Juliano Murlick, Aline Murlick, Thiago Murlick, Paulo Guilherme Gil
// the model, blind
Evaluating only Triider’s profile at its peak — without knowing the outcome — the model ranked Unit economics as the #1 likely cause. Documented cause: No market fit.
Key Events Timeline
FOUNDING
FUNDING
CRISIS
SHUTDOWN
Full Analysis
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Documented cause
Triider was founded in 2015 in Porto Alegre by Juliano Murlick, Aline Murlick, Thiago Murlick, and Paulo Guilherme Gil to connect homeowners with vetted service professionals in Brazil. In September 2020, Juntos Somos Mais — a construction materials loyalty platform backed by Votorantim, Gerdau, and Tigre — acquired Triider and announced plans to invest over BRL 50 million in the combined entity. In October 2025, MadeiraMadeira, one of Brazil's largest home improvement e-commerce platforms, acquired the business again. Triider was not a failure — it was acquired twice over five years, ultimately becoming part of a major home improvement retail platform. This entry reflects the end of Triider as an independent startup rather than a business collapse.
Lesson
“A services marketplace that cannot prove unit economics as an independent company can still create value as an acquisition — but only if the acquirer has distribution advantages the startup lacked. Triider's professional network became an asset once embedded in a larger home improvement platform.”