Built by operators. For operators.
Reels Engine was built because we ran a portfolio and couldn't find a tool that understood what that meant.
I left IBM in 2007 to build my own businesses. Twenty years later, our portfolio runs across 20 brands and over $25M in annual revenue across Amazon, TikTok Shop, and Shopify. We figured out brand-building as operators, not as theorists.
For years we ran our daily content production through a patchwork of tools: AI generators that didn't understand brand voice, schedulers built for solo creators, spreadsheets that fell apart by week two, and a constant fight to stop content from sounding the same across brands or worse — getting cross-published to the wrong account.
Eventually we stopped looking for the right tool and built it ourselves. Reels Engine runs our own daily content factory across 9 active production brands. Every reel that ships is reviewed and approved in 30 minutes. Every dollar of AI spend is governed by per-brand caps. Every brand stays in its own lane.
Now we're opening it up. If you're running a portfolio and tired of the duct tape, we built this for you.
— Neil Twa, founder
How we operate
Cost transparency, always.
Every dollar of AI spend lands in your audit ledger. Per-brand caps are real, not theatrical. We'd rather you ship fewer reels than burn unexpected spend.
Brand isolation by default.
Cross-brand contamination is the bug class we built the platform to eliminate. Every action is brand-scoped from the data model up. There is no "default brand" to leak through.
Human approval before publish.
Auto-publish is opt-in per brand, per format, after you've seen enough output to trust the pattern. The system defaults to manual review until you say otherwise.
Customer owns the content.
You own every Reel produced. You own the brand kits we generate from your inputs. You can export everything and walk away in 30 days.