Affinity Labs, an AI software builder for creators, has announced a $2m pre-seed funding round. The London-based startup is a new house of creator-led software brands, launching and scaling products co-founded with leading content creators.

The round was led by Fuel Ventures, alongside Antler, and includes a £498k grant from Innovate UK, part of UK Research and Innovation (UKRI), awarded through its competitive Growth Catalyst: Investor Partnerships programme.

They are joined by angel investors from Google DeepMind, Meta, and Playfair VC, alongside content creator Marcello Ascani and Devran Amaratunga Karaca, CEO of creator economy company Kyra.

Affinity Labs’ wider backers include Christian Arnstedt, CEO of Blazar Capital, the venture studio behind Emma Chamberlain’s Chamberlain Coffee; Ryan Nelson, co-founder of JOBI Brands, which has launched consumer brands with Courteney Cox and Kaley Cuoco; and Quentin Jayat, head of design at easyJet.