Affinity Labs, an AI software builder for creators, has secured £1.5 million in pre-seed funding led by Fuel Ventures, alongside Antler and Innovate UK. The London-based startup is building a house of creator-led software brands, launching and scaling products co-founded with leading content creators. The round includes a £500,000 grant from Innovate UK, part of UK Research and Innovation, awarded through its competitive Growth Catalyst: Investor Partnerships programme. They are joined by angel investors from Google DeepMind, Meta, and Playfair VC, alongside content creator Marcello Ascani and Devran Amaratunga Karaca, CEO of creator economy company Kyra.
Affinity Labs builds software products with content creators, combining each creator's built-in fan base with proprietary technology to launch and scale new digital brands quickly. Every brand is co-founded with a creator, pairing their community and expertise with Affinity Labs' AI-native product-building engine. The technology is designed to automate as much of the product development lifecycle as possible, from identifying what to build and which creator to partner with, through to growing, operating and scaling each product. Every launch makes the system smarter, so each new brand is built faster and runs more efficiently than the last.
The creator economy is projected to approach half a trillion dollars by 2027, according to Goldman Sachs Research. Creators have already built category-defining consumer brands in drinks, beauty and food, such as Skims by Kim Kardashian and Rhode by Haily Bieber, but software remains largely untapped. Affinity Labs is applying the proven creator-brand playbook from consumer products to software, aiming to build the world's largest house of creator-led software brands and targeting over 200 brands by 2030.
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's Lifestyle category. Archives, co-founded with creator Basel Ghazoghli, has passed 75,000 users and is ranked in the Top 200 in the Education category on the App Store. Revenue across the portfolio has averaged 100% month-on-month growth over the last three months. Affinity Labs has also signed its next creator partners, including Saudi lifestyle creator @yasmeen_alshafai and New York-based travel creator @isaaclikes_, with their products due to launch in the coming months.
The funding will be used to expand Affinity Labs' portfolio of creator-led brands, including its first launches with US creators in late 2026, to double down on its fastest-growing existing products, and to grow the product, growth and engineering teams. A significant share of the investment, including the £497,787 Innovate UK grant, is going into Affinity Labs' proprietary AI factory.
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. This funding lets us scale what we have proven with our first brands and takes us one step closer to our long-term ambition of building the world's largest house of creator-led software brands.
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. They pair that distribution with serious commercial and AI engineering pedigree, and the early traction across their first four brands shows the model working. This is exactly the kind of ambitious, category-defining team we back, and we believe Affinity Labs can lead this market globally.
Edo, Ahmed and Sunny represent the ideal founding team to execute on this vision, blending deep technical execution with exceptional commercial drive. By pairing top-tier creator distribution with a scalable group-level AI engine, Affinity Labs is creating a brand-new playbook for software creation. We backed them from inception because we saw their potential to reshape how software brands are launched and scaled, and we are delighted to continue supporting them as they expand globally.
