An applied-AI company that builds and ships consumer and enterprise software end-to-end.

Hubbs Enterprises, LLC is a small, founder-led company building AI-native consumer and enterprise products. We don't research AI or advise on it — we ship it: software that runs in production, in front of real users, against real budgets. The company operates two brands today, Why Not Buy and Hand & Foot Friends & Family Edition, and builds custom AI systems along the way.

The company was founded by Walter Carl. For eighteen years Walter led Purchased, a consumer data and analytics firm, where he built bespoke measurement systems for Google, Walmart, Microsoft, Gap Inc., and dozens of other global brands. That work was always about the same thing: measuring what people actually do, distinct from what they say they do, and translating it into decisions a business can act on.

Over the past year Walter has personally designed, built, and shipped AI tools and agentic workflows end-to-end with Claude Code — the flagship research platform behind Why Not Buy, a full rebuild of the Hand & Foot app onto a single cross-platform codebase, and custom systems like document-extraction pipelines, customer-support automation, and a direct-booking engine. The builds are the point: plenty of senior operators have opinions about AI; far fewer have shipped systems that hold up in production against real users and real money.

Why Not Buy is the flagship — an AI-moderated qualitative research platform that interviews recent category purchasers and produces strategic findings on why consumers choose, and don't choose, a given brand. Hand & Foot Friends & Family Edition is a multiplayer card game, a Canasta variant the founder's family has played for thirty years, rebuilt from scratch to ship to web, iOS, and Android from one codebase.