Modash, an innovative startup from Tallinn, Estonia, is disrupting the traditional influencer marketing landscape by bringing brands closer to a wider pool of creators—especially those with smaller but highly engaged followings. The company recently closed a $12 million Series A funding round, led by henQ, a Dutch VC firm known for supporting unique ventures. With a platform boasting over 250 million listed content creators, Modash’s approach veers away from the traditional focus on large influencers and instead highlights niche creators with smaller, more engaged communities.

This funding arrives at a crucial moment as the creator economy is projected to grow to $480 billion by 2027, up from $250 billion today. In contrast to platforms that rely on high-profile influencer data, Modash enables brands to explore what CEO and co-founder Avery Schrader calls the “long tail of creators.” He describes Modash’s distinct position in the market: “People often overlook the creator economy’s potential. While the big influencer names may lose appeal, millions of smaller creators drive real engagement. Modash is here to tap into that potential.”

A Data-Driven Approach to the Creator Economy

The Modash platform differentiates itself from other influencer marketing solutions by using open data to build profiles for millions of creators without requiring them to sign up. According to Schrader, this strategic decision not only increases the scalability of the platform but also allows brands to source more relevant creators efficiently. Modash’s AI-enhanced search engine, “Discovery,” provides brands with a deep view of the creator landscape, tracking metrics like audience engagement and content performance for its users.

In addition to discovering creators, Modash also streamlines campaign management, offering features like integrated outreach, performance tracking, and cross-border payment solutions. “Modash has spent the last five years figuring out how to empower brands to scale their partnerships with creators,” Schrader says, underscoring the platform’s role as an end-to-end tool for managing influencer partnerships.

Expansion to North America and Beyond

With over 500 clients in North America already, Modash is eyeing further growth in the region. The Series A funding will help bolster its presence there with a new office planned just outside Ottawa, close to major markets and tech hubs. “Our second office, just ten minutes from Shopify headquarters, allows us to be close to major brands while supporting U.S. clients on Eastern time,” says Schrader, who plans to divide his time between Estonia and Canada.

North America’s significant role in influencer marketing is clear. A Goldman Sachs report anticipates that U.S. spending on influencer marketing will reach nearly $6 billion this year. With Modash’s expanded customer support teams, the company is set to deepen its footprint in this essential market.

End-to-End Solutions for Brands and Creators

While Modash’s approach to the creator economy may be unconventional, its tools address many of the common frustrations that brands face when managing influencer partnerships. Traditional platforms often focus on popular influencers with extensive profiles, leading to incomplete or biased data. In contrast, Modash offers a broad, data-backed catalog of creators at all levels of reach. The platform’s payment integration is also a critical feature, simplifying cross-border payments for global campaigns, which ensures creators get paid quickly without additional fees.

henQ Partner Jan Andriessen comments on the investment’s alignment with the fund’s values, “Modash breaks the mold in terms of Series A investments. Its product is globally market-leading, with robust data-backed capabilities that map the creator landscape end-to-end. It’s a unique opportunity for brands to seamlessly manage creator partnerships.”

Supporting Creators, Small and Large

As Modash scales, it remains committed to empowering creators across the spectrum. Schrader emphasizes that Modash’s mission aligns with helping creators sustain and monetize their work. “People may overlook the value of smaller creators, but they are crucial to our digital ecosystem,” Schrader explains. “The influencer economy isn’t just about celebrity endorsements; it’s about millions of voices, each reaching communities in authentic, impactful ways.”

The Series A funding will support various initiatives on Modash’s roadmap, including enhancements in data engineering and AI-driven discovery tools. This investment in technology is vital as Modash aims to create an infrastructure that enables brands to cultivate long-term relationships with creators.

By focusing on the “long tail” of creators, Modash is reimagining influencer marketing for a new era. The company’s data-centric approach and commitment to a wider, more inclusive range of creators are shaking up the industry. With the recent $12 million Series A backing from henQ, Modash is poised to become a defining force in the future of creator partnerships.