$1.6m · Pre-Seed · Software · London, UK
London-based Souk has raised a $1.6m pre-seed round to develop Coco, its AI partner manager for B2B companies. Tech.eu reported that Sure Valley Ventures led the financing, with Antler, Fuel Ventures and strategic angel investors from the B2B software industry participating.
The company is building Coco to handle work across the partnership lifecycle: finding prospective partners, maintaining engagement, monitoring performance and managing payouts. Souk is targeting teams that use partnerships as a route to market but still coordinate much of that work through spreadsheets, email and manual follow-up. The new capital is earmarked entirely for product development, including Coco's core architecture and Souk's AI approach to partnership management.
Turning dormant partners into pipeline
Souk's commercial wedge is not simply adding another database for partner contacts. It is trying to make existing partner networks productive by deciding which relationships merit attention, restarting conversations and carrying the resulting activity through to attributed opportunities and payments. That could let a small partner team cover a larger network without adding headcount in proportion to every reseller, referral partner or co-selling relationship.
The early evidence is promising but still company-reported. Mindflair's regulatory announcement says Souk's initial deployments sourced partnerships expected to contribute a seven-figure pipeline and helped secure contracts with several unicorn companies. Those figures describe potential pipeline and customer wins, not realised partner revenue. The next test is whether Coco can repeatedly turn reactivation work into attributable sales while keeping the human review burden low.
Building the operating layer
Souk was founded in July 2025 by Leo Crowe, Sofia Hamilton and Ayo Alfonso, whose backgrounds include Deel, BlackRock and GitHub. The mix is relevant to a product that spans relationship management, revenue measurement and software automation, but the scope also raises the execution bar: partner discovery, outreach, performance tracking and payouts touch different systems and carry different trust requirements.
Focusing the pre-seed round on the underlying product gives Souk room to prove that an AI agent can do more than generate outreach. The durable value would come from connecting partner activity to commercial outcomes and keeping that record accurate enough for sales teams and partners to rely on. If it works, dormant relationships become a measurable channel rather than an untended list.
Sources checked:
Tech.eu reporting · Mindflair regulatory announcement · Souk website · Souk company profile · Tech.eu Funding Explorer
