Build How Customers Want to Buy

Episode notes

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.