Lydia

What Lydia does

Lydia (legal entity: LYDIA APP UK LTD) is a two-sided creator talent platform founded in 2022 and headquartered in London, focused on health and wellness influencers. The platform operates through a web dashboard at lydia.so and an iOS app, connecting a selectively vetted roster of 2,000+ creators with consumer brands for paid partnership campaigns. Brands such as Netflix, Disney, Marvel, Amazon, Mercedes, DJI, EA, Gymshark, and others use the platform to source creators and run campaigns through the Smart Campaigns dashboard, which includes proposal management, contract handling, content review, performance reporting, and integrated payments.

The platform's technology stack includes OAuth integrations with Google, Facebook, Instagram, Twitter, and LinkedIn for authentication and engagement verification, plus analytics integrations with Google Analytics and Google Search Console. Core features include automated media kit generation, a creator vetting system that enforces a 3% authentic engagement threshold, AI-supported audience analytics for product recommendations, and a Custom Product Builder that helps creators launch their own products based on audience demand signals.

Lydia makes money primarily through transaction-based commissions: 15% on outbound brand deals that Lydia sources and 10% on inbound deals that creators bring themselves. Brands pay no platform fees. The company is founder-owned and bootstrapped, with no disclosed institutional funding, and operates with a 12-person team led by CEO Nok Orrason, CTO Adil Zhak, COO Maria Arbalova, and co-founder Elvar Andri.

Name

Lydia

Legal name

LYDIA APP UK LTD

Website

https://lydia.so

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Lydia is a London-based two-sided marketplace connecting 2,000+ vetted health and wellness creators with consumer brands, earning 10-15% commission on partnership deals with zero fees to brands.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Creator Commission - Outbound Deals: Lydia charges creators a 15% commission on brand deals that Lydia brings in (outbound partnerships). This is significantly lower than traditional agencies that take 20-30%.
2. Creator Commission - Inbound Leads: A reduced 10% commission rate for brand deals that originate from inbound leads (creators who bring their own brand opportunities to the platform).
3. Brand-Side Commission: Lydia earns 5-15% commission on the creator side of partnerships, aligning incentives with performance rather than volume. Brands pay zero platform fees with no hidden costs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Lydia operates a vertical two-sided marketplace connecting vetted health and wellness content creators with consumer brands seeking influencer partnerships. The platform combines a web dashboard (lydia.so) and a native iOS app that handle proposals, contracts, content review, payments, and real-time chat, and takes a commission on each facilitated brand-creator deal in place of traditional agency fees.

Product overview

Lydia is a creator talent platform and mobile app ecosystem designed for health and wellness influencers. The core offering consists of the Lydia Platform (web-based management dashboard) and Lydia Creators App (iOS application) that work together to provide an end-to-end brand partnership solution. The platform includes Smart Campaigns for brand-side campaign management, a Custom Product Builder leveraging audience analytics for product creation, automated Media Kit Generator, a Creator Vetting System with engagement and authenticity verification, and integrated Payment & Invoicing functionality. The platform differentiates through AI-powered technology enabling lower commissions (15%/10%) versus traditional agencies (20-30%) and zero platform fees for brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Lydia Platform Web-based creator talent platform connecting health and wellness influencers with vetted brand partnership opportunities. Enables creators to manage brand deals, track deadlines, communicate with brands, and build custom products based on audience data analysis. Brands use it to run creator marketing campaigns.
• Lydia Creators App Native iOS mobile application for influencers providing all-in-one brand partnership management, including automated media kits, proposal and contract management, content submission with review workflow, integrated payment and invoicing, and real-time chat communication.
• Smart Campaigns Campaign management offering for brands enabling creation of campaigns, creator selection from a vetted roster, content review and approval, contract handling, and performance reporting with an analytics dashboard delivering 5.2x average ROAS.
• Custom Product Builder Service analyzing creator audience data to identify product opportunities and willingness to pay, then producing custom products for creators with support to monetize as a revenue engine.

Quantifiable outcome

• Twice as many high-quality partnership opportunities as industry average
• +6 more outcomes

Named customers15 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability8 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core.

• GooglecoreTechnology or IntegrationGoogle OAuth integration allowing users to register and log in through Google accounts. Part of third-party social media service integrations including Facebook, Instagram, Twitter, and LinkedIn.
• FacebookcoreTechnology or IntegrationFacebook integration for user authentication and account creation/login on the platform.
• InstagramcoreTechnology or IntegrationInstagram integration for user authentication and social media account connection, enabling automatic media kit generation and engagement verification.
• TwittercoreTechnology or IntegrationTwitter integration for user authentication and social media account connection on the platform.
• LinkedIncoreTechnology or IntegrationLinkedIn integration for user authentication and professional profile connection.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• CreatorIQ: CreatorIQ is an enterprise-grade creator marketing platform used by major brands. Comparable to Lydia in brand-side workflow, creator vetting, and performance reporting, but focused on the enterprise tier with significantly more scale and resources.
• Klear: Klear is an influencer marketing platform with creator discovery, vetting, and campaign analytics. Comparable to Lydia's vetting-driven approach and brand-side campaign tools, operating as a broader vertical alternative.
• Aspire: Aspire is a creator marketing platform connecting brands with influencers across multiple verticals. It is directly comparable as a two-sided marketplace with creator vetting, campaign management, and commission-based economics, though broader in vertical scope than Lydia's health & wellness focus.
• Collabstr: Collabstr is a creator marketplace where brands can browse and hire influencers directly with built-in payment and contract handling. Closely comparable to Lydia's two-sided marketplace structure and integrated deal-management features.
• Upfluence: Upfluence offers an influencer marketing platform with creator discovery, campaign management, and e-commerce integrations. Directly comparable as a creator-brand marketplace with SaaS and marketplace pricing models competing for the same brand budget as Lydia.
• Grin: Grin is an enterprise influencer marketing platform with creator discovery, relationship management, and campaign ROI tracking. Comparable to Lydia's Smart Campaigns product and brand-side offering, with a broader vertical reach and more enterprise depth.
• Hashtag Paid: Hashtag Paid is a creator marketplace connecting influencers with brands for paid collaborations. Comparable as a two-sided marketplace with similar take-rate economics and creator-branding workflow automation, though broader in vertical scope.
• Traackr: Traackr is an influencer marketing platform focused on creator discovery, vetting, and performance measurement for enterprise brands. Directly comparable to Lydia's brand-side capabilities, especially around vetted creator selection and campaign analytics.

Broad incumbents

• IZEA: IZEA is a publicly-traded influencer marketing company offering managed services and software across many verticals. Comparable as a broader incumbent in the creator-marketing space, though more diversified than Lydia's health & wellness focus.

Emerging players

• Modash: Modash offers creator discovery and analytics tools for brands, with a focus on authenticity verification and fake-follower detection. Comparable to Lydia's vetting differentiation and brand-side discovery, though positioned more as a SaaS analytics layer than a managed marketplace.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/lydiaapp

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lydia