iUP S.r.l. is an innovative startup dealing with designing applications for smartphones of its own conception. Established in May 2018, the company boasts a large and solid structure. There are currently six people in the internal team, each responsible for a key area for the project's evolution, and about twenty external collaborators. Its operational HQ is located in Lomazzo, at the ComoNExT Scientific Technological Park, to which iUP got access after winning the "Business Incubator 2018" tender by the Chamber of Commerce of Como and ComoNExT. The team is focused on the development of 2REC, an application designed to revolutionize the approach to voice messages and, more generally, to bring audio communication between people to a more advanced stage. This ambitious project that has allowed iUP to obtain numerous awards, such as passing the selections for the "Global Startup Program" twice in a row, an initiative of the MISE promoted on the national territory. This allowed iUP to participate in a three-month acceleration path in 2019 in Silicon Valley at the Plug & Play Tech Center headquarters, one of the most renowned accelerator hubs, while, next summer, it allowed iUP to access the "International ScaleUp" at the "Mind The Bridge" accelerator in Los Angeles. Furthermore, the ICE (the Italian Agency for the promotion of Italian companies abroad), called iUP to represent sector innovation at GITEX Future Stars in Dubai, the main digital-tech event in the Middle East, at the latest presentation of CES in Las Vegas, the most important technology fair in the world, and at two iterations of the "Mobile World Congress" in Barcelona, the most prestigious event in the mobile sector. Finally, iUP is among the candidates for being part of Italy's delegation at EXPO2020 in Dubai, which will have innovation in digital communication among its main themes.