Who we are
We design the strategy and build the AI that automates your operation
Flap is a strategy and AI-automation consultancy for SMEs. Unlike those who only advise or only implement, we do both: we analyse your operation, design the strategy, build the custom tools and stay to maintain them.
We're a small, senior team — on purpose: whatever you're working on, you always deal with one of us.
Flap was born from a real problem
2025 · The origin
Flap was born in 2025, almost by accident. With the AI boom, Íñigo had thrown himself into learning models, automations and platform development. Natalia ran the marketing department at her company, where every week she lost hours to repetitive tasks.
The spark
One day, talking, they saw it clearly: many of those tasks could be automated with what Íñigo was building. They started with Natalia's day-to-day, one automation after another. It worked. And they kept scaling it, until they realised the same situation repeated in almost any company.
The click
But the real click was something else: it worked so well not because of the technology, but because they deeply understood the process. Natalia could explain exactly how she worked, why it was inefficient and how it should end up. It wasn't adding AI for the sake of it: it was redesigning the operation and, on that basis, automating.
The Flap model
That's where the Flap model was born. We understood we couldn't be just a tooling workshop: strategy matters as much as execution. A year later our CTO joined to lead technical development and complete the team. Today everyone wants to apply AI, but without knowing where or how they apply it badly and it loses all its value. We exist for the opposite: understand first, build second.
“It wasn't adding AI for the sake of it: it was redesigning the operation and, on that basis, automating.”
We're true believers in processes
We observe them, analyse them, understand them, redesign them and optimise them. Before automating anything we do process strategy, because no AI works on a process no one has understood first.
We learn your business
We get into your operation until we understand it as if we worked inside; that's the only way to automate well.
Tailored, never off-the-shelf
No two companies are alike. We design each solution for your business, not the other way around.
Honesty first
If we're not a fit, or if something isn't right for you, we tell you. We'd rather lose the project than sell smoke.
We build it and we sustain it
We don't hand over a report and disappear: we design, implement and stay to maintain it with you.
Focus on return
We prioritise what gives you back the most margin and time. If something doesn't move your business, we don't do it.
Behind your project, always Iñigo, Natalia and Iván
Behind every Flap project are Iñigo, Natalia and Iván, in person. From the first call to maintenance, you always deal with us: the same team that designs your strategy and builds your tools, that knows your business and answers for it. You won't be passed from hand to hand or handled by an account that doesn't know who you are.
Direct access
You talk to the people who decide and build, not an intermediary account.
Continuity
The same faces from start to finish. No one has to get up to speed on your project.
Real knowledge
We know your operation in depth, not by hearsay.
The people behind Flap
Natalia Alejandrez Muñiz
Co-founder & COO
She comes from digital marketing, which she led for years before founding Flap, with two master's degrees: one in marketing and one in international business. She lived first-hand the hours repetitive tasks eat up, which is why she translates your operation into strategy before automating anything. At Flap she leads business, projects and operations.
Iván Vázquez Caballero
CTO
Over 12 years between technology and business. He was a data and systems architect in a hyper-growth environment, sustaining critical infrastructure at the most demanding sales peaks. At Flap he builds modern, secure solutions that scale without chaos, and translates the technical into results you understand.
Companies that already trust Flap
Want to talk to us?
Let's get to know each other and talk about how we can improve your company's operations together.