Urbie was founded by Bilal and Bassel Jouni, two brothers who were born and raised in the UAE. They’ve been passionate about technology and the environment since childhood. Their love for environmental innovation was sparked by the environmental legacy of the late founding father of the UAE, H.H Sheikh Zayed bin Sultan Al Nahyan.

“As a kid born and raised in the UAE, I've always idolized H.H. Sheikh Zayed Al Nahyan and witnessed his devotion to transforming the desert into a green haven, said Bilal Jouni. "He changed the face of the UAE and gave the country an environmental conscience. And though he has passed, his legacy still lives on, especially today in the green economy work of H.H. Sheikh Mohammed Bin Rashid Al Maktoum and his son H.H. Sheikh Hamdan also popularly known as Fazza.”

In 2017, the brothers started an NGO called Rootsupsolutions.org. Their first project entailed designing and developing dew collectors for rural communities impacted by climate change. The Roots Up's Dew Collector used new and novel forms and materials to extract humidity from the air and recycle the water to help farmers in arid climates grow fresh vegetables, even during droughts.

After spending so much time researching and studying our ecosystem, indoor air quality, humidity and how you can leverage nature to do incredible things, we decided to use this experience and create a miniature version of it for people living in polluted cities.

Fast forward to 2019, Urbie was born. A startup that would combine nature's healing powers with technology in very unique ways. Urbie is a social company with a strong environmental mission to curb pollution and climate change. We are committed to contributing a portion of the profits generated from Urbie products to funding projects in our NGO arm Rootsupsolutions.org.

Urbie is a lifestyle green tech company whose mission is to bridge the connection between nature and the urban world and transform indoor environments and make them healthier, greener, and more sustainable. We spend 90% of our time indoors and our goal is to help people breathe better, feel happier, energized and productive.

By equipping nature with technology, we're able to achieve great results by unlocking nature's healing powers and purification capabilities. Our first market-ready product Urbie Air is a 4-in-1 technology that's fully connected to an app and uses machine learning to optimize purification. It purifies the air, optimizes humidity, self-waters plants and boosts negative ions in the air.

Our next product in the line is Urbie Green Wall purifier that's tailored for larger spaces such as corporate offices, wellness centers, hospitals and hotels.

Urbie's line of products will disrupt three industries. 1) The $12 billion annual Air Purifier Market 2) The $14 billion annual interior design market 3) The $20 billion landscaping and gardening services market.

Amid the COVID-19 crisis, the global market for Indoor Air Purifiers estimated at US$12 Billion in the year 2022, is projected to grow at a CAGR of 8.1% year over year.

Several factors are influencing the growth in demand for air purifiers such as increased consumer awareness, deteriorating indoor air quality, rising health concerns and most importantly lifestyle preferences.

Government agencies across the globe are also investing heavily in awareness campaigns and are introducing new standards and regulations to maintain safe indoor air quality levels. This will further fuel the growth in demand for air purifiers in the near future.

The new norm of work-from-home will further intensify the demand for air purifiers, as many homes don't have adequate ventilation systems in place. In addition, corporate offices are investing heavily in indoor air quality monitors and purifiers as a way to create a safe back-to-work environment for employees.

At the moment there is no single market segment offering a wide range of Biological Air Purifying solutions that also address viruses and bacteria. Existing green wall and biological purifier companies are only able to address VOCs (Volatile Organic Compounds) as they rely fully on the plant to purify the air which according to our studies are slow and ineffective.

The market opportunity for Urbie products is derived from two businesses:
1) Capturing a large market share in the portable air purifier market space by marketing it as an eco-friendly alternative. HEPA air purifiers pollute millions of plastic air filters annually. It's estimated that over 100 million plastic air filters end up in our landfills and oceans yearly. By offering an eco-friendly alternative that leverages plants as filters, and has added layers of filtration such as the nanofiber washable virus filter, we're able to capture consumers who are eco-conscious and are choosing sustainable alternatives.

2) Addressing the increase in demand for green walls and plants in corporate offices, hospitals, and the hospitality industry. Biophilic designs such as living walls are popping up in an increasing number of corporate offices. Our second product Urbie Green Wall will address this market segment and will offer a low-maintenance, high-efficiency bio air purification alternative that also filters viruses and bacteria. We will be selling subscription services to corporate offices which will result in a recurring revenue stream for the business.

1) 60% of the funds raised through Eureeca will be used towards manufacturing inventory. Our minimum funding goal will enable us to produce 1250+ units, a large portion of which will be sent to Amazon warehouses in the US to immediately generate cash flow while the rest goes to fulfilling purchase orders. The cash flow earned will be re-invested into producing the next batch of inventory.
2) 15% of the remaining funds will be used towards marketing and customer acquisition.
3) 15% of the remaining funds will be used towards shipping and logistics.
4) 10% of the reamining funds will be used towards distribution.

1) We plan to offer a Share Buyback to all shareholders investing in this round five years following the issuance of shares. The price per share at which the Buyback will be offered shall be determined based on the market value of the Company at that point.
2) We aim to pay all shareholders an annual dividend whenever possible. This shall ultimately be at the discretion of the Board of Directors, who will approve the dividend payment based on the Company’s annual performance.
3) We anticipate a possible acquisition by a global competitor taking place over the next 5-7 years, which is very likely to yield a high multiple exit to any shareholders present at the time.