Recent work

Betterfly

Global Wellness, powered by purpose

Shaping user experiences that promote health, social good, and business success.

Overview

Betterfly, a Chilean insurtech, made headlines in 2021 by raising $60 million and later became Latin America’s first unicorn in 2022. Around this time, it acquired five technology companies, including Brazil’s Xerpay and Chilean startups under the Kunder group.

In 2022, Betterfly raised $125 million in Series C funding, bringing the company’s valuation to over $1 billion and making it Latin America’s first social impact unicorn. The round was led by Glade Brook Capital, with participation from Greycroft, Lightrock, QED Investors, and DST Global. This investment more than tripled the company’s valuation and significantly expanded its market reach.

Key Responsibilities

As Head of Product Design – Global, my primary role was to lead the integration of design teams following a significant international M&A. I managed the design integration of four companies, including a 35-person team comprised of design leads, UX writers, translators, product designers, design ops, illustrators, motion designers, and design system operators.

Objectives

Structuring the design department alongside product and tech post-M&A

Unifying design teams across four acquired companies
Defining roles, responsibilities, and career paths for each design role
Ensuring seamless integration between design, CX, and branding
Establishing a recruitment and hiring process for the design department
Aligning processes between product design, design ops, and tech teams

Challenges

Cultural Integration: Managing rapid team growth after a major acquisition, while maintaining cohesion across teams from different cultural and professional backgrounds.

Multilingual Communication: Navigating stakeholder meetings across three languages (English, Spanish, and Portuguese) while ensuring alignment with C-level executives.

Agile Transformation: Shifting the mindset from a waterfall model to agile practices across global teams.

Stakeholder Management: Unlike Xerpay, Betterfly’s decision-making process involved a significantly larger and more complex array of external stakeholders, adding layers of complexity to the product design efforts.