A content engine that writes in the founder's voice every Monday at 7am.

The situation

HyperEquity makes merit-cycle software: the yearly raise planning that HR teams still do in spreadsheets. The founder knows the subject better than anyone, and had never put that on camera. The firm needed a steady stream of content in his words, a website that converts, and nothing that sounds like an AI wrote it.

What we built

A weekly content engine. Every Monday at 7am it writes three scripts grounded in a voice file built from the founder's own calls, adds a tab to his Google Doc, drafts the email in the existing thread, and tells us in Slack. If the Doc step fails, it refuses to send. Each script also becomes a blog post and a LinkedIn post.

A website rebuild. A conversion-led redesign with forms wired straight into the CRM, plus a turnover-cost calculator the CTO liked enough to tweak himself.

What changed

Twelve scripts written so far. The first six were filmed in one sitting. The founder's verdict after watching them: "this is my voice." Distribution runs to LinkedIn, Facebook, Instagram, X and YouTube from one scheduler.