He ran an ice cream truck for adults. Today he leads a company worth hundreds of millions

Roi Adler, founder and CEO of Hud, recounts his career in an interview: from a nerdy kid in Netanya, through service in Unit 81, founding a failed smart guitar startup, a role at Soluto which was sold for $100 million, seven years at WeWork, the Santa delivery venture that shut down, to founding Hud which raised $21 million.

Roi Adler, founder and CEO of the code monitoring startup Hud, tells his career story in an interview. Adler grew up in Netanya, started programming in elementary school, and served in Unit 81. After discharge, he studied computer science at IDC Herzliya. He was a partner in a failed smart guitar startup, then joined Soluto as VP Product, which was sold in 2013 for about $100 million. He later moved to WeWork, where he stayed for seven years until 2020. Upon returning to Israel, he founded Santa, a delivery service styled as an 'ice cream truck for adults,' which raised $13 million but shut down in 2023 due to lack of profitability. In 2023, he founded Hud, which develops a tool for real-time code issue detection. The company raised $21 million and employs 40 people.