London-based Souk has raised $1.6 million in a pre-seed funding round led by Sure Valley Ventures, with participation from Antler, Fuel Ventures and strategic angel investors from the B2B software industry. The funding will be used for product development and the core architecture of Souk’s AI platform.
Founded in July 2025 by Leo Crowe, Sofia Hamilton and Ayooluwa Alfonso, Souk develops software for companies that use partnerships and indirect sales channels as part of their go-to-market strategy. Crowe serves as CEO, Hamilton as COO and Alfonso as the company’s technical co-founder. Join Souk Ltd was incorporated in the UK on July 1, 2025.
Souk’s platform is built around Coco, an autonomous AI agent designed to manage partnership workflows. The product can source potential partners, maintain engagement, track partner performance and manage payouts, with a focus on helping companies reactivate dormant partner relationships.
The company said the new capital will be directed entirely toward product development as it expands Coco’s underlying architecture and builds out its AI-based partnership management capabilities.
