Affinity Labs raises $2M to turn creators into software founders
What's the deal? London-based Affinity LabsDealroom has a profile for this one. Try Dealroom → has raised $2 million in pre-seed funding to expand its portfolio of creator-led software brands and develop its AI-powered product development technology. Fuel VenturesDealroom has a profile for this one. Try Dealroom → led the round, with AntlerDealroom has a profile for this one. Try Dealroom → and a £497,787 grant from Innovate UKDealroom has a profile for this one. Try Dealroom →, part of UK Research and Innovation (UKRI)Dealroom has a profile for this one. Try Dealroom →.
The round also drew angel investors from Google DeepMind, Meta, and Playfair VCDealroom has a profile for this one. Try Dealroom →, plus content creator Marcello AscaniDealroom has a profile for this one. Try Dealroom → and Devran Amaratunga Karaca, chief executive officer of creator economy company Kyra.
What's the endgame? Founded by Edoardo Ricci, Ahmed Eltom, and Sunny Panchal, Affinity Labs co-founds software products with content creators, pairing their audiences with its technology to launch and scale digital brands. It applies to software the model creators already use to build consumer brands in beauty, food, and beverages.
Its proprietary system automates stages of the product lifecycle, from spotting concepts and creator partnerships to building, operating, and scaling products. The aim is to cut the time and resources needed to run multiple software brands.
By the numbers: Affinity Labs has launched four creator-led brands. Interior Design ClinicDealroom has a profile for this one. Try Dealroom →, built with Olivia Bowen, reached number 34 in the App Store's Lifestyle category, while ArchivesDealroom has a profile for this one. Try Dealroom →, co-founded with Basel Ghazoghli, has drawn more than 75,000 users. The company says portfolio revenue has grown by an average of 100% month on month over the past three months.
What's next? The funding will expand the portfolio, support existing products, and strengthen the product, growth, and engineering teams. Part of the investment, including the Innovate UK grant, will further develop its AI technology.
Affinity Labs plans to launch its first products with US creators in late 2026, targeting more than 200 creator-led software brands by 2030.
"Creators are the most underleveraged founders in the world," said Ricci. "They have the audience, the trust and the loyalty but what they have lacked is the infrastructure to turn that into value."
The signal: The round sits around the 76th percentile by size, a modest but above-median pre-seed bet. It reflects growing investor interest in packaging creator audiences and AI tooling into repeatable software businesses.
Read more: Tech.eu
Image credit: Affinity Labs
