#104 – How to balance change and control to scale: Maite Muniz, Truora

<p>When it comes to communicating in Latin America, WhatsApp is king: people use it every day, all the time. But how many times did you sign a contract or had your ID checked via WhatsApp? That&apos;s a US$ 3.5 billion potential addressable market according to <b>Truora</b>, a Colombian startup that offers businesses tailored digital authentication solutions like background checks and identity validation.</p><p>Back in April, that sort of pitch got it US$ 15 million in a Series A round led by Propel Ventures and Accel on a ​​US$ 75 million valuation. And full disclosure here: I have also invested in it, along with many other founders who see potential in the idea.</p><p>Truora was founded in 2018 and it&apos;s now active in 9 LatAm countries. One of its founders is <b>Maite Muniz</b>, who wears many hats and is responsible for managing product strategy, research &amp; development, and customer relationships. She&apos;s been an entrepreneur for pretty much her entire professional life and has learned on the job how to deal with some of Latin America&apos;s most challenging issues.</p><p><em>Today Maite and I talk about:</em></p><ul><li>How Truora mapped growth opportunities in Latin America</li><li>The challenges involved in scaling authentication solutions </li><li>How to work intentionally to level the playing field for women in tech</li></ul><p>Set up an international corporate structure accepted by international investors with <a href="https://go.latitud.com/?utm_source=latitud&amp;utm_medium=podcast&amp;utm_campaign=description-link"><b>Latitud Go</b></a>.</p>