Born in the field
Hubii started before it had a name. In 2020, four founders — Andre Castrianni, Felipe Baulé, Felipe Latif and Gabriel Pires — were on the ground in Curitiba, serving hundreds of small retailers through Lalist during the hardest months of the pandemic.
That experience shaped everything we believe today. Family-owned retail isn't broken — it's underestimated. It's the backbone of emerging economies, and when you connect it, it becomes something much bigger.
That's where Hubii began — now built by 45 people across product, engineering, data, growth and operations.
