Founder
Thirteen years of walking into broken companies, restructuring them in days, and shipping the value out before the slide deck dries. Brainz is what happens when the operator manual gets written down and the team that wrote it stays together.
The arc
Self-taught. First line of Ruby. Pre-Bootstrap, pre-Hotwire, pre-everything.
Built their entire digital infrastructure across France and Spain. On and off for five years. The relationship is still active — ten years and counting.
First CTO role. Running operations, owning the engineering function.
The big one. Mobility platform across five countries. Scaled to 1M+ monthly rides at 99.9% uptime. Led teams. Built the muscle for everything that came after.
Built BrainzLab and Sidekiq in October. RunMyProcess turnaround starts. The pivot from employee to founder.
Fluyenta turnaround. LexPro with first users. Lumina Fragancias with Laura. The holding-company vision takes shape, and The Brainz Method gets written down.
The pattern
ROEPA. Symplifica. Picap. Fluyenta. Each one was a different sector, a different stage, a different scale. The loop was the same: walk in, name the constraint, rewire revenue-to-delivery, leave behind a team that can run it. That loop is now The Brainz Method, and you can read it on the Advisory page.
Most companies misdiagnose. We start by finding the actual bottleneck — not the one everyone agrees on.
Revenue motion, delivery cadence, and the handoffs between them. The Method puts the buyer at the center; Shape Up gives the cadence; AI runs the discovery at scale.
Train the trainer. Certify the reps. Leave behind automation that survives our departure.
Personal
Based in Bogotá, Colombia. Co-founder is Laura — she runs Lumina inside the portfolio and the home outside it. Son Benja is the why. Two cats. A Mercedes. A house under construction. LEGO on every surface.
The long-term Brainz answer to “what kind of company is this?” is Basecamp-style incubator. Cover the team at market rate, route the surplus into the next product, and when an idea hits the operator who built it becomes its CEO. We don’t take outside capital. We don’t extract margin from the people doing the work.
