Let’s talk

How would you like to talk?

Talk to my AINow, out loud, in your language.
Prefer email? info@giovannimule.com

Founder of Formule. An architect by training, building the systems behind property. Digital, but human.

Talk to my AI

I left Sicily for London at eighteen, studied architecture, moved to Malta and ended up building software.

The thread has always been people. The technology changes. The instinct to pick up the phone doesn’t.

Giovanni Mulè on a balcony above a square in Valletta, Malta
Valletta, Malta

Formule

What I’m building now.

Formule connects the people, conversations and workflows behind property. Really is the AI assistant inside it (talk to it). One platform, built alongside the estate agents who use it.

formule.io ↗
€4.2M

Property sold by estate agents using Formule

5,500+

Leads handled on the platform

14

Agencies on the platform

€0

Outside capital

Figures from the Formule platform, October 2026. See the results ↗

The route

37.6° N · 14.0° E

Where it started. The family business, Biotipico: the first marketing, the first copy, social media done for free.

51.5° N · 0.1° W

Left at eighteen, with no contacts. Studied planning and architecture, then moved into media.

Giovanni teaching a full classroom at the University of Westminster, London, 2019
  • 2016 Le Dame Art Gallery · graphics and digital media
  • 2017 Italian Chamber of Commerce in UK · rebranding
  • 2018 Rasa Ltd · marketing manager
  • 2018 RAD · University of Westminster, speaker
  • 2018 XR Lab · first place, VR and AR storytelling

35.9° N · 14.5° E

Lead systems for estate agents, then the platform that holds them together.

Giovanni flying a drone on the Birgu waterfront, Malta
  • 2020 Formule Media
  • 2023 MARE Summit · Unleashing creativity with AI
  • 2025 Formule goes live
  • 2026 €4.2M of property sold by estate agents using Formule

Roncade, Italy · 45.6° N · 12.4° E

Now. nAItive Fellow, Cohort 01: twenty founders from about a thousand, six months building AI-native companies.

The nAItive fellows of Cohort 01 at H-FARM, Roncade

Four places, one thread. From the family business in Sicily to an AI fellowship near Venice.

Open a city to read that chapter.

Formule Labs ↗

The agency found the problem. The platform solves it.

Formule Media

Since 2020

Where Formule started. Ads, automations and CRMs for estate agents: the right buyers at the lowest cost, and a follow-up that never sleeps.

  • One agency’s top branch: 716 leads on homes from €275K to €1.25M
  • Instant WhatsApp alerts and automatic lead assignment
  • 350+ buyers for homes above €500K
Leads for one branch
716
Lowest cost per lead
€0.81
Buyers above €500K
350+

Formule

See the platform

Live since 2025

The people, conversations and workflows behind property, in one platform. Really, the AI assistant inside it, answers enquiries and books viewings.

Estate agent? Try Really free ↗

  • Built alongside the estate agents who use it
  • Every lead, chat and follow-up in one place
  • €4.2M of property sold by estate agents using it
Estate agents on the platform
90+
Agencies
14
Leads handled
5,500+

AI-native

I run like a team of ten. Most of them are AI agents.

I come from design and marketing, not engineering. When AI crossed the line from storing the work to doing it, I taught myself to build with it, and rebuilt how I work around it.

  1. 01

    Build to find out.

    I don’t ask estate agents what they would want. I put a working prototype in front of them within days and watch what they actually use.

  2. 02

    A company run with AI agents.

    Claude builds and fixes the product with me. AI agents on a server run the day-to-day; others research, write and publish. My time goes on the calls that matter: what to build, for whom, and why.

  3. 03

    User number one.

    The setup I live in is the one inside Formule. Really does for estate agents what my AI agents do for me: the work, not the paperwork.

  4. 04

    Even this page.

    The voice at the bottom of this page is my AI. It speaks with my voice, answers in yours, and tells me about the people worth meeting. Try it ↗

The skills, stacked.

Every step added a layer. None of them got thrown away.

Giovanni working on his laptop
  1. 2016Art & designLondon Met
  2. 2017Architecture & planningBA Designing Cities, University of Westminster
  3. 2018Digital marketing & immersive storytellingLondon · first place at XR Lab
  4. 2020Planning policy & dataPlanning Authority, Malta
  5. 2020Performance marketing & lead generationFormule Media: ads, SEO and CRMs for estate agents
  6. 2023CRM & journey automationTechnogym · omnichannel journeys on Salesforce
  7. 2025Building software with AIFormule, web and mobile, end to end
  8. 2026AI agents & voiceAI agents that answer clients, publish, run operations and take calls
  9. NowAI-native company buildingnAItive Fellow, Cohort 01, H-FARM

Day to day: Claude for building · AI agents on Hermes and OpenClaw · MCP · AI voice agents

Speaking

Ideas are better out in the room.

  • Speaker · Madrid, 2017

    A session at the Universidad Politécnica de Madrid on where creativity and technology meet in design.

  • Giovanni presenting to a classroom at the University of Westminster, London

    Speaker · London, 2018

    A talk with RAD Developments at the University of Westminster on how London is changing, from planning to the people who live in it.

  • Giovanni on stage with a microphone at Startup Weekend by Techstars

    Mentor · Italy, 2020

    Mentor at Startup Weekend by Techstars in Sicily: fifty-four hours to turn an idea into something people can try.

    Read about it
  • Giovanni speaking on stage at MARE Summit

    Speaker · Malta, 2023

    Speaker at MARE Summit, Malta’s real-estate summit: how agents can use AI to create more, and faster, without losing the human part.

    Speaker profile
Invite me to speak ↗

Journal

Notes from the work.

What I’ve learned building an AI company in an industry that runs on WhatsApp.

Get my notes by email.

A short email when I publish something new: what I’m learning building an AI company. Nothing else.

Your job isn’t to run the business. It’s to build a business that runs.

From the journal
Giovanni with a camera at a window above the Louvre courtyard, Paris

More than a job title.

Curiosity, a willingness to start, and the instinct to pick up the phone. Changed direction more than once. That part stayed the same.