Juan Manuel Serruya

Energizer
DISC Type : I

Founder & CEO at Tonada

Greater Stockholm Metropolitan Area, Sweden

Overview

Juan Manuel is the Co-Founder & CEO of Tonada, operating at the intersection of AI and music for physical spaces. He previously founded the climate fintech firm Dati, which was acquired in 2025, and led engineering for the Creator Studio at Spotify. People who have worked with him describe him as smart, proactive, and an outstanding developer.

Originally from Argentina and now based in Stockholm, Juan Manuels career showcases a deep passion for using technology to shape creative industries. This journey has taken him from early roles in video game development to transforming how music is created and consumed at scale, and now to pioneering generative AI for audio experiences.

He successfully founded and led a climate fintech company, Dati, through its acquisition by Connect Earth in September 2025.

Personality Overview

Full Of Energy

Relationship Oriented

Informal

Unlike C or D types, they are vocal with their opinions but not so much with their questions.  They are people oriented, friendly and like creating new connections. They excel at seeing the bigger picture, and the long-term impact of their decisions.

Topics They Care About

Generative AI Music
His current venture, Tonada, uses a generative AI engine to create unique, brand-specific music for physical spaces like retail and hospitality.
Sustainable Finance (ESG)
He co-founded and led Dati, a successful ESG data platform for investors, and has spoken on the importance of sustainability in finance.
The Founder Journey
As a two-time founder, he publicly shares reflections on the unique challenges and mindset required to build a company from the ground up.

Media Appearances

Juan has no verified media appearances

Work History

12-2025
Founder & CEO at Tonada
6-2019 - 10-2025
Co-Founder & CEO (Acquired by Connect Earth) at Datia
4-2013 - 6-2019
Head of Engineering - Creator Studio at Spotify
5-2011 - 6-2013
Lead iOS Engineer at How.Do
4-2009 - 8-2011
Backend/Java Engineer at Band Of Coders

Education

Juan has no verified education history

More Information

Social Presence :

Prographics :

Exp : 18 Location : Greater Stockholm Metropolitan Area, Sweden Job Level : Leadership Designation : Founder & CEO at Tonada
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Insights For Selling To Juan Manuel

During A Call Or A Meeting

DO's

  • Invite them for a lunch or a drink/coffee
  • Share some stories about how you you have helped people in similar positions succeed
  • Be friendly and entertaining in your conversation

DONT's

  • Don’t be too formal, focus on building comfort and trust
  • Don’t be excessively objective, be a storyteller
  • Avoid ifs and buts, don’t talk too much about the risks etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Juan Manuel is

  • Relationship and trust can be vital with them, sometimes more than anything else.
  • Will you ever get a clear answer from Juan Manuel

  • They are unlikely to say no directly, you have to make that decision yourself.

Insights For Deal Planning

    How fast (or slow) will Juan Manuel move?

  • They are not the fastest decision makers, their friendly approach can give false positive signals.
  • Can Juan Manuel take some risk or not?

  • They may take certain risks that they deem unlikely of personal repercussions.

You And Juan Manuel

Personality Compatibility


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