What Macarena does

Macarena Consulting, C.A. (operating as Macarena.ai) is a Venezuelan digital solutions consultancy founded in 2021 and headquartered in Caracas. The company delivers an integrated digital ecosystem comprising six product modules: AI-powered conversational Bots, a Web Commerce platform, mobile applications, a Business Intelligence Analyst (predictive analytics), a Ticket Management system, and Software Development as a Service (SDaaS). Its core technology relies on AI conversational and predictive analytics capabilities, with the underlying conversational AI delivered through a technology partnership with Aivo, a Latin American conversational AI vendor.

The firm monetizes through three revenue streams: (1) project-based professional services for custom AI/digital solution implementation, (2) authorized Zoho software resale (Zoho One, Zoho CRM, Zoho Desk, Zoho CRM Plus) generating recurring subscription and implementation revenue, and (3) managed services for ongoing optimization of deployed ecosystems. Pricing is quote-based with no public disclosure, and distribution combines direct enterprise field sales with a Zoho reseller channel. Target customers are enterprise and mid-market organizations in Venezuela and Latin America, with named logos spanning insurance (Mercantil Seguros, SeguroVzla), telecommunications (NetUno), emergency services (Venemergencia), education (Unimet), and retail (NueveOnce, Colección Ávila).

The company is founder-led and appears bootstrapped, with no disclosed external funding. It is controlled by co-founders Olga Berrio Jeropunow (CEO) and Maria Elisa Alvarez (CMO), supported by a team of approximately 8 employees. The operating geography is concentrated in Venezuela with stated intent to serve broader Latin America.

Name

Macarena

Legal name

Macarena Consulting, C.A.

Website

https://macarena.ai

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Macarena Consulting, C.A. (Macarena.ai) is a Venezuelan digital solutions consultancy offering AI conversational bots, web commerce, business intelligence, ticket management, and custom software development. It serves enterprise clients across insurance, telecom, education, and retail in Latin America as an authorized Zoho partner.

Ownership category

akta.pro rank

Headquarters

HQ city

Caracas

HQ country

Venezuela

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Digital Solutions Implementation & Consulting: Custom development and implementation of AI-powered digital solutions including bots, web commerce, mobile apps, and business intelligence platforms. Revenue generated through project-based professional services engagements with enterprise clients.
2. Zoho Software Resale: Authorized Zoho partner reselling Zoho One, Zoho CRM, Zoho Desk, and Zoho CRM Plus solutions with implementation support. Revenue generated through software subscription resales and associated implementation services.
3. Managed Digital Ecosystems: Ongoing management and optimization of integrated digital ecosystems for clients, providing continuous support and enhancement of deployed solutions.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

No source content was provided in the input to describe the core offering.

Product overview

Macarena offers a unified digital ecosystem of intelligent products combining AI-powered conversational assistants, e-commerce, mobile applications, CRM, ticket management, and business intelligence. The product portfolio includes Bots (AI conversational assistants), Web Commerce, Mobile Applications, Inteligencia Empresarial Analyst, Software Development as a Service, and Ticket Management solutions. These modules are designed to work within a single ecosystem, fusing the power of each module to extend conversational journeys and provide customers with an integrated digital experience for instant solutions.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 70% reduction in operational structure costs
• +3 more outcomes

Named customers7 records

Segments4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature5 records

Partnerships

One partnership is on record.

• ZohocoreChannel Partner/ Reseller/ DistributorAuthorized Zoho partner in Venezuela reselling and implementing Zoho software products including Zoho One (45-app suite), Zoho CRM, Zoho Desk, and Zoho CRM Plus. Provides free demo capabilities through unique reseller links and targets small-to-medium businesses seeking comprehensive enterprise software adoption.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Globant: Globant is a large Latin American digital transformation consultancy offering AI, CRM, and customer experience services. It competes for the same enterprise digital transformation budgets in the region and represents the kind of scaled incumbent Macarena would face if expanding beyond Venezuela.
• Zoho: Zoho is the enterprise software suite (CRM, Zoho One, Zoho Desk, Zoho CRM Plus) that Macarena resells and implements as an authorized partner. Zoho is the incumbent platform vendor in this partnership and could in principle bypass the partner channel by selling direct in Venezuela.
• Yellow.ai: Yellow.ai is a global conversational AI and customer experience automation platform that competes directly with the Aivo-powered solutions Macarena deploys. Both target enterprise customer service automation across multiple channels and geographies, including Latin America.
• Freshworks: Freshworks offers CRM, IT service management, and customer support software (Freshdesk, Freshsales) that overlaps with the Zoho CRM and Zoho Desk solutions Macarena resells and implements. Freshworks represents a competing SaaS platform in Macarena's target market.
• HubSpot: HubSpot is a CRM, marketing, and customer service software suite that directly competes with the Zoho products Macarena resells. Enterprise customers evaluating Zoho through Macarena frequently consider HubSpot as an alternative platform.

Regional players

• Softtek: Softtek is a large Latin American IT services and digital transformation firm that competes for the same enterprise consulting and implementation work Macarena pursues in the region. It is headquartered in Mexico but operates across LatAm, including Spanish-speaking markets comparable to Venezuela.

Direct peers

• Aivo: Aivo is a conversational AI platform vendor that provides the underlying technology Macarena implements for clients such as Mercantil Seguros. Both companies deliver AI-bot customer experience solutions in Latin America, with overlapping enterprise customers and a documented partner relationship.
• Inbenta: Inbenta is a conversational AI and customer automation platform that competes with the Aivo-based solution stack Macarena deploys. Both serve enterprise customer service and support automation use cases, making them a comparable product alternative in Macarena's core offering.
• Kore.ai: Kore.ai is an enterprise conversational AI and customer experience automation platform that competes with the AI bot capability layer of Macarena's ecosystem. Both target large enterprise customer service automation, though Kore.ai sells primarily direct.
• Cognigy: Cognigy is an enterprise conversational and agentic AI platform that competes with the AI bot infrastructure underlying Macarena's Bots product. Both target large organizations looking to automate customer service and integrate AI across channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/macarena-consulting
• Instagraminstagram.com/macarena.ai

Revenue estimate

Valuation estimate

Number of profiles

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 Macarena