Affinity Labs raises $2M to build AI-powered software brands with creators

Affinity Labs, a London-based startup, has secured $2 million in pre-seed funding to bolster its creator-led software brand portfolio and enhance its AI-driven product development technology. The round was spearheaded by Fuel Ventures, with support from Antler and contributions from Innovate UK, a UK Research and Innovation organization.

Notable angel investors include Google DeepMind, Meta, Playfair VC, Marcello Ascani, and Devran Amaratunga Karaca, CEO of creator economy company Kyra. Co-founded by Edoardo Ricci, Ahmed Eltom, and Sunny Panchal, Affinity Labs collaborates with content creators to develop and scale digital brands through its proprietary technology.

The funding will enable Affinity Labs to expand its existing portfolio, boost growth across its current products, and reinforce its product, growth, and engineering teams. The investment will also accelerate the development of its AI-powered technology, which automates crucial stages of the product lifecycle, from concept ideation and creator partnerships to product development, operation, and scaling.

This automation aims to expedite the launch and management of multiple software brands, reducing the time and resources traditionally required for such endeavors.

Since its inception, Affinity Labs has launched four creator-led software brands, such as Interior Design Clinic, co-founded with Olivia Bowen, which reached the 34th position in the App Store's Lifestyle category, and Archives, co-founded with Basel Ghazoghli, boasting over 75,000 users and ranking among the top 200 apps in the Education category.

Revenue across Affinity Labs' portfolio has seen an average monthly growth of 100% over the past three months. Ricci, the CEO and co-founder, emphasized that creators are the most underleveraged founders, possessing audiences, trust, and loyalty but lacking the infrastructure to monetize their value. Affinity Labs aims to fill this gap, co-founding each product with a leading creator and providing AI-powered infrastructure to ensure rapid distribution akin to conventional consumer products. The company aspires to build more than 200 creator-led software brands by 2030.