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June 27 2025

Inside Bueno’s AI-Driven Growth Strategy | Felix Hughes, Director at Bueno

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Felix Hughes, the Director at Bueno, recently talked about how AI and automation are changing their business. At launch, they expected to need a lot more employees, but now with advancements in AI, they think they’ll need 10 times fewer by 2030. They’ve built a detailed database just for foreign property owners, and with a top-notch CTO, Bueno is really stepping up their game in customer service automation. They’re able to move quicker than bigger banks that are stuck with old tech, allowing them to roll out new tools that enhance the customer experience.

What sets Bueno apart isn’t just their speed or tech, but their focus. They cater to a valuable niche: foreign owners of homes in Spain. Felix mentioned that last year, over 20% of homes sold in Spain were bought by foreign buyers, with Brits at the top of that list. With 3.7 million foreign-owned homes in Spain and 18 million second homes across Southern Europe, Bueno has a solid chance to reach a billion-dollar valuation by just capturing a bit of this market.

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