APEX Invest
Two social channels, no dedicated marketer, and a choice between hiring one or staying invisible.
a year in avoided headcount
- Trigger.dev
- n8n
- Airtable
- Supabase
- OpenAI
- Vercel
Where they were
A UK FinTech platform posting to two social channels, fitted around the day jobs of people hired to do something else. Growing the presence meant hiring a social manager the business did not want to carry.
What was broken
Two channels was as much as the team could sustain, and even that slipped whenever the product got busy. The realistic options were a dedicated hire at around £32,000 a year fully loaded, or accepting that the company stayed invisible on seven platforms where its buyers actually were.
What we built
- InOne approved brief
- BuiltReformatted per platform
- OutPublished across every channel
A content calendar in Airtable as the single place anything is planned, so the pipeline is visible rather than living in someone's head.
Topics planned against the calendar rather than chosen the morning they are needed, so the mix stays deliberate as volume grows.
Research and fact-checking before drafting, which in financial services is the difference between publishing more and publishing something the firm has to retract.
Drafts generated in the company's own voice from a brief, then reformatted per platform rather than cross-posted identically.
A human approval gate before anything publishes: non-negotiable in financial services, and the reason this could be automated at all.
Scheduled distribution across nine platforms, each with its own timing and format.
Performance written back to the calendar, so what worked informs what gets briefed next.
What it did
Measured after go-live, over 6 months.
- Avoided headcount, a year
- £32,000
- Active platforms
- 2 → 9
- Less time spent managing social
- 88%
- Impressions within 60 days
- +42%
- Of content work handled a year
- 4,160 hrs
- Content team equivalent, never hired
- £76,000
"We expanded from 2 to 9 platforms while cutting our team's social management workload by 88%. It completely eliminated the need for a dedicated hire."
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