Passionfroot, a German startup connecting brands with creative talent, has secured $15 million to expand its U.S. operations and introduce new features for monetisation.

The funding allows co-founder Jen Phan to relocate from Berlin to New York, alongside the opening of offices in São Paulo. Passionfroot aims to leverage AI to help clients identify suitable creators while expanding revenue by 13 times over a year.

Phan notes that as AI technology proliferates, B2B buyers are increasingly turning to creators for brand recall and recognition. The platform's proprietary creator graph ensures brands can find the right voices, with an added wallet feature for global payments.

A recent campaign by ElevenLabs highlighted the potential of Passionfroot’s services, but as competitors like Substack and Beehiiv launch their own monetisation tools, the race for creators’ attention is heating up.