Juan Santana — investor and independent director. Chairman of Seguralia and of Cupperlab, Chief Operating Officer of Naboo Intelligence.

JS54 · EN ROUTE ——REMAINING
Notes
ESEN
Pilot aboard
Turbulence
Resting
Coffee
PACE · AIRSPEED INDICATORIndicated airspeed, in hours per week. The needle lives in the yellow arc: the caution range, where the aircraft performs but pays for it. The red line is the one you do not cross. Yet.
Pace
ATTITUDE · ARTIFICIAL HORIZONWhere the aircraft sits against the horizon: sky above, ground below. Nose a little high and wings almost level, with a gentle roll that never stops. That is how you fly in permanent moderate turbulence.
Attitude
ALTITUDE · ALTIMETERHeight in thousands of feet. The needle reads 5,500: between Madrid (2,100) and Bogotá (8,600), which is where life happens. In the window, 1013: standard pressure. You fly on everyone else’s reference, not your own.
Altitude
COORDINATION · TURN COORDINATORThe miniature banks as the aircraft turns; the ball says whether the turn is clean (centred) or skidding. Here the ball slips out with every bump and comes back. You correct it with your feet, not your hands.
Coordination
HEADING · DIRECTIONAL GYROHeading 248: Madrid to Bogotá. It swings eight degrees either side, which is how far a heading drifts when nobody corrects it every minute. It gets corrected.
Heading
RESERVES · FUELOne tank only: coffee. The needle on reserve is this aircraft’s normal state, not an emergency. It refuels at every fix. No approved alternate.
Reserves
ROUTE GRX— PNA— BCN— FRA— LHR— MAD— BIO— MAD— SFO— MIA— MAD— BCN— MAD— MEX— BOG— MAD
MADRID--,--
BOGOTÁ--,--
COM1 · ATIS JS54 INFORMATION ALFA
HOBBS 23 HANGARS · 11 CITIES · 56 COUNTRIES email: hovershow email

Route flown · Juan Santana

ATLANTIC OCEAN · OCEANIC FIR · NO COVERAGE · WIFI YES LANGEN FIR · SWEDEN FIR LONDON FIR MADRID FIR · BARCELONA FIR SEVILLA FIR · GRANADA OAKLAND FIR · SAN FRANCISCO MEXICO FIR · MIAMI FIR BOGOTÁ FIR P-0 LAW NEVER PRACTISED P-0 DISLIKES IRRATIONAL PEOPLE, VEGANS WHO MAKE A POINT OF IT, POMPOUS AND LAZY IN GENERAL MAD 116.1 · 650 M BOG 113.9 · 2.600 M AIR SHUTTLE UJ54

Symbols

Company led.
City lived in.
Flight school.
Deal fix.
Deal closed.
Shareholder in a company led.
Wedding.
Birth.
VOR: registered office (MAD) and operating office (BOG).
Airway UJ54: the route flown, in order.

Airspace

P-0: No Fly Zone.
FIR boundary: 56 visited, 11 lived in.
Oceanic: no coverage, wifi yes.

Procedures

Report problems and hard calls as soon as you know about them. In person or on video, not over WhatsApp. No queueing at security that could hold the message up.
email: hovershow email

Cargo manifest · JS54

The portfolio: seventeen ventures since 2011
7 active · 6 exited · 4 closed
On board · hands-on3

Chairman · COL · since 2018

Seguralia

Digital broker of health and life insurance. Operates through Seguralia and Colseguralia. Shareholder relations, capital and debt, and the commercial and marketing agenda.

Chairman · ESP and COL · since 2025

Cupperlab

Marketing, automation and AI. A PDMI brand, not a company. Model, strategy and implementation.

COO · COL and ESP · since 2024

Naboo Intelligence

AI operating system for critical operations, for large corporates and the public sector. The one place he operates on purpose. Two hats: an investment of his, and a supplier to portfolio companies.

In the hold · the rest of the live portfolio4

Holding · SGP · since 2013

Mykobu Pte Ltd

Founding investor and chairman. Seventeen ventures, six exits, four runway excursions.

Board · COL and ESP · 2021-2026

Publicar / Guru

CEO 2017-2021. SMB digital marketing across 11 countries.

Investor · COL and MEX · since 2023

Residua Biocircular

Organic waste bioconversion into protein and biofertiliser. Passive, monitored.

Investor · COL · since 2025

Ainoa

AI agents for sales and operations. Passive, monitored.

Companies lednot portfolio
CompanyRoleBasedPeriodNote
Panda SecurityCFO then CEOBilbao · Madrid · San Francisco2006-2011Security software in 63 countries. Thirteen acquisitions.
GroupaliaCEOBarcelona2012-2013Local eCommerce in Spain and Italy.
PlenummediaGroup CEOMadrid · Mexico2014-2016Two acquisitions and the sale of Nlocal to Publicar.
Publicar / GuruCEOBogotá · 11 countries2017-2021The first chatbots; second time lucky. On the board until 2026.
Delivered at destination · exited6
CompanySectorGeographyEntryExit
GymForLess · now AndjoyWellness and fitnessSpain20132018
RetucelCells and hardware repair servicesMexico20142016
ZacapicAdults-oriented eCommerceMexico20152017
KomvidaOrganic kombuchaSpain20182022
HolapepaOn-demand beauty servicesSpain20212026
KobholabsHealth supplementsSpain20222026
Runway excursions · closed4
CompanySectorGeographyEntryClosed
WebcamlockSecurity softwareSpain20112012
FlapsaleUsed items marketplaceSpain20142015
TimbritHome services marketplace appColombia20182025
SecondPropReal estate co-ownership and co-rentingSpain20212023
Dangerous goodsdeclared

Class 1

Artificial intelligence

The real risk is the mismatch between two speeds: that of AI, and that of politics and regulation. The first can be exponential; the second is necessarily institutional. The pandemic already showed the limits of our systems of government when it comes to reacting to complex change. If we apply the same assumption of gradual adaptation to a technology whose adoption curve is far steeper, we may find out too late that the curve has already gone over our heads.

Class 2

Work and everything else

No separate hold. Unfinished business. The trouble with working on what you love is that, if nobody sets you a limit, you spend the whole day doing what you love.

Class 3

Commitment and urgency

Full commitment and a sense of urgency. They move companies. They also burn people out if nobody meters them. That is why they are declared: necessary and dangerous at once.

Class 4

Coffee

One tank only. Permanently on reserve.

Union of Airports

Passport

Juan Santana

Holder’s summary

Juan Santana
SurnameSantana
Given nameJuan
NationalitySpanish
Place of birthGranada
ProfessionInvestor and independent director
ResidenceMadrid · Bogotá
EducationLaw, University of Navarra · MBA, IESE
LanguagesSpanish · English, bilingual
Hangars23
Valid untilRetirement

Today. Chairman of Seguralia (digital broker of health and life insurance, Colombia) and of Cupperlab (marketing, automation and AI, Spain and Latin America). Chief Operating Officer of Naboo Intelligence (AI operating system for critical operations).

Before. Board member of Publicar / Guru between 2021 and 2026, sitting on the New Products, Finance and Audit committees. CEO of Publicar / Guru (SMB digital marketing across 11 countries; 2 acquisitions and one sale), Plenummedia (Spain and Mexico; 2 acquisitions), Groupalia (Spain and Italy) and Panda Security (security software in 63 countries; 13 acquisitions). Has led companies from Madrid, Barcelona, Bilbao, San Francisco, Mexico City and Bogotá.

Investor. Founding or early-stage investor in seventeen ventures since 2011, six of them exited. He leads a group of executives that have worked and invested together for over a decade: they incorporate the Newco, hire the team that runs it, and mentor that team hands-on to either success or rapid closure.

Banker. Eight years at Robertson Stephens and Lehman Brothers, in origination and execution: three IPOs (Nouveau Marché, Nasdaq and Stockholm, at equity valuations above USD 2bn), three bond offerings (raising over USD 1bn) and twelve M&A deals, up to USD 2.5bn.

P<ESPSANTANA<<JUAN<<<<<<<<<<<<<<<<<<<<<<<<<
MYKOBU54<<ESP23HANGARES11CIUD56PAIS<<<0
2

Where he has worked

Banco de Vasconia

PlacePamplona
Period1995-1996
Banking.

Robertson Stephens

PlaceLondon
Period1998-1999
Associate, Telecoms & Technology. Deals in the United Kingdom, France, Germany and Spain: the Wavecom IPO and the sale of Karrimor.

Lehman Brothers

PlaceLondon · Madrid
Period1999-2006
Director, Telecoms & Technology (London) and Executive Director, M&A, Spanish Coverage Group (Madrid). Seventeen deals: two IPOs, three bond offerings and twelve M&A.

Panda Security

PlaceBilbao · Madrid · San Francisco
Period2006-2011
CFO then CEO. Security software in 63 countries. Fifteen deals: the entry, thirteen acquisitions and the exit.

Groupalia

PlaceBarcelona
Period2012-2013
CEO. Local eCommerce in Spain and Italy. Two deals.

Plenummedia

PlaceMadrid · Mexico
Period2014-2016
Group CEO. Online marketing for SMBs. Three deals: the acquisition of Walva, the acquisition of Incuentra and the sale of Nlocal to Publicar.

Publicar / Guru

PlaceBogotá
Period2017-2021 · board member since 2021
CEO. SMB digital marketing across 11 countries. The first chatbots; second time lucky.

Mykobu · Seguralia · Cupperlab · Naboo Intelligence

PlaceMadrid · Bogotá
Period2013-today
Founding investor and chairman; COO at Naboo. Seventeen ventures, six exits, four runway excursions.
3

Ratings · what he can do

Capital and debt

Leads capital and debt raising across his portfolio companies. As a banker: IPOs, take-privates, bond offerings, venture capital rounds, PIPEs, M&A and distressed sales.

M&A and corporate transactions

Twelve M&A deals executed as a banker; thirteen acquisitions as CEO of Panda; 2 acquisitions and one sale at Plenummedia; the sale of Groupalia. From distressed divestitures up to USD 2.5bn.

General management

CEO of four companies across three countries, with teams in up to 63 countries. Hands-on management. Expects full commitment from the teams he works with.

Boards and committees

Board member at the four companies he has run as CEO: Panda Security, Groupalia, Plenummedia and Publicar / Guru. At Publicar he stayed on the board between 2021 and 2026, on the New Products, Finance and Audit committees. He chairs the boards of Seguralia and of Cupperlab, and has served as a director across his portfolio companies.

Investing and mentoring

Seventeen companies since 2011, six exited, four closed. Hands-on mentoring for the team running each Newco, to either success or rapid closure.

Artificial intelligence

Chatbots at Publicar since 2017. Today: Cupperlab (automation and AI), Naboo Intelligence (AI operating system for critical operations) and Ainoa (AI agents for sales).
4

Candidacy · boards and committees

What interests him

Independent director. Adviser on capital processes: funding rounds, debt, sale of the company.

Where he fits

Technology, software, insurance, services and digital marketing companies, in Spain and Latin America. Growth situations that need capital, shareholders coming in or going out, or businesses being bought and sold.

What he brings

His background as a banker, an executive and an investor gives him a distinctive read on the matters that reach a board. He has sat on the board of every company he has run as CEO, and has always been on the boards of his portfolio companies. He operates between Madrid and Bogotá, in Spanish and English, and knows Europe, the United States and Latam first hand.

How he works

Hands-on. Data-driven decisions. Sense of urgency. Reliable.

Contact

email: hovershow email · two slots, and he fits into one.
5

Cities lived in

EntryGranada1972-1990
Pamplona1990-1996
Barcelona1996-1998 · 2012-2013
EntryLondon1998-2003
Madrid2003-2007 · 2008-2010 · 2012-2014 · 2022-today
Bilbao2007-2008
San Francisco2010-2011
Frankfurt1997 · six months
Mexico City2014-2016
Miami2004-2016
EntryBogotá2017-2021
6

Companies · where and when

Banco de VasconiaPamplona · 1995-1996
Robertson StephensLondon · 1998-1999
EntryLehman Brothers1999-2006
Panda SecurityBilbao · Madrid · San Francisco · 2006-2011
GroupaliaBarcelona · 2012-2013
FounderMykobusince 2013
PlenummediaMadrid · Mexico · 2014-2016
Publicar / GuruBogotá · 2017-2021
SeguraliaBogotá · since 2018
Naboo IntelligenceBogotá · Madrid · since 2024
CupperlabMadrid · Bogotá · since 2025
56countries stamped
11 lived in
7

Stamps · Europe and Asia

Europe28
SpainUnited KingdomGermanyAndorraAustriaBelgiumCzechiaDenmarkFinlandFranceGreeceIrelandItalyLiechtensteinLuxembourgNetherlandsNorwayPortugalSlovakiaSwedenSwitzerlandEnglandScotlandGibraltarVatican CitySaint MartinSaint-BarthélemyAruba
Asia10
ChinaHong KongIsraelJapanMalaysiaSingaporeSouth KoreaTaiwanThailandUnited Arab Em.
8

Stamps · Americas and Oceania

North America and the Caribbean9
United StatesMexicoCanadaDominican Rep.El SalvadorGuatemalaNicaraguaPanamaPuerto Rico
South America8
ColombiaArgentinaBrazilChileEcuadorPeruUruguayVenezuela
Oceania1
Australia
9

The 56 · Juan Santana

Chart of countries stamped · Edition 54
46 states and 10 territories
6 lived in · Hover
56countries
Africa: 0
Lived in (6)Visited (50)Remaining (133)
Base map: Al MacDonald and Fritz Lekschas, CC BY-SA 3.0. email: hovershow email

Juan Santana, in plain text

This block repeats, in plain text, what the route chart and the country map draw as graphics. It adds nothing that is not already on the page.

Companies led

Cities lived in

Education and schools

Cities with deals closed

Countries and territories visited (56)

Europe (28): Spain, United Kingdom, Germany, Andorra, Austria, Belgium, Czechia, Denmark, Finland, France, Greece, Ireland, Italy, Liechtenstein, Luxembourg, Netherlands, Norway, Portugal, Slovakia, Sweden, Switzerland, Gibraltar, Vatican City, Saint Martin, Saint-Barthélemy, Aruba, England, Scotland.

North America and the Caribbean (9): United States, Mexico, Canada, Dominican Republic, El Salvador, Guatemala, Nicaragua, Panama, Puerto Rico.

South America (8): Colombia, Argentina, Brazil, Chile, Ecuador, Peru, Uruguay, Venezuela.

Asia (10): China, Hong Kong, Israel, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand, United Arab Emirates.

Oceania (1): Australia.