Solus Compliance raised £670K so that marketing and legal don't have to fight

Neil Dillon spent years sitting between marketing and compliance teams at Flutter, watching a familiar fight play out: marketing wanted campaigns live the next day, and legal needed time to check them. "It was just a process that I thought was completely broken," he said on The BettingStartups Podcast. He left the industry for a decade—training as a lawyer in Dublin, an MBA at London Business School, a stint helping startups raise capital, then a banking-tech job where he first started using AI to make a small commercial team punch above its size. When he came back to gambling nine months ago, he built Solus Compliance to fix the exact problem he'd lived on the inside.

Solus is an AI-powered marketing compliance tool that reviews content before it goes live—flagging missing disclaimers, mismatched terms and conditions, and other regulatory issues that would otherwise bounce back and forth between marketing and legal. Dillon is explicit that it isn't meant to replace a human sign-off. "We don't automate it. It's still important to have a human in the loop," he said, since regulators won't accept "the AI said it was okay" as a defense.

The clearest proof point came during the FIFA World Cup, when a customer got FIFA's brand and IP guidelines on a Friday night with creative already built and needed the tool trained on those rules by Monday. Dillon's team worked the weekend, and what would have taken the operator one or two weeks—reviewing roughly 120 original assets that expanded into hundreds once resized—came back in minutes, or maybe to an hour depending on how large the assets were.