We started by building the infrastructure for creator commerce. Then we got fixated on the gap between what creator content generates and what brands actually capture from it. Closing that gap became Settr.
We didn't arrive at this from a deck. Each layer of what Settr does today came from operating the layer before it — and finding the gap that the next layer had to close.
We were among the first to build storefronts for influencers — a curated space to sell the products they actually used. The commerce worked. But brand-fit was missing: an influencer who sells doesn't sell for every brand, and we had no way to measure the alignment that awareness actually depends on.
We launched visual discovery — an AI system that reads every video and image frame by frame to find creators by aesthetic, product context, and audience behaviour. Not keywords, not follower counts. We shipped it before ChatGPT existed. It became the intelligence foundation everything else is built on.
We became a seeding operation. A North America warehouse, enterprise product gifting for premium brands — from creator identification to outreach to fulfilment. Reporting grew to hundreds of KPIs, with competitor tracking and cluster analytics that let brands sharpen their creator lists month over month.
We built the analytics to understand what content actually produces, from the moment a creator posts. Post detection, product attribution, scoring across six dimensions, and a direct pipeline into paid. The question shifted from "who posted?" to "what should we do with it?"
Casting, gifting, content, ambassadors, affiliate, paid social, and reporting — every layer on the same data spine, every round teaching the next. We operate it for premium brands that want creator content to behave like a performance channel, with the accountability that implies.
Backgrounds in AI, luxury brand operations, and platform engineering — brought together by the same conviction: creator content is a commercial asset, and most brands leave most of its value on the table.
Simon previously worked at The List, an AI company building marketplace technology and agentic systems for enterprise. He founded Settr in 2019 on a clear thesis: creator content was generating value brands had no system to capture. He's still in every strategy call.
Nikolina comes from MatchesFashion, operating at the intersection of brand, editorial, and commercial. She also ran her own influencer agency — giving her both the creator-side relationships and the operational instinct to replace gut feel with process.
Ucha comes from Miro, where he built collaborative platform infrastructure at scale. At Settr he leads the technology layer that makes the whole system work — from visual AI and content detection to the pipelines that connect organic posts to paid performance.
Three convictions that shape every product decision, every client relationship, and every hire.
We don't measure success by coverage, impressions, or post count. We measure what the content did — how it scored, what it drove, and what the next round looks like because of it.
Visual AI, content analytics, attribution — these aren't features we sell. They're the operating layer that makes everything else defensible. We build it because no one else has built it the way we need it to work.
The brands we work with have real creative standards, real audiences, and real commercial stakes. They've outgrown spray-and-pray gifting and generic UGC marketplaces. We built Settr for them.
A thirty-minute walkthrough. We map your current programme, show the system on live data, and tell you what we'd change — and what we'd leave alone.
You'll talk to Simon Fransson, Settr's founder.
