Reputeo: “Investing in relationships to convert clients to investors, and investors to clients.”

From early backing by Founders Factory and SFC Capital in the UK, winning awards from prestigious institutions of the UK House of Lords and the Mayor of London office for global innovations back to his Serbian roots, Ivan Kadic 's journey has been nothing short of inspiring. As the CEO and co-founder of #Katapult23 startup Reputeo , Ivan again has taken his second venture global, building a company that is this time proudly 100% made in Serbia.’ The investor support, along with several successful programs with Fond za inovacionu delatnost , have propelled Reputeo from an early-stage idea to an impactful startup on the world stage. After closing a successful 2024 year, we met with Ivan to reflect on Reputeo's journey through the Katapult program and discuss the road ahead.

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Note: This interview has been edited and condensed for clarity.?

Note: this interview was produced in December 2024. As startups are likely to pivot and change, consider contacting startup founders for the most recent information on their stage/growth/results achieved so far.?

#1 What is the problem Reputeo is solving?

Context

Let me set the stage for why Reputeo is essential in today's world. Imagine the dawn of life, when the first creatures swam in the oceans. They lived in darkness—not because the sun wasn’t shining, but because they lacked sight. Now, think of data as the modern equivalent of sight for companies. It has the potential to reveal everything, but it’s not without its challenges. Today, we are surrounded by an overwhelming sea of data, yet new obstacles obscure our vision.

What Reputeo does today

Reputeo provides clarity, turning chaos into actionable insight. We protect brands’ reputations and intellectual property and provide real-time insights for business decisions.

We leverage artificial intelligence to gather, analyze, and understand voluminous data in a user-friendly way. Reputeo can gather data quickly and intelligently process it. We can deeply understand trends and alarm our clients in real time when their reputations (that translates to financials, revenues, etc.) are at risk.

A use-case example:

Let's consider Silicon Valley Banks case to illustrate my point about one of Reputeo's potential use cases.

Reputation is a fragile asset, especially in the financial world. The case of the Silicon Valley Bank serves as a powerful example of how quickly things can unravel in today’s hyper-connected age. What began as a few influential Twitter (X) profiles questioning the bank’s stability snowballed into a full-blown crisis.

The bank failed to respond swiftly, leaving the public’s concerns unaddressed. Within hours, a handful of tweets turned into hundreds, sparking fear among depositors. Panic spread, and the bank’s clients began withdrawing their funds en masse. The resulting cascade didn’t just threaten the bank itself—it sent shockwaves through the entire financial system. Governments were forced to intervene, federal reserves backed one bank, and another was hastily sold to prevent an economic disaster.

This tale highlights a crucial point: reputation is everything in today’s interconnected world. The lines between perception and reality blur quickly, and the speed at which fear or doubt spreads can be catastrophic.

Now more than ever, we must recognize the importance of proactive data reputation management.

Whether for financial institutions or individuals, the ability to navigate and respond to such challenges in real time is no longer optional—it’s a necessity to protect assets, maintain trust, and ensure stability.

#2 How big are you now?

We opened for business in 2022, and only two of us were back then. My co-founder Aleksa Vu?kovi? and I. Today, we have 15 full-time employees and five part-time employees. This is my second company, the first entirely “made in Serbia to scale on global markets.”

When I started 60 Seconds app , my first company, I had to open it in the UK and scale it there because the ecosystem couldn’t support our growth at that moment. But times have changed in the Serbian ecosystem. I am proud that Reputeo is a Serbian company, and my vision was to have our first investment rounds here and offer our global product from Serbia. So far we have been successfull.

#3 Reputeo is present in new industries, offering new services. Please tell us more about that.

We monitor macroeconomic trends, and when we cross-referenced them with the problems our customers started reporting, it was clear that their needs had evolved. Reputeo's evolution came as a natural result of our responsiveness to the shifting market.

When we first joined Katapult, our focus was predominantly on retail. Today, our expertise has expanded across industries, including telecommunications, finance, consulting, and marketing.

Beyond simply providing reactive measures like reporting, we now empower companies with proactive insights. This enables them to anticipate trends, understand industry dynamics, and engage meaningfully to mitigate potential risks before they escalate.

I will share two examples that illustrate this point:

Additional service in the AI industry

The role of data has transformed drastically since early 2021, especially in the industries we serve. Data is not just a resource; it is one of the foundational pillars for building sustainable AI systems alongside energy and computational power.

Reputeo has evolved alongside our client's needs. Today, we empower brands with data-driven insights that allow them to stay ahead of market trends, make informed strategic decisions, and leverage AI in meaningful ways. The importance of analyzing and interpreting data has grown beyond merely identifying issues—it's about recognizing opportunities, creating value, and shaping future growth.

For instance, one client utilized Reputeos capabilities to analyze human sentiment expressed in reviews, comments, and newspaper articles. By detecting recurring themes, sentiment trends, and public concerns, they identified gaps in customer satisfaction and areas of reputational risk. This insight enabled them to address customer concerns more effectively, align their messaging with public expectations, and design services that resonated deeply with their target audience, ultimately strengthening brand loyalty and enhancing their market position.

The complexity of modern markets requires a proactive approach, and data is at the heart of this transformation. Brands no longer just want to react; they want to learn, predict, and strategically position themselves. With high-quality data, companies can identify emerging trends, understand shifts in consumer preferences, and make decisions that keep them at the forefront of their industries.

Partnership in the world of Telco operations

Reputeo seed investor TS Ventures Fund also supported my previous venture, 60 Seconds. We have built a strong partnership and frequently exchange ideas across different topics.

After TS Ventures joined as investors, they identified an opportunity for a major telecommunications company to leverage Reputeo's expertise in data-driven IP protection. This partnership has opened up new avenues for us to provide data collection and analysis in the streaming and multimedia sectors, particularly where content protection is crucial.

The streaming industry faces significant challenges when it comes to safeguarding intellectual property. Distribution and content piracy were growing concerns, especially in global markets with solid diaspora roots. Effective data collection and analysis were vital in helping this large multimedia company protect its investment and ensure compliance with broadcasting rights.

It's inspiring to see such a large company take a forward-thinking approach to intellectual property, emphasizing the importance of protecting its content and ensuring a fair customer experience.

The significance of IP protection is often underestimated, but it is a rapidly growing market. In the past, working with physical goods involved high barriers to entry—production, logistics, materials, and shipping. On the other hand, streaming requires minimal resources, yet companies holding IP rights face relentless threats worldwide. Significant investments in premium content are put at risk without adequate IP protection.

#4 You have three investors. All of them are your clients. How did that happen?

We raised money from our clients, Spanish-Serbian and Italian law offices, and TS Ventures. We had revenue back then, but we weren’t profitable. Now we are. TS Ventures became our client after investing in us. Italian, Serbian, and Spanish law offices used us to resolve their crucial pain points—automatizing search and gathering data. We worked with them even before Katapult.

When we announced we were raising money, our clients were the first to express interest in participating as investors. We interpret their desire to invest in us as a strong signal of client satisfaction.

#5 You like to say, “I act like I am raising investment daily.” Why?

How people accomplish their goals is very individual, and I don’t want to give advice. I can only share my mindset and experiences, hoping they will be helpful to someone.

I meet potential investors daily and send updates about the company to my network regularly. By building relationships organically over time, I’ve found that raising funds becomes a lot more efficient—it’s no longer a frantic, high-pressure sprint but rather a natural outcome of ongoing connection.

Instead of going through months of intense pressure to secure investments and then falling back to radio silence, I’ve found that the steady rhythm of updates and genuine conversations fosters a lasting partnership. It makes investors feel involved and informed, and it makes me feel supported, knowing that our relationship isn’t just about financial moments but a shared journey.

Maintaining a partner-like, friendly relationship with potential and current investors has been key. Investors aren’t just financial backers; they’re collaborators who support your vision. When you nurture these connections, you create a foundation of trust and shared enthusiasm for your mission. This way, when it’s time to seek funding, it feels less transactional and more like a collective effort to achieve something meaningful.

This approach works for me, but many other paths to success exist. For tango, you need two, and everyone’s strategy can be different.

#6 Who was your lead mentor in Katapult?

Our lead mentor was Helen Vasilevski . She was very helpful in getting us focused on financial planning. At that time, we didn’t place much emphasis on long-term planning, but we wanted to, so Helen helped us set up that whole financial planning segment.

We are still in touch with Maria Carolina Romero and Nicolas Rabrenovic . Our relationship with Nicolas has been significant as we target the French market. His market knowledge has been invaluable.

#7 Why did you apply for Katapult, considering your strong international network of contacts?

I am passionate about building the local startup ecosystem. When I registered 60seconds, all of these opportunities didn’t exist. Reputeo has participated in several Innovation Fund programs because it was crucial to us to say “made in Serbia” and back it up with evidence.

With all these local support opportunities, why wouldn’t we want to use them?

#8 Looking back, what was the biggest value of participation in Katapult?

Single touchpoint to connect with everyone in the local startup community and the visibility we received.

I don’t think people understand that Katapult is now viewed as a stamp of approval to be considered for an investment by serious investment funds. I’m not saying it’s a must, but they know the startup passed the rigorous assessment to enter the program because they trust the Innovation Fund as an institution.

#9 Any advice for startups applying for Katapult now?

Nobody knows your product or your struggle better than you. The program's mentors are wonderful, but your peers are building in this climate. Connect with them and share. You will learn the most from each other.

#10 Milestones you are proud of since you finished the Katapult program?

• Increased our client base by 70%.
• Introduced several new services to our clients.
• We service more industries - telco, marketing, consulting, finance, retail.
• We have nine new full-time team members.

#11 Where do you see Reputeo in 2-5-10 years?

Reputeo is the number one global enterprise technology solution for data collection and reputation management.

I would love it if our team members, inspired by working in Reputeo, decided to build their own companies after we exit instead of getting another job. I would love to support them on their path.

About the program:        

The Кatapult program of the Innovation Fund ( Fond za inovacionu delatnost ) is the first valid acceleration program in Serbia, combining intensive, three-month mentoring with co-investment. Katapult is a part of the SAIGE Project, built on a decade of successful cooperation between the Government of Serbia, the European Union ( EU u Srbiji ), and 世界银行 , to bolster innovative entrepreneurship and scientific research.