel VenturesDealroom has a profile for this one. Try Dealroom →, and strategic angel investors from the B2B software industry.
What's the endgame? Founded in July 2025, Souk targets companies that rely on partnerships as a route to market but manage them through spreadsheets, email, and manual processes. Its platform centres on Coco, an autonomous AI agent that sources partners, maintains engagement, monitors performance, and manages payouts.
Why now? Souk says companies pour resources into recruiting new partners while existing relationships go inactive. Citing industry research, it argues a large share of partner-generated revenue comes from a small proportion of active partners — an opening to extract more value from existing networks.
Between the lines: Early deployments of Coco have identified partnerships with a potential seven-figure sales pipeline and led to contracts with several unicorn companies, according to Souk. The startup also reports the platform has reduced the manual work of partner acquisition.
"Companies spend enormous energy signing partners only to watch 80% of them go silent," said Leo Crowe, chief executive officer and co-founder. "With Souk, we are building Coco to handle the heavy lifting, keeping partners active and turning dormant networks into predictable revenue engines."
What's next? The funding will go entirely to product development, with Souk focused on building out Coco's core architecture and its AI-based approach to partnership management.
The signal: At $1.6 million, Souk's raise sits toward the smaller end of the pre-seed spectrum, but it reflects growing investor appetite for AI agents built to automate specific, overlooked business workflows.
Read more: Tech.eu
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