When we think about the primary sector, we tend to picture the countryside and long days working under the sun. But it is also a sector shaped by data and technology.

This is the landscape in which Agrobit is growing: a comprehensive agricultural management platform that connects field operations with administrative and commercial processes. It organizes information, optimizes the value chain, and enables faster, more accurate decision-making. In essence, it brings everything that happens in the field together on a single platform.

The company currently operates in seven countries across Latin America and Europe and is preparing for its next stage of expansion. Leading its development in Europe is Carla Balussi (1994), Business Developer at Agrobit. We spoke with her about the importance of building trust in a traditional sector and helping it address one of the world’s major challenges: “producing more and better food in an increasingly sustainable way.”

TB: What is the purpose of your project?

CB: Our purpose is to accelerate the digital transformation of the agri-food value chain by helping companies make better decisions through data, traceability, and intelligence. We believe technology should contribute to producing food in a more efficient, transparent, and sustainable way.

TB: What stage is the project at, and where do you see it in two years’ time?

CB: It was created to address challenges in Argentina’s agri-food sector. Today, it supports companies in several countries. The next step is to help tackle one of the world’s greatest challenges: producing more and better food in an increasingly sustainable way.

TB: What key decision has shaped your project?

CB: One decision that shaped our journey was understanding that digital transformation does not begin with technology, but with people. That is why we have always developed solutions with those who use them every day in the field and throughout the agri-food value chain in mind.

TB: What has been the biggest challenge you have faced, and what has it taught you?

CB: The biggest challenge has been driving innovation in a sector where change requires time and trust. It has taught me that listening is just as important as innovating, and that technology only creates an impact when people truly embrace it.

TB: What is the best piece of advice you have received?

CB: “Listen more than you speak.” It is a simple piece of advice, but I believe the best decisions come from first understanding people, their challenges, and their needs before trying to offer a solution.

TB: We all change over time. Have you changed your mind about anything?

CB: I used to think innovation was about developing the best technology. Today, I believe true innovation lies in solving real problems in a simple way and creating a positive impact on people.

TB: Who is a professional role model who inspires you?

CB: My greatest professional role model is Horacio Balussi, my father and the founder of the company. At just 19 years old, in 1979, he started a project that continues to evolve and innovate more than four decades later. I am inspired by his long-term vision, his ability to adapt to change, and his conviction that technology only makes sense when it creates an impact on society.

TB: What do you value most in the people you work with?

CB: I value people who show initiative, curiosity, and generosity in sharing what they know. When there is trust and a shared purpose, teams are capable of achieving extraordinary things.

TB: What technology will shape the future?

CB: Digital twins. The ability to simulate scenarios before making a decision will transform the way we manage industries as complex as the agri-food sector, making processes more efficient, sustainable, and resilient.

TB: Is there a startup or company you admire, and why?

CB: I admire Beeflow for its ability to turn a global challenge, such as crop pollination, into an opportunity for innovation. It is a great example of how science and technology can contribute to a more sustainable food system.

TB: What do you do to switch off?

CB: I switch off by spending time with my dog, enjoying the sea, travelling, and sharing moments with my family and friends. Art and music are also an important part of that balance.

TB: A book you would recommend.

CB: I would recommend ‘Many Lives, Many Masters’ by Brian Weiss. It is a book that invites you to look at life from a different perspective and reflect on human connections, learning that transcends time, and how every encounter can have a purpose.

TB: A song that defines this stage of your life.

CB: ‘Vuelta por el universo’ by Gustavo Cerati. It connects me with the idea that life is an infinite journey of learning, in which every experience, every person, and every change expands the way we see the world.

TB: A recipe, a dish, or a restaurant.

CB: Home-cooked food. No restaurant can compete with a table shared with family. If I had to choose one dish, it would be Argentine empanadas. Every time I share them, I feel that I am also sharing a part of my story, my roots, and the way I understand coming together with others.
 

TB: A place in the world.

CB: Barcelona.

TB: Where would you invest €100,000?

CB: I would invest it in a project that combines technology and conservation to protect animals and ecosystems. I am convinced that there can be no sustainable future unless we learn to coexist with and better care for the life around us.

TB: If you were not an entrepreneur…

CB: An artist. Because I believe art has the power to make us see the world through different eyes.

TB: What does Tech Barcelona mean to you?

CB: Tech Barcelona represents a community where innovation, collaboration, and talent come together to build solutions that improve the world.

Since mid-2025, Lorena van den Berg (Barcelona, 1975) has served as CEO of Netsense, a consultancy specializing in digital strategy, user experience, and communications for large organizations. With more than twenty years of experience in the sector, she knows exactly what she is most passionate about in her work: driving innovation and constantly learning from the changes shaping the digital landscape.

TB: What is the purpose of your project?

LB: To build digital strategies that have a real impact on our clients’ businesses. At a time of profound technological change, we want to help companies adapt without losing sight of what matters most: people.

TB: Where does your project stand today, and where do you see it in two years?

LB: We are currently in a period of evolution. After many years of consolidating our position, we are incorporating new areas such as GEO, or Generative Engine Optimization, and visibility in AI-driven environments. In two years, I would like Netsense to be one of Europe’s leading consultancies in this field.

TB: What key decision has shaped your project?

LB: Always prioritizing knowledge over volume. We have chosen to grow sustainably by specializing and working with clients for whom we can create genuine value.

TB: What has been the greatest challenge you have faced, and what has it taught you?

LB: Maintaining our ability to reinvent ourselves. In the digital world, what works today may stop working tomorrow. I have learned that adaptation is not a response to uncertainty, but a way of working.

TB: What is the best piece of advice you have ever received?

LB: Do not make important decisions in the heat of the moment.” Over time, I have learned that gaining perspective almost always leads to better decisions.

TB: We all change over time. Have you changed your mind about anything?

LB: I used to think that you needed to have all the answers. Today, I believe the most important thing is to ask the right questions and surround yourself with people who know more than you do in many areas.

TB: Who is a professional role model who inspires you?

LB: Genís Roca. I have always been inspired by his ability to explain the impact of technology from a strategic and human perspective, distancing himself from noise and passing trends.

TB: What do you value most in the people you work with?

LB: Curiosity, honesty, and a willingness to build as a team. Talent adds a great deal, but trust multiplies it.

TB: What technology will shape the future?

LB: Quantum computing. Although it is still in its early stages, it will transform entire sectors such as healthcare, energy, and cybersecurity.

TB: Name a startup or company you admire, and explain why.

LB: Airbnb. It succeeded in transforming a traditional industry by putting people at the center. Beyond the technology itself, I admire its ability to build a global brand based on trust, experience design, and a sense of community.

TB: What do you do to switch off?

LB: I walk by the sea, travel, and spend time with my family. I also really enjoy reading about subjects that have nothing to do with my work.

TB: A book you would recommend.

LB: ‘Infinito’, by Marcos Abollado. It is a book that invites readers to reflect on purpose, the attitude with which we face challenges, and the importance of continuing to evolve both personally and professionally.

TB: A song that defines this moment in your life.

LB: ‘Beautiful Day’ by U2.  

TB: A recipe, a dish, or a restaurant.

LB: A good fish rice dish shared with friends. And a restaurant: Pez Vela.

TB: A place in the world.

LB: Lanzarote. Its volcanic landscape, its light, and the way nature and architecture coexist in harmony inspire me. It is one of those places that helps you disconnect and return with new ideas.

TB: Where would you invest €100,000?

LB: I would invest part of it in purpose-driven technology startups, another part in continuous learning, and the rest in projects that help improve digital education for future generations.

TB: If you were not an entrepreneur…

LB: I would probably work in education or provide strategic guidance to companies. I really enjoy sharing knowledge and helping others grow.

TB: What does Tech Barcelona mean to you?

LB: Tech Barcelona represents a community that connects talent, innovation, and business. It is a space in which to share experiences, create opportunities, and continue building a strong technology ecosystem from Barcelona.

Entrepreneurship is about learning how to navigate: reading the course, adapting to the waves and staying patient when progress is slower than expected. Henry Hooper knows this journey well.

As co-founder and CEO of Metarina, he is working to digitalise marinas and transform the way they interact with boaters. What began in Spain has already expanded across the Mediterranean and reached the Gulf region, Southeast Asia and Australia.

He speaks to us about growing beyond the closest market, building trust in a traditional industry and understanding that real progress also means enjoying the process.

TB: What is the purpose of your project?

HH: Metarina exists to transform how marinas and boaters interact. We help marina teams deliver a better customer experience by digitising operations, automating repetitive processes and creating a more connected boating ecosystem. Ultimately, our goal is to make boating simpler, safer and more enjoyable for everyone involved. 

TB: What stage is your project at, and where do you see it in two years?

HH: We’re at an exciting stage. After starting in Spain and expanding across the Mediterranean, we’re now working with ambitious marinas from Southeast Asia and the Gulf region through to Australia. 

In two years, we want to be recognised as the global leader in the digital transformation of marinas, partnering with the industry’s most forward-thinking operators and setting the benchmark for what’s possible. 

TB: A key decision that has shaped your project.

HH: One of the most important decisions we made was to look beyond Europe earlier than expected. 

It taught us that the closest market isn’t always the only right market. Every region has different dynamics, and understanding where your solution creates the most value is often more important than geographical proximity. 

TB: What has been the biggest challenge you have faced, and what has it taught you?

HH: Building enterprise software for a traditional industry requires patience. Trust, reputation and long-term relationships can’t be accelerated in the same way as user growth in many digital businesses. 

That experience taught me the importance of balancing ambition with persistence, and surrounding yourself with mentors and investors who understand that meaningful transformation takes time. 

TB: The best advice you have ever received.

HH: Theodore Roosevelt’s “Man in the Arena” has stayed with me throughout my entrepreneurial journey. It reminds me that the opinions worth paying attention to are those of people who are willing to step into the arena themselves. It’s a useful compass when building a company: listen carefully, but be selective about whose advice shapes your decisions. 

TB: We all change over time. Have you changed your mind about anything?

HH: Earlier in life, I was always focused on reaching the next milestone as quickly as possible. 

Today, I still value progress, but I’ve learned to appreciate the process itself. Building something meaningful isn’t about rushing to the finish line, and I believe success follows naturally when focusing on the process, which also makes the journey much more worthwhile. 

TB: A professional role model who inspires you.

HH: I’ve been fortunate to work with an outstanding circle of advisors and mentors, each of whom has shaped the way I think in different ways. Rather than trying to emulate one particular person, I prefer to learn from many people and bring those perspectives together in my own way. 

TB: What do you value most in the people you work with?

HH: Integrity, loyalty and ownership. Startups are demanding environments, and they reveal people’s character very quickly. I’m incredibly grateful to work with a team that consistently shows initiative, supports one another and genuinely cares about building something meaningful together. 

TB: A technology that will shape the future.

HH: I’m not the right person to predict which technology will have the biggest impact outside AI. What I do hope is that the next generation of technologies helps us build a more sustainable world by making better use of the resources we already have. 

TB: A startup or company you admire and why.

HH: Ocean Ecostructures. I admire how they’ve combined commercial success with a tangible environmental impact. They’re proving that sustainability can be a genuine business model rather than just a marketing message. 

TB: What do you do to disconnect?

HH: Walking. I walk around 40 minutes to and from the office every day through Ciutadella and along the marina, and it’s become an essential part of my routine. When I need a proper reset, you’ll find me on the Camino de Santiago or hiking in the Dolomites. 

TB: A book to recommend. 

HH: ‘The Monk Who Sold His Ferrari’, by Robin Sharma. A simple reminder that ambition and fulfilment don’t have to be at odds with one another.

TB: A song that defines your moment in life. 

HH: ‘Olalla’, by Blanco White. Not because of the lyrics, but because of the atmosphere it creates. It has a balance of melancholy and optimism that I keep coming back to. 

TB: A recipe, a meal, a restaurant.

HH: La Fonda de Pirenaicas, in Gracia. Although one of the things I appreciate most about Barcelona is that there isn’t a single “must-go” place. There are great restaurants tucked away in almost every neighbourhood. 

TB: A place in the world.

HH: San Sebastián. It has a unique atmosphere that keeps drawing me back every year. 

TB: Where would you invest €100k?

HH: In exceptional people. The best companies are ultimately built by great teams, so I’d back founders and teams with strong values, curiosity and the determination to solve meaningful problems. 

TB: If you weren’t an entrepreneur… 

HH: I’d still want to be creating things, just in a different medium. Whether architecture, product design or industrial design, there’s something special about creating something you can actually touch and experience in the physical world. 

TB: What does Tech Barcelona mean to you? 

HH: Tech Barcelona represents the beginning of my entrepreneurial journey in the city. I first came to Barcelona to study, but I came back to build a company and a life here. Being part of the ecosystem from the early days has connected me with people who have challenged, supported and inspired me along the way. 

What does a business coach do?

At Scaling Up Spain, Laia Alomar (Barcelona, 1982) helps CEOs and management teams take control of their companies, grow without falling into chaos, and make more time for their personal lives.

Laia studied computer science at the UPC and business studies in London. She then founded her own animation studio, which, from Barcelona, worked on productions for companies such as Disney and Marvel. Later, she became certified in Scaling Up, the methodology created by business guru Verne Harnish to help SMEs grow sustainably and profitably.

Laia insists that professional success should not come at the expense of what awaits you when you get home: “I am the mother of two teenagers, and I believe that a well-built company should not destroy your family nor your life,” she says. Outside work, she is preparing for her next trip around the world, says that in another life she would have been a rally driver, and describes Premià de Mar as the “tropical Maresme” she always returns to.

TB: What is the purpose of your project?

LA: I want CEOs to be able to grow their companies without letting them take over their lives, by establishing an operating rhythm that provides clarity, shared direction, and the pace needed to grow with traction and balance.

TB: What stage is your project at, and where do you see it in two years?

LA: It is in a phase of consolidation and focus. There are recurring clients, structure, and results. What is missing now is visibility and growth.

TB: A key decision that has shaped your project.

LA: Seeking international knowledge and then using it to serve my local ecosystem.

TB: What has been the biggest challenge you have faced, and what has it taught you?

LA: Something very common in most businesses: the difficulty of communicating something that people need but no one is looking for. It has taught me that the job is to help people recognise themselves in the problem and feel that “this is exactly what is happening to me”.

TB: The best advice you have ever received.

LA: Purpose and values are at the heart of everything you do as a person and as a company. Discover them first, then build everything else.

TB: We all change over time. Have you changed your mind about anything?

LA: Over time, I have come to understand that less is more. We need to eliminate noise in every area. We do not need more data, priorities, or actions. We need less of everything and much more focus.

TB: A professional role model who inspires you.

LA: All the business owners I work with. Many of them are also close family members who help me grow.

TB: What do you value most in the people you work with?

LA: Courage and humility. Courage to say out loud what needs to change, and humility to accept feedback and improve. Difficult conversations are what move things forward. The rest is theatre.

TB: A technology that will shape the future.

LA: AI for team decision-making. Not to replace human judgement, but to make visible what could not be seen before.

TB: A startup or company you admire, and why.

LA: Innovamat. I am passionate about innovation in learning. It is a local initiative, and I have seen the results first-hand at my daughters’ school.

TB: What do you do to switch off?

LA: I enjoy travelling and discovering new cultures. I am currently preparing for a trip around the world.

TB: A book you would recommend.

LA: ‘Scaling Up’, by Verne Harnish, to apply in business, or ‘Atlas Shrugged’, by Ayn Rand. A controversial read, but a necessary one.

TB: A song that defines this stage of your life.

LA: ‘Unstoppable’, by SIA.  

TB: A recipe, a dish, a restaurant.

LA: Frit Mallorquí, in honour of my family. St. Moritz, a Swiss fondue restaurant on Wardour Street in London, where I celebrated my birthday every year for a decade and which I miss very much.

TB: A place in the world.

LA: Premià de Mar, tropical Maresme. There’s no place like home.

TB: Where would you invest 100k?

LA: In books and education.

TB: If you were not an entrepreneur…

LA: In another life, I would have been a rally driver.

TB: What is Tech Barcelona to you?

LA: A source of support and a driving force for Barcelona’s tech ecosystem.

In communication, arriving late to a topic is the same as saying nothing. Brands compete every day to be part of the conversation. They try to understand their audience, detect new trends, and join the trending topics of the moment on time… But the pace is becoming increasingly frantic. Conversations emerge, explode, and disappear before many companies have even finished approving the copy.

Lexy was created to solve this challenge. Through artificial intelligence, the startup identifies hot topics according to each company’s profile and helps adapt their communications to the conversations of the moment.

Behind the project is Gabriela Moncada (Caracas, 1988), CEO and co-founder of the platform. An economist by training, with specializations in international business management, digital marketing, and web development, she began entrepreneurship at a very young age alongside her family in Venezuela. Today, Lexy brings together three worlds that have always accompanied her: entrepreneurship, communication, and technology. She explains how.

TB: What is the purpose of your project?

GM: Lexy’s purpose is to help companies, entrepreneurs, and organizations communicate better, with more strategy and less friction. Most companies have very valuable propositions, but they struggle to turn what they know, what they do, and what is happening in their sector into useful content for their audience. Lexy helps them precisely at that point: it connects their brand data with relevant trends and news to turn all of that into more strategic, personalized, and actionable publications. We want communication to stop being an operational burden and become an advantage for growth.

TB: Where does your project stand now, and where do you see it in two years?

GM: Lexy is currently in a stage of growth, commercial validation, and product consolidation. In two years, I see Lexy as a leading platform for automating content creation for small and medium-sized companies; a tool that works with you, proposes strategic content, and allows you to maintain creative control, but with much less operational effort.

TB: A key decision that has shaped your project.

GM: One key decision has been to be very clear about the problem we wanted to solve, while remaining flexible along the way. When we started Lexy more than four years ago, almost nobody was talking about artificial intelligence. Many of our potential clients still did not fully understand how this technology could help them in their day-to-day work. Over the years, the market changed completely, AI became omnipresent, and that forced us to adapt, differentiate ourselves quickly, and make decisions in an environment with a lot of noise. I think what has shaped us the most has been staying focused without becoming rigid, listening to the market, evolving the product, and continuing to work on a need that we clearly saw in companies.

TB: What has been the biggest challenge you have faced, and what has it taught you?

GM: One of the biggest challenges has been sustaining the project during moments of great uncertainty. Entrepreneurship is not as simple as it may seem. There are stages when you have fewer resources, a smaller team, and many difficult decisions ahead.

In our case, we went from being a larger team to having to keep moving forward with very little capital and just two people pushing something we strongly believed in. Little by little, we began to grow again, build a team, and bring forward the product we have today. That taught me that when you have a clear focus and work with the right people, you can go through very difficult moments without losing direction.

TB: The best advice you have been given.

GM: Before becoming obsessed with selling, become obsessed with solving the problem well. When you build something that truly helps, selling stops feeling like a transaction and becomes a natural consequence of providing value. For me, that advice has been very important because it reminds me that a company is not built only from what it wants to offer, but from what its clients truly need.

TB: Todos cambiamos con el tiempo. ¿Has cambiado de opinión sobre algo?

GM: I used to think you had to analyze a lot before making a decision. Over the years, and especially through entrepreneurship, I have understood that clarity often comes after taking action, not before.

TB: A professional role model who inspires you.

GM: Claudia de la Riva, CEO and founder of Apolo Kids. I am inspired by her energy, her consistency, and her ability to keep going even when the path is not easy. Entrepreneurship requires a lot of resilience, and I think Claudia represents very well that combination of vision, passion, and execution capacity needed to build a company with impact.

TB: What do you value most in the people you work with?

GM: I greatly value commitment and empathy. In a startup, especially when the team is small, each person has a huge impact. It is not only about technical talent, but also about attitude, responsibility, and the ability to build with others. At Lexy, we have a small but very committed team, and I believe that is one of our greatest strengths.

TB: A technology that will shape the future.

GM: I believe quantum computing will profoundly shape the future.

TB: A startup or company you admire and why.

GM: Muse Scene Lab, because they are transforming a very traditional industry such as music education by combining technology, creativity, and a very clear vision of the future. I am especially inspired by how they are bringing new ways of practicing, learning, and connecting with music. Entering such an emotional sector, and one so deeply rooted in classical methods, is not easy. I believe projects that dare to innovate in spaces like this have great merit, because they do not only create technology; they also change habits, experiences, and ways of learning.

TB: What do you do to disconnect?

GM: Discovering new places and connecting with other cultures. I feel that traveling broadens your perspective, helps you understand that there is not just one way to live or see the world, and allows you to return with more perspective. I also meditate and go to the gym.

TB: A book to recommend.

GM: I would recommend ‘Control’, by Freddy Vega, especially for people who are starting a business or building something of their own. It is a book that connects very well with the idea of taking responsibility for your path, your decisions, and your growth. Entrepreneurship often means moving through uncertainty, and I think this kind of reading helps you remember that, although you cannot control everything, you can control how you respond, how you learn, and how you move forward.

TB: A song that defines your current stage in life.

GM: ‘Imagine’, by John Lennon. Because of the moment we are living through as a society, I think it remains a very necessary song. It talks about imagining a different world, one that is more human and more united. I wish some songs could become reality.

TB: A recipe, a dish, a restaurant.

GM: Eatvolve, in Italy. They say they are not a restaurant because they go beyond that, and I think you understand it when you get to know them. It is a concept where food is approached from the perspective of well-being. Their dishes are gluten-free, dairy-free, free from added sugars, and free from additives. One of their phrases is: “You don’t eat there, you nourish yourself there.”

TB: A place in the world.

GM: Canaima, in Venezuela. It is one of the most impressive places I have ever visited. Angel Falls, the highest waterfall in the world, is there, but beyond that, it is a place where nature feels immense, pure, and imposing. It is one of those places that makes you feel small, but at the same time gives you an incredible connection with this wonderful planet.

TB: Where would you invest 100k?

GM: Today, I would invest it in Lexy, without a doubt. We are building something with great potential and at a key moment to accelerate. I would invest in continuing to strengthen product, sales, and growth, in order to reach more companies and prove that AI can help communicate better when combined with data, strategy, and real knowledge of the user.

TB: If you were not an entrepreneur…

GM: I would probably dedicate myself to mentoring and supporting other projects. It is something I already do and that fulfills me a lot. I enjoy helping other entrepreneurs organize ideas, question assumptions, detect opportunities, and move forward with greater clarity. Entrepreneurship is not easy, and often an external perspective can help you see what is difficult to identify from within.

TB: What is Tech Barcelona to you?

GM: It is a key community within the city’s entrepreneurial ecosystem. I was already familiar with its work before creating Lexy, and I have seen how, in recent years, it has helped connect, showcase, and strengthen startups, entrepreneurs, and technological initiatives. I believe spaces like this are very necessary, because entrepreneurship can be a very lonely path if you do not have a community around you.

Moving abroad is often synonymous with an exciting new beginning.

However, as Amber Jackson (United States, 1989) knows from personal experience, it can also be an “isolating and overwhelming” journey. When she relocated to Barcelona in 2022, she found herself urgently needing to hire an immigration lawyer. Without one, she risked having to leave the country. Fortunately, she could also rely on her circle of friends, what in Catalonia we might call a “penya”, a close-knit group of people you trust and can count on. That experience showed her the value of having a reliable support network and ultimately inspired the creation of Penya.AI, an AI-powered platform that helps expats navigate life in a new country.

Before founding the startup, Amber built a 14-year career spanning the technology and media industries. A graduate of the Kellogg School of Management at Northwestern University, with an exchange program at IESE Business School, she held a variety of roles at companies such as Hulu and King, where she led growth initiatives and forged partnerships with some of the world’s leading technology companies.

TB: What is the purpose of your project? 

AJ: Penya was created to help the growing globally mobile population improve their lives. Living abroad can be incredibly exciting, but also isolating and overwhelming when trying to find trusted services, communities, and recommendations. Our goal is to make navigating a new city more human, intelligent, and community-driven.

TB: Where’s your project at and where do you see it in two years? 

AJ: We’re preparing to launch our Beta app and lining up strategic partnerships. In two years, I see Penya expanding into multiple cities and becoming the go-to platform for trusted local discovery among expats and globally mobile professionals.

TB: A key decision that has shaped your project. 

AJ: Choosing to remain a solo founder has been an extremely difficult yet rewarding decision. It challenges me every day, but I’ve learned an immeasurable amount while still finding ways to ask for and receive help.

TB: What has been the biggest challenge you’ve faced, and what has it taught you? 

AJ: Bootstrapping is challenging. Every decision is a tradeoff, but it’s taught me how to be creative and resourceful.

TB: The best advice you’ve ever received. 

AJ: At the end of each “How I Built This” episode, Guy Raz asks his guests: “How much of your success was due to skill and hard work, and how much was due to luck?” There’s a general consensus amongst the guests that I always keep in mind: you need to do the hard work to not only create your own luck, but be ready when luck finds you.

TB: We all change over time. What have you changed your mind about? 

AJ: In the olden days, it was vital to have a technical co-founder to build anything and achieve success, so solo founding felt like a huge risk. As AI democratizes access to knowledge and technology, my choice feels more justified, especially since around half of startups fail due to co-founder friction.

TB: A professional role model who inspires you and why.

AJ: My mother. She is the most resilient woman I know, has always excelled at any task she’s given, and can truly turn nothing into something astonishing.

TB: What do you value most in the people you work with? 

AJ: Curiosity, integrity, adaptability, and kindness. I value people who are ambitious but collaborative; the kind of people who are willing to solve hard problems together without ego.

TB: A technology that will shape the future.

AJ: Fintech for globally mobile professionals. Navigating financial systems as an expat, banking, taxes, and cross-border payments, is still far more complicated than it should be. Companies like Wise, N26, and Revolut are making real progress, and I use all three myself. As more people choose to live and work across borders, the technology that makes financial life seamless for internationals will become essential infrastructure.

TB: A startup or company you admire, and why.

AJ: Spotify. I admire how they combined technology, personalization, and culture to completely reshape how people discover and experience music globally.

TB: What do you do to disconnect?

AJ: I go out dancing and see live shows – music forces me to be in the moment and just enjoy the experience.

TB: A book to recommend. 

AJ: These days I consume podcasts more than books.  I’d highly recommend “How I Built This”, hosted by Guy Raz. It covers the entreprenaurial journey of the founders of some of the biggest companies today and often serves as inspiration or encouragement. 

TB: A song that defines your moment in life. 

AJ: I often have the song “Nothing Even Matters” by Lauryn Hill ft. D’Angelo on repeat. It reminds me not to sweat the small things, to keep moving forward past setbacks, and that there are more important things in life.

TB: A recipe, a meal, a restaurant. 

AJ: One of the things I really miss about the US is breakfast! So I frequently go to Caravelle, which is one of my favorite breakfast spots in the city.

TB: A place in the world. 

AJ: I love Japan. It’s lively, creative, and modern while, at the same time, full of history and tradition. It’s a fascinating intersection of cutting-edge technology and early civilization.

TB: Where would you invest 100k? 

AJ: In my own business!  

TB: If you weren’t an entrepreneur… 

AJ: I’d probably still be working in the entertainment industry in some capacity because I loved being at the intersection of storytelling, technology, and culture.  

TB: What does Tech Barcelona mean to you? 

AJ: I met some of my first and best entrepreneur friends in line at a Tech Barcelona event, so to me, it means community.

TB: What is the purpose of your project?

MP: To build more sustainable and efficient computers—machines that allow us to expand our understanding of the world around us and, in doing so, improve people’s lives.

TB: What stage is the project at, and where do you see it in two years?

MP: We were founded in 2019 and are currently in a phase of accelerated growth. We’ve entered a truly global race, and in two years’ time, I’d like to see our technological approach established as one of the world’s leading paths toward the future of supercomputing.

TB: A key decision that has shaped your project.

MP: Prioritizing people first, technology second and money third.

TB: What has been the biggest challenge you’ve faced, and what has it taught you?

MP: Making ourselves heard and becoming less hesitant. It taught me the importance of being in the right place at the right time and, above all, not letting opportunities pass by.

TB: The best advice you’ve ever received.

MP: No matter what happens, never stop looking at things through the lens of humanism.

TB: We all change over time. Have you changed your mind about anything?

MP: I used to doubt whether real innovation could happen within a company. Today, I know it can.

TB: A professional role model who inspires you.

MP: Vanesa Díaz from LuxQuanta. One of the best CEOs I know.

TB: What do you value most in the people you work with?

MP: A genuine passion for what we do.

TB: A technology that will shape the future.

MP: Quantum computing, without any doubt. There is no future for AI without quantum computers.

TB: A startup or company you admire and why.

MP: Open Cosmos. A remarkable example of growth and resilience, led by its CEO, Rafel Jordà—also from Mallorca—who has built and continues to lead an excellent and ambitious project.

TB: What do you do to disconnect?

MP: Surround myself with my animals.

TB: A book you would recommend.

MP: ‘El último hombre blanco’, by Nuria Labari.

TB: A song that defines your current moment in life.

MP: ‘Alpinistes-samurais’, by Antònia Font.

TB: A recipe, a dish or a restaurant.

MP: Teriyaki chicken. And a burger from Antonia’s on long workdays.

TB: A place in the world.

MP: Tokyo.

TB: Where would you invest €100k?

MP: In any scientist or engineer excited about an entrepreneurial idea.

TB: If you weren’t an entrepreneur…

MP: I’d be a veterinarian.

TB: What is Tech Barcelona to you?

MP: The metropolitan tech hub that brings us together and connects us. A meeting point.

“Being sustainable is a matter of survival.”

Companies know it. Regulators demand it. Customers expect it. Yet, amid regulations, metrics, and acronyms, many organizations find themselves in the same place: they want to move forward, but they do not know where to start.

That is why EINNA was created, a project co-founded and led by Marta Cals (Bisbal de l’Empordà, 1981) to make sustainability more accessible for businesses. A law graduate with more than fifteen years of experience supporting organizations in the integration of ESG criteria, she has first-hand knowledge of the challenges involved in turning intention into action. In this mission, she is joined by Núria Tintoré, co-founder of the initiative, a partnership that Cals describes as the contrast and balance “needed to sustain the project in the long term.”

TB: What is the purpose of your project?

MC: To become the leading sustainability resource for transforming the business landscape, providing the tools organizations need not only to comply with regulations but also to proactively align themselves with the most demanding international standards.

TB: At what stage is your project, and where do you see it in two years?

MC: We are currently in the monetization phase, validating our business model and consolidating our first clients. In two years, I see EINNA having made a strategic leap across Spain, supported by a strong and active network of companies and professionals who trust our technology to manage their impact.

TB: A key decision that has shaped your project.

MC: Without a doubt, the decision to start the business with a co-founder. Entrepreneurship is a complex journey when undertaken alone; having a partner brings me balance, complementary skills, a constant exchange of ideas, and the mutual support needed to sustain the project’s vision over the long term.

TB: What has been the biggest challenge you have faced, and what has it taught you?

MC: Going through a period of more than five months without closing any projects. It was a time of great uncertainty that put our resilience to the test. I learned that market timing does not always match your expectations and that sustainable success requires patience, resilience, and staying focused.

TB: The best advice you have ever received.

MC: “You need to get out and talk to companies.” Sometimes we lock ourselves away trying to design the “perfect” product from the office, but the real value and the answers are out there in the market. Listening directly to customers’ pain points and real needs is what allows you to pivot and offer solutions that truly matter.

TB: We all change over time. Have you changed your mind about anything?

MC: With time and experience, I have learned to put things into perspective and to embrace flexibility and active listening in my daily life. Perhaps I used to be more rigid in my thinking; today, I value broadening my perspective and understanding opinions and viewpoints that are radically different from my own, as that is often where the greatest learning lies.

TB: A professional role model who inspires you.

MC: Barbara Glaenzel, founder of Urbanauta. I am inspired by her conscious leadership style, the consistency of her business model and, above all, her perseverance in building a values-driven project in such a competitive environment.

TB: What do you value most in the people you work with?

MC: Consistency and enthusiasm. Talent is important, but a team that remains committed day after day and approaches challenges with energy and a desire to contribute is the true driving force behind any project that aims to create real impact.

TB: A technology that will shape the future.

MC: Our own technology: EINNA. We are convinced that tools designed to measure, manage, and optimize ESG criteria (environmental, social, and governance) will become indispensable for the survival and relevance of any company in the near future.

TB: A startup or company you admire and why.

MC: Eticas.ai. Founded by Gema Galdón, I consider them absolute benchmarks. I admire their leadership in algorithmic auditing and the way they actively work to ensure that technological development does not perpetuate bias, but instead promotes social justice, ethics, and fairness.

TB: What do you do to disconnect?

MC: Practicing yoga to reconnect with my body and mind, and spending quality time with family and friends. It is my way of recharging my energy and keeping my feet on the ground.

TB: A book you would recommend.

MC: ‘Waslala’ by Gioconda Belli. A magnificent novel that, through the search for a utopia, reflects on human nature, the environment, and the impact of our decisions.

TB: A song that defines your current stage in life.

MC: ‘A la vida’ by Maria Arnal (and Marcel Bagés). It is a luminous anthem, a reminder of collective strength, resilience, and the celebration of being present and engaged.

TB: A recipe, a dish, a restaurant.

MC: A good nettle soup (a local, wild, and surprisingly delicious dish). And as for a restaurant, El Badall in Girona, for its authenticity and respect for quality ingredients.

TB: A place in the world.

MC: L’Empordà. It is my home, my point of reference, and the place where I always find balance and inspiration.

TB: Where would you invest €100k?

MC: In projects and initiatives aimed at eradicating child poverty and promoting quality education. I believe that ensuring children’s well-being, equal opportunities, and access to education is the most urgent and transformative investment we can make for the future of our society.

TB: If you were not an entrepreneur…

MC: I would be lost. Entrepreneurship gives me purpose, freedom, and a way of understanding the world and social impact that would be difficult to fit into a traditional corporate model.

TB: What is Tech Barcelona to you?

MC: It means being part of a vibrant, innovative, and connected ecosystem; a window to the world that allows us to share synergies, learn from other sectors, and showcase local talent on a global scale.  

Washing the dishes. Taking a shower. Watering the plants. Everyday routines that depend on something as automatic as turning on the tap. Yet behind that simple action lies an invisible reality: the enormous amount of water that is lost before it even reaches our homes.

In recent years, the water crisis has produced unprecedented images in Catalonia, such as the bell tower of the Pantà de Sau emerging above the waterline and prolonged water-use restrictions in different municipalities. That was when David Mora (Barcelona, 1987) felt it was his responsibility to put his knowledge at the service of this challenge. “It’s the kind of problem that deserves all my energy,” he says.

David is the CEO and co-founder of Kimedes AI, the startup aiming to “save millions of liters of drinking water every day” through satellite imagery and artificial intelligence. A Telecommunications and ICT Organization engineer with a Master’s degree in Project Management from La Salle and executive training in Innovation from Harvard and MIT, he spent seven years abroad before returning to Catalonia, where he launched the project alongside Jaume Miró, COO and co-founder.

TB: What is the purpose of your project?”

DM: To protect water for future generations. Around 25–30% of drinking water in Europe is lost through broken pipes before it reaches a single tap. We detect those leaks using satellite radar imagery and artificial intelligence, before anyone notices them. We can see it from space.

TB: At what stage is your project now, and where do you see it in two years?

DM: We have the AI engine up and running, our first municipal contracts signed, the backing of ESA and ENISA, and we’ve just completed the incubation program at the BSC AI Factory in Pier07. In two years, I want any municipality in Europe not only to know the condition of its water network, but also to receive concrete, prioritized recommendations before the problem even exists. Not reducing losses – eliminating them.

TB: A key decision that has shaped your project.

DM: We chose to rely on satellite data instead of deploying hardware, a decision that accelerated impact, eliminated implementation friction, and allowed us to scale without depending on physical sensors. Above all, it gave us focus on what we are really good at: algorithms and technology.

TB: What has been the biggest challenge you’ve faced, and what has it taught you?

DM: Trying to change the world from within the public sector. B2G is a space where there’s very little VC funding, cycles are slow, decision-makers are hard to reach, and yet the impact is real and massive. Nobody makes it easy for you. What it taught us was to understand the rules of the game from day one, to carefully calibrate our survival strategies, to scale thoughtfully, and to develop a kind of resilience that no master’s degree can give you. A lot of persistence and the conviction that it’s worth it.

TB: The best advice you’ve ever been given.

DM: Always remind yourself why you started, and appreciate your own milestones and progress without waiting for anyone else to validate them. This journey is yours, and you have to enjoy it, no matter how hard it gets.

TB: We all change over time. Have you changed your mind about anything?

DM: I used to believe that asking for help was a sign of weakness and a burden to others. When I broke free from that stigma, I discovered that people actually like helping and are often very willing to do so. You just have to ask. Rarely do people say no.

TB: A professional role model who inspires you.

DM: Javi Fernández, Founder and CTO. From him I learned never to settle and to constantly look for solutions to any challenge, especially technological ones. That mindset has stayed with me ever since.

TB: What do you value most in the people you work with?

DM: Humility and empathy. We are all constantly learning and making mistakes, and anyone who doesn’t accept that becomes a problem. Above all, I value execution: I’d rather see a failed experiment than a perfect plan that never leaves the paper.

TB: A technology that will shape the future.

DM: Without a doubt, quantum computing. Once it matures, it will help us better understand our world and solve problems even more complex than those we are capable of tackling today. 

TB: A startup or company you admire, and why?

DM: Planet Labs. They democratized access to satellite imagery and proved that space isn’t just for the big players. We draw inspiration from that philosophy every single day.

TB: What do you do to disconnect and unwind?

DM: The sea. It doesn’t matter whether it’s a walk with my family, sailing, surfing, or swimming. I need the sea. And if it’s the Mediterranean, even better.

TB: A book you would recommend.

DM: Shoot for the Moon, by Richard Wiseman: what Apollo 11 teaches us about taking on impossible challenges. And Start Something That Matters, by Blake Mycoskie: building a business with purpose from day one. Together, they say a lot about why I’m doing what I do.

TB: A song that defines this moment in your life.

DM: ‘Wonderful Nothing’ by Glass Animals.

TB: A recipe, a dish, or a restaurant.

DM: Mooma on the Costa Brava.

TB: A place in the world.

DM: The west coast of Ireland, which has been my escape valve for finding peace of mind for years. And the Black Forest in Freiburg, where I spend summers with my family and time seems to move differently. Two places that have nothing to do with each other, yet say a lot about what I need depending on the moment.

TB: Where would you invest €100k?

DM: In Kimedes AI. I strongly believe we are building the foundations of something big, with the ambition of becoming a benchmark for innovation, impact, and sustainability. It’s an investment in the future of our children and future generations.

TB: If you weren’t an entrepreneur…

DM: It’s hard for me to imagine a different future, but maybe I’d be a researcher in some technological field. I’m passionate about learning and exploring complex things — curiosity pulls me in, and then I love being able to share that knowledge with others.

TB: What is Tech Barcelona to you?

DM: A home. People with the same drive and the desire to change something. Perhaps the meeting point of the entrepreneurial ecosystem where everything converges. Right now, it’s my source of inspiration and connections close to home.

Motherhood still appears in too many conversations as a professional barrier. But more and more women are finding in technology a way to balance professional ambition, stability, and flexibility without giving up family life.

One of the initiatives that best represents this change is Supermums. Born in the United Kingdom around the Salesforce ecosystem, the community has established itself as a benchmark in inclusive tech training and women’s access to the digital sector. More than 1,800 mothers — and also some fathers — have already gone through its upskilling, reskilling, or career transition programs into digital careers within more than 400 companies.

Cristina P. Manjavacas (Madrid, 1983) is part of the company’s growth in Spain and LATAM as Head of Marketing and Community. Through events, partnerships, and community building, she works with a very clear mission: to open more doors for women in technology.

TB: What is the purpose of your project?

CP: To grow the Supermums community in Spain, already established in the UK, to train and support more women towards careers in technology, especially in AI and Salesforce.

TB: At what stage is your project and where do you see it in two years?

CP: We are in an expansion phase in Spain, building community, partnerships, and visibility. In two years I see it as a solid network of talent, mentors, and partner companies that facilitates training, employment, and female leadership in technology.

TB: A key decision that has shaped your project.

CP: Choosing to build community through events and collaborations with the tech ecosystem, rather than focusing solely on online training.

TB: What has been the biggest challenge you’ve faced and what has it taught you?

CP: Introducing an international initiative into a new market requires building trust from scratch. It has taught me the importance of listening to the local ecosystem and building long-term relationships.

TB: The best advice you’ve ever received.

CP: “Opportunities come through people.” Investing time in building relationships is always worth it.

TB: We all change over time. Have you changed your mind about anything?

CP: I used to think everything had to be perfectly planned and that you had to know absolutely everything before starting something new; now I believe more in experimenting, iterating, and learning fast.

TB: A professional role model who inspires you.

CP: I’m inspired by professionals who build communities and generate real impact in talent development, especially those who pave the way for more diversity in tech. Like Heather Black, our CEO.

TB: What do you value most in the people you work with?

CP: Attitude, generosity in sharing knowledge, and the ability to build together.

TB: A startup or company you admire and why.

CP: Salesforce, for how it has built a global ecosystem of talent, partners, and community around its technology.

TB: What do you do to disconnect?

CP: Reading, going to concerts, walking in nature, and spending time with friends and family.

TB: A book recommendation.

CP: ‘The Little Prince’, always.

TB: A song that defines your current moment in life.

CP: “El Bien”, Viva Suecia.

TB: A recipe, dish, or restaurant.

CP: Any meal shared with friends.

TB: A place in the world.

CP: My family.

TB: Where would you invest 100k?

CP: In tech education, especially AI training and diverse talent, particularly women.

TB: If you weren’t doing what you do today…

CP: I would probably work in education or talent development projects.

TB: What is Tech Barcelona to you?

CP: A meeting point to connect talent, innovation, and community within Barcelona’s tech ecosystem.