Public relations for an accounting AI startup

Candis stands for digital invoice management with artificial intelligence. Thanks to the automated process, invoices practically take care of themselves and are also documented in the cloud completely and in an audit-proof way. The software is ready to use within a few minutes and is so user-friendly that accounting professionals and everyone else can use it without training. It is an intuitive piece of software in which everyone quickly feels at home. Our task was to prepare the brand and the product for maximum media impact and to place expert opinion on a range of topics. At the same time, we used the corresponding content for employer branding and communicated product news.

The media landscape around startups, artificial intelligence and software-as-a-service (SaaS) products is fiercely competitive. Many competing products and providers want to be mentioned in the most important mainstream media and trade magazines. The Covid pandemic in particular has made the market for software solutions for businesses boom: patent applications in artificial intelligence (AI) alone have risen sharply in recent years. From 2017 they were in the five-digit range, and since last year they have even reached six digits.

Our job was to pick out Candis’s unique selling points and present them as effectively as possible in press releases. With a mix of the founder’s industry-relevant expertise and internal company news about product innovations, we clearly sparked media interest. In addition, our strategy relied on interviews with specialist media to go into depth on various topics.

The result of our joint work was 21 stand-alone articles about Candis, including in Germany’s most important startup and technology media, within a short period of three months.