GYST (Get Your S*** Together) has developed an AI operating system to serve as the business backbone for content creators in the creator economy. Founded in early 2025 by Mel Tsiaprazis and Rodrigo Abdalla, GYST is specifically designed for content creators who need operational support to scale their businesses. 

“We’re not looking to build a faster horse for creators,” says Mel. “We’re actually building an electric car.”

The London-based company’s first product, Gio, functions as an AI Chief Revenue Officer, providing creators with the business infrastructure they currently lack. “The creator economy is the future of work, with over 2.2 billion Gen Z and Alpha aspiring to join it. Yet, fewer than 10% earn over $100K annually, not due to lack of opportunity, but lack of business intelligence,” according to Rodrigo. 

Mel elaborates, “For you to be considered successful as a content creator, we should be looking at a bare minimum of $10,000 revenue per month. You needed at least five different revenue streams, both digital and physical. Now, you have to consider that this person has to manage operations, invoicing, price negotiation, stock management, timetabling, and content distribution. That means you’re taking away time from your zone of genius.”

What surprised the founders most was discovering that even top-tier creators hadn’t solved these operational challenges. “We have spoken to the top 1% creators, thinking that these creators would have solved this problem. They have not. They had the same pain point. They just have more people to try and solve it,” Mel says.

Rodrigo adds, “We were recently with the CEO of one of the top talent management agencies in the world, and he said they’ve got 55 people just doing data analytics. It’s a lot of people.”

How GYST Works

GYST functions as a centralized operating system that integrates with creators’ existing workflows and distribution channels. “We’re saying you can go to any stack you want: Patreon, Beehiiv, a new version of Snapchat, even Fourthwall. Do that,” Mel explains. “We’re agnostic to how you build your business. Our differentiator is that we support your business.”

With permission, the platform connects to creators’ various revenue sources, pulling data to provide personalized business insights. “Because we’re behind the authorization wall of a creator, we have hyper-personalized information on that business, which no LLM has access to,” says Mel.

When creators sign up, the process is designed to be easy to follow. “Connect your social media and e-commerce platforms. We already have authorization from those platforms to pull that data once you give permission,” explains Mel. “You now have a command center, a data console with all your business information.”

Adapting Based on Creator Feedback

Early feedback has played a key role in shaping GYST’s development. When one creator looked at the platform’s analytics and commented, “These graphs make me feel dumb,” the founders recognized they needed to rethink their approach.

“That was hard to hear,” admits Mel. “But feedback is a gift. That’s what led us to create the voice agent. We don’t want creators and managers to co-pilot with us just to read graphs and complexity.”

The platform now offers both visual analytics for those who prefer them and a conversational interface that allows creators to simply ask questions about their business. “You can chat with it and ask questions about your business. How beautiful is that?” says Mel. “Now, as a solopreneur, you can say, ‘What is the sentiment towards my branding?’”

Beyond basic analytics, GYST will include a dynamic brand calculator to help creators optimize pricing strategies. “I’m surprised people still use fixed rate cards,” says Mel. “Our thesis is you’re leaving a lot of money on the table. We’re building it so pricing is 80% science and 20% art.”

Financial Expertise Meets Creator Economy

Mel and Rodrigo bring nearly 50 years of combined business experience to GYST. Before launching the company, Mel held leadership positions as a COO and CCO at financial institutions, including Bitstamp, Nivaura, and Crown Agents Bank. Rodrigo was a partner at Gradus Management Consultants and a managing director at Accenture Strategy, with expertise in zero-based budgeting and business transformation.

Their professional backgrounds provide them with a unique perspective on the operational challenges of the creator economy. “We both majored in marketing,” explains Mel. “We’ve always been drawn to the creative space and, outside of work, that’s been our ethos.”

Their entry into the creator economy began when Mel’s daughter expressed interest in becoming a lawyer. Mel responded that AI might make that career obsolete, which prompted a deeper investigation into future career paths, including content creation. Upon discovering that globally, one in five people aspire to be full-time content creators, they recognized both the opportunities and the challenges in the space.

“When we saw that, we went to the 1 Billion [Followers] Summit in Dubai, met people to better understand the industry, and it ignited what we’d always been passionate about outside of work,” says Mel.

Building for a Global Creator Community

While many creator economy startups focus exclusively on the U.S. market, GYST is taking a global approach from day one, supporting multiple languages, including Brazilian Portuguese.

“Brazil has one of the largest numbers of content creators by country,” explains Mel. “Why shouldn’t these platforms be available in their local language? Creators produce content in the local language.”

This global mindset extends to how the company is developing its AI capabilities. “We’re agnostic to the model,” says Rodrigo. “Currently, we’re using Gemini, but we can switch at any time if we find a model more appropriate.”

Expectations for the Near Future

Currently in alpha testing with several creators and talent managers, GYST is preparing to expand its testing program in November, with a major release planned for January. The company has already identified time-saving potential for industry professionals.

“Through a couple of assessments, we found we can save them 20% of time,” says Mel. “We also handle reporting and give them access to data they’d otherwise need to hire someone to pull manually into Google Sheets.”

The founders envision GYST playing a central role in the progression of both the creator economy and traditional media. “We see the affinity economy where traditional media blurs with the creator economy,” Mel predicts. “Think of it like Shopify for the creator economy.”

For Rodrigo, success means making business tools accessible for creators at all levels: “I see the creator economy changing. Today, brands invest heavily in the top creators and micro-influencers, while the middle class loses space. We want that to change.”

When it comes to the most enticing aspect about GYST, Mel says, “For me, it’ll be when people see that operational systems drive bottom-line growth, where we’re no longer convincing them, but it’s already accepted.”

Rodrigo shares a more focused vision: “I want Gio to become smart and trusted enough by creators to have Gio’s own podcast interviewing them with insightful conversations.”

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