Our story

Sweetspot founder & Chairman, Sergio Maldonado was enjoying the ride running Divisadero, a 130-strong Digital Analytics consultancy in Spain (acquired by Merkle in 2017), when he realized something was inherently wrong with the way organizations consume and draw insights from data.

“We would spend hours crunching the numbers, digging for insights and reporting on them to eventually discover that few people were actually acting on that data.”

After playing around with multiple alternatives for the delivery of ad hoc reports, scorecards and dashboards, as well as revisiting various schools of thought around decision-support systems, Sergio realized an artificial barrier had been erected between highly-compatible information delivery vehicles. He decided to leave the consulting business and design a dream solution for executives ready to consume data and optimize their decision making.

Sweetspot was born with the mission to turn Big Data into Useful Data.


Sergio Maldonado


Alfredo Mezquita

Managing Director

Lenke Harmath

Product Marketing

Eduardo Casal

Dev Lead


Sweetspot investors, Inveready and Cube Investments, stand by our mission to provide actionable reports to data consumers around the globe.

Work with us

At Sweetspot, we are looking for individuals who see the horizon as more than just a destination, but rather, as a place to start.

Are you ready to take the next step in your career? Work with a team that values creativity, professional development and the exploration of ideas.



Try Sweetspot today!

Not Another Dashboard.