Passionfroot raises $15M Series A as B2B creator marketplace expands to the US

German creator-marketplace startup Passionfroot has closed a $15 million Series A round led by Insight Partners, signaling growing momentum in the B2B creator economy as companies turn to human voices to cut through product-category saturation.

The funding will enable the startup to launch U.S. operations with a New York office and establish a presence in São Paulo, while scaling its current 15-person team. Passionfroot's co-founder and CEO Jen Phan is relocating to New York to lead the expansion.

Why brands are betting on creators#

The rise of AI tooling has created a paradox: while generative technology makes building software easier, it's also flooded the market with competing products, making it harder for any single offering to gain attention. Brands are adapting by turning to creators—particularly those with deep expertise—to build credibility and reach decision-makers on platforms like LinkedIn, Substack, and YouTube.

"Every head of marketing is saying the same thing: AI is commoditizing software and flooding every category with new products. It's incredibly crowded and noisy," Phan explained, noting that B2B buyers increasingly discover new tools through creator-led content rather than traditional channels.

Platform expansion and AI capabilities#

Passionfroot has grown substantially since its last funding round in 2024. The company increased revenue 13-fold over the past year and now counts clients including ElevenLabs, Figma, Replit, Framer, and Gamma.

Recent additions to the platform include:

• Zest, an AI agent that helps brands design, launch, and track creator-led campaigns while identifying suitable creators both on and off the platform
• A proprietary creator graph built from performance data across thousands of campaigns
• A global payment system and spend-tracking tools for creators

Passionfroot reports distributing at least $10 million to creators over the past 18 months.

Looking ahead#

The company is developing features to measure how campaigns influence AI-powered search results and brand citations, addressing a new frontier in marketing measurement. It's also building creator-side tools focused on monetization guidance and content recommendations.

The Series A also included participation from existing backers Creandum, Supernode Global, and s16vc, bringing Passionfroot's total fundraising to over $21 million. The round arrives as competing creator platforms—Substack and Beehiiv among them—expand monetization and marketplace tools to help creators capture more value.