The Story Behind Ubezon

Most delivery software is built for enterprises. It's complex, expensive, and assumes you have a logistics team to manage it. Ubezon was built on a different premise: that any business should be able to create and run their own delivery platform, with their own branding and their own rules. Invite your team or open registration and let drivers, handlers, and sellers sign up on their own, set their own pricing, and connect with the businesses they want to work with.

That idea started with two people who met at TripAdvisor.

The Founders

Eggert Ragnarsson is a product designer from Husavik, a small fishing town in northern Iceland. He studied graphic design in Florence, Italy, where he lived for five years. After graduating, he taught web and motion design at his school, becoming one of the youngest instructors there. After returning to Iceland and founding the first version of his design agency Denorth in Reykjavik, he was recruited by America's Test Kitchen in 2010 and relocated to Boston. In 2014, he moved to TripAdvisor, where he led design for Flights and later became Creative Director for Bokun after its acquisition. In 2022, he relaunched Denorth in Boston, focusing on SaaS product design.

Ken Overgard grew up in a small town in Texas with a population of only about 100 people and no paved roads. He was the first person there to get an internet connection and built his first product at thirteen. He went on to MIT and eventually landed at TripAdvisor, where he and Eggert met.

The Problem

Having grown up in Iceland, Eggert knew the local market well. Delivery was slow, expensive, and controlled by a handful of providers. That's where Ubezon started. The goal wasn't to build another logistics tool, it was to build something logical and simple, with a great user experience, that any business could make their own. Companies can manage their drivers, handlers, and warehouses all in one place. If they want to process payments through the platform, they can. If they'd rather handle payments offline and just use the system for coordination and logistics, that works too. Their platform, their rules.

The Pivot

The original plan was to launch in Iceland first, then expand. But after researching the global market, the founders realized Ubezon already outperformed the major competitors, not just on price, but on functionality and features. A product built for a small Nordic market turned out to be more complete than platforms charging ten times as much. Unfortunately, the payment infrastructure in Iceland was also restrictive, closed and monopolistic. Iceland is one of the very few countries in Europe where Stripe doesn't even operate.

So they shifted. Instead of Iceland first, they went where the infrastructure supported them, Stripe-connected markets across Europe, North America, and the Middle East. Today Ubezon is live in twelve markets, with localized pages in twelve languages.

"I like to think about delivery as completing a circle. A task comes in. It moves through the steps. It gets done. That's what most logistics software gets wrong, they overcomplicate it, overprice it, or lock you into their ecosystem. We just want the circle to close, every time, for everyone." -- Eggert Ragnarsson