The Myth of Innovation: Why Tech Buzzwords Couldn’t Save Huboo

Huboo sold itself to investors, clients, and the media as a technology-first fulfilment disruptor. With phrases like “automated fulfilment hubs,” “proprietary software,” and “AI-powered logistics,” the company seemed destined to revolutionise e-commerce shipping.

But what really lay beneath the surface? This post dissects the gaping chasm between Huboo’s tech marketing and operational reality, and asks how so many were fooled for so long.

1. The Marketing Machine

Huboo’s website, pitch decks, and press releases repeatedly invoked modern tech trends:

• “AI-driven warehouse optimisation”
• “Microhub architecture”
• “Seamless integration with global marketplaces”

But few external parties were ever allowed to verify these claims. It all sounded good — until operations failed to deliver.

2. The Reality Inside the Warehouses

Multiple former employees and clients have reported that Huboo’s operations were largely manual. Far from a high-tech dream, warehouses were filled with human pickers, ad-hoc spreadsheets, and unreliable systems.

“Their platform looked impressive in the demo. But in practice, it crashed often, and we got multiple fulfilment errors a week.” — Former client

This disconnect raises a fundamental question: was Huboo ever a tech company? Or just a traditional 3PL provider in disguise?

3. Investors Wanted a Tech Story

It’s no secret that tech startups get better valuations. Huboo needed funding, and a logistics startup without a tech edge doesn’t draw headlines or capital.

So the company created one. The technology became the hook — but never the backbone.

4. Product Development Chaos

Insider accounts paint a picture of constant change, weak leadership, and poor software documentation. Updates were pushed live without testing. New features broke old ones. Support tickets mounted as users struggled with bugs.

Despite raising over £100 million, Huboo’s tech stack never matured. It was a castle built on sand.

5. The Myth Maintained

Even in its final year, Huboo doubled down on its tech narrative. New offices were opened. Job titles became more aspirational — “Head of Automation,” “Chief AI Architect.”

But the results never matched the rhetoric. Customers complained. Turnover slowed. Losses deepened.

6. Tech Staff Abandon Ship

By late 2023, several key engineers had already left. Hiring slowed. Projects stalled. Yet the company continued to boast about innovation while its core product deteriorated.

How can a business with a failing platform and no innovation roadmap continue to describe itself as a disruptor?

7. The Ultimate Cost

Huboo’s overreliance on buzzwords wasn’t just embarrassing — it was damaging. Clients believed in capabilities that didn’t exist. Investors funded promises that were never fulfilled. Staff committed to a mission that was always more branding than reality.

Conclusion: Buzzwords Aren’t Business Models

Huboo Tech Limited (Company No. 16143472), the phoenix company that now carries the Huboo name, may still use some of the same language. But we should all be more sceptical this time around.

Technology should enable efficiency, not mask incompetence. Innovation isn’t a logo, a title, or a sales deck. It’s the hard, slow work of building something that works. And Huboo never did.

Next: We examine the tangled network of Baaj Capital, Atalla Capital, and their many corporate offshoots.