Mindflair’s fund leads $1.6m investment in AI partnership firm

London - Mindflair plc, a British technology company, announced a significant investment of $1.6 million in a B2B AI platform developer, Join Souk Ltd. The investment was led by Sure Valley Ventures' second fund, of which Mindflair holds an interest. Antler, Fuel Ventures, and angel investors from the B2B software industry also participated in the pre-seed round.

The funding will be utilized for product development as Join Souk builds the core architecture of its AI platform. Join Souk's AI Partner Manager is designed to help businesses reactivate dormant partner relationships and enhance B2B partnership program performance. The company's autonomous AI agent, named Coco, manages the partnership lifecycle, including partner sourcing, engagement, performance tracking, and payout management.

Souk's platform aims to address a market where many partner programs still rely on manual processes, spreadsheets, and email. Early deployments of Souk's platform have yielded partnerships expected to contribute seven figures in pipeline and secured contracts with several companies. Founded in July 2025 by Leo Crowe, Sofia Hamilton, and Ayo Alfonso, Join Souk focuses on creating an AI-native platform for partnership management in London.

Mindflair's Director, Nicholas Lee, expressed excitement about Souk's application of AI to an often under-managed area of B2B growth, stating that the platform automates labor-intensive tasks in partner relationship management and helps companies derive greater value from their existing networks.