London-based startup Affinity Labs has raised $2 million in pre-seed funding to expand its portfolio of creator-led software brands and further develop its AI-powered product development technology. The round was led by Fuel Ventures, alongside Antler, and includes a £497,787 grant from Innovate UK, part of UK Research and Innovation (UKRI).
The funding also attracted angel investors from Google DeepMind, Meta and Playfair VC, as well as content creator Marcello Ascani and Devran Amaratunga Karaca, CEO of creator economy company Kyra.
Founded by Edoardo Ricci (CEO), Ahmed Eltom (COO) and Sunny Panchal (CTO), Affinity Labs develops software products in partnership with content creators. The company combines creators' existing audiences with its technology to launch and scale digital brands, with each product co-founded alongside a creator.
While content creators have established consumer brands across sectors such as beauty, food and beverages, Affinity Labs is applying a similar model to software development. Its approach aims to help creators turn their audiences into digital businesses without having to build the underlying technology and operational infrastructure independently.
The company has launched four creator-led brands to date, including Interior Design Clinic, developed with Olivia Bowen, which reached number 34 in the App Store's Lifestyle category, and Archives, co-founded with Basel Ghazoghli, which has attracted more than 75,000 users and ranked among the top 200 apps in the Education category. According to Affinity Labs, revenue across its portfolio has grown by an average of 100 per cent month on month over the past three months.
A central part of the company's operations is its proprietary AI-powered development system, which automates stages of the product lifecycle, from identifying potential software concepts and creator partnerships to developing, operating and scaling products. The technology is designed to reduce the time and resources required to launch and manage multiple software brands.
Commenting on the company's approach to developing software brands with content creators, Edoardo Ricci, CEO and co-founder of Affinity Labs, said:
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, we co-found every product with a leading creator and put our AI factory behind it, so each brand launches with the built-in organic distribution that consumer products typically spend years building.
Affinity Labs plans to use the funding to expand its portfolio, support the growth of its existing products and strengthen its product, growth and engineering teams. Part of the investment, including the Innovate UK grant, will support further development of its AI-powered product development technology.
The company also plans to launch its first products with US creators in late 2026, with a longer-term target of building more than 200 creator-led software brands by 2030.