There are 5.7 million small businesses in the UK. Almost all of them know they should be posting on social media. Most don't.
It's not a creativity problem. It's a time and expertise problem. The gym owner in Nottingham doesn't have 3 hours a week to write captions, design graphics, and figure out what to post. The options are either do it badly yourself, pay an agency £500/month, or just don't bother.
That's the gap rheos.app fills.
What Rheos actually does
Rheos is an AI-powered content app. You give it your brand — your business info, visual style, tone of voice — and it creates social media content that actually sounds like you. Not generic AI slop. On-brand, on-strategy posts with text, images, carousels, and video.
The key difference from other AI content tools is the formula system. Instead of just saying "write me a LinkedIn post," the AI works with structured content strategy — intent, hook, CTA combinations that encode what makes content perform. It's the difference between a random prompt and a repeatable process.
You create content, preview it exactly as it'll look on each platform, schedule it or publish immediately. Instagram, LinkedIn, and more platforms coming.
Why we built it this way
Most AI tools bolt AI onto existing workflows. We built Rheos AI-first — every feature assumes the AI is doing the heavy lifting.
Brand identity isn't just a settings page. It feeds into every generation call. When the AI writes a caption, it knows your tone, your audience, your industry, your visual preferences. When it generates an image, it matches your brand palette and style.
Onboarding is where most AI content tools fall apart — asking users to manually fill in dozens of fields about their brand. Rheos uses smart website crawling and AI-powered imports to do this for you. Paste your website, your Instagram, your Google Business profile — Rheos reads them, understands your brand, and sets everything up automatically. By the time you see the dashboard, the AI already knows who you are.
The content formula system means users aren't starting from a blank page every time. They pick an intent (educate, promote, engage), a hook style, and a CTA — and the AI generates within those guardrails. It's structured enough to produce consistent results, flexible enough that every post feels different.
Where we're at
We started building in September 2025. My co-founder Hugo and I — both technical, both using Claude Max daily. Hugo focuses on AI model training and the mobile app. I build everything else.
7 months in, the product is live and open to the public. Content creation, multi-platform publishing, scheduling, billing — all working. Mobile app in progress. We're onboarding businesses in Nottingham and Derby first, iterating fast based on what real users actually need.
What's next
More platforms, more content types, and getting the mobile experience right. Most small business owners aren't at a desk when they think "I should post something." They're on site, on the go. The app needs to meet them there.
Why this matters
The marketing industry has the same problem every professional services industry has — the tools are either too simple or too expensive. There's no middle ground for the business that needs professional-quality content but can't justify a marketing hire.
AI changes that equation. Not by making marketing people redundant, but by making their expertise accessible to businesses that could never afford it. That's what we're building.