Souk Raises $1.6M Pre-Seed Led by Sure Valley Ventures for AI Partner Management

Souk Closes $1.6M Pre-Seed Round

Souk, a London-based B2B SaaS company, has raised $1.6 million in Pre-Seed funding. The round was led by Sure Valley Ventures, with participation from Antler and Fuel Ventures.

What Souk Does

Souk is building an AI-native partner-management platform. Its autonomous AI agent, Coco, runs the partnership lifecycle end to end. According to the company, that includes:

• Sourcing referral and affiliate partners
• Running outreach and engagement
• Tracking performance
• Handling payouts

The platform targets companies that still manage partner programmes through spreadsheets and email — a manual, fragmented workflow that AI-native tooling aims to replace.

Founding and Traction

Souk was founded in July 2025 by Leo Crowe, Sofia Hamilton and Ayo Alfonso. Despite its recent formation, the company reports early traction: it says early deployments have sourced seven-figure sales pipelines and won contracts with several unicorn companies.

The Investor Group

Sure Valley Ventures led the $1.6 million Pre-Seed round. Antler and Fuel Ventures also participated.

Why Partner Management Is Drawing Attention

Partner, referral and affiliate programmes are a common growth channel for B2B software companies, but they are frequently operated with general-purpose tools — spreadsheets, shared inboxes and manual tracking. That creates operational drag as programmes scale: partner sourcing, onboarding, engagement and payout reconciliation all become harder to manage consistently.

An AI-native approach positions the agent as the operator of that lifecycle rather than as a reporting layer on top of it. If it works, the value proposition is straightforward: fewer manual hours per partner, faster activation, and clearer visibility into which partners actually produce pipeline.

The competitive question for any platform in this category is whether autonomous execution can match the judgment that experienced partner managers apply — particularly in relationship-driven sourcing and engagement.

What to Watch

• Expansion of early deployments beyond the initial contracts with unicorn companies
• Whether the seven-figure pipelines sourced by early deployments convert into repeatable, measurable revenue for customers
• Product depth across the four stated lifecycle stages: sourcing, outreach and engagement, performance tracking, and payouts
• How the company differentiates against both manual workflows and existing partner-management software

Summary

Souk, founded in July 2025 by Leo Crowe, Sofia Hamilton and Ayo Alfonso, has raised $1.6 million in Pre-Seed funding led by Sure Valley Ventures, with Antler and Fuel Ventures participating. The London-based B2B SaaS company builds an AI-native partner-management platform whose autonomous agent, Coco, runs the partnership lifecycle end to end — sourcing referral and affiliate partners, running outreach and engagement, tracking performance and handling payouts. The company says early deployments have sourced seven-figure sales pipelines and won contracts with several unicorn companies.