What 21 Years Building Digital Products Taught Us About Scaling Real Businesses
It’s been 21 years since Ultrahaus started creating digital solutions. Long before terms like UX and Product-Market Fit became popular, we already believed that the user should always be at the center. That belief shaped the way we work, the way we think about strategy, and the way we build products.
This article is a record of what we’ve learned over two decades on the road. A real journey from the birth of digital to its reinvention, and now toward the next evolution: smarter products, more automation, and scalable businesses.
If you’re a founder, this article is for you. We want to shorten your path, helping you avoid costly mistakes and showing you how to build less code and more value.
The Turning Point: Agile Methods and the Startup Boom
In the early days, building software was heavier, more expensive, and far less flexible. Projects were long and timelines were rigid. The turning point came as agile methodologies gained momentum. They have always shaped how our team works and thinks about product.
Soon after, the startup scene exploded. Founders, accelerators, and investors wanted products live in weeks, not years. To meet this new reality, Ultrahaus left behind the on-demand job model and structured dedicated squads, multidisciplinary teams ready to continuously evolve the product from MVP to scale.
That marked the beginning of Ultrahaus as a Product Studio, not just a software firm, or a digital agency. We moved from a mindset of “delivering tasks” to long-term co-creation, supporting the launch of more than 63 startups across multiple industries.
The Big Insight: From Projects to Products (and to Recurring Revenue)
As our methods matured and our experience passed 500 projects, one lesson became clear: software is not a one-time delivery. It’s a continuous revenue engine.
That’s why we left behind the project mindset with a defined start and end, and embraced a product mindset: a living cycle, with a backlog aligned to real value, a flexible roadmap, and releases that respond to the market.
Along the way, we learned the most important lesson: don’t build features just to fill a timeline. Build value flows that solve real pains and support monthly revenue.
That’s how our ProductizeIT approach was born: turning knowledge, processes, and expertise into scalable digital products, creating recurring revenue streams for those who used to be stuck with hourly or project-based models.
The Third Revolution: AI and Automation
With the rise of artificial intelligence and automation technologies, a new layer has shaped how we build products: fewer manual tasks, more time focused on strategy.
Today, we’ve unlocked AI for dozens of clients, helping them identify where, how, and when to implement it to simplify operations, reduce costs, and create room for smarter decisions.
For us, AI isn’t a trend. It’s a powerful tool that, when paired with the right strategy, multiplies results.
Mistakes and Wins We’ve Seen Founders and SMBs Repeat Along the Way
Working side by side with startup founders and SMB leaders for over two decades gave us a clear view of the patterns, and the pain points, that repeat.
Small teams, tight budgets, and constant pressure to do more with less are the usual suspects. But the real risk is always the same: investing in tech without strategic clarity, without alignment with the business, and without a partner who sees beyond the backlog.
That’s why we believe advisory is as essential as development. Well-written code can’t save a poorly thought-out product. A shiny new feature won’t fix a business model that lacks recurring revenue.
Over the past 21 years, we’ve seen startups go from zero to validated MVPs to solid scale-ups. We’ve seen SMBs leave behind rigid processes to operate like digital businesses, monetizing what used to be one-off services. It confirmed our belief that having a partner who understands product, market, and business makes all the difference.
Looking Ahead: The Next 21 Years
If the past 21 years taught us anything, it’s this: methods change, technologies evolve, but the user always remains at the center.
Looking ahead, it’s impossible to ignore the impact generative AI, LLMs, and advanced automation will have on digital products. In just a short time, tasks that seem complex today will be handled in seconds by intelligent models, freeing teams to focus on strategy, growth, and delivering continuous value.
At Ultrahaus, we’re ready to lead this next phase, just like we’ve done before: acting as a co-pilot, not just an executor. For us, technology is just the engine. The real driver is a well-defined roadmap, lean operations, and a revenue model that doesn’t rely on selling hours but on delivering value every day.
Whether you’re a founder aiming high or an SMB ready to move beyond project-based work, the future is clear: build less code, generate more results.
Learn, adapt, scale: That’s how we got here and that’s how we move forward.
If you’re ready to rethink how you build products, with less risk, more traction, and stronger results, talk to our team.
