After 10 years of pioneering URL redirection, I’m thrilled to introduce urllo (UR-loh) — the evolution of EasyRedir. This change is more than a rebrand; it’s a reflection of everything we’ve learned from our customers, how far we’ve come and where we’re going next. When I started this company a decade ago, I was driven by the belief that strong connections – with customers and with team members – are what make businesses work.
Now, after years of growth, learning and dedication, urllo brings that philosophy to life on a much larger scale, building a stronger foundation for every digital connection our customers rely on.
Why rebrand now?
Our rebrand to urllo comes at a pivotal moment. Our 10th anniversary marks our transformation from a startup into a company offering enterprise-grade solutions.
EasyRedir was born from a simple idea: to make URL redirection easy for IT and marketing teams. In those early days, we were a small, scrappy team focused on solving a single, overlooked problem. The name “EasyRedir” made perfect sense back then. But as we grew, we realized that “easy” wasn’t what our customers valued most about our suite of tools. What they needed was a way to ensure every connection was strong, secure and reliable in a world where their digital infrastructure is always evolving.
“Redir” only scratched the surface of what we now offer and “Easy” didn’t capture the depth of what we could achieve for our customers.
We’ve evolved from a niche solution to a suite of tools designed for complex, large-scale infrastructure, and a new identity was essential to reflect that growth. Today, we serve 1,000 customers in more than 75 countries, including leading companies like IKEA, Porsche, Cheesecake Factory, Getty Images, IDEO and Eurostar, who rely on us to keep their web infrastructures stable, secure and adaptable.
Our new brand embodies our commitment to helping our customers manage growing complexities and navigate today’s digital world with confidence.
What urllo stands for.
At its heart, urllo is about people and the connections that bring them together. While EasyRedir was a nimble startup solving niche problems, urllo is a mature, growing company. We’re now a category leader powered by a team of experts dedicated to supporting enterprises navigating complex web infrastructure changes. Our new brand is reliable, stable, secure and human-centered because our work directly impacts people’s digital experiences — from an e-commerce checkout to critical links on a healthcare provider’s site.
Our tools save IT and marketing teams hundreds of hours and thousands of dollars annually by simplifying and automating critical connection management tasks and workflows.
From the very start, our company has been shaped by a few key principles: adaptability, accountability, and an unwavering focus on you, our customer. We're thrilled that our customers rave about our exceptional customer service, calling it responsive, expert-driven and wholeheartedly committed to their success. Our passionate team blends deep technical expertise with a personal, hands-on touch, ensuring every interaction is supportive and every solution is custom-tailored for each customer. And we're as dedicated as ever to continue to provide this support.
But now, we’re able to expand on those values with a renewed focus, supported by an incredible team that brings these principles to life every day. When I look at our team now, I see the best lineup we’ve ever had. They’re pushing these initiatives forward with dedication and passion.
Building a high-performing team from scratch wasn’t something I’d done before, and we’re competing for talent with tech giants who often promise more. But we offer a unique employee experience where people can make a tangible impact on our customers and our business in ways they couldn’t elsewhere—and that resonates with our team.
The hunch that started it all.
Ten years ago, we had a hunch. Businesses were racing to establish a digital presence with new investments in e-commerce and mobile experiences. As companies scaled and moved more of their infrastructure from on-prem to the cloud, their web infrastructure fragmented and ballooned in complexity–becoming unmanageable. At the same time, the continued rise of mobile devices was changing how customers interact with brands. To respond to this new environment, companies were continuously adding or changing their web infrastructure, which added even more complexity. And with that complexity came a greater risk of human and automated errors. We had a hunch that an essential need was being overlooked: URL redirection.
URL redirection was barely a recognized need, let alone a category, but we saw potential. It was a risky, uncharted path, and at times we felt like we were hacking through the underbrush with a machete, guided only by intuition. But we kept pushing forward, trusting that secure, stable connections would become a critical piece of web infrastructure. That hunch was right, and today URL redirection is a growing category with competitors vying for space where we once walked alone.
The urllo brand is the culmination of everything we’ve done in our first 10 years and sets us up for where we’re going in the next 10. We are looking ahead, taking risks and continuing to define an industry. Now, with our new name and expanded vision, we’re ready to keep leading as enterprises increasingly look to protect connections with their audiences as their business evolves.
From startup to industry leader.
As I look back on our early days, it’s amazing to see how far we’ve come. EasyRedir started as an experiment I juggled alongside my day job. I soon made my first hire, Sarah Ellis, who became my partner in crime as we grew EasyRedir together. Back then, every new customer felt like a celebration—each small win added momentum, and those wins slowly began to add up. Our first enterprise customer was a big milestone. We didn’t know what to charge, threw out a number we thought they’d reject, and they didn’t. That moment taught us we were onto something bigger.
Our customers have made urllo what it is today, and we owe much of our success to the strong relationships we’ve built with them. They’ve shown us the critical role secure, high-performance connections play in their businesses. This rebrand is our way of doubling down on our commitment to deliver solutions that meet their needs.
A new brand with a trusted foundation.
As urllo, we’re keeping that same customer-focused approach that fueled our early days while stepping confidently into a new phase. Our aim is simple: to be the first choice for enterprises with complex, high-stakes redirection needs.
Though our look has changed, the core of what made us successful remains the same. We’re still the same team, driven by the same customer-first mentality and commitment to solving real-world problems. Our mission is more clear than ever. We’re here to secure and strengthen every digital connection, ensuring that our customers’ infrastructure stays resilient, whether they’re handling routine updates or navigating a major transition.
With urllo, we’re also expanding our roadmap to meet the evolving needs of enterprises in ways that go beyond simple redirection. Our tools are already helping our customers save significant time and operational costs, and we’re working on new features to protect connections across the entire web stack–and beyond. In the near future, we will provide even more value across our customers’ day-to-day operations, helping them manage complexity with ease.
What this means to me.
For me personally, this rebrand is both a celebration and a commitment to the future. It’s a milestone that marks everything we’ve built together — our team, our customers and the brand we’re introducing to the world. It’s humbling to look back on where we started and to see the impact we’ve made, but I’m just as excited for what’s ahead. While we may be more established now, the scrappy, customer-focused mentality that got us here will continue to carry us forward.
It took 10 years of learning to come up with three powerful words that guide us: every connection matters. We’re building a future where we’ll protect, strengthen and evolve the connections that matter to your company. As we step confidently forward, we couldn’t be more excited. Thank you for being a part of this journey with us. Say hello to urllo.
By William Richards
Founder & CEO
William has over two decades of experience building mission critical software for a wide range of companies, including at the enterprise level with startups and in the public sector. In his downtime, William is an avid traveler and photographer. He’s also got musical chops, playing both piano and drums.
