Tell us about your business?
I’m the founder and CEO of AMARU, a cybersecurity and compliance company based in Auckland. We launched in 2018 - originally as Simplify Security - with a mission to make world-class cybersecurity accessible to businesses of all sizes. I’ve spent over 15 years in the security space, and I saw firsthand how overwhelming it can be for businesses to navigate through cybersecurity and compliance frameworks like SOC 2 or ISO 27001. Amaru was built to take that burden off their shoulders, helping them secure their data, earn trust, and focus on growth.
But my entrepreneurial journey started long before AMARU. I grew up in Colombia, where from a very young age I was hustling on the streets selling whatever I could to help support my family. That early experience taught me resilience, resourcefulness, and the importance of understanding people - skills that still shape how I lead today.
When I moved to New Zealand from the UK, I brought that same energy with me. I married my wife Louise, who is also the sister of Jacinda Ardern, who also works at AMARU and leads internal business operations, finance and HR. Being part of a family so grounded in public service and leadership has deeply influenced the way I think about business.
We’re now a CREST-certified, trusted cybersecurity partner for organisations across New Zealand, Australia and the Pacific. Our services range from red teaming (hacking) and cybersecurity audits to 24x7 cyber threat detection and advisory work. We work with small to medium businesses and also closely with enterprise clients to stay ahead of evolving threats.
In 2023, I also launched Swise.ai, an AI platform built to automate cybersecurity and compliance in the cloud. Swise is designed for modern businesses that want to build secure products or services from day one - whether they’re chasing SOC 2 certification or trying to reduce risk across their infrastructure environments. It reflects everything I’ve learned over the past two decades, condensed into a product that’s fast, smart (AI native) and scalable.
What sets us apart is that we’re not just in the business of security - we’re in the business of trust. AMARU and Swise were both built on a foundation of lived experience, technical depth and a genuine commitment to helping others succeed. We treat our clients like partners and their challenges like our own. That’s what keeps us moving - and why we’re just getting started.
What has been your greatest success?
I’d say our biggest success has been building a team and culture that consistently punches above its weight. We’ve helped Kiwi and Australian businesses become SOC 2 and ISO 27001 compliant, gain enterprise customers, and even expand into global market - all while protecting their data and reputations.
But beyond business wins, I’m proud of how we’ve helped raise the standard of cybersecurity in New Zealand. Partnering with government and industry to make real, measurable progress in protecting people and systems - that’s deeply rewarding.
What do you value about FBA?
I joined FBA because I believe in the power of shared experience. Leading a family business comes with a unique set of challenges and opportunities - there’s no playbook, and it often blurs the line between personal and professional life. FBA offers a community of people who get that, and who are willing to support each other through the ups and downs.
I value the insights, connections and grounding that FBA provides. It’s a reminder that we’re not alone, and that longevity, legacy and purpose matter just as much as profit.
What advice would you give to other family businesses?
Don’t shy away from hard conversations - whether it’s about roles, succession, or values. Transparency builds trust, and trust is everything in a family business. Also, define success on your own terms. It’s easy to get caught up in what growth should look like, but your family’s values and vision are your true north. Protect that. And finally, invest in your people. Whether they share your last name or not, your team is what will carry the business forward.
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