Built from experience. Designed for the future.
mintloop was born from hands-on work with editorial and publishing systems — not from theory.
Over many years we have developed, implemented, and operated technologies in production environments. We've seen where systems work, where they reach their limits, and what it truly takes to orchestrate content efficiently across the entire value chain — from planning to publication for print and digital channels.
That experience is the foundation for everything we do today.
Our perspective is operational, not theoretical
We know the reality inside publishers and media companies very well. Inefficient processes collide with grown, often fragmented system landscapes. At the same time, pressure increases to produce content faster, across more channels and at greater volume — without compromising editorial quality.
With the adoption of AI, this tension shifts fundamentally. New possibilities emerge, while the demands on processes, systems, and organisations grow in parallel.
This is exactly where we come in.
We don't develop concepts for slide decks — we build solutions that integrate AI meaningfully into existing structures, measurably improve processes, and work in day-to-day operations.
Matthias Kraus
As founder and CEO of the editorial system Xpublisher for over 15 years, he was instrumental in building, scaling, and operating one of the leading platforms in the market.
With more than 20 years in the development and implementation of publishing technologies, he understands the demands of modern publishing workflows not from theory, but from hands-on responsibility — from architectural decisions to real-world deployment in live organisations.
What drives us
We believe publishing is undergoing a fundamental transformation.
AI first for publishers, built around people.
AI is not merely an integral component of modern systems — it is becoming the core of every future-ready software. It changes how content is created, processed, and distributed, and opens new possibilities for automation, efficiency, and scale.
At the same time, it is always people who are responsible for content, who make decisions, and who ensure quality.
Our approach emerges precisely from this interplay: AI first for publishers, built around people.
Our goal is to make these potentials accessible in a structured, practical way — with a clear focus on measurable value across the entire content value chain.
How we work
We work in partnership with our clients, guiding them from the first assessment through to concrete implementation and continuous improvement.
We follow a clear, practice-oriented approach. We analyse existing processes and system landscapes in detail, identify targeted levers for greater efficiency, quality, and scale, and develop solutions that are both technically sound and operationally feasible.
Analyse
We analyse existing processes and system landscapes in detail.
Develop
We identify levers for greater efficiency and develop tailored solution approaches.
Integrate
We integrate solutions into existing structures and guide the rollout.
Optimise
We ensure solutions work in daily operations and deliver real value.
Our commitment doesn't end with a concept. We accompany the rollout, integrate solutions into existing structures, and make sure they work in day-to-day operations and create genuine value.
This is how we connect strategic thinking with operational execution — delivering results that not only work in the short term, but last.