The Company

Carta is a global financial technology company that connects private capital by building equity and fund management solutions for companies, investors and employees. With a large marketing organization supporting multiple regions, Carta’s expert content team of writers and editors is responsible for producing a wide range of materials, from top-of-funnel educational content to thought leadership, gated assets, announcements, partnership content, case studies, and data reports.

Operating within a regulated industry, every piece of content at Carta undergoes extensive internal reviews to ensure compliance with financial authorities, such as the SEC and FCA. Despite these guardrails, Carta plans to adapt its brand voice into one that is more distinctive, balancing professionalism with warmth and humanity.

The Challenge

Before implementing AirOps, Carta’s editorial team was seeking a difficult balance for scale, standardization, and specificity.

Content requests arrived through various processes without clear consistency. Producing content for multiple regions was highly manual, and the editorial team found itself bogged down by complex review cycles–a standard expectation in regulated industries, but a bottleneck nonetheless.

The team worked hard but consistently felt they were “on a treadmill,” churning out organic content to maintain Carta’s high search rankings, with less-than-desired time left for the creative, strategic storytelling that crucially differentiates the brand.

Additionally, maintaining brand consistency across a growing global operation was time-consuming. Carta is currently undergoing a major branding exercise, aiming to infuse its content with an evolved personality without compromising accuracy or compliance. Ensuring that this expanding brand identity will be reflected consistently across all content types poses a significant challenge for Carta’s writers and editors.

The Solution

Carta turned to AirOps to transform its content operations with a scalable, brand-safe solution for creating content that increases growth across AI and Google search.

"Being able to infuse our Brand Kit into AirOps to make sure all our writing is consistent has proven to be very important, especially as our brand evolves and we go through this big branding project. AirOps is more customizable, scalable, personalized and human than any tool we've used in the past. Now, we can add more creativity to our content." Lucy Hoyle, Content Marketing Manager, Carta

The team’s decision to adopt AirOps came after experimenting with several other tools and general-purpose AI engines, such as ChatGPT, but finding them too rigid or impersonal. The turning point was AirOps’ unique ability to provide:

• Custom brand controls with an embedded Brand Kit
• Intelligent, scalable workflows with built-in collaboration features for more efficient human review
• Human and AI collaboration for faster, higher-quality content outputs
• Smooth onboarding and the ability to provide direct feedback on the product as it evolves
• Ongoing enablement and Content Engineering training with AirOps Cohort

The Results

Within the first few months of implementation, Carta saw a dramatic improvement in content creation efficiency and quality.

• 300% increase in velocity from 5 to 20 top-of-funnel, organic content pieces per quarter
• 60%+ time savings as workflows matured
• Consistent voice with real-time brand updates in AirOps
• 75% citation rate on new pages created with AirOps
• Average of 3 days from publication to citation, some within a day

"The whole process has just been amazing. Our AirOps Solutions Engineer Melanie has been fantastic with onboarding. Having access to the beta programs means we can really dive into the latest features to get even more value out of it." Lucy Hoyle, SEO Lead, Carta

Looking ahead, Carta is exploring ways to expand its use of AirOps to track AI search visibility, further connecting its creative content strategy with measurable SEO and AEO performance metrics.

"AirOps isn’t just about velocity. It’s allowing us to scale without losing our brand’s human touch." Nicole Baer, CMO, Carta

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