Deuna

About Deuna

Deuna operates as a unified commerce platform targeting the Latin American e-commerce market, which is valued at over $100 billion and experiencing approximately 30% annual growth. Founded in late 2020 by Roberto Enrique Kafati Santos and Jose Maria Serrano, the company aims to resolve critical challenges for online merchants: payment acceptance, customer conversion, and fraud. The founders' backgrounds are directly relevant to the company's focus; Kafati previously led digital payments at McKinsey after studying at Dartmouth and Stanford, while Serrano's experience is in private equity at Carlyle. They observed that merchants struggled with high cart abandonment rates, complex checkout processes, and significant financial losses from fraud.

The company's core offering is a 'commerce 3.0' operating system delivered as a SaaS product. This system provides a comprehensive payment infrastructure through a single integration, connecting merchants to a network of over 200 payment providers, including major players like PayPal and Mercado Pago, as well as popular regional alternative payment methods such as Oxxo and Baloto. Deuna's business model does not compete with payment gateways or acquirers; instead, it acts as an orchestration layer that sits on top of them. This allows merchants to create intelligent routing rules to optimize transaction costs and automatically retry failed transactions to improve acceptance rates. Key clients include large enterprises in sectors like airlines, fast-food chains, retailers, and telecommunications, with notable brands such as KFC, Dunkin Donuts, and Pappos.

Deuna's platform is designed to directly impact a merchant's bottom line by tackling the issue of cart abandonment, where up to 80% of potential sales are lost. Its flagship feature is a one-click checkout experience, which simplifies the purchasing process for a network of over 3 million users, aiming to triple conversion rates. The platform also features a robust, AI-powered fraud prevention engine designed specifically for e-commerce, which has been shown to reduce fraud rates significantly. Recently, the company introduced 'Aware AI' to transform fragmented data into actionable insights, helping businesses automate data preparation and systematize insight discovery to optimize payment performance in real time. The company has secured $37 million in funding across Seed and Series A rounds, with investors including Activant Capital, Valor Capital, and Softbank Early Stage (now Upload Ventures), to fuel its expansion across Mexico, Colombia, Ecuador, Chile, and Brazil.