ORANGE JUICE has appointed Elias Martinez Cohen as Chief Technology Officer, bringing in an AI infrastructure veteran who spent nearly eight years at NVIDIA to build and lead a centralized technology team serving businesses across the company’s acquisition portfolio.
Martinez Cohen will be responsible for developing shared engineering and AI capabilities that ORANGE JUICE can deploy across the small and mid-sized companies it acquires. The permanent-capital company plans to use the centralized model to give portfolio businesses access to technology resources that would typically be difficult for smaller companies to build independently.
At NVIDIA, Martinez Cohen served as a staff-level Senior System Software Engineer and worked on the data pipelines and workflow platforms supporting the company’s self-driving program. He led the program’s AI storage platform team, helped double the capacity of its AI work queues, and reduced data ingestion times by an order of magnitude.
Martinez Cohen has worked in artificial intelligence since 2013, when he joined deep-learning startup Madbits. Twitter acquired Madbits in 2014 to establish Twitter Cortex, its AI organization, where Martinez Cohen helped develop the company’s core machine-learning platform.
ORANGE JUICE said its technology strategy will focus on improving the productivity and capabilities of acquired businesses rather than replacing their employees. Because the company intends to hold businesses permanently rather than operate around traditional private equity exit timelines, it plans to make longer-term technology investments across its portfolio.
The company launched in July 2026 after raising more than $40 million in Series A funding from investors including anchor investor Ricardo Salinas, founder and chairman of Grupo Salinas, and Tim Reynolds. ORANGE JUICE was founded by ego death capital partners Jeff Booth, Lyn Alden, Nico Lechuga, and Andi Pitt, along with Adrian Steckel and Ruben Zweiban.
Since launching, ORANGE JUICE said it has received more than 150 acquisition opportunities across essential business services, healthcare services, and manufacturing. The businesses presented to the company generally generate approximately $2 million to more than $15 million in adjusted EBITDA, with most qualified opportunities originating organically through its inbound network.
ORANGE JUICE acquires, improves, and permanently holds cash-flow-generating companies and maintains a Bitcoin treasury. The company said it has also received tens of millions of dollars in unsolicited investor interest since completing its Series A.
KEY QUOTES:
“What’s technically possible today is far ahead of what most businesses actually use, and that gap keeps widening. A holding company can close it, because one technical team can serve many businesses and every win makes the next one cheaper. We’re not here to automate away people. We’re going after the drudgery.”
Elias Martinez Cohen, Chief Technology Officer Of ORANGE JUICE
“Owners shouldn’t have to navigate the AI transition alone. Founders who join us gain Elias’ capability and expertise on day one, without giving up the identity of the business they built.”
Ruben Zweiban, Operating Partner Of ORANGE JUICE
