by Clara Hill

B2B e-commerce operations in Latin America are expected to experience tremendous growth over the next decade, reaching 2033. The seismic change requires international businesses to deliver borderless transactions to their global market at unprecedented levels.

Luis Hurtado serves as CFO of Seeri management solutions platform, and he has transformed B2B platforms that serve distributors and wholesalers. His work implemented advanced enterprise software that enables automated inventory management and pricing, as well as supply chain process optimization.

Hurtado takes pride in his contributions to such innovations: “I'm proud of bridging these. In strategy, I've optimized processes where operations were siloed. For example, automating supply chain integrations reduced errors and sped up delivery, a classic strategy win,” he says. 

Through these efforts, cross-border transactions from Latin America to global markets have become more efficient. Hurtado’s background in economics from EAE Business School, combined with hands-on experience scaling operations across Colombia, Mexico, and the United States, has helped to position him as a unique expert in technology-enabled operational finance. 

His cutting-edge strategy is based on understanding the needs of the start-up inside and out, and he leverages their AI-driven tools to create optimal financial operations: “As a strategist with CFO duties, I see how finance impacts delivery,” he says. 

“For instance, in software at Seeri, I deal with client issues directly—ensuring the product meets needs without glitches. It's engaging: actions in one area affect others, like finance influencing legal or accounting teams.”

Thanks to his efforts, Seeri’s business profitability has increased dramatically, thanks to his strategic thinking, which has been successfully implemented in the AI finance sector.

Handling Scalability and Expansions with Leadership in Latin America

Hurtado's work has positioned Seeri as a leader among industry trends by applying data analytics to minimize risks and optimize workflows. Under his direction, AI technology automates forecasting and personalization, as well as creates client-facing tools. “We're leading in developments, using ChatGPT-like tools for data insights,” Hurtado reveals. 

“Our strategy: think client-first, share tech widely,” he explains. As a result of Hurtado’s leadership, Seeri maintains industry leadership while setting new benchmarks for the sector. The company utilizes data analytics to identify potential issues before they occur, enabling smoother and faster adjustments for its customers.

Hurtado demonstrates exceptional knowledge in expanding operations across borders. His expertise in business finance and strategy enables him to manage the complete company structure as if it were a project while gaining knowledge from international operations.

Hurtado’s expertise shines in cross-border scaling. As a business, finance, and strategy expert, he specializes in handling the entire company ecosystem as a project and learns across borders as a result. “For example, in strategy, I've learned about taxes, negotiations, and finances in multiple countries—Mexico, Colombia, and now with Distrify expanding, that broad view helps me craft strategies that are resilient and scalable,” he says. 

Under his guidance, Seeri successfully handles all typical expansion challenges and currency fluctuations that occur during Latin American business expansion.

A Background in Business and Finance for Long-Term Growth

It comes as no surprise that Hurtado has a distinguished background that contributed to his talent today. Growing up, he attended a bilingual school in Cali, Colombia, which gave him an early start in developing a global outlook. 

Hurtado's current talent is rooted in his distinguished background, which has significantly impacted his professional development. His bilingual education at a school in Cali, Colombia, began his journey toward forming an international perspective during his childhood. He reveals the beautiful game taught him the basics of operational strategy: “I played all my life, starting at three years old in academies in Cali. Soccer taught me discipline, teamwork, and strategic thinking on the field—anticipating moves, adapting to opponents, and planning plays,” Hurtado says. 

He then pursued a business career at Trinity University in the United States, further developing his interest in the field. He ended up on a scholarship both for his outstanding academic record and talent in soccer, and he took on business with fresh new eyes: “That world fascinated me: how businesses grow, manage risks, and strategize for sustainability,” he shares. Hurtado then graduated soon after, before pursuing a Master's degree in financial management. 

He quickly made himself known in the industry. Beyond his own work, he was selected for various roles in business, finance, and operations, earning the respect and rapport of his peers. Nelson Care, CEO of Distritiendas de Colombia, remembers him fondly:  “Mr. Hurtado was selected for this role due to his strong ethical standards, broad cross-industry expertise, and proven track record in business execution,” he muses. “He had previously delivered outstanding performance as an employee of the company and was recognized for his practical insights and leadership.”

Marco Llanos, Vice-President, Investments Director of Corficolombiana, agrees:
“Luis’s input proved pivotal in shaping the company’s strategic direction during this period. Specifically, his recommendations guided decisions related to service design improvements, resource prioritization, and long-term growth strategies,” he shares. 

“As a result of his structured feedback, the company was able to move forward with initiatives that were both ambitious and achievable, supported by measurable KPIs and clear execution roadmaps.”

Pioneering Analytics and Sustainable Growth

With Hurtado at the helm, any distributor using Seeri's tools, which he has implemented, could analyze market data to enter the U.S. market, automating compliance checks and predicting demand via predictive analytics.

As a result, the way businesses approach finance and operations in Latin America has changed, with Hurtado positioning himself as the key enabler for growth. He explains his holistic business perspective: “Before Seeri, I specialized in project management or finance, but now I grasp the entire company ecosystem. It’s like being the COO orchestrating all parts—from budgeting to operational flow—ensuring strategy aligns across teams,” he explains. 

Hurtado’s central philosophy for the model he has evolved is built around a data-centric model that fuels sustainable growth. As e-commerce in Latin America continues to grow rapidly, Hurtado highlights how analytics shifts finance from a reactive to a proactive approach, emphasizing the urgency of transitioning despite the challenges. 

With the latter, he tackles these aspects with a proactive mindset, looking back to the time Seeri had needed financing: “We had multiple rounds, pitching ideas when we were just starting. But it was meaningful: dealing with personalities, securing funds for a growing company,” he recalls. 

“As CFO-strategist, it taught me resilience—scenario planning, risk mitigation. I enjoyed the strategy of adapting pitches, turning rejections into learnings.” Such a perspective reflects his belief that finance, operational insights, and effective management can drive strategy and growth. 

Strong Leadership, Strategy, and Insights

The impact of Hurtado's leadership extends beyond his professional accomplishments. His company benefits from his real-time glitch management and his financial model development for product optimization. He expresses genuine enthusiasm and passion for his work, which stems from his ability to connect different elements in his field: “I’m proud of bridging these,” he says.

 “In strategy, I’ve optimized processes where operations were siloed. For example, automating supply chain integrations reduced errors and sped up delivery, a classic strategic win. Another proud moment: leading cross-functional teams to launch in new markets and utilizing data to strategize entry points. It’s not just theory; it’s executing strategy operationally, which I thrive on.” As a result, he has scaled Seeri to a point of efficiency that allows it to remain adaptable even in the face of volatile market shifts. 

Industry leaders praise his leadership abilities along with his deep understanding of the field. His exceptional entrepreneurial abilities, combined with outstanding visionary leadership skills, make Hurtado a gifted financial strategist, according to Felipe Racine,s who serves as CEO of Seeri: “Luis is a gifted financial strategist and also a leader with uncommon emotional intelligence, ethical integrity, and a 360-degree vision of business operations,” he says. 

“His voice is central to all executive discussions, and his oversight is embedded in every major business function. His leadership has directly contributed to Seeri’s ability to scale sustainably while increasing value for all stakeholders.” 

Olga Curry, President of Yulika SAS, agrees: “His background in evaluating business models and implementing scalable processes aligned with Yulika’s vision for expansion, she says. 

“Additionally, he brought valuable insights into the financial viability and ROI of proposed initiatives, as well as strong knowledge of technology-driven improvements, allowing him to assess and guide implementation strategies.” 

These endorsements show one recurring theme in Hurtado’s career, which includes the ability to align all operations into a comprehensive, impactful strategy. 

Transforming Efficiency and Technical Expertise

As a leader, Hurtado helps clients transform manual operations into data-driven powerhouses that increase their efficiency. Under his leadership, the organization achieves unprecedented ease in financial and operational workflow management, as well as regulatory compliance and market entry.

The industry's challenges have not deterred him because he continually works to overcome every obstacle: “As a CFO-strategist, it taught me resilience—scenario planning, risk mitigation. I enjoyed the strategy of adapting pitches, turning rejections into learnings.” Such a perspective reflects his belief that finance, operational insights, and effective management can drive strategy and growth. 

“It honed my strategy for crises, making me better at resilient planning.”

Andres Gomez, former investment director of Corficolombiana, praises Hurtado for this skill and more after his role in the company: “His oversight ensured that the project remained on schedule, within budget, and aligned with performance benchmarks at every phase,” he says. “Beyond his technical expertise, his leadership was instrumental in driving cultural adoption across the organization, ensuring the transformation was not only implemented but embraced.” 

Integrating Industries, Strategies, and Finances

Hurtado brings technology-enabled operational capabilities and organizational resilience, along with scalability approaches to each new position he takes.

He predicts that operational finance will adopt real-time decision-making as the standard operational practice, rather than keeping it as an extraordinary approach. The executive continuously maintains his connection to reality while advancing in his career: “I have five fundamental values,” he declares.

“First, respect—time, effort, globally. The system is based on truthfulness and ethics, as it adheres to fair pricing principles and prohibits price gouging. 

“Second, straightforwardness: eye-to-eye feedback for growth. Third, work-life balance: flexible for family and health—reduces stress and boosts productivity.

“Fourth, commitment: I work alongside, not above. And fifth, competitiveness with integrity: always strive to improve, but do so in an ethical manner. These drive strategic execution in a positive culture.”

Alongside personal growth, Hurtado makes sure to influence his team for the betterment of the entire company. 

Hurtado's work and ability demonstrate an even broader reality: operations and finance serve as integrated growth engines, rather than distinct silos.  

Through his unique blend of financial expertise and operational understanding, he is transforming the way Latin American businesses and international organizations prepare to face global market competition.

Hurtado demonstrates an intense dedication to learning new skills, which he applies to his work: “I've managed to gain knowledge across multiple sectors, including automotive, food and beverage, and technology, despite my young age,” he explains.

“My understanding of numbers and problems, along with company differentiators, enables me to differentiate myself in strategic planning.

“The client needs to understand their software usage patterns to achieve success. I place myself in the client's position to apply previous understanding for developing solutions. The process involves adapting operational systems to meet specific industry requirements while ensuring seamless software integration.”

There is no doubt that Hurtado’s long-term vision can translate into measurable results for companies and global commerce. He is an expert to look up to and watch out for.