Passionfroot is a Berlin-based startup founded by Jen Phan, a former early-stage investor, aiming to create a marketplace for business-focused content creators and brand partnerships. The company recently secured $3.8 million in seed funding from VC Supernode Global and other investors such as Miro CEO Andrey Khusid’s s16vc, Sequoia, and Accel’s Scout Fund.
Before launching Passionfroot, Phan started a tech newsletter in 2020 for tech professionals with immigrant backgrounds. She noticed a gap in the market for business-focused creators producing thought leadership content but struggling with brand partnerships. This led her to create a platform where creators can showcase their work and connect with brands seamlessly.
The platform allows creators to build storefronts to display available ad and brand partnership slots across different channels, including newsletters, YouTube, LinkedIn, and TikTok. They can create media kits with collaboration rates, engagement metrics, and past sponsorships to attract brands. Brands, on the other hand, can easily book campaigns with creators through automated scheduling.
Passionfroot also features a network where brands can discover relevant creators for partnerships. Deals made through the network have proven to be as successful as deals made directly through creators’ storefronts. The platform takes a 15% cut from brand partnerships facilitated through its network, including payment fees, and a 5% cut if brands book partnerships through creators’ storefronts.
The company is launching a revamped website with enhanced search and matching features for marketers. A match score will help marketers choose the best creators for their campaigns. In the future, they plan to introduce a dashboard with campaign insights and better support for marketing teams.
With the influencer marketing industry in the US expected to reach $7.14 billion by 2024, Passionfroot is strategically positioned to capitalize on this growing trend. Gina King from Supernode Global believes the company is well-timed to benefit from various developments in the creator economy and B2B marketing.
Passionfroot’s focus on the B2B segment sets it apart from other platforms, providing a unique advantage in catering to business-focused creators and brands. The company’s organic growth and strong network effect showcase its potential for success in the competitive market.
While other startups and social media platforms have attempted to facilitate brand-creator partnerships, Passionfroot’s tailored approach to business-focused content creators and brands positions it as a promising player in the creator economy landscape.
