Superfiliate, a creator marketing platform founded four years ago, has raised $2.1 million in a strategic growth funding round led by software firm HappyStack, bringing its total funding to $5.5 million, per ADWEEK.

The company, established by former venture capitalist Andy Cloyd and entrepreneur Anders Bill, positions itself as a platform that handles all aspects of influencer marketing. This approach stems from the founders’ identification of gaps in existing creator tools during their time investing in e-commerce businesses.

Superfiliate’s technology creates personalized landing pages where creators can showcase all their brand partnerships rather than directing consumers to traditional affiliate links. The platform also automates outreach between creators and brands while building influencer marketing tools specifically designed for Instagram, TikTok, and YouTube.

Current clients include CPG brands Everyday Dose and MudWtr, as well as DTC brands Boll & Branch and Allbirds.

New Meta Ads Suite Rollout

The company recently launched Meta Ads Suite, a tool designed to facilitate more Instagram ad deals between brands and creators. According to Cloyd, brands increasingly invest in partnership ads—creator-posted content labeled as ads—rather than traditional campaigns where existing creator content is later promoted by brands.

“A bigger brand might have 10 or 11 different creator programs: one that serves their paid media goals, one that’s about affiliate revenue, one that’s about collecting content for their websites. We power all those programs,” Bill told ADWEEK.

Funding to Expand Sales and Marketing

Superfiliate plans to use the funding to expand its sales team, increase marketing investments, and attend industry events, including next year’s Cannes Lions. The funding comes amid increasing investor interest in the influencer marketing space, with companies like ShopMy, Levanta, and Agentio also securing recent funding rounds.

Cloyd believes influencer marketing is often misunderstood by investors, stating there’s more value in companies powering the creator economy than in large platforms hosting creator content.