MoneyyApp, early-stage finance management startup has partnered with financial services platform MyShubhLife to extend loans to digital creators.

MyShubhLife is a lending partner to MoneyyApp, and will extend loans totaling $100 million.

MoneyyApp provides financial tools to creators, including bookkeeping, compliance management, cash flow, and an analytics engine.

Backed by Quona Capital, AngelList Quant Fund, MoneyyApp works with over 15,000 creators, primarily focusing on YouTubers.

MoneyyApp will provide loans starting from Rs25,000.

“A large number of India’s content creators come from B and C category towns. With almost zero infrastructure, the creator segment has created a huge self-employment opportunity,” said Monish Anand, founder and chief executive officer, MyShubhLife.

The company believes creators need growth capital to produce better quality visuals at a time when marketing budgets are getting cut. The loans extended by the startup could be used for building studios, purchasing hardware for shoots, software subscriptions for editing videos, and building teams.