99

99, formerly known as 99Taxis, is a Brazilian company that operates a platform for urban mobility and convenience services. Founded in São Paulo in 2012 by Ariel Lambrecht, Renato Freitas, and Paulo Veras, the company initially focused on connecting passengers with taxi drivers through its mobile application. The founders, described as three Brazilian internet geeks, developed the application in about a month and a half, facing early challenges like the low smartphone adoption among taxi drivers at the time.

The company's trajectory shifted as it expanded beyond taxis to include private car services, a move prompted by observing changing consumer preferences and the need to compete in a rapidly evolving market. This expansion, particularly with the launch of 99Pop, significantly enlarged their target market. A significant milestone was achieved in January 2018 when the Chinese mobility giant DiDi Chuxing acquired 99, a deal that reportedly valued the company at over US$1 billion, making it Brazil's first "unicorn" startup. This acquisition followed a strategic investment by DiDi in 2017, which had already fostered close collaboration in technology and market development between the two firms.

99's business model is centered on its app-based platform which generates revenue primarily through commissions on the fares of rides and deliveries conducted by its partner drivers and couriers. The platform serves a broad range of clients, from individual passengers and consumers to corporate clients via its 99Empresas service. The company operates in the competitive ride-hailing and delivery market in Brazil, serving hundreds of cities. The product portfolio has diversified to include various services tailored to different needs and price points. Key offerings include 99Pop for private car rides, 99Taxi for traditional taxis, 99Comfort for premium rides, 99Food for meal delivery, 99Entrega for package delivery, and 99Pay, a digital wallet for payments and financial services. The app provides features such as fare estimates, in-app chat with drivers, and various payment options, including cash, card, and PayPal.

Keywords: ride-hailing, urban mobility, Brazil, DiDi, food delivery, digital payments, 99Pop, 99Taxis, Ariel Lambrecht, Renato Freitas, Paulo Veras, unicorn, transportation app, corporate transport, ride-sharing, 99Pay, 99Food, Latin America tech, mobile application, taxi app, convenience platform, last-mile delivery