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 build first and advise second: the software ships to production, in front of real users, against real budgets — and the consulting and advisory work we take on is grounded in that shipping, not in theory. The company operates three brands today — Why Not Buy, PurchaseDecision, and Hand & Foot Friends & Family Edition — and builds custom AI systems along the way.

The company was founded by Walter Carl, Ph.D. For nineteen 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 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 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. PurchaseDecision is a research platform that runs randomized forced-exposure experiments with real in-category shoppers, measuring what AI search results and other digital stimuli actually change about the purchase decision. 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.

Consulting is the company's oldest line of business — Hubbs Enterprises was founded to provide business-consulting services to family businesses. Today the practice covers AI workflow implementation and adoption, and client-to-market strategy for insights, data-analytics, and advertising-effectiveness companies — details on the Consulting page.