A Coffee with Our Founders
Valentina Jordan and Rafael Santiago, co-founders of Nauta, sit down for a candid conversation about their journey, the challenges they've faced, and the vision driving their company into the future.
Valentina Jordan: Rafa, I’ve always wondered—what motivated you the most to dive into creating Nauta with me? We both know logistics isn’t exactly the "sexiest" industry, but here we are, transforming it.
Rafael Santiago: That’s true, Vale. But that’s precisely why! After 14 years in logistics, I was frustrated by the amount of manual processes and wasted time and resources. When we met, combining your tech background with my logistics experience, I knew we could build something big. What about you? What made you take the leap?
Valentina: After six years at Rappi, building tech products across nine countries, I realized logistics was the last frontier that hadn’t been fully digitalized. When I moved to Puerto Rico and saw that 80% of products were imported but the processes were still outdated, it was the perfect opportunity to simplify something that impacts so many industries.
Rafael: Exactly. And that’s how Nauta was born—a solution that automates and digitalizes the importation process, from document handling to system integrations. What fascinates me is how we’ve managed to reduce 75% of manual workflows for our clients. What do you think has been the biggest challenge so far?
Valentina: The biggest challenge has been defining our ideal customer. The whole world imports, but we can’t be everything to everyone. Also, another challenge has been educating a traditional industry on the benefits of adopting technology.
Rafael: Yes, the resistance to change is real, especially in family businesses that have operated the same way for generations. But I’ve also seen an openness, especially with younger generations seeking efficiency and growth. The pandemic definitely accelerated the need for modernization.
Valentina: Absolutely. And Nauta doesn’t just cut costs; it helps companies grow by improving product availability and optimizing their supply chains. With AI, we can predict risks and prevent delays before they happen. That’s a game changer.
Rafael: Speaking of AI, many people think we’re here to replace human jobs, but it’s the opposite. We want to free people from repetitive tasks so they can focus on strategic decisions. Nauta becomes their "digital importer," handling Day-to-day operations while ensuring they focus on what really matters, such as fill rates and efficiency.
Valentina: That’s key. And our future vision is even more ambitious. We want to build the digital infrastructure that connects all the players in the logistics ecosystem—shipping lines, customs, carriers, financial institutions. Everyone speaking the same language and sharing real-time information.
Rafael: Exactly. We started in Puerto Rico, but now we operate in Colombia, Mexico, Central America and we’re focused on conquering the U.S. Logistics is global, and so is Nauta.
Valentina: What excites me most is that we’re proving logistics can be innovative and exciting. We’re helping companies become more competitive, efficient, and sustainable. Any advice for people looking to start a business in a traditional sector?
Rafael: Don’t underestimate the power of technology in industries that seem unmovable. Innovation lies in finding hidden opportunities in everyday processes. And above all, surround yourself with a team that complements your skills—like you and me.
Valentina: Exactly. The key is combining different perspectives to create something that truly makes a difference. And that’s what we’re doing with Nauta.
With Nauta, Valentina and Rafael are leading a quiet yet powerful revolution in global logistics, proving that technology can simplify even the most complex industries.
