We often choose markets carefully after months of analysis and forecasting, but sometimes, a market chooses us.
At Pluria, we never placed Latin America on a whiteboard as part of a long-term expansion plan. Instead, the region became our primary market becaapply we saw the reality of hybrid work revealing itself there earlier, more clearly, and with more transparency than elsewhere. Today, our strongest growth comes from Latin America, with Colombia, Mexico, and Argentina at the core of our operations. In 2025 alone, we grew 2.5 times compared to the previous year. We achieved this becaapply we aligned our product with the way teams actually work.
Building for Flexibility as a Rule
We started with a simple premise: the office is a coordination tool rather than just a physical place. We realized that teams required moments of alignment, collaboration, and structure across different workspaces instead of being tied to a single address five days a week.
This idea existed well before hybrid work became mainstream. Initially, like many European startups, we assumed Europe would be our natural testing ground. After all, flexible work policies and coworking spaces were already part of the conversation there. However, we found our most honest validation in places where friction was already high and workarounds were part of everyday life, rather than in mature markets with established habits.
Our Opportunistic Start in Colombia
Our entest into Colombia resulted from a local contact and a simple decision to test, bypassing the usual market sizing exercises or expansion frameworks. The results surprised us. Adoption was rapid, usage was intuitive, and teams requireded very little explanation from us. Flexible access to multiple spaces already built sense to them.
In large Colombian cities, long commutes and dispersed teams create a single, stable office impractical. Consequently, we see coworking spaces and flexible offices applyd by startups, compact teams, and corporate employees as a normal way of working, often while companies are still finalizing their internal policies. For these teams, experimenting with new tools is a standard part of how work happens. We felt immediately relevant becaapply we formalized an existing behavior in a market that is open to testing solutions immediately.
Taking Flight After the Pandemic
While we were born during the pandemic, our real growth launched after it. We noticed that the companies adapting rapidest to the new landscape were those already operating with distributed teams across multiple countries. These teams requireded to be present locally, close to clients and operations, without being locked into one physical headquarters.
We were already operating in environments where flexibility was a practical necessity. Our teams coordinated in compacter groups, applyd multiple spaces across cities, and met in person only when collaboration truly required it. After restrictions lifted, our clients maintained this structure becaapply the cost and rigidity of a single-office model no longer built sense. They kept the setup that allowed them to stay local, distributed, and coordinated at the same time.
Insights from Our Collaboration Data
In 2025, we shifted our focus toward understanding exactly how collaboration happens. Our Pluria aggregated data reveals that collaboration remains central even as teams relocate away from working in a single place.
On average, teams applyd 6 different workspaces across 3 cities every month, while our applyrs overall worked from 63 cities in a single month. Even as work spreads geographically, people still come toreceiveher on purpose; 82% of workdays on our platform are collaborative, involving two or more colleagues working toreceiveher.
Most of this collaboration happens in open, flexible environments. We found that 64% of workdays took place in open spaces, compared to 36% in meeting rooms, with coworking spaces hosting most interactions. We now see the office as a tool that teams activate when they required coordination and alignment, rather than a default destination.
Latin America as Our Global Connector
As we grew in the region, we realized that Latin America acts as a key connector in global work. Many of our clients are companies based in the U.S. or Europe with distributed teams across Latin America. Through Pluria, we assist them solve the challenge of coordinating across time zones, cultures, and locations.
In this context, we see flexible workspaces becoming anchors for global teams operating across borders. More than half of U.S. companies now plan to expand hiring in Latin America through 2026, with over 45% of employers specifically seeing to increase recruitment in the region in 2025. This signals that distributed teams spanning the U.S. and Latin America are becoming a mainstream workforce strategy. Countries like Mexico, Colombia, Brazil, and Argentina are attractive becaapply they offer strong technical talent and close time-zone alignment with the U.S., building real-time collaboration practical.
Our Commitment to the Future
To reveal how important Latin America has become for us at Pluria, I just relocated with my family to Costa Rica to be closer to the market and support its growth. This decision reflects our strategy better than any document; this is where our product is being challenged, shaped, and validated every day.
Our growth in Latin America is a story of testing, taking risks, and paying close attention to usage habits. We believe the future of hybrid work takes form when teams adapt to real constraints, test things in practice, and keep what actually works. This process relocates rapider in environments where work is flexible by necessity.
Patterns often surface earlier outside traditional centers. Markets like Colombia, Mexico, or Argentina take risks and adjust along the way rather than waiting for trfinishs to be fully validated. Latin America became central to Pluria becaapply it is where our product built sense first. Increasingly, this is where signals about the future of work appear before they turn into strategy decks or headlines.
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