Passionfroot, a Berlin-based startup that operates a marketplace connecting B2B creators with brands, announced on Wednesday that it has raised $15 million in a Series A financing round led by Insight Partners.
Rebecca Liu-Doyle, managing director at Insight Partners, said the company is well-positioned as creators specialise and AI companies seek more visibility. She noted that demand is shifting toward more consumer-style go-to-market approaches among B2B brands — driven in part by AI’s need for evangelism, narrative building and education — while supply includes experts who deeply understand markets and want to produce high-quality content.
As part of the funding plans, Jen Phan, Passionfroot’s co-founder and CEO, will relocate to New York, where the company is opening an office to scale U.S. operations. The startup is also opening an office in São Paulo and plans to expand its current headcount of 15 employees.
Phan emphasised that as AI lowers the barrier to building products, companies increasingly rely on creators to improve brand recall and recognition. She said many heads of marketing and growth report that AI is commoditising software and saturating categories with new products and features, which drives B2B buyers to channels like LinkedIn, a creator’s Substack, or YouTube podcasts to discover tools.
Business metrics and product
- The company says it grew revenue 13-fold over the past year.
- Clients onboarded include ElevenLabs, Figma, Replit, Framer and Gamma.
- Since its last fundraising in 2024, Passionfroot released an AI agent called Zest that helps brands create, execute and monitor campaigns. The company says Zest can also identify creators suited to a brand’s marketing strategy both inside and outside the platform.
Technology and payments
Passionfroot says it uses a proprietary creator graph built from reach and performance data across thousands of campaigns. The platform also offers a wallet feature that enables companies to pay creators globally and track spending. According to the startup, it has paid at least $10 million to creators on its platform in the past 18 months.
Measurement and future features
The company is working on tools to measure how a campaign affects AI citations and how a brand appears in AI-powered answers. It also plans to develop AI features for creators, such as monetisation advice and content ideas.
Investors and total funding
The Series A round was led by Insight Partners and included participation from existing backers Creandum, Supernode Global and s16vc. To date, Passionfroot has raised more than $21 million.
Market context
The funding arrives as creator platforms such as Substack and Beehiiv expand tools to help creators monetise: Beehiiv recently launched a community and ad marketplace, while Substack has introduced subscriber-only perks within newsletters.
Summary
With the new capital, Passionfroot is accelerating its U.S. and Latin American expansion, investing in AI-driven products and growing its team to strengthen the marketplace connecting B2B brands and creators.
