99 (Ninetynine) Rideshare and Food Delivery

Brand Narrative and Origin

99, originally known as 99Taxis, was founded in 2012 in São Paulo, Brazil. Created by Paulo Veras, Renato Freitas, and Ariel Lambrecht, the company was a pioneer in the Brazilian tech scene, focusing initially on connecting taxi drivers with passengers via a mobile application. Over the years, it expanded its services beyond taxis to include private car bookings (99Pop) and food delivery services.

Ownership and Global Integration

In 2018, 99 achieved 'unicorn' status—becoming the first Brazilian startup to reach a $1 billion valuation—when it was fully acquired by Didi Chuxing, the world's leading mobile transportation platform. Today, 99 operates as a key regional brand under Didi's global ecosystem, benefiting from shared technology and substantial international investment. While the brand remains deeply rooted in the Brazilian market and maintains its headquarters in São Paulo, its ultimate strategic and financial direction is managed from China.