Juan Manuel Serruya in

Juan Manuel Serruya

Energizer · DISC type I
Founder & CEO at Tonada
📍 Greater Stockholm Metropolitan Area, Sweden

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.

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Experience
18 Years
Current Role
Founder & CEO
Job Level
Leadership
Location
Greater Stockholm Metropolitan Area, Sweden
Personality Overview

How Juan shows up

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.

Priorities

Topics Juan cares 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.
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Career

Work history

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

Media appearances

No media yetWe could not find public media appearances for this person.
Education

Juan has no verified education history

Social presence
in
Behavioral profile

DISC profile (public)

I

Influence (I)

Influence (I) reflects the degree to which a person prefers to work by influencing or persuading others. Those scoring high tend to be people oriented, motivated by social recognition and building relationships.

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