The world is full of books telling you never to start a business with your best friends. We decided to ignore them all.
LoopStudio was born in 2014 in a tiny apartment in Montevideo. Our first big boardroom debates weren’t about scaling or series rounds; they were about which brand of toilet paper to buy for the office. Back then, we weren’t really a “company” in the traditional sense. We were a brotherhood pushing a dream.
That trust is the only reason we didn’t break when we had to scale a remote team to 50+ people in the middle of a pandemic. It’s also why we survived the “failed startup” phase before realizing our real path was in high-stakes technical services.
The High-Stakes School
Three years ago, we went all-in on the cybersecurity industry. It was a conscious choice to swim in a culture of “Zero Trust,” where paranoia is a professional requirement. We found brilliant founders building the future of security, but their tools were often impossible for a human being to actually use.
We found our place there as the engineers and designers who make complex systems approachable. By establishing secure code development as our non-negotiable baseline, we became the partner founders rely on when they need to scale without fear.
Scaling Through Coffee, Not Sales Pitches
Our journey from Uruguay to the U.S. market didn’t happen because we had a massive travel budget or polished sales skills. We grew by being ecosystem builders. Eduardo’s (CEO) whole philosophy is a rejection of transactional business: Don’t act like a seller.
Instead of pitching, we stayed curious. If an opportunity wasn’t the right fit for Loop, we made an intro to someone who could solve it. We’ve learned that being a reliable problem solver in a network is more valuable than any contract. In our world, a simple coffee leads to a friendship, and that friendship eventually leads to a global project.
Beyond the Niche
Our time in the cybersecurity trenches redefined how we build for everyone. Edu often says that every company is a technology company today, and every company deserves secure software.
We apply the same Secure Software Development Framework (SSDF) to Fintech, Healthtech, and SaaS that we mastered in the cyber world. We view technology as a long-term investment, a philosophy that helps founders innovate fast while keeping their code impenetrable from day one.
Most business books focus on the deal. We focus on the people. There’s a specific kind of magic that happens when you build a business with people you’d actually share an asado with on a Sunday afternoon. They won’t tell you how to build a brotherhood, but we’ve learned that when the foundation is trust, you build a sanctuary for innovation.
Looking toward 2026, our focus remains on the people behind the code. Business is more than a transaction; it’s about making the process as meaningful—and as fun—between friends as the result itself. Building a company on friendship while working in the most skeptical industry on earth created a team that can build anything.
