Build How Customers Want to Buy
Juan García is the co-founder of Tuio, an AI-native insurance company based in Spain. Before starting Tuio, Juan was an engineer at Cisco, a strategy consultant focused on marketing and sales, and the builder of Orange Insurance in Spain's new ventures division. That's where he saw just how broken insurance was—and decided to do something about it.
This conversation covers revolutionary thinking, the psychology of digital-native customers, and how AI is changing not just marketing and sales, but the entire operating model of a business.
What we cover:
- Why insurance is "even more broken" than telecommunications—and what that creates
- The 25-55 customer segment: digitally native, financially literate, and unprofitable for legacy insurers
- "Insurance is not bought, it's sold"—and why Tuio went against 100 years of common knowledge
- Reproductive vs. productive thinking: Kaizen improvement vs. revolutionary change
- How iPhone users file more expensive claims—and why that data matters
- Detecting fraud before claims are filed: browsing behavior, metadata, and Google Images
- The first AI-generated fraud photo (it was really bad)
- Marketing campaigns that run for minutes, not months: AI agents and always-on optimization
- "There is no more marketing or sales—there's marketing and sales"
- Why AI will be powered by startups and founder-led companies, not large public companies
- The Tuio name story: from Coconut to "we protect what's yours"
- Why an intern named the company—and why she's still there five years later
Key insight: "For us, there is no more marketing or sales. There's marketing and sales. It's just the same thing. You want to sell the product to a customer. Everything else is just noise and tools."
Connect with Juan:
- Website: tuio.com
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