🎤 Open Zeitgeist: Beyond the Horizon: How Onfly is Redefining Traveltech in LatAm
A piece featured by Marcelo Linhares, Co-founder and CEO at Onfly, fastest growing B2B traveltech in Latam, backed by Left Lane and Cloud9
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Introducing Today’s Guest: Marcelo Linhares
When we told Marcelo we wanted to have this chat with him to write an introduction for Open Zeitgeist, he asked us to describe him simply as "someone who’s always learning and always pushing the boundaries." He added with a laugh, "I don’t fit into the typical mold, and that’s exactly how I like it."
If you're a reader of I'm No Economist, you know we tell it like it is. We don't take requests - especially if they're not true.
But Natália and I could see the truth right through what he said. And to be transparent, Nat and I empathized with that. This sentiment he shared truly captures his unorthodox point of view and relentless drive to keep evolving, no matter his challenges.
Marcelo Linhares is a name that stands out in Brazil's tech scene. As the CEO and co-founder of Onfly, Marcelo has been at the forefront of revolutionizing corporate travel management, offering innovative solutions to streamline travel processes for companies.
With his newly plated roots in Brazil's tech landscape, Marcelo is known for his focus, execution, and hands-on approach in a sector that many often overlook. We also had a chat with their investors, studied their clients, and asked why they partnered with them, and it's unanimous that Marcelo and his partners are relentless.
Marcelo and his co-founders come from non-traditional backgrounds, not only lacking experience in the travel industry but also operating outside the Rio-São Paulo axis of finance and tech circles, which typically dominate Brazil's startup ecosystem. This geographical and professional distance meant they had to work 10x harder to break into the market.
Without the immediate access to networks and resources that many founders in São Paulo or Rio might take for granted, Marcelo and his team compensated with an intense focus on execution and problem-solving.
Their outsider perspective pushed them to build a customer-first product, addressing the real-world pain points of corporate travel with precision and grit. This determination to overcome challenges has been a driving force behind Onfly’s success in the competitive B2B traveltech space.
Marcelo's journey is one of persistence, navigating non-obvious paths in a competitive market while always keeping his eye on the larger global landscape. Today, he shares with us his thoughts on building a resilient business in Brazil and beyond.
Here's a window into Marcelo's experience and plans for Onfly's future:
From Problem to Opportunity: The Birth of Onfly
The story behind the birth of Onfly is proof of how necessity and opportunity often drive innovation. Marcelo saw firsthand the inefficiencies and loopholes in corporate travel management while working at a fast-growing company he used to lead expansion efforts before founding Onfly - which by the way had nothing to do with travel, they sold shoes.
The moment of realization came when a colleague of his exploited corporate expense process gaps, committing fraud by charging personal expenses, like a year-long car rental, to the company’s travel budget.
"The finance team was overwhelmed with managing travel expenses, and things slipped through the cracks," Marcelo recalled. "One person charged around R$60,000 (~$12,000) for a personal car rental without anyone noticing. That was a wake-up call."
This is a music for an entrepreneur active ear. The incident sparked Marcelo’s desire to create a solution that would prevent such problems. He saw the opportunity to bring transparency, efficiency, and automation to corporate travel management, especially in markets like Brazil, where outdated processes were still the norm.
"Onfly was born out of the need to bring order to the chaos of corporate travel," Marcelo explained. "It wasn’t just about stopping fraud—it was about making the entire process more efficient, from booking to reimbursement."
As the company grew, so did its portfolio of solutions. Onfly evolved into a full-service traveltech platform, offering businesses real-time control over travel expenses, compliance, and analytics.
What started as a response to a problem in one company has now expanded to serve hundreds of businesses across Brazil and Latin America. From tackling complex issues of fraud in business travel to expanding his company's operations into international markets like Mexico.
Marcelo’s leadership has transformed Onfly from a startup into a rising force in Latin America. His insights into overcoming Brazil's unique challenges, both culturally and operationally, reflect a deep understanding of the travel and technology industries, and a learning ground for an international expansion.
Doing Business in Brazil: And In Latam
From complex tax regulations to the infamous bureaucracy, it’s no wonder that Marcelo often goes back to his mantra: "Doing business in Brazil teaches you patience." In a country where processes move slower and unexpected obstacles pop up regularly, resilience is a trait that every entrepreneur must develop.
His journey with Onfly is a microcosm of the broader challenges of doing business in Brazil. We always mention the intricacies of doing business in Brazil on I'm No Economist. The country presents a mix of cultural and structural hurdles that entrepreneurs must navigate, but it's not that unique. These problems emerge in other places too.
Marcelo drew some fascinating parallels between the challenges of doing business in Brazil and his experience expanding Onfly into Mexico. Both markets, while offering immense opportunities, present their own sets of difficulties that require a deep understanding of local dynamics and patience to overcome.
"Mexico reminds me of Brazil five years ago," Marcelo explained. "It’s a huge market with similar growth potential, but it’s still dealing with some of the same issues Brazil has already started to move past."
One of the key similarities he pointed out was bureaucracy. Setting up operations in Mexico has proven to be time-consuming, much like it was in Brazil.
"We’ve been trying to open up a shop in Mexico for two months, and we’re still dealing with paperwork," Marcelo noted. "It feels a lot like the early days in Brazil, where just getting the basic infrastructure in place was a challenge."
The Future of Traveltech: Scaling with Vision
By drawing on their deep understanding of Brazil’s market and cultural intricacies, Marcelo and his team are positioning Onfly to successfully navigate Mexico’s growing B2B traveltech sector. Because well, why not?
The similarities between the two markets, from their structural inefficiencies to consumer habits, allow Onfly to apply its proven model while adapting to local dynamics. And together, these markets represent a combined TAM of over $32 billion, making Latin America a prime region for B2B travel tech solutions like Onfly.
Just as navigating Brazil’s complex tax and regulatory systems made Onfly stronger and more adaptable, Marcelo believes the challenges in Mexico will prepare them for further global expansion.
"If we can master these markets, nothing is stopping us from scaling elsewhere. Brazil taught us resilience, and now Mexico is reinforcing that."
As Onfly continues to grow, this ability to thrive in challenging markets is what will set them apart, not just in Latin America, but globally.
Another parallel is the use of cash. While Brazil has largely moved to digital payments, in Mexico, cash remains dominant—a cultural habit that presents additional hurdles for tech-driven solutions like Onfly.
"In Mexico, people are still very much reliant on cash, which is something we don’t deal with as much in Brazil anymore. It’s a reminder of how different consumer behavior can be, even within similar markets."
Marcelo’s approach highlights the importance of understanding and adapting to local conditions while keeping an eye on long-term growth. Both Brazil and Mexico, with their mix of potential and complexity, are ideal proving grounds for companies like Onfly looking to scale across Latin America.
An Immense Pleasure, Marcelo
As our conversation with Marcelo Linhares came to an end, one thing became clear: resilience is at the heart of his journey. Navigating the complexities of Brazil and now Mexico, Marcelo’s story is one of persistence in the face of challenges that would deter many.
"Doing business in Brazil [...] gives you an edge—if you can succeed here, you can succeed anywhere."
We felt like It’s not just about the tech or the numbers for Marcelo, it’s about building something meaningful in an environment where success is hard-earned. His path, from identifying a gap in corporate travel to expanding Onfly into new markets, is a testament to the power of grit and adaptability.
And as he and his team at Onfly look ahead, their vision goes beyond just business—it’s about redefining what’s possible for entrepreneurs who dare to take on the toughest markets. In the end, Marcelo’s journey reminds us that sometimes, the most rewarding paths are the hardest ones to walk.
And he seems to be having fun with it:
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