Steering the next wave of affiliate marketing with Maddie Tufts.

Influence isn’t just about aesthetics anymore. It’s about access, action and shared experiences that move culture forward. As platforms evolve and algorithms blur the lines between content and commerce, a new generation of creators is asking for more: more authenticity, more connection and more control over the value they bring.

Maddie Tufts saw that shift coming. From building Bumble’s ambassador program while still in college to her time in private equity, she watched creators drive demand for everything from boutique fitness studios to destination hotels. But the tools to support that impact didn’t exist. Product brands had affiliate programs. Service brands were left behind, and creators were missing out.

With Steer, Maddie isn’t just building a platform — she’s redefining what influence means today. Steer lets creators earn from real-life recommendations, turning a favorite workout, spa visit or night out into something their audience can experience too. The platform partners with "it girl" favorites like Pvolve, Othership, FACEGYM and Glowbar — the kinds of places tastemakers already love and followers can’t wait to book.

In the process, Steer is rewriting the rules of affiliate marketing and bringing social media back to what it does best: connection.

At Fluent, we’re always looking for the people shaping what’s next, and Maddie is one of them. In our conversation, we talk about what it means to lead culture instead of follow it, why micro creators matter more than ever and how Steer is helping build the future of influence, one moment at a time.

Influence isn’t just about products anymore. It’s about experiences and moments. How do you think Steer is helping creators shape culture and real connections today?

Influence today is about more than showcasing products. It’s about sharing experiences and creating moments people want to be part of. Steer helps creators shape culture by turning their lifestyle into something their followers can actively join.

When a creator shares a favorite workout class, dinner spot or event through Steer, their audience doesn’t just see it on Instagram — they can book it, live it and feel like part of that creator’s community. That’s how we’re helping creators build real connections and giving their followers a way to share in the culture they’re creating.

We think being fluent means staying ahead of trends and breaking boundaries. What does being fluent mean to you, both personally and professionally?

To me, being fluent means having the curiosity and confidence to move first.

Personally, it’s about staying open to new experiences, approaching them with a fresh mindset and sharing them when they bring real joy. We live in a world where intentional, in-person moments have become surprisingly rare. If my voice can inspire someone else to discover something they’ll love, why wouldn’t I share it?

Professionally, it’s about empowering creators and brands to not just follow culture but actively shape it. That’s exactly why we’re building Steer — to give them tools to move quickly, test ideas and lead the conversation. While the product space is oversaturated, the services industry is still a greenfield. We’re here to break that barrier and open a new chapter for influence.

Influencing can be both an art and a business. How do you find the balance between making partnerships feel genuine while still delivering results?

The partnerships that work best are the ones that start with authenticity. When a creator truly loves a brand or service, the content resonates naturally — and the results follow.

Steer makes this balance easier by giving creators flexibility. They can choose campaign types that fit their style, and brands can measure ROI in real time, so everyone stays aligned.

What does it mean to “steer” culture instead of just follow it? How does Steer give creators and brands the tools to do that?

To steer culture means being proactive and setting the tone for what people want to experience, instead of waiting for the next big trend.

Our platform gives creators the ability to launch campaigns around the services they love most and brands the ability to measure that influence. Together, they’re not just reacting to culture — they’re shaping it.

What’s one thing about the creator economy that people often get wrong? How does Steer work to change that?

A big misconception is that the creator economy is all about fashion hauls or product unboxings — and that only macro influencers move the needle.

In reality, some of the most powerful influence comes from micro creators. Their communities trust them because they share what they genuinely love, not just what’s paid. That authenticity drives real action.

At Steer, we’re shifting the focus from products to experiences and giving creators of all sizes the ability to monetize recommendations for the places and moments that actually define culture. By doing this, we’re helping brands see that influence isn’t just about reach — it’s about trust, connection and community.

Your path, from Bumble to founding Steer, has been unique. How does your story reflect how influence and entrepreneurship are evolving?

At Bumble, I saw firsthand how powerful community-driven growth could be. Later in finance, I realized how important it was to build scalable, sustainable models.

Founding Steer has been about merging those worlds — creating a platform that celebrates authentic community influence while also giving brands and creators the tools to grow in a measurable, business-forward way.

Fluent is all about discovering what’s next. How do you think Steer will change the way people experience new things?

Steer makes discovery actionable. When someone sees their favorite creator post about a new fitness class or a great date spot, they can book it directly and know they’re supporting that creator in the process.

It’s closing the loop between inspiration and action, and that changes how quickly people can engage with what’s new. We're giving modern-day tools to the most reliable form of marketing: word of mouth.

If influence is the new currency, what does true wealth look like for creators now? How is Steer helping to redefine that?

True wealth for creators isn’t just financial — it’s freedom. The freedom to work with brands they love, to build authentic relationships with their audience and to have sustainable income streams that let them create long term.

Steer gives creators more control over their own voice and transparency in their results, helping them turn influence into both meaningful impact and lasting opportunity.