I joined William Richards, our founder and CEO, eight years ago to help build what was then EasyRedir. We were a small, two-person team working out of a tiny space with a big idea: to simplify URL redirection and make it accessible to non-technical users.
Early on in the business, I was juggling being a new mom with a young family while diving into the fast-paced world of startups. Those years were challenging, especially as we navigated the uncertainty of growing the company during COVID-19, managing remote work and finding our footing in a rapidly-changing landscape.
But those challenges also brought incredible opportunities. Working closely with customers, we uncovered innovative solutions to problems we hadn’t even considered. This led us to automate TLS/SSL certifications–saving our customers hundreds of hours and thousands of dollars per year–and we invented new ways to manage URL redirects on every one of our customers’ domains and websites. Implementing those ideas and seeing them in action was deeply rewarding for me personally and also cemented our position as the world’s first, and leading, URL redirection service.
Those years taught us so much about resilience and the power of listening to our customers. From them, we learned about new use cases and new feature ideas, and started to feel confident that we were on the right track. Every new referral demonstrated that we were building trust in a new category. Every conversation helped us refine our vision and shape the company we’ve become today.
It’s been incredible to watch EasyRedir evolve from those early days into a global company serving over 1,000 customers across 75 countries. And now, with our rebrand to urllo, we’re expanding our vision to create deeper connections–everywhere.
Continuity with a fresh look.
While this name and brand marks an exciting milestone for us as a company, the same team you’ve come to trust remains in place; your current services will continue seamlessly and no action is needed on your part. We have grown as a company, but the values that have guided us for the last decade have not changed.
At urllo, we are doubling down on what makes us great: reliability, security and the expertise our team has built up over the last 10 years of working on this niche problem. Our customer service, delivered by real humans who are here to help, remains unmatched. Most importantly, our belief that every connection matters sits at the center of everything we do. This commitment means we’re not just maintaining the quality you expect—we’re enhancing it.
Whether you’re a longtime customer or a new face, we’re grateful for your trust and are excited to continue building meaningful connections.
Meeting the needs of our customers.
Over the last eight years, I’ve heard time and time again how managing URLs has become a growing challenge. As your businesses expand, so does the complexity of your web infrastructure. Software budgets balloon, new systems are added and others are migrated or sunsetted. The result is infrastructure sprawl, with web links scattered across multiple systems and teams.
Managing your web infrastructure shouldn’t feel like a constant uphill battle, but I know from talking to so many of you that it often does. Based on your feedback, we’ve built tools to simplify, secure and scale your digital connections, no matter how complex things get.
Over the past decade, we’ve supported you with enhanced tools to help you manage URL redirection at scale. That includes industry firsts like bulk redirect management, automation via APIs and enterprise-grade security.
We’ve also introduced lost traffic reporting, so you can identify and fix broken links, ensuring you don’t lose valuable SEO rankings or potential customers.
Advanced redirect controls like partial path matching give you greater control over how your redirects work, ensuring your audiences end up exactly where they need to be-even in complex scenarios.
Lastly, we’ve added features to help large teams collaborate more effectively and transparently: audit logs give you full visibility into your team’s activity for easier troubleshooting and compliance, and SAML Single Sign-On (SSO) makes access seamless and secure for your team.
These aren’t just individual features, they’re solutions to the challenges you’ve shared with us over the years. We hope we have helped empower you to streamline your business operations and collaborate more efficiently with your teams. Our goal is to help you focus less on the mechanics of managing infrastructure and more on building what’s next for your business.
Looking ahead.
EasyRedir started as a small idea and has grown into something far bigger than I could have imagined. It’s been a pivotal part of my life, both professionally and personally, and I’m incredibly proud of how far we’ve come.
Over the years, we’ve been fortunate to bring together a talented, passionate team. Each member contributes new perspectives, skills and ideas. It truly takes a village, and I’m grateful every day for the incredible people who have joined us, smarter and more capable than me in so many ways, who are ready to take urllo to the next level.
With urllo, we’re ready to continue growing alongside you and to build the connections that matter most to you and your audiences. Thank you for trusting us to be part of your journey.
The best is yet to come. Say hello to urllo.
By Sarah Ellis
VP, Business Development
Sarah is a passionate sales and management leader with over two decades of experience in the start-up, technology, real estate and music/advertising sectors. Sarah started her entrepreneurial journey years ago when she founded and ran her own bakery. Which is why she’s still the premier source of baked goods inside the urllo office.
