Affinity Labs is a London-based venture studio that co-founds consumer software brands with content creators. Its premise is that creators already own the audience and trust that most consumer apps spend years building, but lack the engineering to turn them into products. Founded in 2025 by Edoardo Ricci, Ahmed Eltom and Sunny Panchal, the company pairs each creator with a shared AI-driven product engine it calls an AI factory.
Each product is co-founded with a creator, who shares in its upside. The company’s Foundry platform supplies common tooling, including automated systems for user-generated content and payment infrastructure, so a small team can run many apps at once. Ricci likens the model to Bending Spoons. Its apps include Archives, an Islamic history app that the company says has more than 75,000 users.
The company says three apps are live, with a fourth on a waitlist, and that portfolio revenue has doubled every month for three months from a zero base. A team of 10, all UK-based, runs the portfolio. After starting out through Antler’s London programme, Affinity Labs won a £497,787 Innovate UK grant and in October 2026 closed a $2M pre-seed round led by Fuel Ventures. It is targeting more than 200 creator-led brands by 2030.