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The Work

Real problems, real decisions, real outcomes. Each case shows how I think and what happens when I ship.

Co-founding

Qualus

B2B Financial Management Platform — Lima, Peru — 2017–2022
Discovery through selling
Situation
Needed to understand how SMBs managed their finances before building anything. No existing product to learn from, no budget for months of pure research.
Action
Built an Excel prototype and sold it as a subscription to 16 businesses. Sat with clients monthly — observed their workflows, mapped their needs, studied how they actually managed their money.
Result
Validated the concept with paying customers before writing a single line of code. Research directly shaped the product — 120+ clients, 50K+ invoices issued, $300K raised.
Low transaction engagement
Situation
KPIs showed clients weren't saving as many transactions as expected. The core feature was underperforming and adoption was stalling.
Action
Dug into the data, ran sessions with clients, brainstormed with the team guided by feedback and value proposition. Redesigned the transaction form to be fully customizable to each business's needs.
Result
Transactions per user increased. Feature adoption followed — the form became the most-used part of the platform.
Scaling with integrations
Situation
SMBs needed reliable payment collection and connections to the tools they already used. Manual processes were causing churn.
Action
Defined user stories and led integration of VisaNet payments, Shopify API, tax-compliant invoicing, and Pipedrive CRM. Reviewed implementation and validated every flow end-to-end.
Result
4 APIs shipped. VisaNet payment integration still operating years later. Reduced churn risk and gave SMBs a platform they could actually run their business on.
Full-time

Pertinence & InvestorIQ

AI Products for Private Equity & Impact Investing — Amsterdam — 2024–Present
Building IIQ from zero
Situation
Impact investors had no AI-powered fundraising tool. The existing legacy platforms were outdated and expensive to maintain.
Action
Led 0→1 development — ran discovery, aligned dev, design, and stakeholders around a focused MVP scope, and shipped the platform in 3.5 months.
Result
NPS 8 in month one. Development costs cut by ~80% compared to legacy approach. MAU exceeded initial targets.
Making search actually work
Situation
Users weren't finding what they needed on the platform. Search was basic keyword matching — not good enough for a data-rich investment environment.
Action
Led discovery with UX and engineering. Mapped user journeys through interviews and platform metrics. Integrated AI semantic search and auto-generated fund profiles via OpenAI APIs.
Result
Time spent on search feature increased by +250%. Profile creation time cut by 90%. Users actually found what they were looking for.
Designing matching intelligence
Situation
PE firms match fund managers with investors through gut feel and spreadsheets. No structured, data-driven approach existed in the market.
Action
Defined the full matching parameter framework from scratch — economic compatibility (ticket sizes), strategic alignment (geography, strategies), structural fit (fund structure), and institutional friction filters. Designed a 36-entity database schema through 3 iterations.
Result
Core product intelligence now powering Pertinence's recommendations. 3 platform iterations shipped in 3 weeks using AI-accelerated development.
Side Projects

Holistica & Womy

AI Agent Development & Product Strategy — 2025–2026
AI sales agent for Holistica
Situation
80% of incoming inquiries on Instagram and WhatsApp were single messages — people asking about offers but never engaging again. Sales was spending time replying to all of them, most going nowhere.
Action
Did the product work — ran client interviews to understand the brand's voice, then defined the agent's behavior, tone, escalation logic, and knowledge base. Led the implementation: built the agent and connected it to Instagram and WhatsApp.
Result
AI agent handles the dead-end inquiries autonomously. Sales only replies to leads that matter — freeing their time for conversations that actually convert.
AI strategy for Womy
Situation
A hospitality platform wanted to leverage AI but didn't know where to start or what was actually worth building.
Action
Ran discovery in one month. Defined vision, strategy, and roadmap for AI analytics modules — NLP review analysis to uncover segments, offering forecasting, data-driven upsells.
Result
Identified and validated a €150–250K ARR opportunity through new subscription and upsell models the platform hadn't considered.