Hoodo
Hoodo was founded in 2023 by Mary Llaneta (CEO) and Brandon Potts (CTO) after both experienced firsthand how operationally complex industries lacked proper systems for coordination.
Mary, coming from a healthcare background, was struck by the stark contrast between the structured, real-time collaboration she saw in hospitals and the fragmented chaos she observed in automotive dealerships. Teams handling high-stakes work were still relying on spreadsheets, texts, and hallway conversations to coordinate tasks. For Mary, it was clear that these industries weren’t disorganized because their people didn’t care—they were disorganized because no one had built them the tools they needed.
Brandon’s perspective came from inside the dealership environment itself. He saw vehicles delivered with missing parts, duplicated work orders, and no clear ownership over critical workflows. The root cause wasn’t laziness or incompetence—it was a system built on chaos, where no one had visibility into what needed to happen next.
After shadowing frontline teams and seeing the breakdowns firsthand, Mary and Brandon realized they shared the same vision: to build a platform that gave real-world teams the kind of coordinated, real-time visibility that high-functioning industries like healthcare relied on. Hoodo was born to fill that gap—a coordination system purpose-built for industries where operational work is too important to leave to chance.
Metiquity Ventures’ investment in Hoodo also marks a significant milestone for the firm. It is
Metiquity’s first investment in a company they initially met through Platform Calgary’s Catalyzer
program. This underscores the importance of local startup programs in building meaningful
investor-founder relationships and fostering the growth of Calgary’s tech ecosystem.
“Hoodo is tackling a pain point that almost every automotive dealership faces, but few have solved effectively,” added Bryan Slauko, Partner at Metiquity Ventures. “Their platform delivers measurable improvements in delivery speed and customer satisfaction while giving managers the visibility they need to run smoother operations. We’re excited to support the Hoodo team as lead investor and help scale their impact across North America.”
Hoodo is transforming one of the most overlooked and operationally challenging parts of the
dealership experience: reconditioning and make ready—the behind-the-scenes process of
preparing a sold vehicle for delivery. In fast-paced dealership environments, vehicles must move
through multiple teams, each managing their part with emails, spreadsheets, or whiteboards.
Without a shared system, updates get lost, causing delays, miscommunication, and frustration
for staff and customers alike. Hoodo replaces this chaos with structured workflows and real-time
visibility, automating admin and centralizing communication in one place, creating better
experiences for everyone involved.
So far, Hoodo has automated over 600,000 manual steps for crews who keep the world moving.
“We’re excited to partner with Metiquity Ventures as we enter our next stage of growth,” said
Mary Llaneta, CEO and co-founder of Hoodo. “At Hoodo, our mission is to make work easier for
dealership teams and create a better car buying experience for customers. Their investment
and strategic guidance will fuel our vision and help us expand across Canada and the United
States.”
Hoodo plans to use this funding to accelerate product innovation, expand its go-to-market capabilities, and deepen relationships with dealership groups across Canada and key U.S. markets.
Let’s Build the Future Together
Are you an entrepreneur with a bold vision? We’d love to hear your story and explore how we can support your journey.