In the age of AI, investors are betting that creators are the future of B2B marketing.

On July 22, 2026, Berlin-based marketing startup Passionfroot raised a $15 million Series A led by $90 billion software investor Insight Partners.

Passionfroot is crafting a “stock exchange” that links B2B companies with B2B/tech creators. The startup’s mission is to build a universal marketplace where businesses can find compatible creator experts, run campaigns, and pay them, all through the platform.

Passionfroot has already garnered support from ElevenLabs, Figma, Replit, Framer, and Gamma, and has paid over $10 million to creators within the last 18 months alone.

Every Passionfroot partner is banking on the fact that in the AI era, the primary B2B distribution engine will be creators.

Passionfroot Co-founder and CEO Jen Phan: “AI is commoditizing software and flooding every category with new products, features, and launches.”

The message is simple: it’s becoming easier than ever to build products. What’s becoming increasingly difficult, however, is convincing your target market to choose you over 10 competitors that are making something nearly identical.

In order to achieve that goal, companies will seek out brand ambassadors who already own the trust of their target audience and have legitimate market expertise.

Thus, Passionfroot is scaling on the idea that a B2B creator’s greatest value isn’t reach or entertainment.

It’s credibility as a distribution channel.

Buying power trumps follower counts.

Millions of followers are helpful, but unnecessary. Creators really need to capture the sustained attention of the 10,000 or so professionals that a B2B company actually wants to reach.

A $90 billion dollar software giant invested in a startup for creators because the future market will reward depth: the deepest trust with the most valuable audience.

And the definition of a “successful creator” will be one who’s trusted by the right people about the right thing.