Questions we get asked

The loop a marketing leader would run, running on your company. It starts with an honest audit of where your marketing stands, turns that into a strategy and a 90-day plan with real pipeline math, then shows up every Monday with three priorities and the work already drafted. Founder posts in your founder’s real voice and full campaigns from one brief are the hands that do the work.

Your site, the way a stranger would. Your competitors’ homepages. And about ten minutes of honest answers from you — stage, sales motion, revenue, deal size, and the hours you really have. From that it places you on the go-to-market ladder, runs the pipeline math against your goal, ranks channels for your motion, and names the biggest leaks. Plainly, no padding. It’s free, one audit per brand.

Every Monday, in your inbox and in the app: three priorities pulled from your plan, why they matter, what moved in your market since last week, and one decision to make. The work arrives already drafted — one click takes a priority to a ready campaign. It reads your plan, your plays, and your latest check-ins, so it never asks you to catch it up.

A play is one channel bet from your plan — founder posts on LinkedIn, a cold outbound sequence, a launch — sized to the hours you actually have. Every play runs on a clock. When it’s had a fair shot, Kindling makes the call: cut it, double down, or give it more time — with the reasoning shown, and every call saved to your decision log. That’s the part of a marketing leader’s job nobody else automates.

Into your account, and nowhere else. Your check-ins — conversations started, deals moving, what closed — feed the plan and the Monday briefing so the math stays honest. They’re stored encrypted, scoped to your account, never used to train AI models, and you can delete them anytime.

Yes — the public parts. The audit walks their sites the way a prospect would, and the briefing notes what moved in your market: pricing changes, new positioning, launches. Public pages only, read the way anyone could.

Once a week, your founder gets one good question by text. They answer with a voice memo — from the car, the walk, wherever. Kindling turns it into drafts in their voice, checks every one against your brand, your message, and your industry’s rules, and sends them for approval. One tap and it ships.

That’s the whole point. The voice profile starts from their real posts and interviews, and learns from every edit you make. No clichés, no filler, nothing they wouldn’t say out loud. If a draft doesn’t sound like them, edit it — Kindling remembers.

Every draft passes three checks before anyone sees it. On message: it matches your positioning and this week’s plan. On brand: it reads like your company, not like software. In compliance: it catches the things that cause real trouble — unreleased numbers, customers named without permission, claims your industry regulates. Flags always arrive with a safe version already written.

No. Capture happens over text messages and a browser link. Approvals are one tap from their phone. Marketers work from Slack and email. Nobody has to live in another tool.

LinkedIn and X publish directly once connected — one tap and it’s live. Substack and blog content arrive fully written, ready to paste. More channels as early access grows.

Yes. Every week of posts and every monthly letter is saved to your account’s story bank — available on any device, to both the founder and the marketer. Open any past week to copy, reuse, or pull highlights into the monthly letter. Speech transcripts are never stored; only the finished drafts.

The guardrails flag it before it goes anywhere, explain why, and offer a version without the problem. Flagged drafts route to your marketer for review. Nothing publishes without a human tap.

You, always. Your marketer sets the controls: what ships freely when every check passes, and what always needs review. Nothing goes out without human approval.

Your content and voice profile are stored encrypted, scoped to your account, and visible only to your team. Voice memos are used to draft your content — nothing else. You can delete your data anytime.

No. Content generation runs through an API that does not train on your data. Your founder’s voice belongs to your founder.

The audit is free — that’s Spark. Flame ($79/month) adds the strategy, the 90-day plan, and Monday briefings. Bonfire ($399/month) runs the whole loop, founder voice and monthly office hours included — the founding cohort pays $299, locked for as long as they stay. Right now everything is free in early access; when billing turns on, founding teams keep their rate and get 30 days’ notice.

No.

Still here. One brief becomes a coordinated campaign — blog, email, social, launch content — in the same voice, on the same message. Founder voice and campaigns move on one arc.

B2B startups where one founder has the stories and one marketer is doing everything else. Also founders with no marketer at all — same product, simpler flow. US companies first.

They write when you tell them what to write — you bring the strategy, every time. Nobody else runs the loop: the audit, the plan, the Monday briefing, and the call on every play. Kindling decides with you, then shows up with the work already drafted.

A ghostwriter costs $2,000–$15,000 a month and still needs your founder on a weekly call. Kindling needs five minutes of voice memos, checks every draft against your rules, and covers X, Substack, and the blog too. See the full comparison on our compare page.