Reports from the experiment
Products, services, and experiments inside Brainz — plus the leadership roles that taught me how to build them.
Live products with paying customers (or in paid PoC). Each one has an operator owning day-to-day.
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.
A 17-service Rails monorepo. The backbone that everything else runs on. All deployed and stable across Mac Studio and DigitalOcean.
Multi-agent orchestration. Hosts the AI executive team — APEX, FORGE, CLOSER.
Autonomous AI seller. Drives outbound for Brainz Advisory and Amplifica.
Central auth, billing, SSO across the suite.
Unified alerting
Uptime monitoring
Visual regression testing
Host monitoring
Feature flags + rollouts
Living docs for code (dogfooding)
Background-job monitoring
Structured logging
Error tracking
APM + tracing
Custom metrics
Secrets management for the suite.
Sales motion install for B2B in LATAM. First external proposal in flight.
Command of the Message + Shape Up methodology, delivered as a 12-week pod engagement. Foundations $20K, Command $35K. First external proposal in flight.
1 priority sector. 1 custom Value Card. 2 workshops up to 12 reps. Top-2 opportunity coaching.
4 priority sectors cross-mapped. 4 Value Cards. 2 workshops up to 30 reps. Top-5 opportunity coaching. Manager certification. 90-day follow-up.
Code exists. Customer doesn't — yet. The honest tier; surface area visible, not hyped.
The making-of show (working name)
Polyvocal — each operator narrates their slice of the work. Prewarm phase on LinkedIn until the first Advisory case study lands. One production day per week.
Propiedad horizontal SaaS for Colombia
Code exists. Operator TBD. Routed via internal lead segmentation to property administrators.
Certificate workflows
Code exists. Positioning still being written.
First product built end-to-end by AI
AI suggested it. AI built it. The factory is the asset, not the product. Validation pending first outbound campaign.
Operator roles before Brainz. The pattern: walk in, restructure, deliver. Repeat.
Head of Engineering
Mobility platform across Latin America. Scaled the engineering organization to 89 people, the platform to millions of monthly rides. Featured at DigitalOcean Deploy London, NYSE Investor Day, and as a MongoDB Success Story.
First CTO role. HR tech for the Colombian market. Built a 23-engineer team and established the engineering culture.
Built ROEPA's digital infrastructure across France and Spain. Still active 10 years later as Rails + DigitalOcean maintenance.
Five tax software products for the Colombian market. Regulatory compliance at scale.
Technical leadership, sales motion installs, AI-led product development — or just a conversation about the experiment. I read every email.