A co-founder of a Manchester-based SaaS platform has opened up on the factors that led to the company’s decision to close for good after two years.
Liam Brennan, who launched ‘passion project’ GhostPosts.ai alongside fellow entrepreneur Paul Wilshaw, knew he had reached a crossroads and had got to the point where it was double or nothing.
“We reached a point where we either needed to double down and give it the full attention it deserved, or accept that we couldn’t take it where we wanted to,” he said.
The duo started the business having designed a tool aiming to make AI-generated content accessible, affordable and sustainable for small business owners and founders.
However, with consultancy work and other projects demanding more of his focus, the Manchester-based entrepreneur made the difficult decision to shut down the platform. He has pledged to donate all remaining profits to a UK digital inclusion charity.
GhostPosts.ai will officially close on 3rd September, having brought together the pair’s values of inclusivity and environmental responsibility, using large language models (LLMs) to generate social posts, blogs and scripts whilst keeping pricing deliberately low.
The real story though, Brennan suggested, was about the reality of building SaaS on the side in an increasingly crowded AI sector.
He added: “Honestly, time was the biggest factor.
“GhostPosts was always a passion project Paul and I ran alongside our other commitments, but over the past year my focus has shifted heavily towards supporting our consultancy clients.”
Early traction, limited bandwidth
Although the platform attracted a loyal user base and benefited from the early excitement around AI content tools, Brennan admitted that it was difficult to grow at the pace required to make it truly sustainable.
“We had steady growth early on, especially when people were curious about AI content tools, but we deliberately kept our pricing low to make it accessible,” he explained.
“That meant it was always a volume play and because GhostPosts was never full-time for us, we didn’t push the kind of aggressive marketing we would have needed to scale,” he said.
“When we started GhostPosts, AI content tools were exciting and new: there were less than 10,000 apps on There’s An AI For That.
“Within months, the market became flooded and cutting through the noise was definitely harder than we expected.”
There are now more than 40,000 tools listed on the There’s An AI For That platform.
Lessons from the journey
Manchester is becoming a hotspot for its thriving tech scene.
Not only that, but it is harnessing the power of networking and communication to build a strong ecosystem, something Brennan said he could have benefited from.
“I think we would’ve brought on more collaborators earlier,” he admitted.
“People who could help with growth, development and marketing while we focused on the tech and vision.”
He was also clear that running it as a side project ultimately limited what it could become, with other commitments taking up a lot of time.
He added: “Yes, without a doubt [it limited it]. Building a SaaS product that competes in such a fast-moving space requires focused intention and speed.
“For us, GhostPosts was a creative outlet; a way to test ideas and learn, whilst showing others what might be possible.”
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Venturing elsewhere
Brennan continues to run his consultancy business, Left Foot Forward, and has also been investing time into The Plotcast – his podcast born from reclaiming a long-awaited allotment plot.
“Busy is an understatement, but busy is also good!” he said.
“Right now, The Plotcast is pure passion… While I’m exploring sponsorships and funding longer term, I want to keep it authentic and community-driven first.
“If it grows into something bigger, great. But at its heart, it’s about connection.”
Values over revenue – and giving back
The decision to donate remaining profits to a Manchester-based digital inclusion charity was deeply aligned with GhostPosts.ai’s mission.
Brennan explained: “From day one, GhostPosts was about accessibility. Making it easy and affordable for anyone to get their ideas out there.
“We’ll be donating to https://www.all4inclusion.org/ – a Manchester based CIC which does incredible work helping people and communities across the UK.
“I grew up in a home where difference was the norm. My biological mum was a foster carer, and over the years, I had more than 60 siblings come through our door, most with some form of disability.
“Each one had their own story, their own challenges, and their own needs. Living in that environment taught me very early on that no two people experience the world the same way and that the systems we build need to work for everyone, not just the majority.
“I think growing up in that environment hardwired me to see potential where others see limits. Whether it’s giving someone a voice, breaking down barriers, or making space for people who are often excluded, it’s all connected.”
Neurodiversity and workstyle
Brennan has often spoken about being neurodiverse and how it influences his working life.
“Neurodiversity definitely shapes how I work,” he said.
“I’ve always had lots of ideas bubbling at once, and I thrive when I can switch between different kinds of problems.
“Sometimes it’s chaotic, but I’ve learned to lean into that instead of fighting it.”
His businesses tend to follow a social-impact thread – something he credited to his upbringing and worldview.
“I’ve always been more interested in solving problems than chasing numbers.
“Revenue matters, of course, but for me, success is when something you’ve built genuinely makes life a little easier for someone else.”
A different kind of entrepreneurial success
Despite having built and run businesses before, Brennan said this experience has reshaped how he thinks about collaboration and ambition.
“GhostPosts reminded me how important it is to know your own strengths and limitations,” he told BusinessCloud.
“I thrive when I’m working alongside others, especially people who can challenge me, pressure-test my thinking and sometimes tell me when an idea’s too ambitious or complex.”
He further explained that he wants to work in environments where bold ideas meet diverse perspectives.
He continued: “That’s where I’ll be placing myself next: collaborating with people who aren’t afraid to tackle problems that look unsolvable at first glance.”