Horatio is a tech-enabled customer experience and business process outsourcing company that builds dedicated customer support teams for fast-growing companies. Pulse 2.0 interviewed Horatio co-founder and CEO Jose Herrera to learn more.
Jose Herrera’s Background
Could you tell me more about your background? Herrera said:
“I began my career in finance, working at Goldman Sachs and Morgan Stanley, which gave me a strong foundation in discipline, operational rigor, and long-term value creation. I later earned my MBA at Colombia Business School, where I met my co-founders Jared Karson and Alex Ross. While our original plan was to invest in consumer and technology companies, we quickly realized that many fast-growing brands struggled with one core issue: scaling customer support and operations without losing quality, culture, or brand voice. That realization ultimately led to Horatio.”
Formation Of The Company
How did the idea for the company come together? Herrera shared:
“The idea for Horatio came from seeing firsthand how broken traditional outsourcing models were. Most BPOs were designed for large enterprises, not high-growth, digitally native companies that care deeply about customer experience and brand values. We believed there was an opportunity to reinvent the model by building dedicated teams that truly function as an extension of a client’s organization, combining a human connection with best-in-class technology.”
Favorite Memory
What has been your favorite memory working for the company so far? Herrera reflected:
“Watching Horatio scale while staying true to our values has been incredibly meaningful. Seeing our teams grow into leadership roles, earning top workplace recognitions, and being trusted by clients through moments of rapid growth and change reinforces why we built the company the way we did. Recognition like being named an Inc. Power Partner for the fourth consecutive year is especially rewarding because it reflects long-term trust and impact.”
Core Products
What are the company’s core products and features? Herrera explained:
“Horatio provides customer experience, back-office, and business process outsourcing services across technology, fintech, e-commerce, and healthcare. Our model is built around fully dedicated teams, deep vertical expertise, and a flexible, technology-agnostic approach. In 2026, we expanded our healthcare capabilities with the launch of HoratioHX, a human-centered healthcare operations platform designed for compliant care at scale.”
Challenges Faced
Have you faced any challenges in your sector of work recently? Herrera acknowledged:
“The CX and outsourcing industry is undergoing rapid transformation driven by AI, regulatory pressure, and rising customer expectations. We’ve addressed these challenges by embracing a hybrid model that combines intelligent automation with empathetic human support. Our partnership with ADA is an example of this approach, showing how AI can enhance efficiency while preserving the human connection that drives trust and loyalty.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Herrera noted:
“Our technology hasn’t just increased in scope; it has fundamentally evolved to mirror the rapid shifts in our clients’ ecosystems and the specialized industries we now lead in. While our roots were primarily in the eCommerce space, we have successfully transitioned to supporting highly regulated sectors like HealthTech and FinTech. This shift required a significant evolution in how we handle data security, compliance, and complex integrations. Because we adapt to our clients’ specific platforms, our growth is driven by the real-world needs of the businesses we serve. Over the last few years, this has meant moving into a proactive research and advisory role, particularly as AI has become a cornerstone of modern operations. Our team has dedicated significant resources to mastering various AI platforms, allowing us to vet new tools and recommend the right integrations for your specific stack. Ultimately, we’ve evolved into an agile technical partner that ensures your business stays at the forefront of innovation, regardless of how complex your industry’s requirements become.”
Significant Milestones
What have been some of the company’s most significant milestones? Herrera cited:
- Some of our key milestones include scaling to nearly 3,000 employees across Latin America, serving around 100 U.S.-based clients, and growing to 8-figures without outside capital
- We’ve also expanded deeply into healthcare and financial services and are building world-class facilities designed around employee wellbeing.
- We’ve remained profitable and bootstrapped throughout that growth.
Customer Success Stories
Can you share any specific customer success stories? Herrera highlighted:
“One standout example is our work with Loop Earplugs through our partnership with ADA. As Loop scaled globally and support volume exceeded 1,000 tickets per day, we implemented a hybrid CX model combining AI automation with 24/7 human-led support. The result was a 56% reduction in response time, 48% of tickets resolved autonomously, and CSAT reaching 90%, enabling expansion across Europe and Australia.”
Funding/Revenue
Are you able to discuss funding and/or revenue metrics? Herrera revealed:
“Horatio is proudly bootstrapped, profitable and has grown to 8-figures without outside capital. We’ve grown by reinvesting profits into talent, infrastructure, and technology rather than relying on outside capital, which has allowed us to build a durable, values-driven business focused on long-term impact.”
Total Addressable Market (TAM)
What total addressable market (TAM) size is the company pursuing? Herrera assessed:
“Horatio operates at the intersection of the global CX, BPO, and digital operations markets, representing a multi-hundred-billion-dollar opportunity. Our focus is on high-growth and regulated sectors. particularly healthcare, fintech, and technology, where trust, compliance, and quality are mission-critical.”
Differentiation From The Competition
What differentiates the company from its competition? Herrera affirmed:
“Horatio differentiates itself by treating employees as the foundation of great customer experience. Our human-first culture, dedicated team model, and thoughtful integration of AI set a new standard for the industry. This approach has earned us recognition as both a top workplace and a trusted growth partner for modern brands.”
“HoratioHX combines Horatio’s white-glove CX teams with a healthcare-specific intelligence layer built for regulated environments. The platform embeds HIPAA-compliant workflows, AI-assisted triage, and secure documentation handling into daily operations, backed by ISO/IEC 27001 certification. As Horatio doubles down on modern e-commerce brands, healthcare innovators, and fintech platforms specifically, HoratioHX reinforces its commitment to scaling compliant, human-first operations in industries where trust and security are mission-critical.”
Future Company Goals
What are some of the company’s future goals? Herrera emphasized:
“We’re focused on deepening our healthcare and financial services offerings through HoratioHX, expanding responsibly across Latin America, and continuing to evolve our AI-enabled operations. Later this spring, we’ll be opening our first office in Honduras, expanding our footprint even more. Long-term, our goal is to influence industry standards by proving that outsourcing can be scalable, compliant, and deeply human at the same time.”
Additional Thoughts
Any other topics you would like to discuss? Herrera concluded:
“Looking ahead, we’re prioritizing deeper expansion into fintech through HoratioFX, supporting mission-critical CX and operational needs for regulated financial platforms at scale.”
