Visa has announced a partnership with startup Karat Financial to introduce AI-powered financial tools aimed at supporting content creators. This initiative, revealed during the Web Summit in Lisbon, is designed to assist emerging creators who are beginning to monetize their work but have yet to achieve widespread fame. The program is set to launch in 2026 and will initially be offered for free to Karat’s clients, with potential plans for a paid service later on.
The financial tools will help creators manage various tasks, including automating reminders to vendors regarding unpaid invoices and setting up autopay for bills. An innovative feature of the program is an AI agent that can evaluate brand deal offers, which could be invaluable for creators navigating complex partnership agreements.
Kyle Hjelmeseth, CEO of G&B Digital Management, emphasizes the significance of these tools for creators. “Brands that promise payment in 30 days often take up to 60 or even 120 days,” he noted. This delay can create financial strain for creators, impacting their ability to pay bills and plan for future projects. Hjelmeseth reflected on the changes over the past decade, stating, “When I started doing this 10 years ago, I was sending invoices on behalf of creators. Are brands paying more on time than they were 10 years ago? Absolutely not.”
Visa’s initiative comes as the creator economy continues to gain traction, increasingly capturing attention and revenue from traditional media channels. According to WPP, creators are expected to earn $185 billion by 2025, reflecting a 20% increase from the previous year. Jonathan Kolozsvary, Visa’s global head of small business, expressed confidence in this evolving market, stating, “We are firm believers that the composition of the pie is changing, meaning creators are a new segment that has emerged over the last few years.”
Other financial institutions are also recognizing the needs of this demographic. Earlier this year, Mastercard launched its Business Builder debit and credit card products tailored specifically for creators. These offerings aim to reduce personal liability for online content, lower tax burdens, and simplify business management.
In conjunction with the program, Visa will release a research report titled “Monetized,” which highlights the growing optimism among creators regarding their earnings. Conducted in partnership with TikTok and Morning Consult, the survey involved over 1,000 creators from May to August and spanned countries including the United States, Brazil, Australia, the United Kingdom, and the United Arab Emirates.
The findings reveal that 88% of creators anticipate an increase in their revenue over the next year, with many viewing content creation as a viable career path. Notably, nearly half of the respondents reported being self-taught in various business aspects. The top areas where creators seek assistance—cited by about a fourth of those surveyed—include contract negotiation, business strategy, financial management, and tax and legal compliance.
Kolozsvary pointed out that the challenges faced by creators mirror those of small businesses, particularly concerning cash flow management and access to capital. However, he noted a distinct challenge for creators: “When they turn that passion to profit, they don’t know what tax implications look like now that they’re a business, and not just a consumer.”
As Visa embarks on this venture, it aims to provide valuable resources that will empower creators to thrive in an increasingly competitive landscape. The partnership with Karat Financial marks a significant step towards integrating financial tools specifically designed for the unique needs of content creators, fostering a new era of financial support within the creator economy.
