The Latin America Founder Archetypes
In 2025, we strove to understand the backgrounds, personalities, motivations, and leadership styles that were most prevalent in Latin American founder-CEOs. We conducted 100 live interviews and by applying a series of statistical and artificial intelligence methods, grouped interviewees into 5 different archetypes. You can read more about each below:
It is important to note that these archetypes cannot capture the richness and variety of people that decide to found companies in Latin America. They are a simplification and a “map” to be followed, not medals to be worn. Success comes in many shapes, sizes, and stories.
If you would like to find out which archetype most closely describes you, we invite you to take the Founder Profile Quiz, which is a simplified version of this analysis.
Take the Founder QuizIt is important to note that these archetypes cannot capture the richness and variety of people that decide to found companies in Latin America. They are a simplification and a “map” to be followed, not medals to be worn. Success comes in many shapes, sizes, and stories.
If you would like to find out which archetype most closely describes you, we invite you to take the Founder Profile Quiz, which is a simplified version of this analysis.
