Passionfroot raises $15 million Series A led by Insight Partners

Passionfroot has raised a $15 million Series A led by Insight Partners, bringing the Berlin startup’s total funding to more than $21 million. The round puts fresh capital behind a narrow bet: that B2B software companies, especially AI-focused ones, will keep paying for creator-led distribution as conventional channels get more crowded.

Existing backers Creandum, Supernode Global and s16vc also participated. Passionfroot did not disclose valuation, revenue, burn or ownership sold in the round.

The company was founded in 2022 by CEO Jen Phan, a former early-stage investor at btov Partners, and Lorenzo De Nobili, who previously built a marketplace startup. Phan is moving to New York to lead the company’s U.S. push, while Passionfroot also plans to open a São Paulo office focused on customer success and engineering.

Creator marketing for B2B software

Passionfroot sells software and services for running creator campaigns for B2B companies. Its customers include ElevenLabs, Figma, Replit, Framer and Gamma, according to the company. Passionfroot says it serves more than 150 customers with a team of 15 employees.

The company’s system includes an AI agent called Zest, which Passionfroot says handles more of the campaign process, including creator discovery, contracts and payments. It also has a Creator Graph, described by the company as a dataset built from thousands of prior campaigns that tracks creator pricing and performance in B2B markets. Payments run through Passionfroot Wallet, which the company says gives brands more visibility into creator spend.

Alex Lin, who leads growth marketing at Replit, said in a company statement that Passionfroot helped Replit build and scale its creator program and reduced work that previously took weeks to days. The claim is a useful customer endorsement, though Passionfroot did not provide campaign-level metrics or retention data.

Insight’s AI portfolio link

Insight Partners managing director Rebecca Liu-Doyle said AI-native companies are using a more consumer-style go-to-market strategy in B2B, relying on creators their audiences already trust. She said generative search is making authentic user-generated content more valuable, and that Passionfroot has built infrastructure for that shift.

The investor overlap is notable. TechFundingNews reported that Austin Lau, who works in growth at Anthropic, invested in Passionfroot’s 2024 seed round. Insight Partners has also backed Anthropic since 2025 and is now leading Passionfroot’s Series A. That does not prove coordination across those companies, but it shows capital moving into the marketing layer around AI software, not only into model companies and application startups.

Phan framed the same thesis in company materials, saying that as AI increases the volume of online content, trusted domain experts and tastemakers become more valuable. Passionfroot’s stated goal is to make reaching those people as measurable and scalable as paid search became years ago.

A focused bet with clear limits

Passionfroot is not the only company trying to systematize creator marketing. London-based Passionfruit raised $9 million last year for a broader marketplace. Agentio connects YouTubers with brands, while Catch+Release focuses on licensable creator content.

Passionfroot’s differentiation is its focus on B2B software companies and its use of automation rather than a large services-heavy operation. That focus could help it serve a specific buyer better than generalist platforms. It also leaves the company exposed to a narrower budget pool, particularly if AI software companies cut marketing spend or larger platforms add B2B creator workflows.

The new funding will go toward expanding Zest, growing the Creator Graph and building the company’s U.S. presence, according to Passionfroot. The Series A gives Phan more room to prove that B2B creator marketing can become a durable software category, rather than another campaign service wrapped in AI language.

This story draws on original reporting from TechFundingNews.