Our story
BienAhora was not born as a finished plan.
It was an evolution.
Collective savasana · BienFest
We started by building projects around something we shared deeply: the possibility of helping people live better.
Then came products, community, experiences, events, commercial relationships and new companies.
Each new stage taught us something different.
As those pieces began to connect, BienAhora stopped being a collection of projects and became an infrastructure.
Today we are entering a new stage, in which technology and artificial intelligence let us connect and scale much of what we have learned over these years.
How it connected
Together they are the infrastructure
We did not leave behind what we were. We built on it.
Co-founder
Uriel “Uri” Alvarado
Strategy · Technology
Platforms · Brand
Saxo Bank · Denmark
Social Media World Forum · London
Social trading · investor communities
An economist and strategist by training, Uriel built most of his career outside Mexico — Europe and other international markets — at the intersection of finance, technology and digital platforms.
At Saxo Bank and Saxo Capital Markets UK he held executive positions, including Chief PR & Marketing Officer in London, working with international multidisciplinary teams across digital product, automation and content.
His work centred on platforms and the communities that inhabit them: TradingFloor, social trading, Sala de Inversión and #TradingDebates — initiatives where financial technology, digital product and public conversation operated as a single system.
Long before artificial intelligence was an everyday conversation, he was already working on how systems connect large communities of people. In 2014 he was writing publicly about algorithms, automation and personalisation.
Back in Mexico, that experience found a new application. Today he is focused on strategy, technology, product and the digital infrastructure that connects the whole group.
“Technology interests me most when it lets people connect better.”
Selected work & ideas
2014
Bancos: ¿Demasiado grandes para innovar?
Systems · Automation · Customer intelligence
Los diferentes sistemas deben estar bien integrados, a través de todos los puntos de contacto que la empresa puede tener con sus clientes.2014
Denmark’s Saxo looks to cash in on social media
Fintech · Social trading · Digital platforms
Social trading, as it is known, has grown rapidly in popularity in recent years.The Financial Times on the launch of TradingFloor.com, Saxo Bank’s social trading platform.
2014
#TradingDebates
Digital community · Content · Physical experiences
The answer? A digitally integrated, offline social event. And a serious amount of planning and orchestration.2014
Digital trends & predictions
Algorithms · Automation · Personalisation
We now have the tools – using cookies, algorithms and programmatic marketing – to run huge automated and personalised campaigns more intelligently.Co-founder
Ademir “Ade” Alvarado
Product · Operations
Wellness · Relationships
A Food Engineer from Universidad Iberoamericana, Ade built his path from a very different place: product development, quality, food safety and processes inside the food industry.
He later extended that technical training towards nutrition and wellbeing — Applied Dietetics at Universidad Complutense de Madrid, Health Coach at the Institute for Integrative Nutrition in New York.
But one of his greatest strengths turned out to live outside the lab and the plants:
his ability to connect people.
He was part of the birth of BienFest and of its curation from the earliest editions: product, operations, sales and the relationships that hold an industry event together.
For more than a decade he has built relationships with specialists, companies, sponsors, institutions and communities across wellness. Today that combination — technical knowledge, product, operations and relationships — is one of the group’s core capabilities.
Ade knows how this industry works in the real world.
“The best ideas only matter when they make someone’s life better.”
Selected work & milestones
2024
Building a healthier industry
Curation · Standards · Industry development
Nos esmeramos en realizar una curaduría de productos, servicios y de expertos que sí cumplen con propuestas saludables.2018
Product, quality & BienFest
Food engineering · Product · Quality
Yo me encargo de la parte de la curaduría del evento.2014
The early BienFest years
Community · Purpose · Long-term commitment
Estar bien no es una moda, sino un estilo de vida.Back in 2014 he already appears as director of BienFest and a founding member of the Mexican Association of Health Coaches.
2022
Wellbeing as a priority
People · Community · Behaviour
Ya no es una opción mantener un estilo de vida saludable, sino una necesidad; es una prioridad en nuestra vida.
BienFest stage
Specialists and allies · with Aracely Arámbula
Together
Different by design.
We are brothers and partners, but we think in quite different ways.
And that is possibly one of the reasons we keep building together.
Uriel tends to think in systems, technology, strategy, brand and what might come next.
Ade has a particularly strong connection to product, relationships, operations and the people who make things work today.
One tends to ask
What could we build?
The other
How do we make it work?
Between those two perspectives we have built Grupo BienAhora for more than a decade.
Not alone.
Alongside teams, collaborators, partners, specialists, brands and a community that has evolved with us too.
BienPremios 2025 · Mexico City
Vision + execution.
Technology + humanity.
Building what comes next without losing sight of who we are building it for.
