Javier Cuello
Startup founder, mentor & advisor
I’m Javier Cuello, CEO and entrepreneur with over 20 years of experience leading innovative projects. I'm focused on using technology to drive positive impact.
Always in learning mode
I was born and raised in Buenos Aires, Argentina. From a very young age, I was passionate about physics—and driven more by curiosity than knowledge, I experimented constantly, including some electronic projects that didn’t go quite as planned (I still remember my dad’s face when I burned out a piece of equipment for the first time).
At 12, I formed my first band, playing the drums. While finishing my last year of high school, I started studying Electronic Engineering. It was at the intersection of electronics and music that I launched my first venture.
I noticed that live concert recording was an underdeveloped niche, with outdated technology. So I dove in, despite having no industry experience or connections.
With the help of a friend, we bought a very basic and rudimentary audio interface, and I started knocking on the doors of every theater in Buenos Aires until someone gave me a shot.
That opportunity came—I made the most of it—and ended up founding my first company in 2002 with virtually no initial investment.
I dedicated many years to that field, achieving several milestones along the way: implementing the first fiber optic sound transmission system in Latin America, a Latin Grammy for Best Tango Album Recording, and working with artists like the Rolling Stones, Madonna, Hans Zimmer, AC/DC, Roger Waters, and many others.
Over time, I realized that my hunger for innovation went far beyond what the entertainment industry could offer. In 2010, I began studying programming more seriously, and in my search for innovation with real impact, I started working as a technology advisor for various government programs.
These included initiatives like free coding education for underserved communities, and the rollout of 3D printers, robotics kits, and Arduino devices across all public schools in Buenos Aires in 2014.
My time in public service came to an end in 2018, after serving for two years as the General Director of Science, Technology, and Innovation, leading a team of 120 people.
After that, and following the sale of a family business, I began advising universities and companies on Digital Transformation. That work led me to co-found the Argentine Chamber of Drone Companies in 2018, alongside some of the most prominent players in the local industry. It was during that time that I identified the potential of drones for critical use cases—such as transporting donor organs in densely populated cities.
H+Trace was founded with the mission of making a positive impact through technology. In a world where traditional solutions are no longer enough, our vision is to offer solutions that not only improve business operations but also directly benefit society.
We help enhance medical diagnoses, reduce laboratory errors, and, in the future,
minimize food waste due to poor transportation.
I love the startup ecosystem and have been fortunate to encounter talented and incredibly generous people along my journey.
I truly enjoy giving back some of the generosity I received, which is why I often support and advise startups that are on a path similar to the one we traveled. I enjoy mentoring startups (such as with the Tampa Bay Wave Accelerator), serving as a judge in various competitions, and occasionally advising early-stage investment funds. I also dedicate a few hours each semester to teaching about startups and digital business at renowned universities, which has allowed me to share my experience and knowledge with the entrepreneurial ecosystem.
The concepts of “give first" and “pay it forward” are fundamental to me. Give first means giving value without expecting anything in return, fostering collaboration and genuine relationships. Pay it forward means giving back what I’ve received, helping others instead of expecting a direct return. Both approaches focus on contributing to the growth of others and providing support to those just starting their journey, as I believe true success lies in helping others achieve their goals.
