Jorge Martínez-Arroyo built his investing career around customer experience, founding DEC, Spain's leading CX association now active in Mexico, Argentina, and Chile, after years leading internet banking, customer experience, and strategy roles at Banco Santander. He got into venture capital later in his career, starting with angel investing in 2015 before Stanford's VC Unlocked program shaped his approach to investing, and he has also helped guide companies like Santa Lucía in setting up their own corporate venture arms.