Affinity Labs has raised $2 million in pre-seed funding to expand its portfolio of software products built in partnership with content creators.
The London-based company describes itself as a house of creator-led software brands, with products co-founded alongside influencers and other digital creators who bring established audiences and subject-matter expertise.
Fuel Ventures led the round alongside Antler. The financing also includes a £497,787 grant from Innovate UK through the UK Research and Innovation Growth Catalyst: Investor Partnerships program. Angel investors from Google DeepMind, Meta, and Playfair VC also participated, along with creator Marcello Ascani and Kyra CEO Devran Amaratunga Karaca.
Affinity Labs has launched four creator-led brands to date. Interior Design Clinic, co-founded with Olivia Bowen, reached No. 34 in the App Store Lifestyle category, while Archives, created with Basel Ghazoghli, surpassed 75,000 users and reached the Top 200 in the App Store Education category.
Across its portfolio, Affinity Labs said revenue averaged 100% month-over-month growth during the previous three months.
The company plans to use the financing to launch additional creator-led brands, including its first products with U.S. creators later in 2026, invest further in its fastest-growing existing products, and expand its product, growth, and engineering teams.
A significant portion of the capital, including the Innovate UK grant, will be invested in Affinity Labs’ proprietary “AI factory.” The technology is designed to automate parts of the product development lifecycle, ranging from identifying potential software products and creator partners to developing, operating, marketing, and scaling those businesses.
Affinity Labs is targeting more than 200 creator-led software brands by 2030. Upcoming partners include Saudi lifestyle creator @yasmeen_alshafai and New York-based travel creator @isaaclikes_.
The company was founded by CEO Edoardo Ricci, COO Ahmed Eltom, and CTO Sunny Panchal, who met through Antler’s London residency. Their backgrounds include Oliver Wyman, Amazon, London Business School, and <a href="https://bitcomme.com/austin-startup-looks-to-move-chip-data-at-the-speed-of-light-2/” title=”Austin startup looks to move chip data at the speed of light”>startups backed by Y Combinator and Peter Thiel.
“Creators are the most underleveraged founders in the world. They have the audience, the trust and the loyalty but what they have lacked is the infrastructure to turn that into value. Affinity Labs exists to be that infrastructure.”
Edoardo Ricci, CEO And Co-Founder Of Affinity Labs
“The playbook for building consumer software companies is changing, the next generation will solve for distribution from day one, and that is exactly what Affinity Labs has done with their creator partners, who already own the world’s attention.”
Piers Lawford, Senior Associate At Fuel Ventures
