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About

Built by an operator and a decision scientist.

Pragma started from a pattern we saw inside dozens of companies. The bottleneck was never automating tasks. It was that knowledge of how the company decides was lost, and no system kept it. The predictive core of Signal came out of an Oxford thesis.

Founders

Fluent in both worlds: the P&L and the model behind it.

Arthur LawrenceCo-founder · the operator and capital allocator

As CEO, scaled Grupo FCamara from R$65M to R$504M in revenue: more than 1,700 people, 10 acquisitions, and a Dubai joint venture that closed the largest contract in the company’s history. Prepared it for a US listing, after six years of Big Four and PCAOB audits and five years of roadshows with institutional funds in New York, Boston, London and Paris.

Before that, CEO of Labellamafia, a turnaround with exports to more than 50 countries, sold in a competitive process. Earlier, S&OP and RGM at Whirlpool Latin America, BTG Pactual, and venture capital at Criatec.

INSEADCambridge JudgeInsper
Vinícius GaleraCo-founder · the decision scientist

Three master’s degrees in AI and machine learning, from Oxford Saïd, Imperial College and the Hebrew University, and a pre-doctoral researcher at Oxford’s Human-Algorithm Interaction Lab. Sixteen years modeling enterprise decisions.

About eight years at Integration, across more than 30 go-to-market, S&OP and operations engagements, with 75% of recommendations implemented. Scaled the AI practice at Formula.Monks (S4 Capital) from 12 to more than 150 people on four continents. Partner and global VP at FCamara. Anthropic ambassador.

Oxford SaïdImperial CollegeHebrew University
Around them

A team of Decision Intelligence Scientists and Specialists, who sit with client teams, build the models and turn what they learn on one client into a tool the next one gets on day one.

Where we come from
Trained at
Oxford SaïdImperial CollegeINSEADCambridge JudgeHebrew UniversityInsper
Built at
WhirlpoolBTG PactualS4 CapitalFCamaraIntegrationLabellamafiaCriatec
Research
Human-Algorithm Interaction Lab, Oxford SaïdBehavioural AI Institute

We hold ourselves to the standard we sell.

  1. 01
    Bring a checked factNever a theory where a number could be measured.
  2. 02
    Never assume, never hardcodeEvery assumption is written down, with an owner who can change it.
  3. 03
    Verify every hand-offA piece of work has to survive the move from one stage to the next.
  4. 04
    Name our own error firstBefore anyone asks. It is the same counterfactual rigor we bill for.
  5. 05
    Change our mind on evidenceWe repositioned the company once already, when the data in the field said we were wrong.
  6. 06
    Arm the deciderA person approves every decision. The point is better judgment, not fewer people.
São PauloNew YorkLondon

Work
with us

For pilots, partnerships, investors and hiring. We answer every message ourselves.

Vinícius GaleraCo-founder
Get in touch
hello@pragma.do