Cruva

Cruva builds software for a narrow but fast-moving corner of e-commerce: affiliate growth on TikTok Shop. Founded in 2024, the company sells an AI-powered operating system that helps direct-to-consumer brands find creators, run outreach and manage the resulting pipeline. The platform covers the full workflow, from discovery and personalised DM campaigns to sample and post tracking, community management and GMV attribution. It is designed to replace the spreadsheets and stitched-together tools that brand teams typically rely on to run creator programmes.

The product, called the Cruva Platform, indexes millions of creator signals a day and uses them for recommendation and matching. Alongside discovery, it offers full-pipeline CRM tools and revenue-attribution analytics that tie affiliate sales back to individual creators and posts. The company reports that more than 2,000 brands use the platform to manage their creator programmes, a customer base that ranges from emerging indie labels to category leaders.

Cruva operates across the fields of artificial intelligence, marketing automation, data indexing and analytics, and community management. It serves customers in DTC and e-commerce, influencer and affiliate marketing, and consumer retail, and is an Official TikTok Shop Partner. The company describes its mission as enabling brand teams to scale creator partnerships at the speed of the platform itself.