Edoardo Ricci is Co-Founder and CEO of Affinity Labs, a London-based AI-powered startup studio that co-builds and scales software brands with leading content creators.

Edoardo was educated at King's College School Wimbledon in the UK and went on to co-found Affinity Labs in July 2025 alongside COO Ahmed Eltom and CTO Sunny Panchal.

Edoardo champions the idea that creators are the most underleveraged founders in the world, possessing audience trust and loyalty but lacking the infrastructure to convert it into scalable software businesses.

Under his leadership, Affinity Labs raised $2M in pre-seed funding from Fuel Ventures and Antler, with angel investors from Google DeepMind, Meta, and Playfair VC also participating.

In its first year, Affinity Labs built 4 creator-led software brands, scaled one app to over 75,000 users, reached 100% month-on-month revenue growth, and grew the team to 10 people.