Robbert Lodewijks (HULO.ai): “We’ve had conversations at VDS that will shape our roadmap in the months to come.”

HULO.ai was the winner of the last VDS Startup Competition in the Early Stage Track, where more than 800 startups from 65 different countries applied. How did the idea come about, and what is the main mission you’re pursuing?

The idea for HULO came from a deep frustration with the status quo in water management. We’re living in a time when over 30% of treated water is lost globally—often invisibly—due to leaks and other inefficiencies. Meanwhile, billions of people lack access to clean water. That disconnect sparked something in us. At HULO, we saw the potential of AI and data to transform water infrastructure without the need for costly hardware or disruption.

Our mission is simple but urgent: to combat global water loss and enable sustainable water supply systems through intelligent, real-time monitoring. We’re building the digital layer that water utilities need to become proactive, efficient, and resilient—no matter their size or location.

 

What specific problem is HULO.ai aiming to solve in the market, and how does it stand out from existing solutions?

We’re solving the problem of non-revenue water—water that’s produced but never billed due to leaks, theft, or meter inaccuracies. It’s a massive operational and environmental challenge for utilities worldwide.

What makes HULO different is that we use existing sensor infrastructure—like flow and pressure data—and turn it into a powerful anomaly detection system using AI. No need to dig up roads, deploy IoT sensors, or wait for alerts to become visible. Our platform detects, classifies, and localizes anomalies in real time, providing actionable insights without added hardware. That makes it fast, scalable, and cost-effective.

 

What motivated you to launch the company at this particular moment, and how have you evolved since its founding?

We launched HULO in 2021, right in the middle of a global reckoning around climate resilience and resource efficiency. The water sector—essential yet traditionally conservative—was ripe for disruption.

Since then, we’ve evolved from a proof-of-concept to a commercially deployed platform trusted by utilities. We’ve grown our team, expanded our partnerships, and most importantly, seen the real-world impact of our technology. We’re now able to detect leaks that would have gone unnoticed for months, saving millions of liters of water.

 

What does winning the VDS 2024 Startup Competition in the Early Stage Track mean to HULO.ai?

It’s a huge milestone for us—not just as validation of our technology and business model, but as a signal that water innovation is finally getting the spotlight it deserves. VDS is an incredible platform, and to be recognized among such a global and diverse group of startups gives us momentum and visibility at a critical time in our growth.

 

How did you prepare your pitch for the competition, and what do you think were the key elements that helped you win?

We focused on clarity, impact, and authenticity. The problem we solve is urgent and global. Our solution is innovative, scalable, and already delivering measurable results. But beyond the tech, I think what resonated most was the mission-driven nature of HULO—we’re not just chasing market share; we’re trying to solve a problem that matters to people and the planet.

We also kept the pitch lean and visual—no jargon, no fluff. Just the story of why we exist, how we help, and where we’re going.

 

What impact do you expect this recognition to have on your journey and in building connections with potential partners or investors?

Winning at VDS opens doors.  It gives us a credible stamp of approval that helps in conversations with strategic partners, utilities, and investors. It also puts water innovation on the radar in a tech ecosystem that often overlooks it. We’re already seeing new interest from international utilities and climate-focused funds, and we’re excited to build on that.

 

What are your plans for the coming year? Are you exploring new markets, launching new features, or seeking additional funding?

All of the above. In 2025, we’re scaling in both the European and Latin American markets, expanding our product capabilities, and investing in our AI to make anomaly detection even more predictive and autonomous.

We’re also raising a new funding round to accelerate that growth. The focus is on team expansion, international partnerships, and deeper integration with utility workflows. We’re not just building a product—we’re helping shape the future of smart water infrastructure.

 

What’s your view on the innovation and tech ecosystem in Valencia? And in Spain more broadly?

Valencia has a vibrant, welcoming, and fast-maturing ecosystem—especially for climate tech. There’s a great mix of talent, ambition, and access to international networks. Spain more broadly is becoming a serious player in water innovation, which makes sense given the pressures of drought and urbanization.

What we appreciate is the openness to collaboration and the appetite for purpose-driven technology. We’ll definitely be back.

 

What advice would you give to other entrepreneurs thinking about launching their own startup?

Solve a real problem. Obsess over it. And don’t wait for perfect conditions—start small, move fast, and iterate with real users. Also, surround yourself with people who challenge you and complement your skills. You can’t build a meaningful company alone.

And finally, pick a mission that’s bigger than yourself. That’s what keeps you going when things get tough—and they always do.

 

What has your experience at VDS been like?

Inspiring and energizing. The quality of the startups, the openness of the investors, and the overall sense of community made it special. VDS doesn’t just showcase innovation—it amplifies it. We’ve had conversations here that will shape our roadmap in the months to come. Huge kudos to the organizers.