Mindflair (MFAI) said that Sure Valley Ventures' second fund (SVV2), in which Mindflair holds an interest, has led a $1.6 million pre-seed funding round for Join Souk Ltd (Souk), a British technology business developing an AI Partner Manager for business-to-business (B2B) companies.
The round also attracted investment from Antler, Fuel Ventures and strategic angel investors from the B2B software industry. The funding will be used for product development as Souk expands the core architecture of its AI platform.
Souk has developed an AI Partner Manager aimed at helping companies reactivate dormant partner relationships and improve the performance of B2B partnership programmes. Its autonomous AI agent, Coco, is designed to manage the partnership lifecycle, from sourcing and engaging partners through to tracking performance and managing payouts.
The company is targeting a market where many partnership programmes continue to rely on manual processes, spreadsheets and email. According to information provided by Souk, its early deployments have sourced partnerships expected to generate seven figures in pipeline, secured contracts with several unicorn companies and reduced the manual work involved in partner acquisition.
Founded in July 2025 by Leo Crowe, Sofia Hamilton and Ayo Alfonso, Souk is based in London. Its founders have backgrounds including experience at Deel, BlackRock and GitHub, and the business is focused on developing an AI-native platform for partnership management.
Mindflair Director Nicholas Lee said: "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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The investment gives Mindflair exposure to an early-stage AI business targeting a specific B2B growth function. With SVV2 leading the round, Souk now has funding to develop its platform and build on its early commercial traction.