Affinity Labs secures $2m for creator-led software brands
Fuel Ventures leads the pre-seed financing, whose total includes an Innovate UK grant.
Three live brands and a shared development platform
At its October announcement, Affinity Labs reported five brands in its portfolio, with three already live and more than 130,000 users reached largely through creator channels. That gives the company an initial audience base from which to test whether creator distribution can support lasting software businesses.
The announced $2m includes a £497,787 Innovate UK grant. The grant supports an AI gamification engine within the company’s Foundry platform, with the history-learning app Archives serving as an initial testing ground. The project will develop personalised rewards intended to help users build learning habits.
Use of funds
Expand the portfolio, including planned US creator launches
Grow existing software brands
Hire product, growth and engineering staff
Develop the Foundry product-building platform and AI gamification engine