An emerging group of startups is investing directly in creators, betting that short-term financing now will pay off as these creators build brands and even bigger followings. Creative Juice, one of the newest, is increasing its pool of money for bankrolling creators to $50 million, CEO Sima Gandhi told The Information. The decision follows a December Series A funding of $15 million led by Acrew Capital, which hasn’t been previously reported.  

The 17-person company has already invested more than $2 million in creators’ businesses through a fund called Juice Funds. Creative Juice cuts checks that can range from $15,000 to more than $500,000 for individual creators, in exchange for a portion of their revenue over a period of time, typically between six months to three years. It draws on a credit line and its balance sheet to make the investments. The company, founded last year, also offers business bank accounts, invoicing, and automated splits so a creator can divvy up earnings with managers.