Passionfroot raises $15mn Series A for creator-led B2B marketing
Insight Partners led the round as Passionfroot plans product investment, a New York office and hiring across New York, Berlin and São Paulo.
By Rafael Ortiz · Fintech Correspondent
· 3 min read
Passionfroot has raised $15mn in Series A funding to expand a platform that links B2B technology companies with vetted creators for marketing campaigns. The round, led by Insight Partners, comes as software companies put more resources into creator-led distribution while generative AI changes how buyers discover products.
The company said in a Wednesday post on X that it would use the capital to invest in its product, open an office in New York and add staff in New York, Berlin and São Paulo. Passionfroot did not disclose its valuation or other financial terms of the financing.
Passionfroot’s product is designed to reduce the operational work involved in using independent creators as part of B2B sales and marketing. According to the company’s website, its agent helps businesses identify creators, make bookings, process payments and evaluate campaign results.
The model reflects a shift in B2B customer acquisition, where companies are testing channels beyond paid advertising and search optimisation. In its X post, Passionfroot said software has become easier to build because of AI, which increases the value of distribution. The company said buyers now find products through creators, operators and builders they follow, and that its platform brings discovery, contracts, campaigns and global payments into one AI-supported workflow.
Growth claims and customer base
Jennifer Phan, Passionfroot’s co-founder and chief executive, said in a LinkedIn post on Wednesday that the company’s revenue had increased 13-fold year over year and that it had reached profitability. She also said Passionfroot serves customers including Figma, Replit, Airtable, Luma, ElevenLabs and Gamma.
Lorenzo De Nobili, the company’s co-founder and chief technology officer, said in a separate LinkedIn post that Passionfroot plans to develop its AI agent into an autonomous campaign manager. He said the company also intends to build an insights product to improve campaign performance and rebuild its payments infrastructure so that the campaign agent can use it.
Those plans point to a broader automation effort across the campaign cycle. In such a system, a company could use software to source suitable creators, manage commercial terms, run a campaign and settle payments across borders, while performance data feeds back into future campaign decisions.
Investor rationale
Rebecca Liu-Doyle, managing director at Insight Partners, said in a LinkedIn post from the firm that generative AI is reshaping search and increasing the value of authentic user-generated content. She said AI-native companies are using that content in B2B go-to-market efforts.
Liu-Doyle said Passionfroot had built infrastructure for that shift, describing it as a platform that handles the creator campaign workflow from end to end and uses a data layer that improves with each campaign.
The financing gives Passionfroot fresh capital to expand at a time when B2B technology companies are re-examining how they reach buyers. The company’s next phase will test whether creator-led marketing can be systematised for business software sales in the same way other digital acquisition channels have been measured and scaled.
This story draws on original reporting from PYMNTS.
