Willbe, a startup accelerated by Lanzadera and specialized in optimizing business management through artificial intelligence, has signed a strategic alliance with Angels, Juan Roig’s investment firm, and with the Adaptalia Group.
Willbe has developed a tool that allows sales teams to automate and optimize the entire sales cycle: from lead generation to large-scale message personalization and strategic commercial decision-making—all automatically synced with the CRM. The platform reduces manual tasks and accelerates sales processes, improving efficiency and results.
Unlike most tech startups that pursue million-euro funding rounds year after year, Willbe has stayed true to its rebellious and profitable philosophy, rejecting more than 30 proposals from European funds that did not share its business vision. No pitch decks, no projections, no investor presentations—the focus has always been on customers and delivering real results from day one.
“We are not a fundraising-focused startup. We were born to be profitable from the first user and to maintain the freedom to make decisions without external pressure forcing us to burn cash. We share a clear vision and strong values with Angels Capital and Grupo Adaptalia, who join us as strategic partners on this journey. Our commitment is to quality, customer success, and business sustainability,”
explains Celia de la Hoz, CEO of Willbe.
From Angels Capital, they highlight the alignment with the Total Quality Model and Willbe’s approach. Its general manager, Pepe Peris, states:
“Celia de la Hoz has the vision and ambition we value in a true leader. That’s the first thing a company needs and the reason we want to invest: quality and profitability as the foundation to build lasting companies.”
Willbe, founded by Celia de la Hoz and Pablo Ratón, is a SaaS platform that applies artificial intelligence to streamline the B2B sales cycle. Its technology automates lead generation and enables large-scale personalized outreach, fully integrated with the CRM. Willbe’s mission is to revolutionize commercial productivity through AI-based solutions.
Marina de Empresas, founded in 2015 and driven by Juan Roig, is composed of the business school EDEM (chaired by Hortensia Roig), the accelerator Lanzadera, and the investment firm Angels. Marina de Empresas supports talent to strengthen the business ecosystem and improve society.
Angels invests in entrepreneurial leaders to help build sustainable companies and connect them with investors. Since its founding, Angels has invested over €40 million in 69 companies.
Image: Celia de la Hoz and Pablo Ratón
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