Alberto Benbunan

I build companies where technology, commerce and human transformation meet. I started at 18 in Venezuela and I've spent twenty-five years founding and scaling businesses across Europe and Latin America. Six were acquired in the last decade, five of them by publicly listed groups.

Today my work is about artificial intelligence and organisational transformation: what changes when a company stops running isolated AI experiments and turns it into measurable impact.

2024 → · Rebundle, co-founder. An AI-native transformation firm: we help organisations turn artificial intelligence into measurable business impact. We design applied, role-based learning programmes that move teams from curiosity to execution, and we structure our work so our incentives line up with the client's results.

2025 → · Eliza Project, co-founder. Mental health.

2018 → · G8 Ventures, managing partner.

2008 → · IE Business School, associate professor. I teach generative AI, digital strategy, emerging trends, customer centricity and mobile business across different programmes. Eighteen years teaching here.

2014 – 2023 · Gelt, co-founder and chairman first, global CEO later. Cashback with millions of users across Spain and Latin America, with teams in Madrid, Barcelona, Valencia, São Paulo, Buenos Aires and Mexico City. Majority-acquired by Prosegur Cash BME: CASH.

2020 – 2022 · Prosegur Crypto, founder and co-CEO. Crypto asset custody for the institutional market: Prosegur's forty years of physical security combined with state-of-the-art cryptography. Alongside Sendity, digital remittances, both built with Prosegur Cash and acquired by the group in 2022 BME: CASH.

2015 – 2020 · DelSúper / Super Technologies, co-founder and chairman. Acquired by Mox.

2012 – 2020 · Mediasmart, co-founder and board member, out of London. Mobile programmatic advertising, connected TV and DOOH. Acquired by Affle Group NSE: AFFLE.

2012 – 2015 · Moviplans, co-founder and interim CEO. Acquired by Grupo DIA BME: DIA, where I later advised on eCommerce until 2018.

2004 – 2018 · Mobile Dreams Factory, co-founder and managing director for fourteen years. A mobile marketing agency back when mobile wasn't yet where everything happened, with Telefónica, Vodafone and Banco Santander among its clients. Recognised at the MMA Awards, Cannes Lions and Eurobest.

1996 – 2002 · I started building companies at 18, in Caracas: Ticketron, ticketing for live events; Webtron, which grew into one of the country's top three web development firms; and Tucupón, sold to SuDescuento.com. Promotron and First Telecom too, though those didn't go as well. I moved to Europe in 2002.

2015 → · Endeavor Entrepreneur, and mentor on product and business to other founders ever since.

2018 · Eisenhower Fellowships, Innovation Fellow.

Premio 100 Latinos, and a headline once called me “the Venezuelan who revolutionised advertising on smartphones”, which isn't bad for someone who studied law.

2016 · Harvard University, International Business Digital Executive Program.

1995 – 1998 · Universidad Católica Andrés Bello, Law, in Caracas. Before that, the Hebraica Moral y Luces school.

Sobre los Judíos.

Correo Electrónico en una Semana, from back when explaining email was still worth a whole book.

Understanding user behavior with new mobile applications, in The Journal of Strategic Information Systems.

And a patent: method and system for generating a content-based file.

Learning in Public, where I write to understand, not to teach. It used to be called “No Sin Mi Internet” · LinkedIn · X

Nov 2025 · El futuro del trabajo, on Incontratables, with Sixto Arias. Venezuela, China, Israel, AI, and what's ahead for those starting out now.

Nov 2025 · Cómo será el futuro de una Humanidad dominada por la IA, on Outliers, with Javier Andrés of Luzia. A long hour separating what really changes from the noise.

Jul 2024 · Inteligencia Artificial en la Vida Cotidiana, on Talent Pills, with Luis Carvajal. The most practical one: which tool for what, and how to stop being scared of it.

Mar 2021 · Emprendedor en serie, on Outliers, with Joseph Gelman. Forty-eight minutes on where all of this came from, recorded right after selling Gelt.

Mar 2017 · Venezuela tras el autogolpe, on Radio Sefarad. The only one that isn't about companies: it's about his country.

Plenty. Almost all of them, if we're honest: of fifteen, six ended in a sale and the other nine went nowhere. But that's not the interesting count. Selling isn't winning either. A sale is usually the moment a company stops being able to become what it was going to be: you sell because you need to, because it's time, or because there was no way to keep going alone. Real success would be building a Mercadona — something you don't sell, because there's no reason to. So of those six, several were failures too; just failures with a headline.

Yes. Alberto built it with Claude Code, over a good few back-and-forth sessions: he decides what gets told and what doesn't, and argues over every screen. What you read isn't generated by eye: it comes from his LinkedIn, his notes and sources checked one by one — the episodes were opened to get the date, the tickers looked up, the company sites loaded to see if they were still alive. That's why there are gaps: when there's no fact, it says so.

Because an address published on a website stops being an address and becomes a spam bin: bots harvest it within hours, and from then on the real messages get lost among the rest. There's the form — it arrives just as fast and he reads it himself, not an assistant. If you write, say who you are and what you want in three lines; that's enough to know whether there's a conversation. And if you'd rather not leave anything in writing, LinkedIn is down there.

Both, and in that order. Born in Chacao, Caracas, in 1976. He started his first companies there at 18 — before anyone in Spain used the word “startup” — and learned to build things in a place where nothing helps you. He moved to Spain in 2002 and everything since has happened here: the agency, the exits, the teaching. He's now been building things in Madrid longer than he lived in Venezuela, but he still says “chévere”.

More or less like this. It's the photo he's used for everything for years, which is his way of saying he doesn't much care about these things.

That almost everyone is asking the small question. The usual one is “how do we add AI to what we already do?”, and the one he cares about is another: what would we build differently if AI had existed from the start? The first leads to a pilot nobody uses; the second, to redesigning how people, processes and technology work together. That's where Rebundle comes from, and why his work looks more like education and organisational change than selling software.