The Tech-Enabled COO: How Luis Hurtado Blends Finance and Operations to Drive Efficiency in Emerging Economies

-David Martin

Fintech adoption has been surging in emerging economies worldwide, currently valued at $280 billion, and is poised for the fusion of finance and operations. 

The sector is no longer just about financial services and has instead become a blend of finance, operations, and technology. 

Navigating such a dynamic landscape is Luis Hurtado, the visionary CFO of Seeri, a finance, operations, and strategy expert. 

The platform provides business management software designed for manufacturers, distributors, wholesalers, and retailers. Hurtado has successfully unlocked efficiency and translated global trends into actionable strategies in this area for businesses wanting to harness the power of global commerce.

Hurtado faces the challenge of combining different sectors to grasp the entire company ecosystem with ease: “I control finances, but I'm deeply involved in strategy, operations, and technology. I love learning a bit of everything,” he says. 

Experience Setting the AI Bar

Hurtado’s expertise in finance comes as no surprise. During his college years, he earned a degree in business administration with a concentration on finance and marketing, as well as a B.A in economics. 

A few years after graduating, he chose to pursue a Master’s degree in financial management. More than natural skill, he has honed his talent in finance and business for years — even when at first, it wasn’t his first path: “Initially, I wanted to study medicine, but the US system wasn't as appealing for that path,” Hurtado recalls.  

“Plus, I've always liked business—my parents and grandparents were involved in companies, including force-related enterprises and others,” he shares. That world fascinated me: how businesses grow, manage risks, and strategize for sustainability.”

Even as a student, Hurtado was already optimizing his own life for maximum efficiency: “I graduated early—about seven months ahead—by taking AP credits and summer classes in Boston with a cousin. That efficiency was strategic; it allowed me to maximize my time and enter the workforce sooner,” he says. While his future could’ve been set in the United States, he chose to return to Cali, Colombia, to be closer to his family and officially start his professional life.

From Strategy to Scale: How Hurtado  Has Influenced Start-Up Growth

Hurtado’s talent enabled Colombian start-up, Seeri, founded in 2021, to provide AI-powered B2B platforms designed for wholesalers and distributors. With his economic background from EAE Business School, combined with his track record of regional expansion, he embodies the tech-enabled CFO mindset holistically. 

Hurtado's expertise has enabled Seeri to scale across Latin America, where he has expertly blended top-notch financial strategy and operational technology to navigate volatile global markets effectively.

He reveals “As a CFO-strategist, the role has taught me resilience—scenario planning, and risk mitigation are vitally important. And even though it has been challenging, I have enjoyed the strategy of adapting pitches, turning rejections into learning.” 

Seeri has focused on streamlining operations, digitizing processes, and financial strategy since its inception. Hurtado leverages the capabilities of AI to conduct predictive analytics. This move aligns with 2025 trends, where automation has seamlessly worked with financial operations. 

Currently, Latin America and its B2B e-commerce sector have been projected to grow at a much faster rate, and there is no doubt that this is in some part due to the adoption of Hurtado’s novel approach. By reducing manual errors and optimizing cash flow, he has successfully driven efficiency in the industry. 

His experience prepared him for the most volatile markets, where he initially specialized in finance. Hurtado recalls: “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.” 

This shift demonstrates how his role and expertise have evolved, initially focusing on managing finances before transitioning to a holistic strategy. Hurtado’s cross-functional perspective has enabled him to balance financial discipline with growth, safeguarding the company even in unpredictable times and environments. 

Using Artificial Intelligence as a Catalyst for the Emerging Markets 

Hurtado's expertise shines in cross-border scaling. Seeri's platform enables seamless operations from Colombia to Mexico and the United States. With these efforts, Seeri has been able to address the common problems in emerging economies, including currency risk and regulatory hurdles. 

As CFO, Hurtado oversees the convergence of knowledge from different countries, as he describes: “Our tech team from big companies brings knowledge – building products right, roadmaps. Strategy-wise, it’s perfect for operations: diverse insights, quick adaptations. We’ve grown here by leveraging this ecosystem.” 

This blend of technology and operations can determine growth in regions where e-commerce is booming. Hurtado emphasizes how artificial intelligence can play a crucial role in emerging markets, as finance trends have begun to highlight the importance of fintech partnerships and AI inclusion. 

His expertise enables Hurtado to introduce methodologies that will allow AI to handle currencies, payments, and onboarding, thereby transforming what would typically be months-long processes into fast and efficient ones. 

He has helped to tailor systems to clients, transforming perspectives from reactive to proactive, which can boost resilience amid economic volatility. 

Behind the scenes, Hurtado optimizes processes to meet product needs, handles glitches, and projects financial models to ensure accuracy in these efforts. With all of his skills, he comments: “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.”

He adds: “ Another proud moment was leading cross-functional teams to launch in new markets, using data to strategize entry points. It's not just theory; it's executing strategy operationally, which I thrive on.” 

Hurtado is well aware of how one area can impact another within a company. With his expertise, he makes sure he tweaks everything at the proper adjustments to take operations to another level, where each area’s influence betters the entirety of the start-up. Such a systems-thinking approach enables him to transform complexities in his work into competitive advantages, thereby providing sustainable growth. 

An Integration of Financial Strategy Expertise

For 2025 and beyond, as AI co-creates financial systems in emerging economies, Hurtado envisions hyper-personalized operations. 

This is one of his work passions: “I love financial projections, budgeting—the theoretical side. At night, I'll tweak formulas to ensure accuracy. But taking it to another level is being in the operations: selling products, handling commercial aspects, knowing the challenges of meeting sales targets,” he says. 

For Hurtado, tech is the core element required to achieve efficient growth in emerging markets. 

Transcending Finance: Hurtado’s Dedication to Operations and Strategy

Beyond finance, Hurtado has shown his unique expertise in market research, leadership, business analysis, growth, and development. His previous roles included being a project leader and conducting investment analysis, where he made data-driven decisions, promoted efficiency, and simplified complex operations.

For Hurtado, strategy is deeply ingrained in his being. He finds his calling in building relationships and partnerships to support day-to-day operations and long-term goals: “In financing rounds, even early ones, it's thrilling to be on the startup side,” he says. 

“Unlike stable corporations, here you're accountable for every dollar. I enjoy speaking with investors worldwide, gathering insights from their diverse experiences across various industries. As a strategist, this informs operational decisions—like how to pivot operations based on market feedback.”

However, this skill isn’t just found in business. Hurtado also positions himself in the social realm of his career, gaining trust from colleagues and community enough to get referrals via word-of-mouth: “I'm recognized for doing things right—ethical strategy, respectful operations. I build great relations with coworkers; we work toward the same goals sincerely,” he shares. “It's not just friendships, but professional respect that drives efficient operations. This means fostering a culture where strategy is executed seamlessly because the team is aligned and motivated.”

Work Shaped by Expertise and Integrity

His peers comment upon his unique expertise. After being extended an invitation to the distinguished hospitality company, Santamar, for operational refinement, Vice President of Investments Marcos Izquierdo Llanos commented on Hurtado’s outstanding work: “He demonstrated not only a command of strategic frameworks but also hands-on experience in driving measurable business outcomes,” he says. 

“His appointment was based on his proven track record, leadership qualities, and strong referrals from key stakeholders familiar with his work in both the finance and hospitality sectors.” 

It’s no surprise that Hurtado earns strong peer and client rapport, especially in the realms of finance and operations. Faced with complex problems in the day-to-day operations of finance, he remains a transparent strategist: “Clients see me as trustworthy, knowledgeable. I transmit calm—our system's not perfect, but I'll be there 24/7,” he comments. 

For Andres Gomez, former Investment Director of Corficolombiana, this dedication shows off Hurtado’s unique skills: “Mr. Hurtado was uniquely qualified for this role due to his deep expertise in corporate finance, strategic investment analysis, and his strong understanding of operational dynamics within the hospitality sector,” he says. “His ability to synthesize quantitative and qualitative inputs and convert them into high-impact decisions set him apart.”

As distinguished as he may be, Hurtado also emphasizes emotional intelligence and practical applications to share technical knowledge, manage process delays, and understand differences among clients. 

He attributes his work ethic to a lifetime passion for soccer, which taught him discipline, teamwork, and strategic thinking. He compares it to his profession: “It's similar to strategy, where you have to orchestrate operations in real-time while keeping the long-term game plan in mind,” he describes. 

From Vision to Action: Hurtado’s Strategic Leadership

Hurtado’s unique ability to strategise is also clearly seen in his work at Seeri. CEO Felipe Racines comments: “Luis’s exceptional cross-industry knowledge, financial expertise, and entrepreneurial vision, backed by endorsements from well-regarded executives in Colombia’s business community, made him a natural choice to help lead our company,” he says. 

“From day one, his strategic thinking and leadership abilities have been instrumental in shaping Seeri’s trajectory.

Hurtado’s skills in long-term planning are also something observed by Olga Curry, the president of Yulika SAS: “In his evaluation of strategic proposals and operational plans, Mr. Hurtado applied a set of well-defined criteria to ensure that all initiatives were both actionable and aligned with the company’s long-term vision,” she says. 

In addition, he has also been recognized for his capabilities in business by the CEO of Distritiendas de Colombia, Nelson Care, who says: “His expertise in business analysis and evaluation ensured a high standard of selection, helping maximize the long-term impact of the program.

“Mr. Hurtado’s involvement was instrumental to the program’s success and reflects his strong commitment to fostering entrepreneurship and economic empowerment.”

There is no doubt that Hurtado is a legendary expert with a sharp eye and talent for finance and operations. He transforms every business into an impactful, scalable platform that can grow globally. 

As a luminary in business and finance, Hurtado bridges strategy with execution, transforming inefficient operations into ones that drive long-term innovation and success.