175M+
people message a WhatsApp Business account daily
INVESTOR OVERVIEW
Vertical AI that executes, verifies, and never hallucinates.
Autonomous commerce and operations infrastructure for emerging markets. Every output validated by a multi-agent pipeline before it reaches a customer. When confidence drops, humans take over with full context. Vertical packs per industry. Zero hallucination tolerance.
THE THESIS
Commerce in LATAM runs on chat. Execution breaks after the conversation.
More than 175 million people message a WhatsApp Business account every day. But revenue and trust leak when conversations fail to turn into payments, bookings, and completions. The AI solutions available today make it worse: according to McKinsey's 2025 State of AI report, 51 percent of companies deploying AI reported negative consequences from inaccuracy. OnDuty closes that gap with vertical AI agents that execute, verify, and deliver.
51%
of companies deploying AI reported negative consequences from inaccuracy
17.2M
SMEs in LATAM, 99.5% of all businesses
MARKET OPPORTUNITY
$7.75B addressable market across 17.2 million SMEs.
LATAM e-commerce GMV is growing at 9.4% CAGR between 2025 and 2029. Online sales account for only 12 to 15 percent of total retail, compared with 25 to 30 percent in mature markets. Digital payments are fragmented across local rails (Pix, MercadoPago, PayU, ePayco, Bold, Azul), increasing checkout friction and making unified workflows more valuable.
| Country | MSMEs | SAM | Entry phase | ||||
|---|---|---|---|---|---|---|---|
| Colombia | 1.7M | $765M | Enterprise + self serve | ||||
| Dominican Republic | 1.5M | $675M | Enterprise + self serve | ||||
| Mexico | 4.1M+ | $1.85B+ | Enterprise + self serve | ||||
| Argentina | 1.6M | $720M | Self serve | ||||
| |||||||
| Subtotal | Subtotal active markets: ~9M MSMEs, ~$4B+ SAM | ||||||
Beachhead SAM (CO + DR): ~$1.4B
Expansion SAM (+ MX + AR): ~$4B+
Full LATAM TAM: $7.75B
Chile (1M+ SMEs) and Peru (2M+ MSMEs) are next wave markets, addressable through the same self serve model.
THE SOLUTION
Trusted Autonomous Execution.
Most AI agents hallucinate, guess, or confidently send the wrong answer. OnDuty runs every response and every action through a multi agent validation pipeline before delivery. Specialized sub agents verify data accuracy, reasoning quality, and business rule compliance in parallel. An arbitration layer resolves conflicts. When any sub agent flags uncertainty, control escalates to a human with full context.
When OnDuty does not know, it does not guess. It escalates.
Validation pipeline
Independent sub agents check data, reasoning, and policy compliance on every output before it reaches a customer.
Controlled execution
Every action is logged, reversible, and tied to a business object. Payment links, reservations, and escalations leave an audit trail.
Human handoff by default
When confidence drops or a rule triggers, control goes back to the team. No customer gets a confident wrong answer.
OpenClaw orchestration
Enterprise deployments run on OpenClaw with sandboxed execution per tenant, managed control plane, and curated skill libraries. No DevOps required.
GO TO MARKET
One platform, staged execution.
Phase 1: Self serve
Fastest path to market.
Web agent live today. WhatsApp, Instagram, and Telegram shipping next. Automated onboarding via Meta channels. Target: text-first SMEs across CO, DR, MX, AR.
Growth engine
User acquisition metrics for seed narrative.
Phase 2: Expansion
Deeper workflows, higher ARPU.
Payments wedge live in chat. Sales workflows with lead qualification, handoff, and recovery. Multi-channel coverage. Add-on pricing grows ARPU.
Expansion engine
Increasing ARPU through deeper workflow integration.
Phase 3: Enterprise
Governed autonomous agents.
OpenClaw orchestration, validation pipeline, permissions, audit trails. Higher ACV, managed deployment. LOIs already in hand.
Product development engine
Case studies, governed workflows, logo credibility.
TRACTION
Enterprise pull before the product is fully built.
- •MVP live: web customer service agent with training wizard, analytics (volume, topics, sentiment), and human takeover with full context.
- •Stripe billing operational.
- •Production AI engineering on Azure AI Foundry, Groq, and Llama.
| Company | Country | Vertical | Status |
|---|---|---|---|
| Hyatt Colombia | Colombia | Hospitality | LOI signed |
| Grupo Viamar | DR, PA, GT, SV | Auto retail | LOI signed |
| Mostaza | Colombia, DR | Quick service restaurants | LOI signed |
| Sencia | Colombia | Stadium development | LOI in progress |
| X Data | Mexico, Colombia | Data services | LOI in progress |
Grupo Viamar is the largest vehicle importer in the Caribbean, with operations across four countries.
12 month target: 1,000 self serve users across Hispanic America, enterprise pilots converted, seed ready.
BUSINESS MODEL
Self serve is the door. Enterprise is the ceiling.
Self serve subscription
Monthly plans starting at $20/mo for customer service agents on web and messaging channels. Tiered by conversation volume, seats, and brands.
Expansion add-ons
Payments in chat, sales workflows, multi-location management, and vertical packs increase ARPU as usage deepens.
Enterprise contracts
Managed deployment, orchestration, custom workflows, and compliance. Higher ACV, longer engagement cycles.
DEFENSIBILITY
Four compounding layers.
01
Outcome-linked data
Payment completion rates, recovery success, resolution rates, conversion, time to completion. Far more defensible than generic chat logs.
02
Evaluation harness
We measure task success and workflow reliability, not just whether the chat sounded good.
03
Vertical packs
Starting with e-commerce recovery and dealership lead conversion, expanding to hotels, restaurants, and more. Repeatable onboarding per vertical and per country.
04
Specialized model component
Model-agnostic today. As we gather consented, outcome-linked data, we incorporate a specialized component tuned for vertical workflows and local context.
TEAM
Built by operators who have shipped in LATAM.
DF
CEO
Daniel Forero
11+ years in go to market and growth. Founded and exited Alohub (raised $5M, scaled to 600 hotels and 200,000 users across 5 countries, acquired in 2018). Post-exit GTM and growth roles at Rappi, Uber Eats LATAM, and major web3 companies. Harvard specialization in emerging markets. 50+ startups advised. Co-runs Multiplied (multipliedhq.com), a growth agency restructured as a 50/50 human-AI operation.
JS
COO
Juan Esteban Sierra
10+ years in growth and go to market across LATAM. Partner and Head of Growth at Multiplied. Prior leadership roles at Rappi, Uber Eats LATAM, and Binance. Owns operations, partnerships, and enterprise GTM execution across Colombia, Dominican Republic, and Mexico.
FC
CTO
Federico Castanares
7+ years full stack engineering. Production grade AI engineering on Azure AI Foundry, Groq, and Llama. Builds reliability first execution: validation pipelines, sandboxed environments, and audit-ready architecture.
LET'S TALK
If this thesis resonates, we should talk.
We are open to conversations with investors who understand emerging markets, vertical AI, or both. 30 minutes with the founders.