The Mission


"Our mission is to build the most predictable and frictionless operating system for creator-led commerce."

"Our mission is to build the most predictable and frictionless operating system for creator-led commerce."

Our thesis

Every year, brands invest more in creators. Every year, the process of finding, negotiating, executing, and measuring those partnerships stays manual, fragmented, and slow. Agencies charge thousands to do what software should do in seconds. Platforms sell databases and call it a solution. The demand is there. The infrastructure isn't.

Sup is the infrastructure.

We're building a system that automatically matches brands with the right creators, executes campaigns end to end, and closes the loop on ROI — with as little human friction as possible. Not a dashboard. Not a database. An engine that gets smarter with every campaign it runs.

Today, we do this as a managed service powered by AI. Tomorrow, the AI runs it alone. The end state is a self-optimising system that delivers more predictable, more measurable outcomes from creator partnerships than any agency, platform, or internal team ever could.

Why now

Creator marketing is a $33B market growing 30%+ year over year. But the infrastructure behind it hasn’t kept up. A lot of it still runs on manual sourcing, cold outreach, spreadsheets, and subjective decision-making.

Brands are under pressure to make creator spend measurable and repeatable. Creators want partnerships that are consistent and fairly priced. The current system makes both harder than it needs to be.

AI makes it possible to automate matching, outreach, and parts of negotiation. It can ingest and analyze real-time creator data at a scale that wasn’t feasible even a few years ago. More importantly, it creates a compounding feedback loop: which creators perform, at what price points, for which brand categories, in which geographies.

Over time, that performance data becomes increasingly predictive. The advantage isn’t just automation — it’s the dataset that improves with every campaign.

Our Progress

2024

Year founded

Year founded

Year founded

Year founded

0M

Creators

0+

Team members

Team members

Team members

Team members

150

Clients

Our values

What we believe

Outcomes should be predictable.

Creator marketing has been treated as a brand awareness gamble for too long. We're turning it into a performance channel with measurable, repeatable ROI.

Outcomes should be predictable.

Creator marketing has been treated as a brand awareness gamble for too long. We're turning it into a performance channel with measurable, repeatable ROI.

Outcomes should be predictable.

Creator marketing has been treated as a brand awareness gamble for too long. We're turning it into a performance channel with measurable, repeatable ROI.

Outcomes should be predictable.

Creator marketing has been treated as a brand awareness gamble for too long. We're turning it into a performance channel with measurable, repeatable ROI.

Data is the product.

Our real-time creator intelligence — who converts, at what cost, for which brands, in which markets — is the asset that makes everything else work. It compounds daily and no one else has it.

Data is the product.

Our real-time creator intelligence — who converts, at what cost, for which brands, in which markets — is the asset that makes everything else work. It compounds daily and no one else has it.

Data is the product.

Our real-time creator intelligence — who converts, at what cost, for which brands, in which markets — is the asset that makes everything else work. It compounds daily and no one else has it.

Data is the product.

Our real-time creator intelligence — who converts, at what cost, for which brands, in which markets — is the asset that makes everything else work. It compounds daily and no one else has it.

Small creators are undervalued.

Micro and nano creators consistently deliver higher engagement, stronger local reach, and better ROI. The market hasn't caught up yet. We're built to exploit that gap at scale.

Small creators are undervalued.

Micro and nano creators consistently deliver higher engagement, stronger local reach, and better ROI. The market hasn't caught up yet. We're built to exploit that gap at scale.

Small creators are undervalued.

Micro and nano creators consistently deliver higher engagement, stronger local reach, and better ROI. The market hasn't caught up yet. We're built to exploit that gap at scale.

Small creators are undervalued.

Micro and nano creators consistently deliver higher engagement, stronger local reach, and better ROI. The market hasn't caught up yet. We're built to exploit that gap at scale.

Attribution is non-negotiable.

If you can't prove a creator drove results, you can't optimise spend. Every campaign on Sup is tracked to the transaction level. That's how we turn creator marketing into a predictable line item, not a leap of faith.

Attribution is non-negotiable.

If you can't prove a creator drove results, you can't optimise spend. Every campaign on Sup is tracked to the transaction level. That's how we turn creator marketing into a predictable line item, not a leap of faith.

Attribution is non-negotiable.

If you can't prove a creator drove results, you can't optimise spend. Every campaign on Sup is tracked to the transaction level. That's how we turn creator marketing into a predictable line item, not a leap of faith.

Attribution is non-negotiable.

If you can't prove a creator drove results, you can't optimise spend. Every campaign on Sup is tracked to the transaction level. That's how we turn creator marketing into a predictable line item, not a leap of faith.

The Founders

Matt Greenwell — Co-Founder & CEO Built Storefront — the "Airbnb for pop-up space" — into a global marketplace with 10,000+ listings across 7 countries. Clients included Google, Samsung, Gymshark, Nike and L'Oréal. Goldman Sachs alumni.

Hassan Munir — Co-Founder & CTO A decade building trading systems and data infrastructure across London's top fin techs. Now applying the same rigour to creator-commerce infrastructure.