London-based startup Affinity Labs has raised $2 million in a pre-seed funding round led by Fuel Ventures, with participation from Antler. The funding includes a £497,787 grant from Innovate UK, awarded through its Growth Catalyst: Investor Partnerships programme.
The round also attracted angel investors associated with Google DeepMind, Meta and Playfair VC, alongside content creator Marcello Ascani and Devran Amaratunga Karaca, CEO of creator economy company Kyra.
Founded in July 2025 by Edoardo Ricci, Ahmed Eltom and Sunny Panchal, Affinity Labs develops and operates software businesses in partnership with content creators. Ricci serves as CEO, Eltom as COO and Panchal as CTO.
The company works with creators as co-founders, combining their audiences and expertise with shared technology and operational infrastructure. Its proprietary AI-powered development system supports activities ranging from product identification and validation to software development, launch and ongoing operations.
Affinity Labs has launched four creator-led software brands, including Interior Design Clinic, developed with Olivia Bowen, and Archives, an educational application created with Basel Gazi. The company reported that Archives had surpassed 75,000 users, while Interior Design Clinic had reached No. 34 in the App Store’s Lifestyle category.
The new funding will support the expansion of Affinity Labs’ software portfolio, further development of its AI-powered product-building infrastructure and recruitment across product development, engineering and growth.
The company also plans to introduce software products with US-based creators in late 2026 as part of its international expansion strategy.
