Coreli Adds LTK Integration to Build a Creator Commerce Hub

By Olivia Hart

Coreli has 561 paying subscribers, 561 live pages and roughly $16,000 in monthly recurring revenue — about $190,000 a year. Now the creator-commerce platform is adding an LTK integration, betting that creators need a single front door for businesses scattered across Instagram, ShopMy, Amazon, Substack, YouTube, TikTok and owned content.

The feature lets creators display both LTK and ShopMy content on one Coreli page, with visitors switching between the two storefronts inside a single shoppable block. Creators connect their own LTK handle and ShopMy username through Coreli's editor. The tool then pulls in public posts, product links and collections, and refreshes the page throughout the day.

The integration is not an official partnership with either LTK or ShopMy. Coreli does not take a cut of affiliate revenue. The platform remains subscription-only, charging $29 per month or $290 per year.

Where does Coreli fit in the market?

Coreli's positioning is deliberately in-between. Linktree and Beacons solved the basic bio-link problem. LTK and ShopMy built affiliate storefronts and creator-brand marketplaces. Squarespace, Wix and Shopify offer more ownership but demand more upkeep.

Coreli wants to sit between those worlds: more visual and commerce-led than a link page, less labor-intensive than a custom website, broader than a single affiliate storefront. The company describes ShopMy and LTK as strong storefronts that sit inside their own ecosystems, while custom sites are harder to maintain.

The company was co-founded by Thomas Berolzheimer — business partner and husband of fashion creator Julia Berolzheimer — and Chloé Watts, founder of the former creator services agency Chloé Digital. Julia Berolzheimer, who has around 1.4 million Instagram followers, is an adviser and Coreli's first user. According to her team, she ranks No. 1 on ShopMy for earnings and GMV and runs Trade Offs, the No. 6 fashion and beauty newsletter on Substack. She is also an investor in ShopMy.

Coreli began as an internal tool for her brand before going public, and she pushed for both the Substack and LTK integrations. The platform grew from more than 250 paying users in its first 30 days to today's 561. Her team describes JuliaBerolzheimer.com as the backbone of a multi-million-dollar affiliate business.

Who is the 'aesthetic entrepreneur'?

Thomas Berolzheimer first got involved in his wife's business through photography, then moved into analytics, affiliate commerce and operations. The business now spans a daily blog, Instagram, Substack and affiliate commerce with a 10-person team.

"I'm sort of this unicorn in the sense that I am a husband who's incredibly dedicated to his wife's business," he said. "She's the face of it, and it is her business. Without her, it doesn't exist."

Watts saw the same gap from the agency side, working with women creators who had strong audiences but no operational support. "They didn't have a Thomas, and I ended up becoming their Thomas," she said. The question became how to help creators see themselves as "talent, but also the CEO of this creative business."

That explains Coreli's target: what Thomas Berolzheimer calls the "aesthetic entrepreneur" — fashion creators and interior designers whose businesses rely on visual presentation. Watts said many still wanted a digital home but had stopped maintaining the blogs that defined the early creator economy once brand budgets moved to Instagram. In some cases, she would check sites she had built years earlier and find the latest post was a two-year-old Nordstrom sale post, used mainly to house links.

Nearly half of ShopMy's 25 Most Trusted Curators are already on Coreli, including Berolzheimer, Shea McGee, Grace Atwood, Liz Adams and Meg Defeo.

How is the competitive field shifting?

The launch comes as LTK and ShopMy both add shopping and discovery features. LTK has introduced AI-powered tools for creators and in-app checkout. ShopMy has expanded into redesigned storefronts, wishlists, Circles and Noir, its text-based personal shopping service.

In an April interview, ShopMy co-founder Tiffany Lopinsky said creators increasingly function like multi-brand retailers. Shoppers who once discovered products at Bergdorf Goodman or Saks now discover them through content creators. "Every recommendation you get online is very algorithmically driven," she said. "And still, we always come back to word of mouth as the thing that makes you convert."

The same pattern extends beyond affiliate platforms. Creators are being pulled deeper into businesses as investors, advisers and operators. Sofia Richie Grainge became an investor and founding curator at ShopMy. Alix Earle has built a consumer-investment portfolio. Fashion creator Jordan Grant has backed startups including creator platform Komi. At Blenders Eyewear, Jordan Howoldt joined as chief content officer, working across social strategy, storytelling and product development. CEO Jack Gray said the goal was to avoid treating creators as rented distribution: "We can't be in the business of renting customers and renting culture."

For Watts, Coreli's defensibility will not come from features alone. "It's not about features on features," she said. "One of the biggest moats to what we're doing is the brand value we're providing and the community we're building around this product."

That matters in a market where creators juggle several platforms at once. "They're not dedicated to that specific platform because they don't own that platform," Watts said. "They're dedicated to themselves and what they're trying to achieve."

For a $190,000-a-year subscription business, that thesis is the whole game — features copy, community does not.