Working at Instagram gave me a front-row seat to how creators power modern marketing. The people creating the value had the least say in how it got paid for. I started Onlure to fix that.
The Problem I Witnessed Firsthand
At Instagram, I watched the creator economy grow fast. As it scaled, one thing kept bothering me: micro and nano creators were getting systematically overlooked, even though they often drove the most authentic engagement and the realest conversions.
Big brands chased follower counts. Agencies pushed celebrity partnerships. A local food blogger with 5,000 engaged followers could pull more foot traffic to a restaurant than someone with 500K disengaged followers, and nobody seemed to notice.
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:
- The influencer's Instagram Story
- A Google search
- A friend's recommendation
- Just walking by
With no data, brands defaulted to the easiest metric: follower count. So micro-creators, however effective, kept getting passed over.
I knew that was wrong, and I knew there was a better way to do it.
Building Onlure
Onlure runs on one belief: creators deserve a platform built for them, not against them.
Here's what we're doing differently:
1. AI-Powered Discovery
Our AI reads what brands need and matches them with the right local creators. No endless scrolling, no cold DMs. You get smart, instant connections instead.
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
Talk to brands directly. Negotiate in the open. Pay zero commission on deals. Our in-app messaging keeps the whole conversation in one place, so you never have to jump to email or another app.
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 I know these neighborhoods. I've eaten at these restaurants. I've worked out at these gyms, and 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, and they want to support the businesses in them.
They just need a platform that values what they bring.
The Vision
Five years from now, I want Onlure to be the default way local businesses connect with creators. No awkward DMs. No expensive agencies. Just a transparent marketplace where:
- Businesses see exactly which creators drive results
- Creators get paid fairly for their actual influence
- Great local businesses get the visibility they deserve
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 this, he worked as a software engineer at Instagram. He builds technology that gives creators and local businesses a fair shot.
Questions or want to chat? Reach him directly at prasun@onlure.ca, on LinkedIn, or on Twitter/X.
