New investment in AI B2B partnerships business
Mindflair plc notes that Sure Valley Ventures' second fund, in which Mindflair holds an interest, led a $1.6 million pre-seed investment round into Join Souk Ltd, a British technology business developing an AI Partner Manager for B2B companies. This funding will support Souk's product development for its AI platform, which aims to automate partner relationship management and improve partnership program performance. Early deployments have already sourced significant pipeline and secured contracts with unicorn companies, reducing manual work in partner acquisition.
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Mindflair plc, the AIM-quoted company focused on investing in Artificial Intelligence ("AI") related technology, is pleased to note that Sure Valley Ventures' second fund ("SVV2"), in which Mindflair holds an interest, has led a $1.6 million pre-seed investment round into Join Souk Ltd ("Souk"), a British technology business developing an AI Partner Manager for business-to-business (B2B) companies.
The round also includes participation from Antler, Fuel Ventures and strategic angel investors from across the B2B software industry. The funding will be deployed into product development as Souk builds out the core architecture of its AI platform.
Souk has developed an AI Partner Manager designed to help companies reactivate dormant partner relationships and improve the performance of B2B partnership programmes. Its autonomous AI agent, Coco, is intended to manage the partnership lifecycle, including sourcing partners, maintaining engagement, tracking performance and managing payouts.
Souk is addressing a market in which many partner programmes remain heavily reliant on manual processes, spreadsheets and email. According to information provided by Souk, its early deployments have sourced partnerships expected to contribute seven figures in pipeline, secured contracts with several unicorn companies and reduced the manual work required for partner acquisition.
Souk was founded in July 2025 by Leo Crowe, Sofia Hamilton and Ayo Alfonso, whose backgrounds include experience at Deel, BlackRock and GitHub. The business is based in London and is focused on building an AI-native platform for partnership management.
Nicholas Lee, Director of Mindflair plc, commented: "Souk is applying AI to an important but often under-managed area of B2B growth. Its platform is designed to automate the labour-intensive work involved in managing partner relationships and help companies derive greater value from existing networks. We are pleased to see SVV lead this funding round, which will support Souk as it continues to develop its product and build the business."
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