Genial

What Genial does

Genial (Consultoría Genial) is a Quito, Ecuador-based digital consulting and SaaS firm founded in 2018 by Adrián Camacho, operating across Ecuador, Colombia, Peru, Mexico, Chile, and Argentina. The company serves SMB and mid-market clients in automotive (Volkswagen, Honda, Hyundai, Brilliance, Arboleia), real estate (Tamayo Constructores, Place & Home, Planet Revo, Priority), healthcare (CELIACORP, Mediocreditos, Cibelia Spa), fitness (UFC GYM), financial services, and retail, with a disclosed portfolio of 22+ brands. Its core offering combines CRM implementation services for platforms such as HubSpot, GoHighLevel, and Mercately, with digital marketing, commercial consulting, and custom software development.

Genial has built a proprietary vertical SaaS product line comprising four tools: Pulso PyME (freemium general SMB CRM), PulsoSuite (real estate CRM at $49.99/month), Pulso Health (healthcare CRM at $39.99/month), and Pulso Finance (accounting and tax automation, launching 2026). The technical stack includes AI-powered WhatsApp agents branded "Amelia" built on GPT-4 and Claude, NLP-based intent classification, multimodal messaging (text, documents), and a proprietary "anti-ban" system for WhatsApp Business API gateways. Localization to LATAM regulatory frameworks (SRI electronic invoicing, LOPDP data protection) is built into the product layer. The company holds certified partner status with HubSpot, GoHighLevel, Mercately, Meta, and Google.

Revenue is generated through four streams: CRM implementation projects ($1,500–$15,000 per engagement), recurring SaaS subscriptions ($39.99–$49.99/month base tiers, with freemium entry-level), digital marketing retainer services, and custom software development. The firm is privately held, bootstrapped, and operates with a headcount of 1–10 employees. The business model reflects a deliberate transition from project-based consulting toward productized recurring SaaS revenue across multiple verticals.

Name

Genial

Legal name

Consultoría Genial

Website

https://genial.com.ec

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Genial is a Quito-based digital consulting and SaaS firm serving SMB and mid-market clients across six LATAM countries with CRM implementation services, vertical SaaS products (PulsoSuite, Pulso Health, Pulso Finance), AI-powered WhatsApp automation, and digital marketing, operating primarily in automotive, real estate, healthcare, and fitness verticals.

Ownership category

akta.pro rank

Product category

Customer Relationship Management (CRM) Software

NAICS

Custom Computer Programming Services (541511), Advertising Agencies (541810)

SIC

Services-Computer Programming Services (7371), Services-Advertising Agencies (7311)

akta.pro primary industry

Marketing Technology, AdTech & MarTech Services (BPAFAAAN)

akta.pro secondary industry

General Ledger & Close (Journal Entries, Month-End Close, Reconciliations) (BPAAAGAC)

Keywords

• CRM implementation services
• WhatsApp business automation
• SaaS platform development
• Digital marketing services
• Commercial consulting

Headquarters

HQ city

Quito

HQ country

Ecuador

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. CRM Implementation Services: Professional services revenue from implementing HubSpot, GoHighLevel, and Mercately for enterprise and mid-market clients. Projects include diagnostic, pipeline design, configuration, data migration, integration, training, and 90-day post-launch support. Pricing is scoped per engagement (quote-based), ranging from $1,500 for express single-user setups to $15,000 for multi-brand, multi-location enterprise implementations.
2. SaaS Subscriptions — Proprietary Products: Monthly recurring subscriptions for Genial's own SaaS products: PulsoSuite (real estate CRM, from $49.99/month), Pulso Health (health CRM, from $39.99/month), Pulso PyME (SMB CRM, free trial then subscription), and Pulso Finance (accounting platform, early access pricing). No contract permanence; monthly billing.
3. Digital Marketing Services: Performance marketing services including Meta Ads, Google Ads, social media, and content strategy. Managed campaigns with real-time dashboards, weekly optimization, and ROI reporting. Priced as part of bundled CRM+marketing packages or standalone retainers.
4. Software Development — Custom Builds: Custom software development services for clients needing functionality beyond existing platforms. Built on Astro, React, and Supabase. Typically scoped as project-based one-time engagements.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Genial implements third-party CRM platforms (HubSpot, GoHighLevel, Mercately) for mid-market and enterprise clients in Ecuador and LATAM, with quote-based projects ranging from $1,500 to $15,000 USD. It also develops, sells, and supports four proprietary SaaS products: Pulso PyME (SMB CRM with WhatsApp AI sales and SRI invoicing), PulsoSuite (real estate CRM with AI WhatsApp agent from $49.99/month), Pulso Health (health and beauty CRM from $39.99/month), and Pulso Finance (accounting and tax compliance platform with AI, launching 2026). The company additionally provides digital marketing services (Meta Ads, Google Ads) and commercial consulting engagements.

Product overview

Genial is a technology consulting and software company based in Quito, Ecuador, founded in 2018. It operates as both a CRM implementation partner (HubSpot, GoHighLevel, Mercately) and a SaaS product developer with four proprietary products: Pulso PyME (all-in-one CRM for SMEs with WhatsApp sales, SRI invoicing, and accounting), PulsoSuite (real estate CRM with AI WhatsApp agent), Pulso Health (clinic/spa CRM with scheduling and clinical history), and Pulso Finance (accounting and tax compliance platform with AI insights, launching 2026). Services include CRM implementation, digital marketing, real estate commercialization, commercial consulting, and custom software development. The company serves clients across Ecuador and Latin America with a focus on real estate, automotive, health, and professional services sectors.

Differentiator

Problem solved

Functional benefit

Brands

• Pulso PyME: All-in-one CRM for SMEs in Ecuador. Sells via WhatsApp with AI, issues electronic invoices to SRI, and handles automatic accounting.
• PulsoSuite
• Pulso Health
• Pulso Finance

Products and services

• Pulso PyME All-in-one CRM SaaS for Ecuadorian small and medium businesses. Combines WhatsApp sales with an AI agent, SRI-authorized electronic invoicing in one click, and automatic accounting in a single mobile-first app. Includes lead management, pipeline, catalogue, payments, and tax compliance. Sold with a 7-day free trial, no permanence or credit card required.
• PulsoSuite Real estate CRM SaaS developed by Genial for real estate developers and agencies. Features an AI WhatsApp agent operating 24/7 for lead qualification and appointment scheduling, interactive floor plans with real-time availability and pricing, financial simulator, integrated collections management, and a construction progress tracking portal for buyers. Subscription from $49.99/month with no contract permanence.
• Pulso Health CRM SaaS for clinics, spas, dental practices, physiotherapy clinics, and aesthetic centers. Features intelligent scheduling with WhatsApp reminders, digital clinical history (TLS 1.3 in transit, AES-256 at rest, LOPDP-compliant), automated WhatsApp for patient reactivation and post-treatment follow-up, and SRI electronic invoicing from within the appointment. Tiered pricing: Base $39.99/month, Pro $89/month, Clínica $189/month, all with 14-day free trial.
• Pulso Finance (FinanPulso) Accounting, electronic invoicing (SRI), and tax compliance platform for Ecuador with AI-powered insights. Includes tax calendar covering SRI/IESS/MdT/Municipality/SuperCías adjusted to the 9th digit of RUC, electronic invoicing, simplified accounting, and AI insights for cash flow projections (30/60/90 days), margin analysis by business line, comparison against previous periods, and client payment risk detection. Launching 2026 with 30% early-access discount via code LANZAMIENTO30.
• CRM & Automation Implementation Services Professional services for implementing HubSpot, GoHighLevel, and Mercately CRM platforms for enterprise and mid-market clients. Each project includes diagnostic, pipeline design, configuration, data migration, integration, training, and 90-day post-launch support. AI WhatsApp chatbots and nurturing sequences are built in. Average implementation timeline: 14 days for Express, 30 days for full Enterprise with AI WhatsApp integration.
• Digital Marketing Services Performance marketing services including Meta Ads (Facebook/Instagram), Google Ads (Search, Display, YouTube), social media management, and strategic content. Managed campaigns with real-time dashboards, weekly optimization, and ROI reporting. Documented 4.2x ROAS case study with Arboleia. Priced as part of bundled CRM+marketing packages or standalone retainers.
• Real Estate Commercialization Services Specialized service for property developers combining market study, digital sales room creation, interactive floor plans, and lead capture funnels. Focused on selling units rather than just generating traffic, with integration into the CRM pipeline.
• Commercial Consulting Services Commercial consulting engagements covering diagnostic, team structure design, KPI definition, and playbook creation for building scalable and repeatable sales processes for clients.
• Custom Software Development Services Custom web application and platform development services for clients needing functionality beyond off-the-shelf CRM or SaaS products. Built on Astro, React, and Supabase. Typically scoped as project-based one-time engagements.

Quantifiable outcome

• +340% qualified leads, 4.2x ROAS, <2 min first response time, 98% CRM follow-up — Arboleia real estate case study
• +3 more outcomes

Named customers19 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability6 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core.

• HubSpotcoreTechnology or IntegrationCertified HubSpot Solutions Partner. Genial implements HubSpot CRM (Marketing, Sales, Service, CMS, Operations Hubs) for enterprise and mid-market clients in Ecuador and LATAM. As a partner, Genial can waive HubSpot's mandatory onboarding fee ($3,000-7,000 USD) for clients, replacing it with Genial's own full implementation in Spanish with WhatsApp integration.
• GoHighLevelcoreTechnology or IntegrationGoHighLevel Certified Agency. Implements GoHighLevel's all-in-one CRM platform (CRM, email, funnels, WhatsApp, SMS, calendar, reputation management) for agencies, PYMEs, real estate, clinics, and fitness businesses. Also offers a white-label version (PulsoSuite) derived from or positioned alongside GoHighLevel.
• Meta (Facebook/Instagram)coreTechnology or IntegrationMeta Business Partner. Enables Genial to implement WhatsApp Business API, run Meta Ads campaigns, and access Meta's business tools ecosystem for client work. Genial manages WhatsApp Business API via Meta Cloud API, BSPs (Mercately, Twilio), and self-hosted gateways (Evolution API/Baileys).
• GooglecoreTechnology or IntegrationGoogle Ads Certified partner. Genial runs Google Ads campaigns (Search, Display, YouTube) for clients, managing budgets, targeting, and optimization with documented ROAS measurement.
• WhatsApp Business API (Meta)coreTechnology or IntegrationCore integration platform for client implementations. Genial connects WhatsApp Business API with CRM systems (HubSpot, GoHighLevel, PulsoSuite, PulsoHealth) using Meta Cloud API, Twilio, Mercately, Evolution API (Baileys), and WAHA. Builds AI chatbot agents (Amelia) that qualify leads, schedule appointments, and respond 24/7.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Bitrix24: All-in-one CRM, project management, and collaboration suite with significant LATAM SMB adoption, competing for the integrated CRM/automation use case.
• Keap (Infusionsoft): CRM and marketing automation platform focused on SMBs and solopreneurs with sales-pipeline and email-automation functionality overlapping Pulso PyME.
• Creatio: No-code CRM and workflow automation platform with vertical workflows that overlap Genial's pipeline design and AI automation offerings for sales-led organizations.
• Kommo (formerly amoCRM): Messaging-first CRM with strong LATAM presence, competing for the same WhatsApp-driven SMB and sales-team use cases that Pulso PyME targets.

Direct peers

• GoHighLevel: All-in-one CRM, funnels, and WhatsApp platform that Genial implements as a certified agency and uses as the base for its PulsoSuite white-label product. Same core product category and customer segment.
• Mercately: Ecuadorian WhatsApp-multi-agent CRM platform that Genial also implements. Direct head-to-head in the Ecuadorian SMB and WhatsApp-commerce niche, with shared local language and SRI-aware tooling.
• HubSpot: Global CRM platform that Genial implements as a certified Solutions Partner. Overlap in marketing automation, sales pipeline, and CRM workflows for SMB and mid-market clients.

Broad incumbents

• Pipedrive: Established sales CRM used by SMBs and mid-market sales teams across LATAM. Overlaps with Genial's pipeline design and automation services for sales-led businesses.
• Salesforce: Global CRM leader increasingly targeting SMB and mid-market in LATAM, with partner-led implementation motions structurally similar to Genial's enterprise field sales.
• Zoho CRM: Broad CRM and business apps suite with deep LATAM adoption, competing in the same SMB and mid-market CRM-implementation space Genial serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/genialcrm
• Facebookfacebook.com/genialcrm

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries6 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 Genial