Souk raises $1.6M to turn inactive B2B partnerships into revenue

UK-based B2B software startup Souk has raised $1.6 million in pre-seed funding to develop its AI-powered partner management platform. The round was led by Sure Valley Ventures (SVV), with participation from Antler and Fuel Ventures, alongside strategic angel investors from the B2B software sector.

Founded in July 2025, Souk is building an AI Partner Manager to help companies manage, engage and reactivate partner relationships. The startup is targeting businesses that rely on partnerships as a key sales channel but still manage partner programmes using spreadsheets, email and other manual tools.

According to Souk, companies often prioritise recruiting new partners while existing relationships gradually become inactive. The company says industry data shows that a significant share of partner-driven revenue comes from a relatively small group of active partners, highlighting an opportunity to unlock more value from existing partner networks.

Souk’s platform is centred around Coco, an autonomous AI agent that supports activities across the partner lifecycle, including sourcing and engaging partners, tracking performance and managing payouts. The platform is designed to reduce the administrative burden of running partner programmes while helping businesses keep more of their partner networks active.

Souk says early deployments of Coco have uncovered partnerships representing potential seven-figure sales pipelines and resulted in contracts with several unicorn companies. The company also reports that its platform has significantly reduced the manual effort required to acquire and manage partners.

Partnerships are how most business gets done, yet the software supporting them has barely evolved. Companies spend enormous energy signing partners only to watch 80% of them go silent. With Souk, we are building Coco to handle the heavy lifting, keeping partners active and turning dormant networks into predictable revenue engines,

said Leo Crowe, CEO and co-founder of Souk.

The new funding will be dedicated entirely to product development, enabling Souk to strengthen Coco’s core architecture and further advance its AI-driven approach to partnership management.