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.

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.