About us

Your digital product studio.

We think through your business, design the strategy and build the tools that make you sell more and work better. With the judgment of someone who spent 18 years operating sales, pricing and margins in retail and ecommerce — not an agency's.

+18years of experience

+70kdigital orders managed / year

+10%average growth

+8%margin improvement

95%pricing accuracy

Why a studio?

When you want to digitize your business, today you have three options. All three fail.

The freelancer.

Builds your site cheap. But doesn't understand business, never looks at your numbers, and disappears right when you need them.

The agency.

Sells you campaigns, likes and posts. But no one is accountable for whether that turns into real sales.

The consultancy.

Tells you what to do in a nicely designed report. But no one executes the report, and you stay exactly the same.

We are the fourth option.

A digital product studio: a single partner that thinks the strategy, builds the tools and stays alongside you. Like having your own digital department — without having to hire a team.

Strategy with hands. That's IA Vertex.

Origin

From operating businesses to building the system to operate them.

What is today IA Vertex started inside companies — not on a whiteboard. It was the answer to the questions we asked ourselves every Monday running retail and ecommerce.

2008–2016

Operating inside the company.

Roles in management control, ecommerce and retail operations. That's where the first intuition was born: companies don't fail from lack of ideas. They fail from lack of a system connecting marketing, operations and data.

2016–2022

Marketplace and scale.

Massive catalog management, dynamic pricing, +70,000 orders/year. We learned the problem changes scale but not its nature: if the system isn't connected, scaling amplifies the chaos.

2022–2025

Digital business and opportunity.

We started systematizing what we did into a repeatable methodology: how to diagnose, what to prioritize, what to measure. We applied it on projects as consultants. It worked.

2026

IA Vertex as a product.

The framework becomes a product: three paths based on where you are (Do-It-Yourself · Advisory · Implementation) and an advanced layer (Digital OS) for those who already scaled.

How we work

Three principles we don't negotiate.

System before tool.

We don't sell software. We sell how to make your business work connected. If the tool doesn't solve a real operational problem, we don't install it.

Committed deadlines.

Site in 7 business days. Diagnosis in 5. Session within 24h. When a deadline moves, we tell you before you notice.

No gurus, no spam.

The blog teaches. Advisory advises. The membership provides tools. None of our channels exist to inflate your ego — they all exist to move a number in your business.

The team

An operator. Not a coach.

At IA Vertex you work directly with the person who has the experience, not with a middleman. This studio is the second chapter of a career operating real businesses — not the first.

Francisco Ruiz

Founder · Digital business

Industrial Engineer with 18+ years leading the commercial strategy of digital channels in retail and automotive. I built ecommerce and marketplace operations from scratch and turned them into real engines of sales and profitability. I know what it's like to stare at a margin that doesn't close and an operation that eats your time. That same lens —understanding the business before the technology— is what I apply today to every client.

18+

years operating

Retail · Automotive

industries

IA Vertex operates as a networked studio: an expert core supported by design, development and data specialists depending on what each project needs. A lean structure, fully focused on your outcome.

For your business

All of this translates into something simple:

You talk to someone who understands your business.

Not just your website. Margins, pricing, operations, sales — the same language you speak.

One relationship, every stage.

Diagnosis, strategy, build and support. Without coordinating three vendors who don't talk to each other.

Tools that pay for themselves.

Everything we build exists to move a number: more customers, fewer manual hours, better margin.

A partner who stays.

We don't hand over a project and vanish. Monthly maintenance exists so your digital presence keeps selling while you run the business.

Want to talk about your business?

No commitment. We'll tell you honestly whether what you need is solved by us, someone else, or nothing yet.

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