Why I built Specter

I’ve spent the last 20 years building and running SEO sites. In that time I’ve used just about every CMS and tech stack there is — and the one I’ve had the most success with, by a wide margin, is Ghost.

I’m not writing that as a pitch. I currently run multiple Ghost sites that generate real, meaningful revenue — and I run them using this exact system. Specter isn’t a tool I built and walked away from; it’s the tool I use every day on my own money-making sites.

The reason it exists is simple. Ghost is excellent for publishing, but its editor is a closed box. When you’re operating sites at scale — rewriting intros, generating meta descriptions, fixing metadata, optimizing titles for search across hundreds of posts — clicking through a web editor one post at a time is a non-starter. I wanted my content as local markdown so I could edit it in my own tools, run AI passes over the whole archive with Claude, ChatGPT, and Gemini, and push everything back safely. So I built it. Then I cleaned it up and turned it into a product.

That’s the whole story: a tool I needed for my own work, productized for other people running Ghost seriously.

Who’s behind it

Specter is built by Axel Antas-Bergkvist under Brilliant Rebels — an indie studio building AI-native software for people who want tools that simply work better. Clean, focused, effective. The belief behind it: software should empower, not constrain.

Company: aabergkvist AB (trading as Brilliant Rebels) Swedish company reg. 559317-4948 · VAT SE559317494801 Stålverksgatan 1, 302 50 Halmstad, Sweden

Get in touch

If you run Ghost sites and want to edit them the way I do, that’s exactly what Specter is for.

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