Latinometrics

Why did HubSpot put its Latin American HQ in Bogotá, not Mexico City or São Paulo? It now shows 600+ employees in Colombia, more than in Mexico or Brazil. Market entry is rarely about market size. Tell JJ Associates which countries you're weighing and when you need to be live.

Why did HubSpot put its Latin American HQ in Bogotá, not Mexico City or São Paulo? We looked into it with JJ Associates ↓ Brazil is famously not for beginners. Mexicans have a word for the fixers who walk your paperwork through the system, the “coyotes”. Argentines simply say “we tie it together with wire.” We can forgive any international company that hesitates at reputations like these. Yet choosing the market that fits your firm may be the easy part. The hard part is opening an actual entity, and then running everything that comes after it. The B-READY 2025 data from our friends at the World Bank provides some idea, with Colombia winding up at the front of the pack. Business registration takes on average less than two weeks in the country. Companies have noticed. HubSpot put its Latin American headquarters in Bogotá back in 2018 and now shows 600+ employees in Colombia, more than in Mexico or Brazil, markets several times the size. Electronic Arts opened its first regional hub there just last year and already lists 336 employees. Bogotá keeps winning regional headquarters that its market size alone wouldn’t justify. Brazil, the reputation that started all this, isn’t in the data yet. Neither are Argentina, Chile, or Panama; all four join with B-READY’s 2026 edition. Which is all well and good, except registration is just the first step. Once that’s done, a company will then need a bank account, licensing, employees on payroll, and even tax arrangements to go from “technically legal entity” to an actual operating business. As a seasoned operator in the US or Europe, you may feel like nothing can stop you; then a Latin American bank asks you to apostille every corporate document and fly a legal representative in to open the account in person. Chances are you already have a market in mind and a date you’re supposed to be operational by. Tell JJ Associates which countries you’re weighing and when you need to be live; they’ll come back with what market entry there would actually require, and what a soft landing could look like.

Why did HubSpot put its Latin American HQ in Bogotá, not Mexico City or São Paulo? We looked into it with JJ Associates ↓ Brazil is famously not for beginners. Mexicans have a word for the fixers who walk your paperwork through the system, the “coyotes”. Argentines simply say “we tie it together with wire.” We can forgive any international company that hesitates at reputations like these. Yet choosing the market that fits your firm may be the easy part. The hard part is opening an actual entity, and then running everything that comes after it. The B-READY 2025 data from our friends at the World Bank provides some idea, with Colombia winding up at the front of the pack. Business registration takes on average less than two weeks in the country. Companies have noticed. HubSpot put its Latin American headquarters in Bogotá back in 2018 and now shows 600+ employees in Colombia, more than in Mexico or Brazil, markets several times the size. Electronic Arts opened its first regional hub there just last year and already lists 336 employees. Bogotá keeps winning regional headquarters that its market size alone wouldn’t justify. Brazil, the reputation that started all this, isn’t in the data yet. Neither are Argentina, Chile, or Panama; all four join with B-READY’s 2026 edition. Which is all well and good, except registration is just the first step. Once that’s done, a company will then need a bank account, licensing, employees on payroll, and even tax arrangements to go from “technically legal entity” to an actual operating business. As a seasoned operator in the US or Europe, you may feel like nothing can stop you; then a Latin American bank asks you to apostille every corporate document and fly a legal representative in to open the account in person. Chances are you already have a market in mind and a date you’re supposed to be operational by. Tell JJ Associates which countries you’re weighing and when you need to be live; they’ll come back with what market entry there would actually require, and what a soft landing could look like.

Nothing stops a seasoned US or European operator, until the entity is registered and the real work starts. A Latin American bank will ask you to apostille every corporate document and fly a legal representative in to open the account in person. Tell JJ Associates which countries you're weighing and when you need to be live.

Why did HubSpot put its Latin American HQ in Bogotá, not Mexico City or São Paulo? We looked into it with JJ Associates ↓ Brazil is famously not for beginners. Mexicans have a word for the fixers who walk your paperwork through the system, the “coyotes”. Argentines simply say “we tie it together with wire.” We can forgive any international company that hesitates at reputations like these. Yet choosing the market that fits your firm may be the easy part. The hard part is opening an actual entity, and then running everything that comes after it. The B-READY 2025 data from our friends at the World Bank provides some idea, with Colombia winding up at the front of the pack. Business registration takes on average less than two weeks in the country. Companies have noticed. HubSpot put its Latin American headquarters in Bogotá back in 2018 and now shows 600+ employees in Colombia, more than in Mexico or Brazil, markets several times the size. Electronic Arts opened its first regional hub there just last year and already lists 336 employees. Bogotá keeps winning regional headquarters that its market size alone wouldn’t justify. Brazil, the reputation that started all this, isn’t in the data yet. Neither are Argentina, Chile, or Panama; all four join with B-READY’s 2026 edition. Which is all well and good, except registration is just the first step. Once that’s done, a company will then need a bank account, licensing, employees on payroll, and even tax arrangements to go from “technically legal entity” to an actual operating business. As a seasoned operator in the US or Europe, you may feel like nothing can stop you; then a Latin American bank asks you to apostille every corporate document and fly a legal representative in to open the account in person. Chances are you already have a market in mind and a date you’re supposed to be operational by. Tell JJ Associates which countries you’re weighing and when you need to be live; they’ll come back with what market entry there would actually require, and what a soft landing could look like.

Nothing stops a seasoned US or European operator, until the entity is registered and the real work starts. A Latin American bank will ask you to apostille every corporate document and fly a legal representative in to open the account in person. Tell JJ Associates which countries you're weighing and when you need to be live.