Built Different: The Story Behind RebelDot’s Rise, Culture, and Vision

Even though luck and perfect timing might seem to be overrated by some of us, there are still businesses and stories that began with a drop of luck followed by a lot of work and dedication. 

For RebelDot, certain "lucky circumstances" significantly contributed to the foundation of a thriving company, proving the importance of big dreams. 

Seven years ago, the journey began for RebelDot, and not from a palace of excitement, but rather from a sense of loss. Tudor Ciuleanu (Tudi), the CEO of RebelDot, was back then developing and managing the services department, which, after a period of time, needed to be closed. “It was kind of my baby,” Tudor mentioned. 

So, when faced with the prospect of losing something he worked for, he made the bold decision to acquire the services department and spin it off into a new company. 

Yet, a name for this new company was needed. “We looked for the name for like six months,” he said, reflecting on the process that also brought forth quirky suggestions such as Daring Zebras, Mouse Drama, Tech Peas, and Bend the Pen. 

“I was ready to pick one just by throwing the dice,” he admits. Then, a breakthrough moment came as one of his colleagues, Vlad, came up with the suggestion “RebelDot”.

Tudi’s response was “yep, that’s the perfect name for us,” the name bringing together their values – a group of bold individuals who dare to speak up for what they believe to be right. Paired with “dot,” the name suggests precision, order, and delivery. 

This is how RebelDot was born in 2018, along with 20 colleagues who joined him in this new journey. Summing up the start of the company as “It’s definitely about the timing,” he says, “but it was also about being prepared to take on the challenge”. 

Asked if he would do anything differently, the founder kept a candid perspective. “There are always things that could have been done differently.” However, instead of dwelling on the past, RebelDot’s CEO focuses on learning from it and shaping the future.  

“Whenever people ask me... if you were to know what you know today, what would you have done differently in the past? I just say I wouldn't have sold my Bitcoin,” on a more fun note.  

A defining element of RebelDot's identity is its strong company culture. Tudor mentioned that he intentionally approached this part differently compared to the experience he had in his previous companies.  

In RebelDot, he aimed to prioritize the values of the team from the outset. To define these core principles, they contracted a consultant to do a values discovery workshop with the initial small team.  This collaborative process resulted in the five core values that still guide RebelDot  today:  

“Togetherness, care, growth, fulfillment, and fun.” – This early focus on culture proved particularly important.  

Building a strong value-driven company culture proved to be invaluable, especially when the pandemic hit, forcing everyone to work remotely. If you think about the values of togetherness, " you can't really be together when you're at home,”.  

However, the team adapted, finding suitable ways to maintain their sense of community through everything. Despite all, “Our culture is still based on these values and trust and transparency”, he added.  

To stand out, RebelDot also adapted some norms, such as redefining seniority levels. “I  was very frustrated because of the way seniorities were working in the IT industry,' he explains. “If you're called senior after 2 years of experience, what will you be after 10?” he asks.

Now, instead of junior, mid, and senior titles, they have simplified it to: intern, if you're an intern, developer/tester/and so on, once you're a full-time professional, and lead if you're leading people.

This internal change allowed a more honest skill assessment, despite some initial client confusion. The company is now transitioning to the SFIA System, offering a more analytical and structured approach as it combines both technical and soft skills. 

Another unconventional strategy, which was adapted by RebelDot, was unlimited holidays. Which initially worked, but as the company became bigger, “We ended up having some colleagues who were not taking enough holidays”. 

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Tudor also talked about the mistakes he sees startups make. 

“The most often mistake I see and they keep making is investing all their money in building technology.”.

He emphasized that business founders and entrepreneurs should focus on finding what makes their idea and solution stand out, prioritizing marketing and market fit over solely investing in the perfect app. 

He elaborated,

“Having a scheduling app doesn't automatically make you a tech startup. If you don't have a unique IP as your trademark, the technology itself is easily replaceable. The differentiator should be elsewhere.” 

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He also added,

“I would say invest the least possible in technology to prove the idea, make sure that your product is fit to the market, that you identify the right customers, and so on, start to generate revenue. And then when it's really needed, build the proper technology.” 

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One of RebelDot’s biggest ambitions to make an impact has also led to a high-profile partnership. 

A longtime Formula 1 fan, the founder fulfilled a personal dream by collaborating with Visa Cash App Racing Bulls F1 Team. “For me personally, it’s a huge thing,” he admits. What began as a fun AI-generated car design evolved into a formal partnership, with the RebelDot logo appearing on the car in Monaco. 

“It’s proof of the fact that first you have to think big, dream big, and then really try and achieve that,” he also mentioned. 

RebelDot has also expanded in AI through its acquisition of SteepSoft, a company that specializes in AI services. The partnership, which was the start of a subcontracting opportunity, grew into a full acquisition, positioning RebelDot as a key player in the AI  space. “Today, we have about 50 people doing AI and data”.  

Asked about the future of artificial intelligence, Ciuleanu answered that “I don’t have the courage to say where I see AI in the next three years or even one year,”. Yet, pushing boundaries will still happen.  

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Tudor’s future focus is also evident in its recent initiatives, such as Cluj Game Jam.  The project is in collaboration with Ben, an ex-Facebook employee and a passionate for gaming, the event aims to find a game concept that could get traction. “We could build something interesting, but we don't know what yet,” the founder admits.  

The initiative is modeled after RebelDot’s AI internship program, which attracted hundreds of applicants, the interns being selected after participating in a hackathon. This process resulted in hiring some of the most talented new developers in the region. “We want to do the same with the game jam and see what the outcome is,” he says, hopeful for another success story.  

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Asked for advice for young entrepreneurs, Tudor said they needed courage. “When I  started in 2008, I was a fourth-year computer science student, and I saw the  opportunity.” He added,  

“There were many situations where it took courage to try, but the outcome was very good. Just try; don't be afraid to fail. Obviously, assess the risk, but as long as it's not  life-endangering, you should be fine.”  

Beginning with what Tudor described as opportune timing, RebelDot's journey unfolded from a bold decision born out of necessity into a flourishing company with global partnerships and forays into innovative areas like AI and gaming.  

Their story highlights how being ready to embrace a challenge at the right moment,  coupled with a strong focus on culture and a willingness to break norms, can lead to significant success and impact.