Why I built Specter — and who's behind it

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 I’ve operated revenue-generating sites on Ghost, WordPress, and Shopify alike.

I’m not writing that as a pitch. I currently run multiple 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. Every CMS editor is a closed box that only ever shows you one post. 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 whole archive in one place where AI could run across all of it, and where I could see every change before it touched the live site. So I built it for myself, then turned it into a product.

Today the main way to use Specter is the hosted workspace: connect your Shopify, WordPress, Ghost, or Webflow site in the browser, run AI recipes across the whole archive, review every change as a diff, and publish back — nothing to install. Subscribe now and your workspace opens with 500 free credits; only AI runs spend them, and browsing and reviewing are free.

There’s also a desktop and open-source edition for people who want the engine on their own machine, with their content as plain markdown files on disk. Same round-trip, running entirely on your Mac. I built that first — it’s still how I keep some of my own sites — but the workspace is where most people should start.

That’s the whole story: a tool I needed for my own work, productized for other people running sites 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 content sites and want to edit them the way I do, that’s exactly what Specter is for.