HTMLPub started as a test. The CEO and the director of engineering built it themselves, vibe coding their way through the features they wished Leadpages had, on a hunch about where the whole industry was going. AI was getting baked into every builder on the market, and their bet was that marketers would soon stop waiting for tools and start building their own campaigns.

Nobody at Embroker could tell me what made the company different. Not the execs, not the marketers, not even the sales team who talked to customers all day. I'd ask what set them apart from a competitor, and I'd get a pause, and then something that could have been printed on any insurance website.

Certn owned four companies on three continents, and not one of them looked like it belonged to the same business.

Every AI tool at the time looked the same. You typed something into a chat window, it handed you a finished thing, and it never told you how it got there. Surprise, here's your magic asset. Loop was the chance to build the opposite of that.

About 21% of people use AI at work at all, and obvious AI content quietly costs brands the sale. The trust and conversion numbers on when to use AI in marketing, and when it backfires.