London-based startup Affinity Lab has announced a $2M pre-seed round led by Fuel Ventures, with participation from Antler, Google DeepMind, Meta, Playfair VC, Marcello Ascani, and Devran Amaratunga Karaca. The funding also included a £497,787 grant from Innovate UK.
The startup is building an AI-powered software brand with creators to automate the product lifecycle from idea to scale. The proprietary AI will help creators save time and resources by automating the process up to scaling.
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Reach Out Now →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.
The startup previously launched four creator-led brands, including Interior Design Clinic with Olivia Bowen and Archives with Basel Ghazoghli. Both are ranking well in the app store and have strong active user numbers.
The new fund will help the startup expand, support existing products, and grow its engineering and growth teams.
Affinity Lab plans to expand into the US creators market by late 2026 with a target of more than 200 creator-led brands by 2030.
