Paloma Ruiz runs Ruiz Strategy, a two-person Mexico City company that ships an agentic competitive-intelligence product for mid-market operators in Latin America. The agent reads a customer's defined competitor list on a defined cadence and produces a one-page weekly brief that is, by Ruiz's own framing, 'shorter than the McKinsey deck the customer would otherwise be paying for.'
Ruiz spent the early part of her career inside a strategy consultancy and the back half inside a software company. She started Ruiz Strategy after a year of unpaid prototyping and a deliberate choice to skip the seed round. Her customers are small. Her gross margin is large. Her opinion of the strategy-consulting category is unambiguous.
She is one of the more frequently quoted operators in our archive on the question of whether agentic products should be sold by the seat or by the deliverable. She says deliverable.