MissingLettr

MissingLettr is the social media automation platform Mutant Labs bootstrapped from Edinburgh, Scotland in 2017. It solves a specific problem: a business publishes a great blog post, shares it once on social media, and it disappears forever. MissingLettr automatically turns every new blog post into a 12-month social media drip campaign — generating 9 scheduled posts spread across a year that quote excerpts, statistics, and calls-to-action from the article, with suggested images from the post. The platform grew to $1M+ ARR with a small team by targeting content marketers and business bloggers who invested in writing but got minimal social ROI because they only promoted each post once. The fully automated campaign generation — paste your RSS feed URL, and MissingLettr generates all 9 posts for review with one click — meant the incremental effort per post was almost zero once set up. MissingLettr's Curate feature (a content discovery tool where users find and share industry articles from a community feed) expanded the product beyond their own content.