What LENS does

LENS (legal name Lens Consultores) is a Mexico-based strategic consulting and analytics firm founded in 2019 through the merger of Apothem Analytics (founded 2010) and V Consultores (founded 2014). The firm operates across three pillars: Strategy (planning, business design, transaction support, market analysis), Organization (organizational design, governance, talent), and Digital & Analytics (predictive modeling, geo-spatial analysis, machine learning, pricing and promotion optimization). Its clients are owners, executives, and senior officials of public and private companies, plus private equity funds, family offices, government agencies, NGOs, and entrepreneurs, primarily in Mexico.

LENS has built a portfolio of four proprietary AI-powered platforms that are customized per client: Expanse (geo-analytics for location decisions, leveraging hundreds of proprietary geographic variables and computer vision), Pricing y Promociones (price/promotion optimization with proprietary algorithms), Retail Analytics (an ecosystem covering demand forecasting, assortment and inventory optimization, and omnichannel strategy), and Seguros (insurance analytics covering actuarial pricing, product development, AI-based fraud prevention, and claims efficiency). The technology stack spans structured-data ML, NLP, and computer vision modalities, and is deployed through custom implementations rather than off-the-shelf products.

The business model is professional services-led with a software-platform overlay: revenue is generated through custom multi-year consulting engagements sold via direct enterprise sales (contact form and demo request), with platforms implemented and tailored per client on a subscription/recurring basis. The firm is partner-owned, has no disclosed institutional investors or parent company, and operates from two Mexico City offices (Bosque de las Lomas headquarters and a Paseo de la Reforma location). Revenue, headcount growth, and customer logos are not publicly disclosed.

Name

LENS

Legal name

Lens Consultores

Website

https://lens.mx

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

LENS is a Mexico-based strategic consulting and analytics firm that serves enterprise clients across banking, insurance, retail, and ten other verticals with proprietary AI-powered platforms for geo-analytics, pricing optimization, retail operations, and insurance analytics, complemented by strategy and organizational consulting.

Ownership category

akta.pro rank

Product category

Management Consulting

NAICS

Management Consulting Services (54161), Other Management Consulting Services (541618)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Strategy & Corporate Development Consulting (BPAHACAA)

akta.pro secondary industry

Data, Analytics & AI Consulting (BPAHAEAF)

Keywords

• Strategic consulting services
• Management consulting firm
• AI analytics platforms
• Geo-analytics solutions
• Organizational design consulting

Headquarters

HQ city

Las Lomas

HQ country

Mexico

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Strategic Consulting Services: LENS provides strategic consulting services including strategic planning, organizational design, business evaluation, and market analysis to help clients analyze opportunities and business challenges.
2. Analytics and AI Software Platforms: Proprietary software platforms including Expanse (geo-analytics), pricing optimization, retail analytics, and insurance analytics solutions, implemented and customized for each client.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

LENS (Lens Consultores) provides strategic management consulting and proprietary AI/ML-powered analytics platforms to enterprise clients. Core offerings combine rigorous strategic planning, organizational design and transaction support consulting with four proprietary software platforms — Expanse (geo-analytics), Pricing y Promociones, Retail Analytics and Seguros (insurance analytics) — all customized and implemented per client. The firm primarily serves owners, executives and senior officials of public and private companies in Mexico across 11+ industries.

Product overview

LENS is a strategic consulting firm offering a unified portfolio of proprietary AI-powered platforms and consulting services. The core Analytics/AI offering consists of three integrated platforms: Expanse (geo-analytics for location decisions), Pricing y Promociones (price and promotion optimization), and Retail Analytics (covering demand forecasting, assortment/inventory optimization, and omnichannel strategy). A fourth vertical, Seguros, provides insurance-specific analytics including pricing, fraud prevention, and claims efficiency. All solutions combine LENS's proprietary data and models with machine learning algorithms customized for each client. These platforms are complemented by consulting services in Strategy and Organization.

Differentiator

Problem solved

Functional benefit

Brands

• Expanse: Geo-analytics platform that uses AI models, proprietary data, and easy-to-use visualization to optimize geographic location decisions.
• Pricing y Promociones
• Retail Analytics

Products and services

• Expanse Proprietary AI-based geo-analytics platform that uses AI models, proprietary data and intuitive visualization to optimize geographic location decisions, including territorial expansion strategies, micro-region characterization, sales prediction and commercial strategy. Built for enterprise clients evaluating geographic expansion and location-based decisions.
• Pricing y Promociones AI-based platform for price and promotion optimization with direct, measurable impact on gross profit. Uses proprietary algorithms and hundreds of variables including internal client data, proprietary information, market data and competitor pricing. Implemented and customized for each enterprise client.
• Retail Analytics Ecosystem of solutions and platforms that optimize the highest-value processes in retail companies, including demand forecasting, pricing and promotions, assortment and inventory optimization, and omnichannel strategy. Customized per retail client using proprietary models.
• Seguros (Insurance Analytics) Analytics platform ecosystem for insurers covering actuarial pricing, product development, AI-based fraud prevention and claims efficiency through digitization and advanced analytics. Customized per insurer client.
• Estrategia (Strategy Consulting) Strategic consulting service for enterprise clients, providing rigorous and neutral analysis of company situation and environment, methodology and structure for strategic processes, and clarity in final strategy articulation. Covers strategic planning, business design, transaction support, project evaluation, market analysis and expansion strategies.
• Organización (Organization Consulting) Organizational design consulting service for enterprise clients covering organizational design, corporate governance, leadership succession, organizational structures, talent management and strategic HR function.

Quantifiable outcome

• Measurable impact on gross profit from pricing and promotions implementation
• +2 more outcomes

Segments11 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature4 records

Partnerships

One partnership is on record.

• McKinsey & CompanyminorOthersFormer employers of LENS partners. The partners worked at McKinsey & Company, where they gained experience in strategic consulting and advanced analytics practices. Partners include Sergio Echeverria and Luis Manuel Bisteni who were members of McKinsey's strategy practice in LATAM.

Scale indicators3 records

Recent moves9 records

Expansion highlights4 records

Broad incumbents

• McKinsey & Company: Global strategy consulting giant whose LATAM strategy practice employed multiple LENS founding partners. Directly competes for the same enterprise strategy and analytics engagements in Mexico, but at vastly greater scale and brand recognition.
• Oliver Wyman: Global management consulting firm with deep financial services, energy, and transportation practices. Two of LENS's five partners (Gonzalo Morales, Daniel Silva) are former Oliver Wyman consultants, making it a direct talent competitor in the Mexican market.
• Bain & Company: Top-tier global strategy consultancy competing for the same enterprise clients as LENS in Mexico and globally. Adjacent specialty (Bain Vector AI) overlaps with LENS's analytics platform positioning.
• Boston Consulting Group (BCG): Global strategy leader with BCG X analytics arm. Targets the same C-suite buyers in banking, insurance, and retail that constitute LENS's primary segments, including in Latin America.
• Kearney: Global management consultancy with strong operations and analytics practices, historically strong presence in Latin America. Competes for operations transformation and analytics engagements that overlap LENS's Retail Analytics and Pricing offerings.
• EY-Parthenon: Strategy consulting arm of EY focused on transactions and corporate strategy, with growing presence in Mexico and active competition for the same banking/insurance and retail transformation engagements.
• Accenture Strategy: Technology-and-data-led strategy consulting arm of Accenture. Directly overlaps with LENS's strategy + analytics hybrid positioning and has a large Latin American delivery footprint.
• Deloitte Consulting: Big Four consulting arm with significant Mexico presence, full-stack strategy to implementation capability, and analytics offerings that compete with LENS's Expanse and Retail Analytics platforms.
• Roland Berger: European-origin strategy consultancy with established operations in Mexico City covering automotive, energy, financial services, and infrastructure — overlapping precisely with LENS's vertical mix.
• Everis (NTT Data): Global consulting and technology firm (now part of NTT Data) with deep LATAM roots — Gonzalo Morales is a former Everis consultant. Competes across strategy, operations, and advanced analytics in the same Mexican enterprise market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LENS