Crossing Borders With Nathan Lustig

Florence Frech, Leal: Bringing Data-Driven Customer Engagement to Latin America, Ep 114 Despite coming from a family of entrepreneurs in El Salvador, Florence Frech hadn’t considered being one herself until she met her current co-founder while completing an MBA in Chicago. Up until that point, she had been building a stable career working at banks in the US and El Salvador. One startup competition later, Florence was hooked. In Latin America, where 50% of credit card consumers are completely inactive, engaging with and retaining customers can be a challenge. That’s why Florence and her co-founder, Camilo Martinez, decided to start Leal, a customer engagement platform that helps B2C customers truly understand who their customers are through loyalty programs. I sat down with Florence to talk about her upbringing in El Salvador and learning about entrepreneurship over the dinner table with her family, and how her first failure as a startup turned into a valuable life lesson. We also discuss why customer en