When I joined EasyRedir in July 2023, I was drawn to more than the company’s cutting-edge tools or its decade-long track record of success. There was an energy here—a sense of purpose rooted in fostering connections that mattered inside and outside the organization.
As we’ve grown and rebranded to urllo, that purpose—our grounding belief that every connection matters—has become the heartbeat of our company. It informs how we approach our work, relationships and, most importantly, people.
A culture built on autonomy, trust and passion.
At urllo, we know that the strength of our team is the strength of our company. Our culture is defined by five core values: passion, curiosity, collaboration, adaptability and accountability. They’re a shared commitment to how we work together, support one another and grow as a team.
From day one, we’ve been intentional about building a culture that values every individual, where people feel empowered and inspired to do their best work. By fostering autonomy, trust and passion, we create an environment where people can thrive—whether through hybrid workplace flexibility, a zero-crunch culture that respects personal time, or initiatives like our volunteer program. Our focus is on enabling a full and engaging life both at work and beyond, ensuring everyone feels valued, connected and supported.
We also bring this mindset to supporting our customers. Since creating the category in 2014, we’ve developed unparalleled technical and non-technical expertise, along with proven best practices that we share with our customers to help them achieve their goals. Our team, the largest in the industry, takes pride in working closely with our customers, understanding their unique challenges and helping them unlock the full potential of our tools and services. By emphasizing collaboration and delivering tailored support, we ensure every customer feels confident and supported, knowing we’re always in their corner.
Rebranding from the inside out.
Rebranding is a journey of discovery as much as it is a transformation. It’s about peeling back the layers, looking inward with honesty and finding the essence that truly defines who we are. At first, we thought we had our answer—a purpose centered on helping customers navigate change. But when we brought it to our team, it didn’t resonate. That’s when we hit pause and took a step back.
We dug deep, reflecting on the moments when we’ve felt the most impactful, energized and proud. The answer became clear—connection. It’s what drives us, unites us and inspires us to serve our customers better.
Connection is our company's “why” and the foundation for everything we build.
It’s why we’ve created tools that empower enterprises to simplify, secure and scale their digital connections at scale. And it’s why we’ve made a commitment to a people-first culture—one that ensures everyone who joins us feels they are doing work that matters with talented colleagues for our valued customers. Connection is our purpose and our promise.
What sets urllo apart?
urllo has something unique to offer our team: the stability and discipline that comes from not being tied to venture capital. As a fully-bootstrapped company removed from the pressure of external investors, we have the freedom to make decisions that are right for us and our customers, ensuring a long-term focus on meaningful growth.
One way we do this is by encouraging everyone here to focus on their own unique “why”—the reason they bring their energy and passion to work each day. As leaders, we take the time to understand and support those personal “whys” alongside sharing our own. Part of my role is to clear the runway for the team, ensuring that processes are streamlined, communication is open and priorities are clear so we can succeed at scale. We’re intentional about creating an environment where people see how their individual purpose delivers real impact to urllo and the customers we champion.
We believe in nurturing talent and empowering people to take ownership of their work. We encourage bold ideas, promote curiosity and embrace feedback as a tool for growth. We make urllo a place where everyone is given the freedom to ask big questions and see their contributions truly matter.
Whenever we’re uncertain about priorities, decisions or direction, we return to our company “why”—every connection matters. It’s incredibly rewarding to see how much this belief resonates with our team. It’s a reminder that what we’re building isn’t just a company or a product—it’s a shared mission.
Discover urllo.
At urllo, we believe that meaningful progress comes from putting people and connections at the center of everything we do. Whether it’s helping our customers tackle complex challenges or cultivating a culture where bold ideas and collaboration thrive, we are building a workplace culture that is truly unique. I invite you to explore our journey and see how we’re redefining the future of technology and human connection. Say hello to urllo.
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By Jaime Minerson
VP, Operations
Jaime has over a decade of experience leading critical projects across industries, including professional services, energy, e-commerce, biotech and SaaS. Outside of work, she loves to play squash, or any sport that requires a racket, really.
