About Ripply

We built Ripply becausewe lived the problem.

Before Ripply was a product, it was a frustration. Marketing creates great content. Employees have valuable networks. But getting the right content through the right people still takes far too much chasing, rewriting and admin.

FOUNDERDarren Westall

Former CTO at Broadbean. Later co-founded Paiger. Ripply is the product built from what those experiences taught him about employee-powered distribution.

01 · BROADBEANWhere the problem showed upA recruitment technology company where one simple sharing request exposed the friction.

→

02 · PAIGERWhere we proved the modelThe SaaS business where employee-powered distribution became part of the operating system.

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03 · RIPPLYWhere it became the productA distribution engine built specifically for B2B Marketing teams.

The moment that started it

It started with a simple request: “Can you share this on LinkedIn?”

Darren Westall, Ripply's founder, was CTO at Broadbean, a recruitment technology company. Marketing would send him content and ask him to share it with his LinkedIn network. Sometimes he simply didn't.

Not because he didn't care. Sharing meant stopping what he was doing, reading the content, deciding whether it was relevant, working out what to say and finding time to post it.

That small moment exposed a much bigger problem: companies already have content and employees already have reach, but there is too much friction between the two.

The insightEmployee advocacy should not depend on people remembering to do extra work. The system should make the right action easy.

From friction to distribution

Marketing09:14 · Internal

•••

THE OLD WAY

Can you share this on LinkedIn?

We've just published a new customer story. Would you mind putting it out to your network today?

× Delete

remove the workkeep the intent

RipplyREADY

THE NEW WAYPersonalised employee post ready to share

Relevant to the employee. Written in their voice. Marketing approved. One click away.

EditApprove & share ↗

Problem experienced firsthand→Model proven in SaaS→Ripply productised it

So, what is Paiger?

You don't need to know Paiger.
You benefit from what it taught us.

Paiger is the SaaS business Darren later co-founded. It became the proving ground for the idea: make employee distribution relevant, personal and easy enough to become part of how a business operates.

THE COMPANYA multi-million-pound SaaS business

Paiger gave the team years of real-world experience building software, selling it, supporting customers and learning what actually drives employee participation.

THE CONNECTIONThe idea behind Ripply was used in practice

Instead of asking people to create from scratch, the system reduced the work between approved company content and an employee's network.

THE REASON IT MATTERSRipply starts with lessons already learned

Ripply isn't a theory about how employee distribution might work. It packages the strongest operating lessons into a product for B2B Marketing teams.

THE BIGGEST LESSONMake the right action the easy action.

The employee should not need to hunt for content, rewrite it, remember to post it or work out whether it is relevant. Remove those jobs and participation changes.

Relevance beats broadcast.

Don't send everything to everyone. Match the story to the people whose expertise, team and network make sense.

Personal beats copied.

People are more likely to put their name against something that sounds like them, not a corporate caption duplicated across fifty profiles.

Marketing keeps control.

The brand should control the source, guardrails and approval without turning every employee into another workflow to manage.

Measure what travels.

Distribution becomes infrastructure when you can see who participated, what travelled and which content actually drove the click.

PROVEN BEYOND OUR OWN TEAM

NES FIRCROFT200+ employees used the employee-powered distribution model at global scale.

SEE THE EVIDENCERead the NES Fircroft case study →

Why Ripply exists now

The problem got bigger. So did the opportunity.

B2B teams now create more content, in more formats, than ever. The expensive part is not always creating another asset. It's getting more distribution and more useful life from what Marketing has already made.

Your company page is only one network.

Your employees collectively reach audiences your brand account never will. Ripply makes those networks usable without turning Marketing into a chasing function.

Your best content has more than one useful life.

Ripply finds, stores, repurposes and resurfaces content so a customer story, webinar or insight can keep creating distribution long after launch week.

AI can remove the busywork without removing control.

Matching, drafting, repurposing and scheduling can happen automatically. Marketing still decides what represents the brand.

What all of that became

One content engine. A much wider ripple.

Ripply discovers useful content, keeps it in the Vault, matches it to the right people, personalises the message, creates branded formats, schedules distribution, gives Marketing approval and tracks what happens next.

Book a demo ↗Explore Ripply →

DISCOVERFind the content worth another audience.

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PREPAREPersonalise the message and create the format.

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DISTRIBUTEPut it through the right employee networks.

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MEASURETrack the ripple back to the click.