A new fintech startup born in Latin America is taking on one of the most overlooked inefficiencies in modern finance: fragmented, manual, and error-prone reconciliation processes. With a global vision from day one, Hula officially enters the market with a bold mission — to automate digital payment reconciliation using native artificial intelligence (AI), helping finance teams reduce complexity, costs, and losses.
Fixing the Broken Backbone of Finance
Founded by fintech entrepreneur Juan Felipe Cadena, Hula is built by a team of engineers and payment specialists with deep industry expertise. Together, they aim to solve a persistent gap in financial operations: the absence of intelligent, scalable tools to reconcile millions of digital transactions across processors, alternative payment methods, and banks.
Despite the rapid global evolution of financial and payment technologies, reconciliation remains a highly manual and costly process. Finance teams still spend countless hours each day manually cross-checking fragmented data, identifying missing payments, and discovering costly errors too late.
“Finance and payments teams are still losing hours each day manually reconciling fragmented data, finding missing payments, and detecting errors only after money is lost,” said Juan Felipe Cadena, founder and CEO of Hula. “Hula was born to fix that broken backbone. Our platform is AI-native from day one, fully automated, built to scale, and designed to provide real-time visibility and control.”
A Smarter Way to Reconcile Financial Flows
At the heart of Hula’s solution is a no-code dashboard powered by a real-time reconciliation engine. It matches digital transactions across multiple processors, banks, and alternative payment methods. The system uses AI and customizable rules to detect discrepancies, fraud, delays, or anomalies — sending alerts before they become financial losses.
Key Benefits:
- AI-powered automation of the entire reconciliation process
- Real-time visibility and control via a user-friendly dashboard
- Fast onboarding and integration with payment providers (within weeks, not months)
- Up to 90% reduction in operational costs
- Smart alerts for missing payments, inconsistencies, and risks — preventing losses
Born in Latin America, Built for the World
While Hula was founded in Latin America, the challenge it addresses is global. Reconciliation inefficiencies impact finance teams worldwide — from startups to large corporations — especially in industries with high transaction volumes and fragmented payment ecosystems.
Hula’s infrastructure was designed from the ground up with global scalability in mind. Though its initial focus is on Latin American clients, the company plans to expand into high-growth regions including the United States, Europe, and the Middle East.
A Team of Experts Who Know the Problem Firsthand
Hula’s founder, Juan Felipe Cadena, brings over 20 years of experience in payments, fintech, airlines, and e-commerce. Before founding Hula, he led strategic accounts at Yuno, helping global companies optimize complex payment infrastructures. He also held leadership roles at LATAM Airlines and Viva Air, and previously launched startups like LosSegurosBaratos and CargoFly GSA.
The founding team includes top specialists from leading fintechs and payment companies in Latin America, with deep experience in AI development, payment provider integration, and large-scale financial system operations.
“Every conversation with financial leaders pointed to the same pain: reconciliation is still a massive headache that no one has truly solved,” Cadena added. “We believe companies shouldn’t lose time and money just to know where their money is. That’s the future we’re building.”
A Modern Solution to a Global Problem
In an era where payment flows are increasingly fragmented and operational efficiency is more critical than ever, Hula fills a historic gap in financial infrastructure. With a native AI architecture and automation-first design, the company is delivering a modern solution to a global problem — starting in Latin America, and scaling to the world.