Reports from the experiment
A running experiment from Bogotá. Five products in flight, a real team of operators, a holding called Brainz.
Five operations currently in motion. Each with an operator, a price, and a real customer.
AI virality scorer + design generator
Submit a brief, get three design directions scored 0–100 for virality. Paying tiers from $1.5K/mo. Daniela runs day-to-day; an AI seller agent (Nexus) runs outbound.
Artisan fragrance brand
Live on Instagram + marketplace + store. $10M+ COP in cumulative sales over two years on essentially no marketing. Now the dogfooding test for Brainz's own AI tools — if Amplifica + Nexus can't grow Lumina, they can't grow anyone.
Legal practice management for LATAM
16 users on the free tier. Live PoC with AGM Abogados (8 lawyers). Built 100% with Claude. The firms themselves priced it 10× higher than we planned — $300K COP/mo, not $30K.
17-service Rails monorepo — the infrastructure backbone
All services deployed across Mac Studio + DigitalOcean. Hosts Nexus (AI seller agent), Synapse (multi-agent orchestration), Dendrite (living docs) and a full observability layer. Internal-first; productized one piece at a time.
Sales motion install for B2B in LATAM
Command of the Message + Shape Up methodology, delivered as a 12-week pod engagement. Foundations $20K, Command $35K. First external proposal in flight.
“I want a morning ritual.
Check in. Make decisions.
AI handles the rest.”
Not AI-assisted · AI leading
A holding where operators run the products they build.
Cover the team's payroll floor at market rate. Surplus pays everything else — debt, family, products, growth. When an idea hits, the team member who built it becomes its CEO.
Daniela runs Amplifica. Laura runs Lumina. Jair leads LexPro. The “solo + AI” experiment didn't replace people—it gave them the leverage to run their own thing.
Walk in. Restructure. Deliver. The pattern that built ROEPA, Symplifica, and Picap is the same pattern building Brainz now.
Building the holding. Operators run the products they build. Three recurring income streams under the LLC + a portfolio of products in flight under the SAS.
Founded the company. Built the first version of BrainzLab / Sidekiq in October. Pivot from employee to founder.
Mobility platform across Latin America. Scaled infrastructure and led teams of up to 89 people through hypergrowth.
First CTO role. HR tech for the Colombian market. Built and led the engineering organization.
Built ROEPA's digital infrastructure. On and off across France and Spain. The relationship is still active 10 years later as Rails + DigitalOcean maintenance work.
Laura, my partner and 50/50 co-owner. Benja, my why.
Building brick by brick, in code and plastic.
Ruby, Charlie & Cookie. Yes, one is named after the language.
Selected appearances and case studies from the Picap years and after.
On scaling infrastructure across Latin America.
Case Study · DigitalOceanHow we built LATAM's fastest-growing mobility platform.
Case Study · MongoDBMongoDB Success Story — real-time data at scale.
Podcast · E-dea NetworksThe story behind Picap and the challenges we faced.
Practical strategies for optimizing infrastructure spend.
Data-driven decisions at scale in the mobility space.