About us

Built to strengthen journalism with authentic human voices

CiteLoop exists to help teams collect expert insights and broader community perspectives, then curate them into publishable assets without losing editorial integrity. We build practical tools that support journalism, not replace it.

Mission and approach

Our mission

Make stories richer, more trustworthy, and more representative by bringing more authentic voices into the reporting loop. Our product is designed to reduce repeated-source bias by structuring outreach across multiple POVs and audience segments.

How we build

Our approach combines innovation with reliability. We work closely with newsroom and community teams through focused pilots, hands-on onboarding, and tight feedback loops so decisions are guided by measurable outcomes, not hype.

Stockholm-based team

CiteLoop is built by a Stockholm-based team with deep media-tech experience. We collaborate with partners internationally while staying grounded in the practical realities of modern editorial and community workflows.

What the product is built to protect

Focused requests instead of generic upload forms: Teams ask specific people specific questions for a specific story, campaign, or community issue—each request can carry its own audience and outreach logic.
Participant operations as infrastructure: Profiles, tags, interests, expertise, states, and groups turn sourcing into a reusable operational layer.
From authentic video to publishable clips: Short video replies move into clip assembly, subtitle edits, branded template graphics, and render jobs—ready for web and social instead of dying in an inbox.
Managed capture, not anonymous intake: Browser recording through scoped links uploads to CiteLoop with request and participant context—editors see where each clip came from before publish.
Governance built into the workflow: Section-aware scoping and role-aware control help larger organizations avoid messy shared-workflow sprawl.

Book a demo or start a pilot from the contact page, or email us directly at info@the37lab.com or erik@the37lab.com. We read every message and we typically respond within two business days.

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