Juan Carlos Hurtado Cruzat is Co-Founder and CEO of wherEX, an AI-powered B2B e-sourcing and procurement platform headquartered in Santiago, Chile, transforming how enterprises manage suppliers and tenders across Latin America.

Juan Carlos holds a Magister en Economia Aplicada from Universidad de Chile and previously worked as a Strategy Analyst at Credicorp Capital, building a strong foundation in finance and business strategy.

Driven by the insight that traditional corporate procurement was fragmented and opaque, Juan Carlos co-founded wherEX in 2016 to digitize and automate the acquisition process for large enterprises, bringing transparency and competition to B2B commerce.

Under his leadership, wherEX raised a $7M Series A round in 2021 led by Kayyak Ventures with participation from FJ Labs, Jaguar Ventures, and Tuesday Capital, fueling expansion across LatAm and the US. Juan Carlos also co-founded SafeLemon, FUE - Fomento Upcycling Empresarial, and Nodo Chile, demonstrating a consistent track record as a serial entrepreneur.

wherEX has grown to over 160 employees, serves 250+ enterprise customers, and reached $8.6M in revenue in 2024, reflecting consistent year-over-year growth since its launch.