Built for her next chapter
Croft Talent is a UK creator agency for women over 30. We help you grow on TikTok, Instagram and YouTube, land paid brand partnerships and turn content into a real income.
TikTok · Instagram · YouTube
The problem
Brands want her. The industry keeps looking past her.
Women over 30 run the household budget. They choose the skincare, the sofa, the family holiday and what goes in the weekly shop. Ask any brand who their best customer is and you’ll hear the same answer.
Yet most creator agencies are built around 22 year olds. So women with loyal, engaged audiences end up accepting gifted PR boxes when they should be sending invoices. They undercharge, sign away usage rights they don’t understand and chase brands on their own.
Others have the skills, the home and the story to start making content for brands. They just have no idea where to begin, and no one is showing them.
The opportunity
The most valuable audience in the room.
Gen X and millennial women hold the purse strings, and brands are starting to notice. Creators who look like their customers and speak their language are the ones who convert.
45%+
of UK social media users aged 30 to 44 shop on Amazon at least once a week
70 to 80%
Household purchasing decisions influenced by Gen X women
No.1
Gen X has been the highest spending generation in the world since 2021
$15.2tn
Gen X buying power in 2025, the generation NielsenIQ calls overlooked and under marketed
Sources: NielsenIQ and World Data Lab, The X Factor, 2025. IZEA, Influencers & Amazon UK, 2024.
Why Croft
Tended carefully. Built with purpose.
A croft is a small piece of land in Scotland, where I’m from. It isn’t huge, and it’s never rushed. It’s worked by hand, season after season, until it gives back more than you put in.
That’s how we look after our creators.
I started Croft after trying to cast a UGC creator over 50 for a household campaign. It should have been easy. Women in their fifties buy the cleaning products, the bedding and the kitchen kit. I searched platforms, agencies and rosters for days and barely found anyone. The talent existed. Nobody was representing it.
So I built the agency that should have been there.
What we do
Wherever you are on the journey, there’s a next step.
Established creators
Talent Management
You create. We run the business side. We pitch you to brands every week, handle your inbound enquiries, price and negotiate every deal, check every contract and manage campaigns from brief to payment. Across TikTok, Instagram and YouTube, including YouTube sponsorships.
Experts, founders and storytellers
Personal Brand Management
For women with a skill, a business or a story who want to be known for it. We work out what you stand for, plan your content and grow your presence on the platforms that suit you, so the right brands and opportunities start finding you.
Starting from zero
UGC Coaching
One to one coaching for women who want to start making content for brands. We build your first portfolio, set your rates, show you where the paid briefs are and how to pitch brands directly. You don’t need followers to get paid for UGC.
For brands
Brand Partnerships
Reach women over 30 through creators they already trust. We find the right voices for your brand and manage UGC, influencer campaigns and YouTube integrations from brief to results.
Meet Kate
I’ve been on both sides of the brief.
I built, scaled and sold my own agency, where I worked with Steven Bartlett and top YouTuber Mark Ellis, and helped personal brands grow their income month on month. One went from £3,000 to £20,000 a month in sales in three months.
Then I picked up my phone and became a UGC creator myself.
By my second month, my UGC income had paid for a holiday to Mallorca. Today I create for brands like Sofology, Emma Sleep and DITTO.
So I know what brands are looking for, and I know exactly how it feels to film your first brief at the kitchen table. Croft brings both together.
Kate Whillock, Founder
For brands
Reach the women who actually do the buying.
We connect you with women creators over 30 whose audiences already trust them. Before you commit, we arrange a preview of our creators’ spaces, their homes, kitchens and filming setups, so you can see exactly where your product will live before you partner.
Discuss a campaign
WHOOP
Hisense
Your next chapter starts here.
Whether you’re 200 followers in or 200,000, or a brand looking for creators your customers will believe, let’s talk.