The startup scene is changing—and this time, it’s not MBAs or engineers at the helm. Its creators. From YouTubers and podcasters to authors of newsletters and niche community leaders, these online storytellers are emerging as the new entrepreneurs. And investors are taking their cue.
Case in point: Slow Ventures just released a $60 million fund that is solely to invest in creators building actual companies. It’s an overt signal that the creator economy is no longer about content—it’s about building companies.
The Rise of Creator-Founders
Traditionally, startup founders fell into a known pattern—deep in technology, schooled in business, and conversant in venture capital jargon. But now, a new kind of founder is on the rise. Creators—who’ve developed very engaged audiences around their personality, expertise, and authenticity—are demonstrating they possess what it takes to start and grow companies.
As Megan Lightcap, a Slow Ventures partner, describes it: “The distinction between creator-led opportunities and branded opportunities is that the audience relates to the creator as a person. That provides them with a much larger surface area to build from.”
Translation: creators aren’t merely launching products. They’re establishing based on trust, identity, and community—three superpowers of the digital economy today.
Why Slow Ventures’ $60M Creators Bet Puts It Ahead
Slow Ventures has been putting money into startups since 2011, having invested more than $800 million in consumer tech, SaaS, crypto, health, and fintech—and now increasingly the creator economy. But this latest fund represents a break: it’s dedicated to creators as founders, not influencers.
What’s different about Slow’s strategy is that it views creators not as marketing tools, but as entrepreneurs. The fund isn’t investing in one-off products or celebrity endorsements—it’s investing in companies that creators are bootstrapping from the ground level. The secret ingredient? Trust. “It all comes down to trust and audience attachment,” Lightcap says. And with customer loyalty now being harder than ever to win, that trust is gold.
How They’re Investing: Beyond the Check
Backing creator-driven startups is more than writing checks. One of the largest challenges is what investors refer to as “key person risk”—the fear that a business founded on one person might fail if that person takes a step back.
Slow Ventures is being proactive. The fund assists creators in developing robust leadership teams, creating resilient business models, and starting brands that can scale far beyond their own presence.
Consider Marina Mogilko, say, a YouTube personality. She partnered with Slow to start a baby snack firm. Her devoted audience, combined with Slow’s strategic guidance, helped create a real, scalable business out of niche content.
Trust Is the Real Moat
Whereas classic brands invest enormous amounts to acquire customer loyalty, creatives tend to start with it. Their audience isn’t passive consumers—they’re engaged communities. That connection provides creatives with something brands can’t purchase: permission. Permission to shift, to test, and to create beyond the walls of their initial niche.
YouTube is still one such outstanding platform. It enables creators to build lasting relationships with fans, which in turn builds the brand equity that can power everything from product rollouts to tech startups.
Lessons from the Last VC Cycle
The timing of this transition is no accident. Following decades of hyper-growth and aggressive capital raising, everyone in the venture space is taking a step back and reassessing their strategy. Founders who previously pursued capital are now focused on sustainability, and so are investors.
As one co-founder described a recent funding experience: “I gave away more than 30% of my business, got on the fundraising treadmill, and now I was maximizing for investor metrics—not the ones that were important to our customers.”
Slow Ventures and others are forging a different path: supporting creators who care about long-term value, not merely the next fundraising round.
The Future of the Creator Economy
With capital commitment, customized support, and a growing track record, creator-first companies are embarking on a new chapter. These aren’t side hustles—they’re serious startups, usually with the same potential for expansion as whatever is being produced in a classic tech accelerator.
Slow Ventures’ $60 million fund is a sign that the creator economy isn’t a fleeting fad. It’s a remake of what entrepreneurship can be in the age of the internet.
So, when a creator someday declares a new company, it could be worth taking notice. They’re not creating a brand. They’re creating the future.
