Belgian bootstrapped and profitable AI photography startup raises €2.1M: Know more

Belgium-based BetterPic raises funding. The company is profitable and aims to reduce costs and production time for fashion and product shoots using AI.

Belgium-based BetterPic, an AI imaging startup, has secured $2.5M (nearly €2.14M) in seed funding. The round was led by MOC Capital and Shilling VC, with additional participation from tech and fashion investors.

BetterPic (for AI headshots) and BetterStudio (for AI fashion shoots) are products of BetterGroup, a company that develops tools for fashion and professional photography. It was founded in 2024 by Ricardo Ghekiere and Miguel Rasero.

Unlike large AI companies that build general-purpose models, BetterPic provides specialised solutions. Its tools allow users to create professional headshots from a few selfies and generate fashion or product images using both real and digital models.

A professional fashion shoot can cost between $10K to $50K, but BetterGroup’s product BetterStudio can reduce production time and costs by up to 100 times. The platform combines real models with AI to create Verified AI twins under the BetterModels label, following legal and ethical guidelines. This approach lets brands create AI-driven visuals without replacing real models.

Support from fashion and tech leaders

BetterPic’s funding round also received support from angel investors such as Louis Jonckheere, founder of Showpad and CEO of Wintercircus Ghent; Matthias Geeroms of Lighthouse; Joris Van Der Gucht of Ravical; AI agency Hyperson; and Severine Nijs of Jackie Lee.

Severine Nijs, founder of Jackie Lee Modeling Agency, says, “We’re not replacing models. We’re creating more access for creators, brands, and individuals to participate in fashion without traditional gatekeepers. All of this is done within a clear legal framework that protects the real person behind every digital presence.”

“In my years in luxury retail, I’ve seen technology attempts come and go, but what BetterStudio is building is different. They’re enabling designers, models, and consumers to collaborate virtually—to test outfits on a digital model, to produce a campaign’s photos with AI, or to get professional portraits without a photoshoot.”

“This could transform how fashion operates, from design to retail. It’s the first time we’ve seen tech that can realistically mirror people and clothing at scale, and the fashion industry is taking notice,” adds Nijs.

Using BetterStudio and BetterModels, she is developing a digital twin to extend her existing business. This approach integrates with her agency’s operations, which include a roster of over 2,000 models.

“Achieving multi-million dollar revenue”

BetterPic claims to have achieved $3.2M in projected revenue within 18 months of launch, operating without external funding and maintaining profitability.

The company reports generating over 32 million professional photos, including projects for Fortune 500 clients, reflecting demand for its AI photography services.

Ricardo Ghekiere, Founder and CEO of BetterPic, says, “Achieving multi-million dollar revenue without external capital is extremely rare, and it’s a testament to our focus on product-market fit, sustainable growth, and customer obsession.”

“We built BetterPic to be profitable from day one, and now with this investment, we can double down—scaling our new B2B recurring offerings—all while maintaining the strong margins and customer success we’ve demonstrated so far.”