CasePilot: LinkedIn content for a mortgage-tech start-up
Mortgage brokers are a hard audience for AI software. They work in a regulated industry, they answer for every case they submit and they've heard plenty of big promises from technology before. When CasePilot asked me to create its LinkedIn content from launch, the job wasn't to make noise. It was to explain, one post at a time, what the product does and why the broker stays in charge.
Project snapshot
Client | CasePilot, a UK document-checking tool for mortgage brokers |
Services | LinkedIn company page set-up, content planning, copywriting and post design in Canva |
Delivered | A branded company page, a launch post and more than 30 posts at two to three a week, including document-style carousels |
See it |
The product
A mortgage case comes with a mixed pack of documents: payslips, bank statements, ID, tax documents and proof of address. CasePilot sorts them, pulls out the key details, cross-checks them across files and flags anything missing or inconsistent for the broker to review. It launched in beta, so the page also had to build interest before most brokers had tried it.
The brief
Set up CasePilot's LinkedIn company page and run it from launch, writing and designing every post.
How I planned the LinkedIn content
One feature per post
A product like this is easy to oversell in a single launch announcement. So after the launch post introducing CasePilot to brokers, I planned a series of posts going out two or three times a week, each explaining one feature in plain terms. The series covered:
organising cases with more than one applicant
cross-checking income across payslips and bank statements
document validation
tracking a case's progress live
signing in with a Microsoft account
fraud detection and transaction screening
A planner the client could sign off
I wrote and designed every post myself in Canva. Each one went into a shared content planner with its caption, a link to the Canva design and an approval status, so the CasePilot team could review and sign off everything before it went out.
Carousels that show the workflow
Some ideas are easier to follow page by page than in a paragraph. I designed document-style carousel posts, including a six-page walkthrough from a folder of mixed files to a case ready for review, and an eight-page piece on keeping case review consistent.
Keeping the broker in control
Every post carries the same message: the technology handles the repetitive document work and the broker makes the decisions. In a regulated industry, that matters more than any claim about speed. Posts end with a question to invite brokers into the conversation, and the hashtags stay consistent so the content builds up under the same topics.
What CasePilot has now
A company page that looked established from its first day and a growing library of posts the team can point brokers to when they ask how the product works. Each feature post doubles as a short explainer that can be shared in a message or after a demo.
The CasePilot team has told me the page has brought in more enquiries, and the posts regularly draw compliments.
Need help explaining a technical product?
I plan, write and design social media content for businesses whose products take more than a slogan to explain. Have a look at my social media and content service, read how I structured a launch website for another AI product in the humans. case study or get in touch.
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