Know where you stand
Track your business in AI answers, compare relevant competitors and explore the topics and sources behind your visibility.
AI answer monitoring · Competitor comparisons · Source analysis
Meet the founders
About Ghostart
We built Ghostart to put a business's expertise to work in AI search. Visibility tracking, strategy, writing and publishing work together, so owners and their teams can understand the opportunity and do something useful about it.
Our mission
We're building Ghostart to lead the market in AI visibility for businesses and their teams.
That means giving you a clear view of where your business appears, useful work to act on, and the tools to get it published. Your team's knowledge should help shape every stage.
Ghostart learns your business context and individual voices, helps you research and draft, and gives you writing feedback through the Beige-ometer. You can publish through supported connections and return to your latest visibility observations.
Our standard is practical: useful advice, writing you can stand behind and results you can inspect.
Quick answers about Ghostart
What is Ghostart?
Ghostart brings AI visibility, business strategy, writing and publishing together. Find opportunities, put your team's expertise to work and track your business's presence in AI answers. It checks ChatGPT, Claude, Perplexity, Gemini, Google AI Overviews and AI Mode, with coverage and check frequency set by your plan.
Who is Ghostart for?
Ghostart is built for:
- owner-led microbusinesses of 1 to 10 people, where the founder is the expert, the salesperson and the marketer
- small businesses of 11 to 50 people, where a marketing lead coordinates a handful of specialists
- larger businesses bringing their employees into content and AI visibility work
- agencies who use Ghostart on their clients’ behalf to build AI visibility
Ghostart gives these teams a repeatable way to use their expertise in content and AI visibility work.
Where does Ghostart operate?
Ghostart is remote-first, with the founding team based in London, Brighton and the French Alps. It's built for businesses anywhere, with an initial focus on English-speaking markets.
Who founded Ghostart?
Ghostart (Ghostart Ltd) was founded by Nigel Jay Cooper and Andrew Seel, who operate it as co-founders.
Key facts
- Product: Ghostart, an AI Visibility / GEO (Generative Engine Optimisation) platform
- AI tools covered: ChatGPT, Claude, Perplexity, Gemini, Google AI Overviews and AI Mode, with coverage and check frequency set by your plan
- Team: remote-first — London, Brighton and the French Alps
- Focus markets: English-speaking markets
The complete workflow
AI visibility built around your business.
From understanding the opportunity to getting the work published, Ghostart puts your business and its people at the centre.
Find your next opportunity
Build a strategy around your business, audiences and buyer questions. Turn findings into practical website, listing and content work.
Business context · Buyer intent · Website and listing recommendations
Bring your people into the work
Capture individual voices and use your own reference material. Give founders, marketers and specialists a way to contribute what they know.
Personal and company voices · Reference material · Team collaboration
Create content with substance
Research, draft and refine work around the questions that matter to your business. The Beige-ometer highlights generic phrasing and opportunities for more specific detail.
Ideas and drafting · Research · Writing diagnostics
Take good work into the world
Create website content, articles, LinkedIn posts and more. Schedule personal LinkedIn posts, publish through WordPress or Ghost, or copy your draft to another channel.
Multiple formats · Connected publishing · Scheduling and copy-out
Choose what to work on next
Record published work, return to your latest visibility observations and track AI referrals with the website tracker connected. Use what you learn to decide your next step.
Publication follow-up · Visibility trends · AI referrals
Our experience at Togethr
Ghostart is built on the foundation of Togethr, one of the UK's first employee advocacy platforms. We launched programmes for John Lewis & Partners, the Post Office, BT, Waitrose, Barclays and Iceland, and trained hundreds of professionals to find their voice.
Working directly with those teams taught us where people need help: choosing what to say, bringing their experience into the draft and feeling confident enough to publish. Those lessons shape how Ghostart works.
Trusted by Leading Brands
John Lewis & Partners, Post Office, BT, Capgemini
Hundreds Trained
Professionals coached in authentic professional writing
Proven Results
Award-winning social media and content marketing
Why we built Ghostart
After the advocacy years, we built Ghostart to help people write with their own experience and voice. We'd seen the difference that personal input made in the teams we worked with.
As buyers started using AI platforms to research businesses, we expanded the product. Owners needed help understanding where they appeared and deciding what to do next.
We brought visibility measurement and business strategy together with the writing tools. Individual voices remain part of the product because a founder, salesperson and technical specialist each have experience worth sharing.
And the market told us the same thing to our faces. In June 2026, through our SME consultancy The Foundry, we ran a workshop in Morzine called System Error — a room of local business owners getting their AI set up, most for the first time.
We discussed how businesses could appear when a customer asks an AI assistant for help. The workshop reinforced the work we were doing with Ghostart: helping owners understand their visibility and decide what useful information to publish.
The new Ghostart brings that work together. You can inspect your business's AI visibility, choose relevant questions, improve public information and create content with your team. Publishing tools and follow-up observations help you keep the work moving.
How Ghostart got here
2023 — Avoiding AI Beige
Started building a platform to help writers create with AI without sounding generic.
2024–2025 — Voice-Preserving Scale
Released voice-preserving content tools, published The Beige Code, and hosted the Beyond the Beige summit.
2026 — The GEO Platform
Evolved into a full AI visibility platform — Generative Engine Optimisation (GEO) — for small businesses to get found by AI.
Meet the founders
Nigel Jay Cooper
Co-Founder • Author • Product builder
"I care about language that reveals something true — not language that performs."
Nigel is a published British literary fiction author and a writing coach. He builds Ghostart's Canvas workflow and Beige-ometer authenticity diagnostic, combining a writer's ear with software engineering.
Builder background
Channel 4 Television writer/editor · Founder of Qube Media (£1M+ agency) · Co-founder of Togethr
Author credentials
Co-author of The Beige Code (with Andy Seel) · Author of Beat The Rain, The Pursuit of Ordinary, and Life, Slightly
Andy Seel
Co-Founder • Author • Systems & product origination
"I notice what's holding people back, then reshape things so they can bring more of themselves to the table."
Andy translates between technological capability and human behaviour, focusing on creative Agency scaling, employee confidence, and structured knowledge systems.
Author & summit credentials
Co-author of The Beige Code (with Nigel Jay Cooper) · Creator and host of the Beyond the Beige summit
Systems & Product Origination
Pioneered social and community-driven marketing models · Employee advocacy training systems
Human-Centred Behaviour
Focuses on user confidence, systemic friction, and preventing speed from eroding authentic value.
Our New Book
The Beige Code
Why your content is clear, professional and totally forgettable (and it's not all AI's fault)
By Andy Seel and Nigel Jay Cooper — Ghostart's co-founders
Nobody sets out to be boring. But professional content keeps converging on the same safe, polished, strangely lifeless middle ground. AI gets the blame — but the problem started long before ChatGPT.