Passionfroot raises $15M to expand its B2B creator marketplace to the US

Passionfroot, a Berlin-based startup building a marketplace that connects B2B creators with brands, has raised $15 million in a Series A funding round led by Insight Partners. The investment, announced on Wednesday, will fuel the company’s expansion into the United States and Brazil, as demand surges for expert-driven content in an increasingly crowded AI software market.

Why B2B brands are turning to creators

The funding reflects a broader shift in B2B marketing. As AI tools lower the barrier to building software products, the market has become flooded with new offerings, making it harder for companies to stand out. Rebecca Liu-Doyle, managing director at Insight Partners, explained that AI technology requires evangelism, narrative building, and education — tasks that specialized creators are well-positioned to handle. “On the demand side, there is increasing consumerization of the way B2B brands go to market,” she told Bitcoin World. “On the supply side, there are people who have real expertise, understand a market deeply, and want to create quality content.”

Revenue growth and client roster

Passionfroot’s co-founder and CEO, Jen Phan, said the company increased its revenue by 13 times over the past year. The platform now counts clients including ElevenLabs, Figma, Replit, Framer, and Gamma. Phan noted that every marketing leader she speaks with is grappling with the same challenge: “AI is commoditizing software and flooding every category with new products, features, and launches. It’s incredibly crowded and noisy.” As a result, B2B buyers are turning to channels like LinkedIn, Substack newsletters, and YouTube podcasts to discover new tools.

AI-powered tools and creator graph

Since its last fundraise in 2024, Passionfroot has launched an AI agent called Zest, which helps brands create, execute, and monitor campaign performance. Zest can also identify suitable creators both inside and outside the platform. The startup uses a proprietary creator graph built on data from thousands of campaigns to match brands with the right talent. A built-in wallet allows companies to pay creators globally and track spending. Passionfroot says it has paid at least $10 million to creators on its platform in the last 18 months.

Measuring impact in an AI-driven world

Passionfroot is also working on tools to help clients measure how campaigns influence AI citations and how their brand appears in AI-powered answers. On the creator side, the company plans to build AI features that offer monetization tips and content ideas. These developments come as other creator platforms like Substack and Beehiiv introduce new monetization features, including ad marketplaces and subscriber-only perks.

Expansion and team growth

With the Series A funding, Phan is relocating to New York to open a U.S. office. The company is also establishing a presence in São Paulo, Brazil, and plans to expand its current headcount of 15 employees. The round included participation from existing investors Creandum, Supernode Global, and s16vc. Passionfroot has now raised more than $21 million to date.

Conclusion

Passionfroot’s latest funding round underscores the growing importance of B2B creators in an AI-saturated market. By combining a curated marketplace with AI-powered campaign tools, the startup aims to help brands cut through the noise and build meaningful connections with expert audiences. Its expansion into the US and Brazil signals confidence in the model’s scalability and the enduring value of human expertise in an era of machine-generated content.

FAQs

Q1: What is Passionfroot?
Passionfroot is a Berlin-based startup that operates a marketplace connecting B2B creators — experts who produce content for business audiences — with brands looking for marketing partnerships. It offers tools for campaign management, creator discovery, and payments.

Q2: How will Passionfroot use the $15M Series A funding?
The funding will be used to expand operations into the United States and Brazil, grow the team from 15 employees, and further develop AI-powered features for both brands and creators, including campaign automation and impact measurement tools.

Q3: Why is B2B creator marketing growing now?
The rise of AI has led to a surge in new software products, making it harder for B2B companies to differentiate themselves. Buyers increasingly rely on trusted creators on platforms like LinkedIn, Substack, and YouTube to discover and evaluate tools, driving demand for specialized content and authentic endorsements.