Meet the Founder: Why I'm Building a Creator-First Platform at Onlure

While working at Instagram, I had a front-row seat to how creators power modern marketing. Yet the people creating the value had the least leverage. Onlure was born to rewrite that equation.

The Problem I Witnessed Firsthand

At Instagram, I watched the creator economy grow exponentially. But as it scaled, I noticed something disturbing: micro and nano creators were being systematically overlooked, even though they often drove the most authentic engagement and real conversions.

Big brands chased follower counts. Agencies pushed for celebrity partnerships. Meanwhile, a local food blogger with 5,000 engaged followers could drive more foot traffic to a restaurant than an influencer with 500K disengaged followers.

The tools existed to help mega-influencers. The infrastructure supported brand deals with celebrities. But for the creator with 8,000 followers who genuinely loved their neighborhood coffee shop? There was nothing.

The Attribution Crisis

The deeper problem was attribution. Brands couldn't track which creators actually drove results. A coffee shop would pay an influencer $500 for a post, see some new faces that week, and have no idea if those customers came from:

Without data, brands defaulted to the easiest metric: follower count. And that meant micro-creators, no matter how effective, kept getting passed over.

I knew this was wrong. I knew there had to be a better way.

Building Onlure

Onlure was born from a simple belief: creators deserve a platform built for them, not against them.

Here's what we're building differently:

1. AI-Powered Discovery

Our AI understands what brands need and matches them with the perfect local creators. No more endless scrolling or cold DMs—just smart, instant connections.

2. Creator-First Design

Every feature starts with one question: "Does this help creators?" From transparent pricing to direct brand communication, we put creators in control.

3. Commission-Free Bookings

We don't take a cut of your earnings. When a brand books you, 100% of the payment goes to you. No hidden fees. No platform tax.

4. Chat With Brands In-Platform

Direct communication. Transparent negotiations. Zero commission on deals. Our in-app messaging lets you communicate directly with brands without jumping to email or other platforms.

5. No Gatekeeping

You don't need 10K followers to join Onlure. You don't need a verified account. If you can create authentic content that resonates, you belong here.

Why Toronto First

I'm building Onlure in Toronto because this is home. I know these neighborhoods. I've eaten at these restaurants. I've worked out at these gyms. I've gotten coffee at these cafes.

Toronto has an incredible creator community that's been underserved for too long. Local food bloggers, fitness enthusiasts, fashion influencers, coffee lovers. These people genuinely care about their neighborhoods. They want to support local businesses.

They just need a platform that values their contributions.

The Vision

Five years from now, I want Onlure to be the default way local businesses connect with creators. Not through awkward DMs. Not through expensive agencies. Through a transparent marketplace where:

The creator economy should work for everyone, not just the top 1%.

Join Us

If you're a creator who's tired of working for free, join Onlure.

If you're a business owner who wants marketing that actually works, get started today.

Let's build a creator economy that's transparent, fair, and actually works.

About the Author

Prasun Ghosh is the Founder & CEO of Onlure. Before starting Onlure, he worked as a software engineer at Instagram. He's passionate about building technology that empowers creators and local businesses.

Questions or want to chat? Reach him directly at prasun@onlure.ca, on LinkedIn, or on Twitter/X.