--- title: "Startup Stories: Vulse | SFC Capital" description: Dive into the journey of Rob, an entrepreneur revolutionising LinkedIn content creation with his AI-driven platform, Vulse. Discover how he's making social media content creation accessible and affordable for all. image: https://sfccapital.com/hubfs/Imported_Blog_Media/banner_1695904917.webp --- Disclaimer Please note, company introductions through SFC Capital Ltd ('SFC') are only suitable for ‘High Net Worth Individuals’, or ‘Sophisticated Investors’ as defined by the Financial Services & Markets Act 2000 (FSMA) who are familiar with and willing to accept the high risk associated with private investments. Any investor requesting to contact a company through SFC Capital does so at his/her own risk and is solely responsible for conducting any legal, accounting or due diligence review. There has been no investigation to the accuracy of any information or terms contained herein and we strongly suggest that you seek advice from a person authorised under the FSMA who specialises in advising on investments of this kind prior to commencement of any potential transaction. All content provided by SFC Capital is strictly for informational purpose only and does not constitute business, financial, investment, hedging, trading, legal, regulatory, tax or accounting advice or services. SFC Capital is an appointed representative of SFC Capital Partners Ltd which is authorised and regulated by the Financial Conduct Authority (‘FCA’) in the United Kingdom (FRN 736284). This website is intended for professional investors only; any reproduction of this information, in whole, or part, is prohibited. SFC Capital does not sell or offer to sell any securities and no information provided by SFC Capital is intended to constitute or to be interpreted as any such offer. SFC Capital simply provides an introductory service where potential partners of all sorts can meet. The SFC Angel Fund is managed by SFC Capital Partners Ltd (‘SFCCP’) which is authorised and regulated by the Financial Conduct Authority in the United Kingdom, firm reference number 736284. Information on the Fund is intended for professional investors only; any reproduction of this information, in whole, or part, is prohibited. The content is for information purposes only and should not be used or considered as an offer or solicitation to purchase or sell the securities mentioned herein. The SFC Angel Fund (the ‘SFC Fund’ or the ‘Fund’) is defined as an ‘unregulated collective investment scheme’ (‘UCIS’) and the promotion of a UCIS either within the UK or from the UK is severely restricted by statute. Consequently, this document is only directed at professional clients and eligible counterparties as defined by the FCA and also to persons of a kind to whom the Fund may lawfully be promoted by an authorised person by virtue of Section 238(5) of the Financial Services and Markets Act 2000 and COBS 4.12.4R. Any decision by an investor to buy shares in a fund must be made solely on the basis of the information and terms contained within the Fund’s offering memorandum. Investment in the Fund is made entirely at the investor’s own risk and professional advice should be sought in case of doubt. SFC Capital Partners Ltd (‘SFC’) is authorised and regulated by the Financial Conduct Authority (‘FCA’) in the United Kingdom, firm reference number 736284. This document is intended for professional investors only; any reproduction of this information, in whole, or part, is prohibited. The content is for information purposes only and should not be used or considered as an offer or solicitation to purchase or sell the securities mentioned herein. The SFC Angel Fund (the ‘SFC Fund’ or the ‘Fund’) is defined as an ‘unregulated collective investment scheme’ (‘UCIS’) and the promotion of a UCIS either within the UK or from the UK is severely restricted by statute. Consequently, this document is only directed at professional clients and eligible counterparties as defined by the FCA and also to persons of a kind to whom the Fund may lawfully be promoted by an authorised person by virtue of Section 238(5) of the Financial Services and Markets Act 2000 and COBS 4.12.4R. The SFC Angel Fund is managed by SFC Capital Partners Ltd (‘SFCCP’) which is authorised and regulated by the Financial Conduct Authority in the United Kingdom, firm reference number 736284. Information on the Fund is intended for professional investors only; any reproduction of this information, in whole, or part, is prohibited. The content is for information purposes only and should not be used or considered as an offer or solicitation to purchase or sell the securities mentioned herein. The SFC Angel Fund (the ‘SFC Fund’ or the ‘Fund’) is defined as an ‘unregulated collective investment scheme’ (‘UCIS’) and the promotion of a UCIS either within the UK or from the UK is severely restricted by statute. Consequently, this document is only directed at professional clients and eligible counterparties as defined by the FCA and also to persons of a kind to whom the Fund may lawfully be promoted by an authorised person by virtue of Section 238(5) of the Financial Services and Markets Act 2000 and COBS 4.12.4R. Any decision by an investor to buy shares in a fund must be made solely on the basis of the information and terms contained within the Fund’s offering memorandum. Investment in the Fund is made entirely at the investor’s own risk and professional advice should be sought in case of doubt. The SFC Angel Fund is an SEIS/EIS fund which raises money for early-stage businesses by investing in SEIS and EIS eligible ventures with the aim of returning a profit for investors in the fund. Investment in early-stage companies involves risks such as illiquidity, lack of dividends, loss of investment and dilution. Investment in SEIS/EIS funds should be considered as part of a diversified portfolio. The availability of tax relief depends on individual circumstances and may change in the future. The availability of tax relief depends on the company invested in maintaining its SEIS/EIS qualifying status. There is no assurance that the investment objectives of any investment product will be achieved or that the strategies and methods described herein will be successful. Past performance is not necessarily a guide to future performance and the value of an investment may go down as well as up. Investors may not get back the full amount invested. No warranties or representations of any kind are expressed or implied on this website. I Accept The Terms ## FCA Mandatory Risk Warning & Risk Summary > ## Risk Warning > > **Don’t invest unless you’re prepared to lose all the money you invest. This is a high-risk investment, and you are unlikely to be protected if something goes wrong.** ## Risk Summary **Estimated reading time: 2 min** Due to the potential for losses, the Financial Conduct Authority (“FCA”) considers this investment to be high risk.   What are the key risks? 1\. You could lose all the money you invest. Investments made by the SFC Angel Fund SEIS (the “Fund”) will be in shares in early-stage businesses. Investors in these shares often lose 100% of the money they invested, as many early-stage businesses fail. 2\. You are unlikely to be protected if something goes wrong Protection from the Financial Services Compensation Scheme (FSCS), in relation to claims against failed regulated firms, does not cover poor investment performance. Try the FSCS investment protection checker here: [https://www.fscs.org.uk/check/investment-protection-checker/](https://sfccapital.com/fca-mandatory-risk-warning-and-risk-summary/%20https://www.fscs.org.uk/check/investment-protection-checker/)    Protection from the Financial Ombudsman Service (FOS) does not cover poor investment performance. If you have a complaint against an FCA-regulated firm, FOS may be able to consider it. Learn more about FOS protection here: [https://www.financial-ombudsman.org.uk/consumers](https://www.financial-ombudsman.org.uk/consumers) 3\. You won’t get your money back quickly Even if the businesses the Fund invests your money in are successful, it may take several years to get your money back. The most likely way to get your money back is if the businesses invested in by the Fund are bought by another business or list their shares on an exchange such as the London Stock Exchange. These events are not common. 4\. Don’t put all your eggs in one basket Putting all your money into a single business or type of investment for example, is risky. Spreading your money across different investments makes you less dependent on any one to do well.  A good rule of thumb is not to invest more than 10% of your money in high-risk investments.  [https://www.fca.org.uk/investsmart/5-questions-ask-you-invest](https://www.fca.org.uk/investsmart/5-questions-ask-you-invest) 5\. The value of your investment can be reduced The percentage of each investee company that the Fund owns will decrease if the business issues more shares. This could mean that the value of your investment in each investee company reduces, depending on how much the business grows. Most start-up businesses issue multiple rounds of shares.  These new shares could have additional rights that your shares don’t have, such as the right to receive a fixed dividend, which could further reduce your chances of getting a return on your investment. 6\. S/EIS tax reliefs are not guaranteed Whilst it is the Fund's intention to invest mostly in companies qualifying under SEIS legislation, SFC cannot guarantee that all investments will qualify for S/EIS relief (or IHT relief) or, indeed, if they do initially, that they will continue to do so throughout the life of the investment. The tax advantages of investing through the Fund are therefore not guaranteed.  If you are interested in learning more about how to protect yourself, visit the FCA’s website here: [https://www.fca.org.uk/investsmart](https://www.fca.org.uk/investsmart)  Close Don’t invest unless you’re prepared to lose all the money you invest. This is a high risk investment and you are unlikely to be protected if something goes wrong. Take 2 minutes to learn more. [![SFC Logo + Title x web](https://sfccapital.com/hs-fs/hubfs/SFC%20Logo%20+%20Title%20x%20web.png?width=2000&name=SFC%20Logo%20+%20Title%20x%20web.png)](https://sfccapital.com) - [Startups](https://sfccapital.com/raise) - Investors - [SEIS Fund](https://sfccapital.com/seis-funds) - [EIS Fund](https://sfccapital.com/eis-funds) - [SEIS Explained](https://sfccapital.com/seis-explained) - [EIS Explained](https://sfccapital.com/eis-explained) - [Angel House](https://sfccapital.com/angel-house) - [Advisors](https://sfccapital.com/advisors) - [Portfolio](https://portal.sfccapital.com/portfolio) - [About Us](https://sfccapital.com/about-us) - [Blog](https://sfccapital.com/blog) - [Login](https://portal.sfccapital.com/login) # Startup Stories: Vulse [Niklas Föltz, Marketing & Communications Manager](https://sfccapital.com/blog/author/niklas-foeltz) Joining in 2022, Niklas brings international marketing experience to SFC Capital, focusing on marketing strategy, content, PR, and events. - 28 Sep 2023 [Startup Stories](https://sfccapital.com/blog/tag/startup-stories) ##### Share on - - - #### From Social Media Domination To Shaping the Future of AI Meet [Rob](https://www.linkedin.com/in/rob-illidge-ai-tech-social-media-ceo/)- an entrepreneur who's building [Vulse](https://vulse.co/), a content automation platform for LinkedIn. Raised by two miniature dachshund & parachuting entrepreneurs he’s now spearheading AI-driven content creation. His journey is a blend of passion for social media, innovation, and a relentless pursuit of change. Discover Rob's unique path, the lessons he's learned, and the horizons he's set on conquering. ##### In an online article, it says, "Rob helps couples remember their special moment." What's this about? **Rob**: Oh, I wondered when that would come up. It's about a company I set up for a short time. The idea was to capture the moment of wedding proposals. Most life events are captured, from births and graduations to weddings. But one of the biggest moments in life, proposing to someone, often goes uncaptured. So I established Captured Proposals. We worked with paparazzi photographers to capture these moments worldwide, from private beaches in Africa and places like San Francisco and Greece to London and Manchester. It was an exciting little business, and I enjoyed it actually ##### **How did you get into entrepreneurship?** **Rob**: Unlike my brother, I took a conventional path, going to university and studying in America. I was among the first Brits on Facebook, which was a novelty then. My love for social media grew, and I returned to the UK to work with various brands, focusing solely on social media. I felt I wasn't contributing to the campaigns I desired, and although the financial aspect wasn't my primary motivation, I realized I was benefiting others more than myself. I wanted control over my destiny and create something uniquely mine. This led to founding a social media agency, where I incorporated lessons from successful agencies and avoided mistakes made by less effective ones. Reflecting on my childhood, I now realise the significance of both my parents having been entrepreneurs. My mum had a unique business where she bred and showcased long-haired miniature dachshunds at professional dog shows. It was more of a passion than for the money. My dad had a more traditional entrepreneurial journey. He transitioned from working for a company to following his passion and made it his business. He bought a parachute centre, overseeing everything from piloting to training jumpers. He often joked, "Why jump out of a perfectly good plane?" Eventually, he systemised the business so he could focus on strategic operations.  My brother and I both pursued entrepreneurship as well, although there was never any pressure to continue the family business. My dad sold his parachute business, so there was no obligation for us to join. It was a unique background, starting with dogs and skydiving. So, I never experienced “corporate hell”, but I witnessed the "startup hell" with my parents working together. I praise anybody who can manage a business and personal relationship simultaneously. It was tough watching them juggle disagreements from business spilling into personal life. Their journey taught me the importance of hard work and building a reliable team.  ###### "If all employees actively promote their company on LinkedIn, it’s not only more cost-effective than ads but also more authentic." ##### **How did the idea for Vulse come about?** **Rob**: My agency, Social Republic, led to the creation of Vulse, a content creation platform that complements our social media services. Running an agency can follow two trajectories. One is a lifestyle business where the founder is hands-on, and the other is scaling it to a larger agency employing many staff, which was our choice. As we grew and began to specialise in nonprofits like the Red Cross and the NHS, we realised our initial clients with smaller budgets couldn't afford our increased rates. Vulse offers specialized content creation without the overhead of a big team. It's tailored for those aware of the importance of engaging content, especially on platforms like LinkedIn, but lack the budget for a large team. It's a bridge that allows us to assist everyone affordably. While small companies benefit, enterprise businesses with large teams also utilize Vulse. There's been a perceptual shift regarding LinkedIn and personal brand building. Big corporations recognize the immense value of their employees as brand ambassadors. If all employees actively promote their company on LinkedIn, it’s not only more cost-effective than ads but also more authentic. The content stems from real experiences, making it resonate better. Vulse caters to individual content creators seeking to grow their personal brands as well as enterprises with thousands of employees. ![User dashboard on Vulse](https://sfccapital.com/hubfs/Imported_Blog_Media/image.png) ##### **I saw you talking about the Barbie movie’s marketing campaign. What is your opinion about it?** **Rob**: Money gives you options, but it doesn't necessarily guarantee happiness or success. The same holds true for marketing budgets. A large budget of $100 million brings its own set of challenges, such as increased pressure to yield returns. However, it provides a cushion as money isn't a constraint. The challenge lies in strategically allocating budgets. I approach budgeting by contemplating: "If this were my last $10, how would I spend it?" If an option doesn't fit that criterion, it might not be worth pursuing. Massive campaigns are easier to discuss because they're ubiquitous, but I believe we should highlight innovative, budget-conscious campaigns. Content produced with constrained resources, like some created using Vulse, deserves recognition. ###### "The public release of ChatGPT heightened awareness about the capabilities of AI, which was both a boon and a challenge for us." ##### What challenges have you faced so far with Vulse? **Rob**: Initially, we were exploring AI solutions even before OpenAI became publicly available. We collaborated with Manchester Metropolitan University, as they were already acquainted with the technology. However, the tech wasn't advanced enough, and there wasn't a lot of competition in the LinkedIn content creation space. The public release of ChatGPT heightened awareness about the capabilities of AI, which was both a boon and a challenge for us. It made the market much more competitive. Yet, I'm reminded of how Facebook surged despite MySpace's early lead. We've faced technical challenges and pivoted based on customer feedback. We realized early on that the value lies in the data. While LinkedIn's API is restrictive, we sought ways to generate our data sets and gather user activity. Our primary focus is on relevancy. Many AI platforms produce generic outputs. However, we prioritize the uniqueness of each user, their interests, posting patterns, and audience. We use this to produce tailored content. In the long run, our plan is to reduce our dependence on external platforms like OpenAI and build our proprietary models and datasets. ##### **What were some significant milestones?** **Rob**: First and foremost, deciding to initiate the company was pivotal. I'm not the type to spread myself thinly across multiple businesses; when I commit, I immerse myself wholly. So, taking that leap and focusing solely on this venture was a major milestone for me. Secondly, securing access to LinkedIn's API was critical. It took us nearly 18 months to obtain the necessary access level. That time frame, in the realm of business growth, is significant. Thankfully, we've now established a solid rapport with LinkedIn. Lastly, collaborating with universities, particularly Manchester Metropolitan, proved transformative for us. We joined the AI Foundry program, which equipped us with the tools to devise unique AI features, independent of OpenAI. This proprietary technology truly differentiates us in the market. The outcomes of this partnership have been nothing short of remarkable, and we're eager to sustain this collaboration. ![](https://sfccapital.com/hubfs/Imported_Blog_Media/Vulse%20Team_1695905371.jpg) ##### **How have you approached hiring?** **Rob**: Building a team is challenging, especially when you're pre-revenue and haven't secured any investment. Yet, such constraints often drive the best decisions. It's crucial to bring on board individuals who resonate with your vision and long-term goals. We partnered with developers who were genuinely excited about our mission. They comprehended the challenge at hand and engaged in a services-for-equity deal. Such arrangements not only demonstrate their commitment but also enhance our prospects when seeking funds. Post-investment, our strategy was clear. Having collaborated with SFC, we implemented our hiring plan. We onboarded two developers essential for expanding our platform and also hired a marketing manager to spotlight our achievements. ##### **How was the fundraising?** **Rob**: The fundraising trail is both intriguing and intense. It's not a path for everyone; it's protracted and often gruelling. Yet, it's a transformative experience for entrepreneurs. The process equips you with invaluable skills, like mastering a compelling pitch deck, discerning investor priorities, and aligning with the right partners. For us, collaborating with entities like SFC, who genuinely share our enthusiasm, has been pivotal. Their grasp of our product and its potential has been invaluable. Ultimately, finding the right fit has been our key to success. ###### "We aim to be the first name that comes to mind for over 100,000 users when thinking about generating captivating content." ##### **What’s coming up for Vulse?** **Rob**: Our immediate plan is to close our funding round and then introduce our new version of Vulse. We aim for exponential growth and seek to disrupt the industry. We’re also keen on refining our AI features and expanding the platform. One of our goals is to integrate with other social networks, especially after addressing major challenges in the professional networking realm. We’re turning our focus towards other platforms and consumer-to-consumer markets as part of our growth strategy. Based on feedback from our MVP tests, we've pinpointed three essential features. First, our enhanced analytics stand out from the competition by providing in-depth insights. These analytics guide users in refining their LinkedIn post frequency and quality by analysing engagement metrics. We offer tips to enhance likes, comments, and overall engagement. The foundation for Vulse was addressing content ideation challenges. Users often grapple with content generation. Vulse assesses a user's tone and suggests relevant content topics. Users can input a specific phrase, like "raising investment as a startup," and Vulse will generate a tailored post. Our content is not only user-specific but also formatted to align with LinkedIn's algorithm. We've gleaned insights from over 100,000 LinkedIn posts to ensure users craft posts that engage their audience. Our goal is for Vulse to be the foremost platform for social media content creation worldwide. We aim to be the first name that comes to mind for over 100,000 users when thinking about generating captivating content. ##### **Where do you see AI going?** **Rob**: I believe the evolution might mirror that of social media. Initially, various networks emerge, but over time, larger players often absorb the successful smaller ones. Today, only a few primary social networks dominate the scene. Similarly, I think the AI sector will eventually consolidate with major entities acquiring the best applications. It's crucial to employ AI ethically, ensuring it benefits society. While some media outlets sensationalize AI's dangers, technology has always faced resistance. From fears of travelling by train to the advent of TV and the internet, each innovation faced scepticism. It's essential to harness AI responsibly to prevent unintended negative outcomes. For example, the movie Oppenheimer emphasized the significant impact and unintended consequences of technological advancements. Once the creators recognized their invention's power, some understood its potential damage. These historical lessons are vital. We've occasionally overlooked past learnings, but recognizing and understanding our history ensures we don't repeat mistakes. ##### **What’s your advice to founders who are just starting out?** **Rob**: If you've got a passion for something, then go for it! Looking back to 2015, I wish I'd planned and budgeted better, especially for marketing. However, facing such challenges makes you stronger and more resilient. So, my advice is to go for it. What is the worst that can happen? That is my kind of ethos. It’s not pretty, it’s not easy, but if it was easy, everybody would do it. So, if you’ve got a passion for something and you want to start a business then, absolutely, go for it! ## Related Articles 26 Oct 2023 [Startup Stories](https://sfccapital.com/blog/tag/startup-stories) ##### [Startup Stories: MeVitae](https://sfccapital.com/blog/startup-stories-mevitae) From Academic to Entrepreneur – Shifting Mindsets and the Future of Diversity & Inclusion We chatted... [Read More](https://sfccapital.com/blog/startup-stories-mevitae) 5 Jun 2023 [Startup Stories](https://sfccapital.com/blog/tag/startup-stories) ##### [Startup Stories: GrowGrows](https://sfccapital.com/blog/startup-stories-growgrows) From police work and cold coffee to scaling a sustainable babywear brand Journeying from the unlikel... [Read More](https://sfccapital.com/blog/startup-stories-growgrows) 30 Sep 2024 [Startups](https://sfccapital.com/blog/tag/startups) ##### [What Is An Investor Memorandum?](https://sfccapital.com/blog/investor-memorandum) Raising funds for your company can be a daunting, long and hard process, especially from seed stage ... 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This website is intended for  professional investors, high net worth investor or certified sophisticated investors only for the purposes of the FCA's Conduct of Business Sourcebook.; any reproduction of this information, in whole, or part, is prohibited. The content is for information purposes only and should not be used or considered as an offer or solicitation to purchase or sell any securities. Investment in early-stage companies involves risks such as illiquidity, lack of dividends, loss of investment and dilution. Investment in SEIS/EIS eligible companies should be considered as part of a diversified portfolio. The availability of tax relief depends on individual circumstances and may change in the future. The availability of tax relief depends on the company invested in maintaining its SEIS/EIS qualifying status. There is no assurance that the investment objectives of any investment opportunity will be achieved or that the strategies and methods described herein will be successful. The investment products cited herein may place capital at risk and therefore investors may not get back the full amount invested. Past performance is not necessarily a guide to future performance and the value of an investment may go down as well as up. Investors may not get back the full amount invested. Companies’ pitches for investment are not offers to the public and investments can only be made by members of SFC Capital. SFC Capital takes no responsibility for this information or for any recommendations or opinions made by the companies. Neither SFC Capital nor any of its employees provide any financial or tax advice in relation to the investments and investors are recommended to seek independent financial and tax advice before committing. 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This material is confidential and is the property of SFC Capital. © SFC Capital - 2026 ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Niklas Föltz, Marketing & Communications Manager", "url" : "https://sfccapital.com/blog/author/niklas-foeltz" }, "dateModified" : "2024-03-20T07:33:18.692Z", "datePublished" : "2023-09-28T05:32:00.000Z", "headline" : "Startup Stories: Vulse | SFC Capital", "image" : [ "https://sfccapital.com/hubfs/Imported_Blog_Media/banner_1695904917.webp" ], "mainEntityOfPage" : { "@id" : "https://sfccapital.com/blog/startup-stories-vulse", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject" }, "name" : "SFC Capital" } } ```