This startup wants to improve communication in Mexican companies

Poor management of communication between bosses and collaborators, for example, can lead to losses in organizations that exceed $ 62 million per year for large companies and $ 420,000 for small and medium enterprises , according to estimates by consulting firm Gallup in the Report 2020 on the culture of high development through your employee engagement strategy.


Based on the difficulties that arise due to lack of optimal communication and feedback, the startup human developed an application that allows the creation of digital communities for various purposes; from inquiries to human resources (if there is this area in the company) to transmitting and receiving feedback between bosses and colleagues, arranging vacations, creating collaborative projects and preparation of surveys.

“We believe that automating or further structuring communication and procedures in a business has a positive impact, you increase the speed at which information is given from the start, breaking down silos between domains and accelerating productivity. This is how we want a social impact optimized by artificial intelligence, ”says Nicolás Benenzon, creator of the platform with Gerónimo Maspero.

The app is already in use by organizations such as ArcelorMittal Acindar (a steel industry with over 3,000 employees), AUSA, Grupo Werthein and the University of Buenos Aires. In Mexico, Grupo Caliente, dedicated to the entertainment industry, is one of the users of this application.

From Silicon Valley to Mexico

These two young Argentines met in 2016, during a conference given by Marcos Galperin, founder of Mercado Libre, at the Technological Institute of Buenos Aires (ITBA), where they studied computer engineering. They later majored in Entrepreneurship and Innovation at the Massachusetts Institute of Technology (MIT).

After two years, they began to visit Silicon Valley, where they had valuable conversations with entrepreneurs, founders and executives, with whom they discovered the potential to make improvements in the internal life of organizations. It was in 2019, aged 21 and 22, that they became founders of Humand.

“This application is a more user-friendly solution because it is downloaded to the cell phone. Unlike a network designed in-house (by the company), Humand centralizes the entire digital experience of the employee in 15 modules, in terms of services and procedures that the company may require ”, comments Benenzon.

For his part, Gerónimo Maspero, also a founder, mentions that an application, unlike more robust enterprise software, is designed for the computer, which increases costs and implementation processes. “Management software for Human Resources areas takes a year to integrate, we lock down the configuration in three weeks, and no external personnel are required to operate.

Nicolás Benenzon and Gerónimo Maspero, co-founders of Humand

“We have a new way of understanding business software. For us, the experience is more like WhatsApp, LinkedIn or Instagram, platforms with which people are more accustomed to using it,” said Gerónimo Maspero.

These entrepreneurs have decided to bet on the use of the cell phone as the main channel of communication. In addition to helping with the implementation of the application, they offer their clients the development of a common success, where it is documented how to apply the modules to make internal communication transparent, human resources management, between other processes.

With the scenario of teleworking, in the scheme of which 44.8% of companies in Mexico are installed, according to figures from the Survey on the impact generated by COVID-19 on companies (ECOVID-IE), prepared by the National Institute of Statistics and Geography (INEGI), the platform recorded the opportunity to capitalize on its growth on Mexican territory.

Nicolás Benenzon explains that they have detected that 80% of companies have advanced their digital transformation, and it is in this scenario that they approach companies to help them transfer their internal communication processes, their organizational culture and their management of human resources, using technology.

In turn, it is estimated that by 2025, 75% of the workforce will be millennials, and 5.7% – of the 873,564 million companies in Mexico – plan to keep working remotely. continuously, which improves the use of mobile applications. devices.

Even at the onset of the pandemic, some companies viewed the use of corporate mail as the primary and only communication resource between their employees, according to the Workquake: the New Labor Order study, from Citrix. This without dimensioning the effectiveness of much more efficient digital tools to build a culture of trust, which encourages frequent and direct dialogues between employees.

The need that Humand has detected is to make it more “user-friendly and accessible” so that employees can solve everyday problems in the office, digitally. “We see in many SMEs, for example, that they use forms, paper surveys, virtual bulletin boards and a long chain of emails. There are no formal communication processes and therefore they are not measurable ”, explains Gerónimo Máspero.

According to data from entrepreneurs, after applying the platform in educational institutions, NGOs and government entities, employee engagement improves by 300%, in addition to increasing the sense of belonging of 25%, while turnover decreases by 10%.