Hurree: Building a Founder-Led Brand Through Conversations That Matter

The Client

Hurree is a human-first data analytics platform reimagining how teams interact with information. Built on a proprietary tech stack developed entirely in-house, the Belfast-based company focuses on making data simple, secure, and genuinely useful for the people working with it.

Founded by CEO Aaron Gibson, Hurree is guided by clarity, care, and practical innovation. Their mission is to remove the noise and complexity from analytics, creating a platform that feels accessible rather than overwhelming.

The Challenge

Hurree came to PepTalk with a clear goal: to build brand credibility through meaningful thought leadership and storytelling. As an emerging SaaS company in a crowded market, they wanted to:

• Build credibility among enterprise audiences
• Position founder Aaron Gibson as an authentic, trusted voice in the tech ecosystem
• Use live events and podcasts to humanise the brand and explore themes like leadership, AI, politics, and decision-making

Hurree wasn't looking for traditional B2B marketing. They wanted real conversations with influential thinkers who could help shape a smarter, more human dialogue about the future of business and data.

The Solution

PepTalk worked with Hurree across three distinct activations: the SaaSyAF podcast, an internal fireside series, and representation at high-profile live events.

1. SaaSyAF Podcast

Hosted by Aaron Gibson, SaaSyAF is a founder-focused series exploring what it really takes to build in today's world. It covers mental health, tech and politics, AI misinformation, and leadership, cutting through startup clichés to surface the human side of entrepreneurship.

PepTalk secured an impressive guest line-up, including:

• Anthony Scaramucci, Founder of SkyBridge Capital and former White House Communications Director
• Emily Maitlis, Broadcaster and journalist
• Maryam Moshiri, BBC presenter
• Matt Shea, Award-winning BBC documentary maker
• Alex Lieberman, Co-founder of Morning Brew
• Grace Campbell, Comedian and author
• Carl Miller, Digital sociologist and author
• Dan Bennett, Head of Behavioural Science at Ogilvy

Episodes are distributed across YouTube, Spotify, and Apple Podcasts, with guests extending reach through organic LinkedIn posts.

2. Hurree Inspires: Internal Fireside Series

To strengthen company culture and staff engagement, PepTalk helped develop the Hurree Inspires concept, a quarterly internal event where employees hear from exceptional voices on life, work, and wellbeing.

The first session featured Emmanuel Asuquo, who delivered personal finance insights tailored to tech teams.

3. Live Events and Keynote Activations

PepTalk also supports Hurree at leading global events:

• Alastair Campbell joined Aaron Gibson for a fireside chat at Dublin Tech Summit, in front of over 8,000 attendees.
• Dan Bennett is co-hosting a behavioural change masterclass at Web Summit Lisbon 2025, also alongside Aaron.

The Results

Immediate impact

• Established SaaSyAF as a trusted platform featuring globally recognised names
• Generated organic reach across YouTube, LinkedIn, and podcast platforms
• Strengthened Hurree's positioning as a human-first AI brand
• Launched a repeatable format for internal engagement through Hurree Inspires

Longer-term benefits

• Elevated the founder's personal brand and media profile
• Increased trust and differentiation in the competitive SaaS/AI space
• Created a scalable model for content-led brand storytelling

Client Feedback

"PepTalk makes the whole process effortless. They don't just connect you with a speaker — they understand your goals, match you with the right voice, and make every detail seamless. It's the most professional and enjoyable booking experience I've had."

Aaron Gibson, CEO & Founder, Hurree

Why It Matters

This partnership shows how founder-led branding can build trust more quickly than traditional marketing. By combining live events, authentic conversations, and expert storytelling, Hurree has turned its values into a public voice.

PepTalk continues to support Hurree as they grow their presence at major tech conferences and expand the SaaSyAF guest line-up. When the conversation is real, the brand follows naturally.

Interested in creating founder-led content that connects? Get in touch with the PepTalk team to explore speaker bookings, brand storytelling, and live event partnerships.