Slay.so started as a collaboration between me and my wife, Danica. We’re a husband-and-wife team based in British Columbia, Canada 🇨🇦

Danica’s a coach and designer, and a few years back, she noticed her clients were struggling to reach their ideal audience on Instagram. To help, she built a spreadsheet that generated optimized hashtag sets. It was simple, but effective—some of her clients saw their engagement double.

As a developer (since I was barely old enough to spell it) and an art school grad with a background in design and product development, I saw real potential. What started as a spreadsheet quickly became something more—and in November 2020, Slay.so was born.

Since then, Slay has grown from hashtag help into a full suite of AI-powered Instagram tools. Over 3,000 small businesses, social media managers, and indie creators have trusted Slay.so to stay consistent, write content that connects, and automate engagement in their DMs.

These days, Danica’s focused on raising our two toddlers (no small task) while still supporting Slay behind the scenes. I lead product development and community support, building new features based on what real users need and ask for.

We’re still proudly bootstrapped, family-run, and guided by a clear belief:

Creatives and small business owners deserve powerful tools that don’t overwhelm, overcharge, or overcomplicate the process of showing up and growing on Instagram.