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Every B2B founder knows the drill: you build something incredible, then realise nobody cares because nobody knows you exist. You’re knee-deep in code, product iterations, customer calls – and somewhere in that chaos, you’re supposed to become a content creator too.
The ones who try end up hiring ghostwriters who don’t understand their tech, or burn hours crafting posts that sound nothing like them. The irony? In 2025, when building a product takes weeks thanks to AI, distribution is the actual bottleneck.
Enter Sachi Gupta and Vedant Kunte, co-founders of Thinkly Labs. Their product North is an AI system that turns your daily work into LinkedIn content without you lifting a finger.
How North works: your AI intern that actually listens
North is your content brain for b2b sales.
Forget prompts. Forget staring at blank text boxes. North plugs directly into your workflow, including Slack, Notion, Jira, and meeting recordings, as well as whatever you already use – and learns from what you’re already saying.
Whatever you’re talking about in your physical world gets created for your digital world.
The platform creates a digital footprint from your podcasts, interviews, and past content, then dynamically updates as you work. Team pep talk? Product pivot discussion? That becomes a post. The AI doesn’t just scrape words – it captures your voice, your tone, the way you actually think.
The result: 4-5 posts per week, tailored to LinkedIn’s psychology, ready to publish with minimal tweaking. Or none at all, if you’re confident enough.
What makes this different from the dozen other AI content tools? Two things Thinkly has obsessed over: sourcing and authenticity. They’ve cracked how to pull meaningful insights from your tech stack instead of generic thought dumps, and how to make AI sound like you – not like a marketing intern who just discovered buzzwords.
A ghostwriter is never going to understand biochemistry as well as a deep tech founder. But AI can.
The bootstrapped effort that got them here
Sachi and Vedant aren’t your typical SaaS founders who raised a pre-seed and hired a team. They started with zero runway in May 2024. Just two 24-year-olds who’d worked together at Deloitte, knew each other since college (Mumbai University), and had one serious conversation: Why aren’t we building something of our own?
They quit their jobs. No savings buffer. No investor meetings. Just a plan to extend their runway by any means necessary.
By July, they’d launched an agency model, deploying AI solutions for clients to pay the bills while testing ideas. Through that work, they kept hitting the same wall: founders and B2B teams needed content strategy, but existing tools weren’t solving the core problem. That’s when North crystallised.
Four months in, they’ve gone from broke to profitable, onboarded six design partners, and are now hiring. Their target? Hit product-market fit by December.
We’ve earned money from day one. We’ve never done anything just as a case study.
That discipline shows. They keep a lean team, currently four people, and they only hire when someone can genuinely take ownership. Their interview questions? What have you done that you’re most proud of? And can you find answers yourself, or do you need handholding?
Why this matters beyond LinkedIn posts
Content isn’t just vanity metrics. For B2B companies, visibility on LinkedIn is currency. It’s how you start conversations before cold emails. It’s how buyers discover you exist. It’s how you build trust in a world where everyone claims to be AI-powered.
But creating that content, consistently, authentically takes time that founders don’t have. Agencies cost thousands and still miss the nuance. Freelance ghostwriters need constant direction. DIY means choosing between shipping features or writing hooks.
Thinkly’s bet is simple: if they can make content creation truly zero-lift, founders will actually do it. And if founders do it consistently, LinkedIn becomes a sales engine, not a chore.
Their competitors fall into three buckets: YC-backed AI tools that still sound robotic, signal-based outbound platforms like Clay, and traditional agencies that charge a premium. None integrates directly into a founder’s workflow the way North does.
Right now, Thinkly is in the co-building phase, refining the AI engine with their design partners to hit 99% authenticity (currently at 75%). Pricing isn’t finalised yet, but the value prop is clear: automate distribution so you can focus on building.
What’s next for Thinkly Labs
Beyond launching North publicly in October, Thinkly is running a parallel agency business that funds its product development. They’re deploying AI agents for clients in similar spaces, which gives them cash flow and market insights.
Their internal goal is ambitious but grounded: hit PMF by year-end, scale the team with people who match their energy, and prove that founders don’t need to choose between building products and building audiences.
If you’re just posting things everyone talks about, like jumping on the Coldplay hype train, you’ll blow up for a week. But it won’t compound into anything. Your goal should be: deliver value frequently, like how you build your company.
Read more about them on their LinkedIn.
Thinkly Labs is featured in The First Brick series. The series highlights promising early-stage companies.
What are your thoughts on Thinkly Labs? Tell us in the comments below.
Did you read our last article on Eluxier, a D2C Skincare startup by Praveen and Priyanka? Read it here.
