Every year, 666,000 babies are born before 28 weeks of gestation, facing the risk of respiratory, neurological or digestive complications that may affect them throughout their lives. “They suddenly have to take on functions they are not yet ready for,” explains Elisenda Bonet (Bages, 1984), CEO and co-founder of fetaLife.

With more than €11 million in funding, fetaLife is developing a liquid fetal incubator that recreates the conditions of the mother’s womb. Through an artificial placenta connected to the umbilical cord, it enables the exchange of oxygen and nutrients to be maintained, allowing extremely premature babies to continue developing.

Beyond fetaLife, Elisenda talks to us about the decisions that have shaped her career, her scientific role models, and the importance of building a team capable of achieving far more together.

TB: What is the purpose of your project?

EB: At fetaLife, we are developing a liquid fetal incubator for extremely premature babies, particularly those born between 22 and 26 weeks of gestation, when their organs are not yet ready to function outside the mother’s womb.

Our technology aims to maintain fetal physiology for longer by recreating a liquid environment and using an artificial placenta connected through the umbilical cord to facilitate the exchange of oxygen and nutrients. The idea is to prevent these babies from suddenly having to take on functions they are not yet ready for.

What we want is to give them more opportunities to develop under better conditions. Because it is not just about survival, but about reducing the complications that can affect them throughout their lives.

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

EB: We have achieved highly significant preclinical results, including maintaining fetal support for 21 days in an experimental sheep model. We are now focused on turning these results into a safe, reproducible technology that is ready to meet regulatory requirements.

In two years, our goal is to be ready to initiate the first-in-human study, having completed the necessary scientific, technical and regulatory steps. We have an ambitious timeline, but we are clear that, with a technology of this potential and responsibility, rigour and safety must always come first.

TB: What was a key decision that shaped your project?

EB: One key decision was to approach the project from the outset as a technological development aimed at reaching hospitals and patients, rather than simply as a research project. This has allowed us to move towards technology transfer and build a team with the capabilities needed to turn scientific results into a real technology.

We were also clear that we did not want to develop a solution that only a few highly specialised and well-resourced hospitals could adopt. That is why we designed the liquid incubator with integration into public healthcare systems in mind, aiming to make it possible for hospitals to incorporate it without having to completely transform their facilities, and to ensure that cost does not become an insurmountable barrier.

This vision shapes many of the decisions we make, but it is fundamental to us: we do not simply want to develop an innovative technology; we want to ensure that, when it is ready to reach patients, it can benefit as many babies as possible.

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

EB: fetaLife is a “project of projects”. It is not just about building an incubator, but about developing practically everything it needs to function: the liquid that recreates the amniotic environment, the cannulas, the monitoring systems, the clinical procedures… Many of the solutions we needed simply did not exist.

The biggest challenge is getting all these components, each with its own complexity, to work together safely, reliably and in a coordinated way. This requires connecting very different disciplines and making progress on many fronts at once.

Above all, this experience has taught me the value of building a multidisciplinary team and trusting each person’s expertise. We are fortunate to have a great deal of talent and a healthy ambition that pushes us to go a little further every time. We constantly learn from one another, and I have seen how this combination of knowledge, trust and the desire to improve enables us to tackle challenges that would be very difficult to achieve individually.

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

EB: Surround yourself with the best possible team: people who know how to do things you do not, who bring different perspectives and who can propose solutions you would never have imagined yourself.

It sounds like a cliché, and when you first hear it, you might think, “Yes, yes, we already know that.” But over time, you realise that it goes far beyond bringing together different technical skills or professional experiences. It is about sharing a vision and enthusiasm for a project, and understanding that this energy does not always come from the same person: there are moments when some people push harder, while at other times others bring new ideas, confidence or the strength to keep going.

A diverse team multiplies the ways of getting where you want to go. It allows you to see paths you would never have imagined individually, adapt to obstacles and find solutions that would otherwise be impossible.

In a project as complex as fetaLife, where you have to make progress in many areas at once and face challenges no one has solved before, this is essential. It is not just about having the best talent, but about building a team that, together, can go much further than any individual could alone.

TB: Have you changed your mind about anything over time?

EB: In everything and in nothing. At the core, my vision remains the same: to develop technological solutions that can transform people’s lives. What has changed radically is how to achieve that.

I am an inquisitive person. I like moving quickly and finding solutions. But over the years, I have learned that you cannot always have an immediate answer or result, nor is it always advisable. Some decisions and processes need time, reflection and input from all the stakeholders involved. You also need to give people space to understand different points of view, question their own ideas and find new ways of doing things.

It is not about slowing down, but about knowing when to run and when to stop and think. I have learned that moving quickly does not always mean arriving sooner, and that sometimes taking more time to make the right decision is what allows you to go further.

TB: Un referente profesional que te inspire y por qué.

EB: Ingrid Daubechies, a mathematician best known for her contributions to wavelet theory, a set of mathematical tools that are fundamental to signal and image processing and compression.

When we study engineering, we constantly use equations and tools named after people like Euler, Laplace or Fourier: almost always men and often long dead. When I was working on my final degree project, I used wavelets and Daubechies filters to process medical images. As I explored them in greater depth so I could explain them properly, beyond the formulas, I discovered that behind that name was a woman mathematician—and a contemporary one at that.

That discovery opened my eyes: science is not just what we read in books and learn from the past. It is living knowledge that continues to evolve, and we can also be part of it. I was particularly struck by how fundamental mathematical research can end up having applications across very different fields.

As for people closer to home, I would say everyone in general and no one in particular. Colleagues, friends… I believe everyone has something that can inspire or teach you. I try to learn from everyone.

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

EB: Commitment, curiosity and generosity. And, above all, that they are good people. I like working with people who have their own judgement, who question things, contribute ideas and also know how to listen and learn from others.

At fetaLife, we are people with very different backgrounds, experiences and ways of thinking. When you work with such diversity, I believe it is essential to start from a place of trust: knowing that everyone is a good person, fully committed and wants to contribute to the best possible outcome.

This trust is especially important when opinions differ. If you are certain that everyone is giving their best and that disagreements come from wanting to move the project forward, rather than from personal ego, it becomes much easier to listen, question your own ideas and find the best solution together.

TB: What technology will shape the future?

EB: Technologies capable of maintaining or supporting vital functions outside the human body.

I believe we will see technology take us beyond current biological limits, not to replace the human body, but to support it when it needs help the most. For example, by keeping organs alive outside the body so that the treatments they need can be applied to them.

This is a field that is only just beginning to be explored and, despite its current limitations, it could radically transform medicine and open up new ways to save lives. Some of these advances, which until recently seemed like science fiction, are increasingly close to becoming reality.

TB: A startup or company that will shape the future.

EB: The Smart Lollipop. I admire ideas that, although they seem very simple, can solve real problems and improve people’s lives. Anyone who has had children can immediately understand the value of a lollipop that allows saliva samples to be collected for medical diagnosis in a gentler and less invasive way for children.

Behind this simplicity, I believe, lies a great deal of innovation and a long development process. It is a good example of how an idea that everyone can understand may require years of work to become a real medical solution. It also shows how bringing an innovation to market, especially in healthcare, can be much slower than we would like.

TB: What do you do to switch off?

EB: With three children and a dog who joined the family a few weeks ago, there is always something going on at home! I enjoy going to the mountains, cooking and spending time with family and friends. I am not someone who likes sitting still: I switch off by changing activities, doing different things and enjoying the little moments with the people I love.

TB: A book you would recommend.

EB: ‘Lessons in Chemistry’, by Bonnie Garmus. I like the way it combines science, critical thinking and a very insightful perspective on the role of women in society. It is a story that challenges conventions, champions independent thinking and shows how daring to think differently can open up new paths. I also like that it does so with humour, without losing sight of the importance of science.

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

EB: “A Sky Full of Stars”, by Coldplay. It reflects a stage in life full of energy, enthusiasm and a desire to do things. Despite the challenges, I try to maintain this optimistic outlook and enjoy the journey, not just the destination.

TB: A recipe, dish or restaurant.

EB: A recipe: spaghetti carbonara. A classic that, when done well, is hard to beat. No complications, just good ingredients!

A restaurant: L’Osteria del Contadino, an Italian restaurant I really like. Otherwise, any restaurant that cooks with good olive oil and quality ingredients. That said, with three little ones, the restaurants that are currently a hit at home are the ones they like: a good burger or a revolving sushi bar.

TB: A place in the world.

EB: Barcelona. I am from Manresa, and I have had international experiences that have taught me a great deal, but they have also made me appreciate what we have here.

Barcelona is an exceptional platform. We have hospitals, universities, research centres, companies and a great deal of talent concentrated in one place. Sometimes we are not fully aware of how much we can achieve from here.

TB: Where would you invest €100,000?

EB: In a talented team with a purpose worth pursuing. For me, these two things must go hand in hand.

I would look for people who know the problem they want to solve very well, who are committed to it and who have the ability to work together, learn and adapt. People with sound judgement, generosity and perseverance, capable of bringing together different perspectives and moving forward even when the path is unclear.

A good idea is important, but it is the people and their conviction in pursuing it that can turn it into reality. And if what they build can also improve people’s lives, even better.

TB: If you were not an entrepreneur…

EB: I would probably be driving some other initiative. I really enjoy getting things started, connecting people and finding ways to move ideas forward. I do not know exactly which sector it would be in, but I find it difficult to imagine myself in a job where I could not build something and actively contribute.

TB: What does Tech Barcelona mean to you?

EB: A community that connects people with very different experiences, knowledge and perspectives, but with a shared desire to make things happen. I particularly value the opportunity to share challenges with other entrepreneurs, learn from their experiences and build connections beyond our own sector.

I believe it is precisely from these unexpected connections that new ideas, collaborations and opportunities can emerge—opportunities we would hardly find if we were all working on our own.

Buying online seems easy. And for the buyer, it is: all you have to do is visit an online store, click on an eye-catching “Buy” button, and wait for the package to arrive at your door. But behind this apparent simplicity, the company selling the product has to coordinate a much more complex operation. Building and maintaining the online store, managing inventory, handling payments, returns and refunds, coordinating orders, and ensuring delivery. And if something goes wrong, resolving it without compromising the customer experience.

In 1999, the founders of VTEX were already anticipating some of these challenges. Today, the Brazilian company offers a digital commerce platform under the SaaS (Software as a Service) model, is listed on the New York Stock Exchange (NYSE), and operates in 11 countries. Its clients include Walmart, LEGO, Disney, L’Oréal, and Coca-Cola. After beginning its international expansion across Latin America and the United States in 2012, it entered Europe in 2017.

“Barcelona is our base for developing this strategy in Europe,” explains Alexandre Soncini (São Paulo, 1981), co-founder of VTEX, who currently lives in Barcelona. A computer engineer with a master’s degree in project management and a former participant in Harvard Business School’s General Management Program, Soncini reflects on the lessons that have shaped his career, recommends the only management book he ever took notes on, and champions the potential of Latin American technology, which, in his view, remains undervalued.

TB: What is the purpose of your project?

AS: VTEX is a composable commerce platform for enterprise brands and retailers. The purpose is to let large companies run commerce with less complexity and cost: one platform for storefront, orders, marketplace, OMS and now agentic customer experience, so teams ship faster and operate with fewer vendors.

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

AS: We are a public company (NYSE: VTEX) serving enterprise clients across the Americas and Europe. Looking ahead, I expect more of commerce operations and customer conversations on our platform to be handled by AI agents, with people supervising outcomes rather than executing tasks. Barcelona is our base for the European side of that agenda.

TB: A key decision that has shaped your project.

AS: Going global from Brazil instead of staying a regional leader. It forced us to build for complexity (multi-currency, multi-country, enterprise scale) earlier than was comfortable, and that is what made the IPO possible.

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

AS: The hardest stretch was not the IPO, it was the failed ERP migration before it and the cash flow crisis that followed. It taught me that the cost of a bad decision is not the decision, it is how long you take to admit it. Failing fast is only a virtue if you actually stop.

TB: The best advice you’ve ever received.

AS: “Have the courage to decide with 10% of the information you wish you had”. I picked it up from Ben Horowitz and it has held up better than most frameworks.

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

AS: Where value sits in software. I used to look for companies with a strong interface layer. AI is disrupting exactly that layer, so now I look for assets AI amplifies, first party data above all. What I did not drop is the idea that an opinionated layer on top of a third party model is worth building: fewer tokens, better output, less time.

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

AS: My father. He taught me the values everything else sits on: work hard, take responsibility for what is yours, and own a mistake the moment you see it.

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

AS: Ownership and accountability. People who treat a problem as theirs until it is solved, instead of handing it back well documented.

TB: A technology that will shape the future.

AS: Humanoid robots. Once general-purpose robots can do physical work at scale, the cost structure of logistics, retail operations and manufacturing changes as much as software changed services.

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

AS: Google. Very few companies manage to reinvent their own business while they are the incumbent, and they have done it repeatedly. Being first is easier than staying relevant.

TB: What do you do to disconnect?

AS: Travelling with my family, outdoor sports and football.

TB: A book to recommend.

AS: ‘The Hard Thing About Hard Things’, by Ben Horowitz. It is the only management book I kept taking notes from, and two of the maxims I live by came out of it.

TB: A song that defines your moment in life.

AS: I listen to a lot of music but I am no expert, so I will not pretend one song defines the moment.

TB: A recipe, a meal, a restaurant.

AS: Pizza, and specifically Pizzaria São Pedro in São Paulo.

TB: A place in the world.

AS: A beach house, with family and friends in it. The place matters less than who is in it.

TB: Where would you invest 100k?

AS: In Latin American tech. The engineering talent in the region is remarkable and the region is still undervalued, which is a rare combination.

TB: If you weren’t an entrepreneur…

AS: Racing driver, if I could afford it.

TB: What does Tech Barcelona mean to you?

AS: The way into the Barcelona tech scene for someone who arrived from abroad: I joined to build my network here, and it works.

“The real estate market is designed for the seller, not for you,” reads the website of startup Homter. It continues: “Without an expert by your side, you’re at a disadvantage.” The project’s goal is clear: to help buyers find the best properties “in record time.”

Finding a home in Spain is no easy task, as many of you will know… It can take months to find the right opportunity. If a mortgage is also needed, the wait can be even longer. All this takes place in a market characterised by limited supply and high demand. Competition is fierce.

Against this backdrop, Jordi Rojas, founder and CEO of Homter, saw an opportunity: to champion buyers and help them turn one of the most important decisions of their lives into a much simpler process.

TB: What is the purpose of your project?

JR: To make buying a home a clear, secure process designed around the buyer. At Homter, we work exclusively on the buyer’s side, integrating technology at every stage of the process to help them make better decisions and buy with greater security and confidence.

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

JR: We’re building the foundations for growth: a clearly defined value proposition and processes that increasingly rely on automation and AI. In two years, I want Homter to be a leading name in Spain in terms of the number of buyers we’ve supported and transactions we’ve completed.

TB: What key decision has shaped your project?

JR: Committing exclusively to the buyer and walking away from other opportunities. That decision defines our service, how we negotiate and the trust we want to build.

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

JR: Turning an idea into a structured service. If I had to sum up what I’ve learned, I’d say that a good idea only grows when you manage to turn it into a process that others can deliver to the same standard.

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

JR: “If you don’t go, you haven’t been.” It reminds me that ideas need to be put to the test: talk to customers, experiment, measure and adjust. Until you do that, you don’t know whether they work.

TB: Have you changed your mind about anything over time?

JR: I used to think that growth depended mainly on the idea itself and on selling more. Today, I place much greater importance on designing processes, building a team and measuring performance properly. That’s what makes it possible to grow without compromising quality.

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

JR: Elon Musk. To me, he embodies the idea that “anything is possible.” I’m impressed that someone with the same 24 hours in a day as everyone else can drive projects of such magnitude across such different industries.

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

JR: Responsibility and commitment to the project and the customer. I value people who keep their word, make an effort to learn and understand that behind every transaction is an important decision in someone’s life.

TB: Which technology will shape the future?

JR: Digital identity. Being able to verify and share information securely could remove a great deal of friction from processes such as buying a home and taking out a mortgage.

TB: Which startup or company will shape the future?

JR: Glovo. I worked at Deliveroo and know first-hand how demanding that market is. I admire the speed and boldness with which Glovo managed to pivot and execute a strategy that made it a benchmark in Spain’s entrepreneurial ecosystem.

TB: What do you do to switch off?

JR: Sport. I’m restless by nature and enjoy doing lots of different things, but almost everything I find entertaining ends up leading me back to entrepreneurship or new technologies. When I play sports, I really do manage to switch off.

TB: What book would you recommend?

JR: ‘The Greatest Salesman in the World’ by Og Mandino. I came across it because of my interest in sales, but discovered a much deeper book. It explores perseverance, habits and how to treat people.

TB: What song captures the stage of life you’re in right now?

JR: “Eye of the Tiger” by Survivor. If perseverance had a soundtrack, this would be it. I’m fully committed to Homter and everything we want to build. Without a doubt, that energy and determination to keep moving forward perfectly capture where I am in life right now.

TB: A recipe, dish or restaurant you would recommend?

JR: The tomato tartare at La Granja Elena. I discovered it recently and absolutely loved it.

TB: A place in the world?

JR: Iceland. Geology in its purest form.

TB: Where would you invest €100,000?

JR: In training and coaching, both for myself and for the team. I believe a project can only grow as much as the people driving it grow.

TB: If you weren’t an entrepreneur…

JR: I’d be incredibly bored. I don’t even want to consider it.

TB: What does Tech Barcelona mean to you?

JR: It’s my city’s community, a place to connect, share and learn from people who have already travelled part of the journey. It’s also undoubtedly an opportunity to raise Homter’s profile and connect with potential customers, collaborators and talent we could bring into the project.

Much of what was being said about AI yesterday no longer makes sense today. The same will happen tomorrow with what is being said today. A technology on everyone’s lips and advancing at breakneck speed.

In this fast-paced landscape, it is necessary to make sense of technology. Alex Keyter (Southampton, 1997), founder of Generative Minds, talks to us about “AI for Good”, a concept that sees AI as a tool to empower people and create a positive impact on the world.

Alex studied Spanish and German at Cardiff University and landed in Binéfar (Huesca), where he worked as an English teacher. Until three years ago, when he embarked on the journey of entrepreneurship: “today is my rebirth”, as his favourite artist, Kase.O, a fellow Aragonese (of course), puts it.

TB: What is the purpose of your project?

AK: Generative Minds aims to ensure that nobody gets left behind in the age of AI. We do this by educating others to use emerging technologies to support their growth as entrepreneurs, researchers and leaders.

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

AK: Generative Minds has been running for 3 and a half years and has delivered AI workshops and training to over 1000 people. Over the next two years, we aim to expand the project to deliver ‘AI for Enterprise’ programs across the UK and wider parts of the world, in collaboration with partners who aim to address socio-economic inequality through business and technology education. The hope is to enable democratised access to opportunity for as many people as possible.

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

AK: One of the biggest challenges for me as a first time solo founder has been learning to manage the expectations I set between myself and my clients, and knowing how to manage my own personal capacity to deliver. I am, like a lot of founders I imagine, always trying my best to help my customers to succeed. However, since I don’t have anyone else in the business to help me evaluate the time that scope changes, new ideas or new opportunities might take, I find it easy to overcommit or overwork myself. The lesson here has been to bring other people along for support whenever it is possible to do so, and to also make sure that I weigh up new opportunities properly before taking them on.

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

AK: “Feel the fear and do it anyway” – there are many occasions where it can feel like you do not know if you are capable of getting through a situation but this is often not the case. We are capable and powerful beyond measure, but we must believe ourselves to be so.

TB: Have you changed your mind about anything over time?

AK: I used to believe that just having awareness of / access to tools (like AI) was enough to enable people to start taking actions to solve the challenges that they face. Over time it has become clear to me that this is not the case. Our tools are only instruments that must be used within a shared community of practice, and it is often the case that the real barrier to solving problems is being able to clearly communicate and define the specific challenge we are trying to solve and the ways that we can work together to solve them.

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

AK: One of my professional role models is Nick Murray, who runs TecTonic Night Summit, a tech ecosystem meetup event that runs in Glasgow, Scotland. Nick is the embodiment of a stoic leader, who delights in bringing good people and ideas together. Nick inspires me to take a broader and more balanced perspective on how my work can change communities, economies and the lives of others for the better.

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

AK: I am always grateful for people that approach work from a place of optimism and abundance. People who recognise that we are here for the mutual co-creation of value and that we can often reach better, synergistic solutions to challenges by exploring our combined best practice.

TB: A technology that will shape the future.

AK: I believe that Air Fryers will continue to be adopted as the primary form of cooking appliance within the kitchen (because they’re really useful!).

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

AK: I have utmost respect for Cap.so an open source Loom alternative which has been built/ is managed by one person and yet still provides a phenomenal level of customer support.

TB: What do you do to disconnect?

AK: I really enjoy going on long walks in nature (forest, beach, mountain) and above all I love to run.

TB: A book to recommend

AK: I recently read ‘Sunrise on the reaping’ by Suzanne Collins which I thoroughly enjoyed, despite the sadness of that dystopian world.

TB: A song that defines your moment in life.

AK: ‘Renacimiento’ by Kase.O speaks to the time that I decided to leave my previous job as a languages teacher and find a new path. It’s also a song that helps me stay grounded and has supported me to come out of my head in some difficult situations.

TB: A recipe, a meal, a restaurant.

AK: A top tier recipe has to be BBC Good Food’s Banana Bread .One of my favourite meals is Lasagne. And a restaurant that I quite enjoy (despite being a chain) is La tagliatella.

TB: A place in the world.

AK: Binéfar, Huseca, the Spanish town that adopted me as their only native English teacher.

TB: Where would you invest 100k?

AK: I would put it into AI enabled infrastructure for community wealth building – tools that bring people together and enable them to support one another.

TB: If you weren’t an entrepreneur…

AK: If I weren’t an entrepreneur I think I’d still want to work around entrepreneurs to support them with their ideas. Maybe I would get a job at Tech Barcelona so that I could spend more time with you awesome people!

TB: What does Tech Barcelona mean to you?

AK: Tech Barcelona is a home away from home for me as a tech founder. It’s a place where I can meet like minded entrepreneurs and innovators, and it’s a place where I can make genuine connections with people who are passionate about pushing the frontiers of technology for good.

Since humans have been human, we’ve always looked for ways to say goodbye to the people we love. Rituals, customs and ways of experiencing grief vary from one culture to another, but one thing remains the same: saying goodbye to someone is never easy. Even less so when, in the middle of the pain, you also have to deal with arranging a funeral.

Paperwork, quotes, payments, decisions, phone calls, questions… A long list of things to take care of at precisely the moment when the last thing you want to do is deal with anything.

Out of this reality, which few people talk about but many experience, came Funos, the funeral services comparison platform founded and led by Marc Vallhonesta (Barcelona, 1978). Its goal: to bring technology to a traditionally static sector and help families navigate a process that can be particularly tedious.

TB: What is the purpose of your project?

MV: I’ve always found it difficult to accept situations where people have to make important decisions with so little information, so little transparency and without being able to make those decisions freely. That’s where we saw an opportunity to build a business, but also to address a situation that had never seemed fair to us.

At Funos, we want to change that. We’re building a brand that brings transparency, clarity, empathy and professionalism to the sector — ultimately empowering users through technology. We want to build the technological infrastructure that allows anyone to research, compare, book and manage everything related to the end of life with the same ease and transparency with which we book a hotel or buy anything online.

TB: Where is the project today, and where do you see it in two years?

MV: We’ve validated the model, achieved profitability and now it’s time to scale. We operate across Spain, with agreements with more than 750 funeral homes and funeral parlours, and we continue to add new services around the end of life.

In two years, I’d like Funos to no longer be known simply as a comparison platform, but as the sector’s go-to platform, combining a marketplace, software, AI and data to connect families, funeral homes, insurers and public administrations. We also hope to have started our international expansion.

TB: What key decision has shaped your project?

MV: Choosing a huge market precisely because nobody wanted to enter it. When we started, many people asked us why funerals. For me, the question was the opposite: how is it possible that a sector we will all use one day has barely changed in decades?

I’ve always been drawn to markets where consumers feel powerless, have little information and limited ability to make decisions. I believe technology should help people make their own choices freely. The funeral sector was probably one of the best examples of this. We saw a huge opportunity to create value.

We’ve always prioritised knowledge over volume. We’ve chosen to grow sustainably, specialising and working with clients where we can create real value.

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

MV: Building a business in a sector where trust is much more important than technology. You can build the best product in the world, but if you can’t build credibility with families and professionals, it’s worthless.

I’ve learned that innovation isn’t just about developing technology; it’s about getting people to want to use it. Innovation only makes sense when it solves a real problem.

TB: What’s the best advice you’ve ever received?

MV: I love surrounding myself with people who are better than me, asking for their opinions and listening to their advice. I ultimately make my own decisions, but I believe a good conversation can save you months of mistakes.

If I had to choose just one piece of advice, it would be this: sell before you build. Until someone voluntarily pays for your product, you only have a hypothesis.

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

MV: I used to be more idealistic and thought that a great idea was the most important thing. Today, I still believe in ideas, but I’ve learned that what really makes the difference is the team behind them and the execution: people with passion, resilience and the ability to execute, who care about the details, surround themselves with the best and never lose sight of the financial reality of the business. Today, I’m still just as idealistic, but much less naive.

TB: A professional role model who inspires you.

MV: I’ve been lucky enough to learn from many people. To name a few, Urs Rothmayr and Mathieu Carenzo have taught me to question things and think differently.

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

MV: Honesty. I’d rather work with someone who challenges me with good arguments than someone who always agrees with me. Commitment and loyalty are also very important.

TB: A technologyy that will shape the future. 

MV: Robotics. We’re obsessed with digitising software, but there are still countless physical jobs that will change radically over the coming decades.

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

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

TB: What do you do to switch off?

MV: Going away for the weekend with my family, going out with friends, walking, cooking, and spending time on things like DIY or gardening.

TB: A book to recommend.

MV: Hablando en Plata, by Mathieu Carenzo. It debunks many myths about entrepreneurship and reminds us that building a company is, above all, about selling, executing and generating cash. And most importantly, it tells it like it is, without sugar-coating anything, based on real cases.

TB: A song that captures where you are in life right now. 

MV: ‘Viva la Vida’, by Coldplay. 

TB: A recipe, a dish, a restaurant. 

MV: I love cooking and bringing family and friends together around the table. It’s probably one of the things I enjoy most. And if there’s one type of dish I particularly love, it’s rice dishes.

As for restaurants… I’d never be able to choose just one. Wherever I go, I keep memories of great restaurants I’d love to return to.

TB: A place in the world. 

MV: The United States, and more specifically California and the major cities on the East Coast. Although it’s far from perfect, I’m fascinated by its extroverted nature, openness, entrepreneurial, hardworking and innovative spirit, as well as the sense of freedom you feel there.

I could happily live in Miami, New York or San Francisco.

TB: Where would you invest €100k?

MV: Half in Funos. The other half in startups led by exceptional founders.

TB: If you weren’t an entrepreneur…

MV: I’d do something related to marketing and consumers. I’d probably open a restaurant (which would still mean being an entrepreneur!) and continue teaching.

I’m passionate about understanding people, designing exceptional consumer experiences and solving real problems that have a positive impact on people’s lives

TB: What does Tech Barcelona mean to you?

MV: Tech Barcelona is much more than an association, its members or its spaces. It has managed to build an ecosystem, create connections between the people involved, influence public and private institutions, and promote Barcelona’s entrepreneurial movement around the world.

It has shown that when you genuinely connect entrepreneurs, investors, corporations and institutions, the result is much greater than the sum of its parts.

‘Wanderer, there is no path, the path is made by walking’, as the poet once said.

A few months ago, Eleni Tassi (Greece, 1983) turned that same idea into the starting point for Walk With Me: a women-led community created to mentor women who may be facing doubts or uncertainty in their professional careers. And all of it, quite literally, through a walk.

Eleni has built her career driving excellence across business operations teams in travel tech. With a background in Finance and Marketing Management, she has been working at Tripadvisor since 2010, where she is now Senior Director, Client Delivery & Business Systems, and Executive Sponsor of the Women ERG.

Outside of work, she is passionate about endurance sports in nature, adventure travel, cooking and learning new skills. And perhaps that says something about her: she is someone who enjoys moving, discovering and, most importantly, learning along the way.

TB: What is the purpose of your project?

ET: To connect women navigating career challenges with experienced women for meaningful 1:1 conversations, through walks outdoors, creating space for intuition, mental fluidity and reflection to surface.

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

ET: Currently in a pilot stage. The intent is to build a curated women-led community of women sharing lived experience and guidance with other women who navigate career challenges in tech or other industries, through a flexible commitment model.

TB: What key decision has shaped your project?

ET: Basing the value proposition on my own experience and intuition rather than future monetization.

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

ET: It’s still quite early so the biggest challenge is likely yet to come, but I’m seeing early signs of impostor syndrome in women with senior experience and exceptional skills who are reluctant to reclaim their wisdom and step forward to identify as potential mentors.

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

ET: It’s a quote from Paul Millerd’s book Good Work: “If you are unsure if you truly love what you do, ask yourself: ‘How much would I pay to work on this?'”.

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

ET: The naiveness regarding my ability to control outcomes. My actions can influence the outcome, but the ultimate resultdepends on many forces beyond my control.

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

ET: Rochelle Richardson, former mentor and business leader. Inspired by her skill in leading change and organizationaltransformation and most importantly her ability to motivate people, and unlock their potential by making them feel trulyseen and understood.

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

ET: People who aren’t afraid to be authentic and show their human side while remaining professional and consistent.

TB: What technology will shape the future?

ET: Robotics. Still early in solving real-world problems but there is tremendous progress.

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

ET: Groundbreaker Talents: a non-profit organization that runs fully-funded AI and Software Engineering training programs for women in Uganda, providing support and mentorship to young female talent who want to launch a career in tech. What’s more inspiring than that?

TB: What do you do to switch off?

ET: Run in nature, cook, discover new music.

TB: A book you would recommend.

ET: ‘The four agreements’ by Don Miguel Ruiz.

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

ET: ‘Youth’ by Asgeir, on rediscovering joy and creativity.

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

ET: Greek Stuffed vegetables (Gemista) – a traditional delicious Greek dish! Mula bar in Sants for the most authentic Greek food in Barcelona!

TB: A place in the world.

ET: Ethiopia. Wild scenery and beautiful people.

TB: Where would you invest €100,000?

ET: In a diversified investment mix of crypto, ETF and AI infrastructure stock option.

TB: If you were not an entrepreneur…

ET: I would plan and lead retreat experiences. Or make jewellery.

TB: What does Tech Barcelona mean to you?

ET: Passion for courageous innovation, bold ideas, community and opportunity.

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.