Your finance team has the data. Does it drive decisions?
We turn the EPM platform you already own — Oracle EPM, OneStream, SAP PaPM, CostPerform — into a decision engine: profitability, cost-to-serve and pricing connected to capital decisions.
Real advisory work. Real business logic. Visible technology.
Every agent runs on your actual cost structure and decision framework — because finance transformation starts with the people who execute it.
Based in Florida, USA
Serving finance leaders across the United States and Latin America.
From the stack you own to decisions you trust
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Planning Agent
Driver-based forecasts on your existing EPM — not a new tool.
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Profitability Agent
Customer, product and channel margins with cost-to-serve and capital built in.
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Narrative Agent
Variance explanations your CFO can read — generated from the model, not the spreadsheet.
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Strategic Agent
Pricing, mix and investment scenarios tied to capital decisions.
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Pedro San Martín
Managing Principal & Founder
For over 30 years, Pedro has helped CFOs turn EPM investments into decisions — not just reports. He specializes in profitability modeling, ABC/M costing, and strategic finance transformation across banking, healthcare, and manufacturing.
Chair of the IMA Profitability & Cost Management SIG. Professor at ITAM and Universidad Anáhuac. Led ALG Software’s expansion in Spain and Latin America (later acquired by SAP). Former PwC, Deloitte, and The Hackett Group. Based in Naples, Florida.
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Roger Medina
Alliance Partner — Nordics · EPM+AI for NetSuite
Founder of EPM+AI for NetSuite and Asher’s alliance partner for the Nordics. For over 25 years, Roger has helped enterprises across Latin America, Europe, and the Nordics turn ERP and EPM investments into competitive advantage. He specializes in Oracle EPM (Planning & PCM certified), NetSuite EPM, and AI-enabled profitability planning across oil & gas, utilities, healthcare, and industrial sectors.
MBA in Finance from ITAM. Computer Science Engineer from Tecnológico de Monterrey. Former Oracle Manager (9+ years), IBM Consulting Leader (14+ years), BearingPoint Regional Manager, and SAP Senior Account Manager. Based in Oslo, Norway.
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Mauricio Londoño
Principal Financial Institutions
For over 30 years, Mauricio has helped CFOs and boards in banking, insurance, and investment holdings optimize profitability, capital structure, and cost management — turning financial planning into a strategic weapon. He specializes in ABC/M implementation, product and channel profitability, business valuation, and financial modeling.
MBA from INALDE Business School. Specialist in Corporate Finance from CESA. Economist from Universidad Externado de Colombia. Professor of Corporate Finance at INALDE. Former CFO of Colmena Seguros and Banco Caja Social (10+ years). Based in Bogotá, Colombia.
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Alejandro Daza
Alliance Partner — SAP PaPM, Oracle NetSuite & AI Data · Imanova
Co-founder of Imanova and Senior NetSuite Consultant at LatamReady. For over 15 years, Alejandro has built analytics, profitability, and ERP architectures using SAP (HANA, BW, PaPM, Datasphere) and Oracle NetSuite (OneWorld, SuiteTax) for clients across Colombia, Mexico, the U.S., and Spain. His technical expertise spans LATAM fiscal localization, complex financial remediation in NetSuite production environments, and modernizing core enterprise data for LLM and agentic workflows on Azure.
Software Engineer from Universidad Católica de Oriente. SAP Certified Data Engineer (HANA, BW/4HANA) and SAP CAP Backend Developer. Former CTO for Digital Strategy at BDO, Data Engineer at Abbott, and Enterprise Data Architect for SAP PaPM at On Business Consulting. University lecturer in Data Science and Business Intelligence. Based in Medellín, Colombia.
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Seth Pérez
Principal ESG & BI
Principal for Mexico at Asher & Company and academic coordinator of ITAM’s Business Intelligence and Data Strategy diplomas since 2005. For over 25 years, Seth has helped organizations turn data into decisions — designing decision-support and business intelligence systems for telecom, retail, banking, insurance, media, and automotive clients, as well as the World Bank and the Mexican federal government.
Economist and M.T.I.A. (Information Technology & Management) from ITAM. Former Deputy Director General at the Ministry of the Interior, advisor to the Office of the President on the National Development Plan 2000–2006, and Director General of Centro de Planeación y Estrategia de Servicios. Based in Mexico City.
“What separates Pedro from every other EPM consultant we've worked with is simple: when he leaves, we don't need him anymore. We own the model, we understand the logic, and we can drive it ourselves.”
— Romel Engelbert F., Treasurer FINDEP / HSBC
Our principals have built profitability and EPM models for some of the world’s most demanding finance organizations.
Experience spanning SAP, PwC, Oracle and Hackett engagements — the foundation of our methodology. Technology partners: Oracle EPM · OneStream · SAP PaPM· CostPerform.
