Coffee with Nico de Luis: innovation and flexibility in the world of freelance talent

The “Coffee with entrepreneurs” initiative of the Bankinter Innovation Foundation brings you closer to leaders of the Spanish entrepreneurial ecosystem so that you can learn first-hand about their experiences and trajectories.

Our latest Coffee has been with Nico de Luis, co-founder and COO of Shakers, the platform that is transforming access to specialized freelance talent and redefining the future of work.

In his chat with José Carlos Huerta, our Director of the Startups Program, Nico tells us how Shakers has revolutionized the business ecosystem by connecting companies with high-level freelance talent, facilitating the creation of hybrid and agile teams that address complex technological challenges.

Nico shares his personal experience, the challenges they faced when launching Shakers and how they managed to position themselves as a benchmark in the market, highlighting success stories such as their collaboration with Inditex and their innovative approach to the use of technology to improve matching between companies and professionals.

Here you can see Coffee with Nico de Luis:

Coffee with Nico de Luis: Shakers – How to Connect #empresas with #talento #digital

Below, we summarize coffee with Nico de Luis:

The labor ecosystem has evolved rapidly in recent years. Companies are looking for agility, specialized talent and flexibility in their teams, while professionals increasingly value the freedom to choose projects that motivate them and offer stability. In this context, platforms such as Shakers are positioned as key agents of change. Nico de Luis shares with us the vision, challenges and achievements of this startup that is revolutionizing the freelance talent market.

From Banking to Startups: The Road to Shakers

Nico de Luis began his professional career in traditional sectors such as banking and consulting, but soon felt the need to approach the world of new business creation. After working in different countries such as France, Germany, England and China, what marked a definitive change in his career was his incorporation into the world of startups. In Berlin, Nico joined a German group dedicated to creating technology companies across Europe. In this context, he had the opportunity to take on great responsibilities from a very young age, which allowed him to learn quickly and discover his interest in building projects from scratch. His work took him to England, where he strengthened his ability to work in a dynamic environment, always focused on technology and the creation of scalable products.

Nico then took a temporary turn into the corporate world, working at Ford between London and San Francisco. At this stage, he participated in Ford’s transition from a traditional automaker to a mobility company, collaborating on innovation projects such as autonomous vehicles. These experiences, combined with his exposure to different business cultures in France, Germany, England and China, provided him with a unique perspective on the challenges and opportunities of the business world.

It was in this context, with a solid background in technology, innovation and business development, that Nico, together with his team, identified a clear need in the market: to connect companies with specialized freelance talent. This is how Shakers was born, a platform designed to simplify this connection and respond to the demands for flexibility and specialization that characterize today’s world of work.

What is Shakers and what problems does it solve?

Shakers is a platform that connects companies with freelance talent specialized in areas such as software development, product design, data analysis, cybersecurity, artificial intelligence and digital marketing. It works like a marketplace, where companies publish their projects and the platform is responsible for matching them with the most suitable professionals. This model allows hybrid teams to be formed quickly and efficiently, adapting to the specific needs of each project.

How does Shakers position itself compared to other platforms?

In the talk, Nico de Luis highlights that, although international platforms such as Fiverr or Upwork already existed, Shakers provides a differential approach. Fiverr and Upwork, he explains, are more oriented towards one-off or less complex projects, such as logo design or small tasks. These platforms act more like directories in which professionals must constantly compete to attract clients, which does not necessarily guarantee economic stability or allow freelancers to focus on projects of greater strategic value.

Shakers, on the other hand, is committed to a different model. Their proposal focuses on more strategic and long-term projects, in which freelancers can be fully integrated into the companies’ teams for several months. This approach ensures a significant impact on project outcomes and offers freelancers greater stability and projection. In fact, Shakers has managed to get many professionals, who had previously only worked as employees, to make the leap to freelancing by finding a safe and structured environment on the platform.

Problems it solves for companies and freelancers

1. For companies:
   • Access to specialized talent: the platform makes it easy to find highly qualified profiles in a short time, something that can be a challenge with traditional hiring methods.
   • Agility and flexibility: Companies can set up hybrid teams or hire professionals for specific projects without incurring the commitments and costs associated with permanent hiring.
   • Quality validation: unlike the most open platforms, Shakers has a rigorous selection process that ensures that the professionals included meet high quality standards.
2. For freelancers:
   • Economic stability: By focusing on projects of longer duration and complexity, professionals can better plan their workload and income.
   • Lower business load: Shakers acts as an agent that finds suitable projects for freelancers, allowing them to focus on their work and not on constantly looking for new clients.
   • Support network: Freelancers are treated as part of a community, with access to resources, events, and tools that enhance their work experience.

Another differentiating point of Shakers is its focus on talent selection. Unlike large freelance directories, where the number of profiles can dilute the quality, Shakers chooses to maintain a smaller, but highly skilled community. Each professional who is part of the platform goes through a rigorous validation process, which ensures that companies always work with experts in their areas.

This strategy has allowed Shakers to work with high-level clients such as Inditex, Telefónica and Uber, positioning itself as a trusted solution in the field of freelance talent. In addition, this approach has driven sustained growth, demonstrating that the balance between quality and scale is possible when the needs of both companies and professionals are prioritized.

Technological innovation at the service of talent

Since its founding, Shakers has been committed to technology as a cornerstone to efficiently connect companies and freelance talent. At the heart of this innovation is its matching algorithm, a tool designed to maximize compatibility between project needs and professionals’ skills. This system takes into account both the technical capabilities and soft skills, previous experience, values, and motivation of freelancers.

The algorithm used by Shakers is one of its biggest differential values. By identifying profiles with more than 80% affinity for projects, it ensures that companies don’t waste time reviewing candidates who don’t fit. This accuracy makes selection processes more streamlined and productive, allowing companies to focus on assessing cultural and personal aspects during the final phase of interviews.

In addition, this approach has a direct impact on the quality of projects, as the risks of disagreements or deviations in expectations between the parties are minimized. According to Nico de Luis, this methodology has contributed to the success rate of the projects managed by Shakers being practically 100%.

Shakers has also positioned itself as a benchmark in algorithmic transparency, participating in a pioneering pilot to ensure that its systems are explainable and free of bias. This commitment has led them to become a use case highlighted by the OECD, contributing to the development of European regulations in the field of artificial intelligence.

Shakers is constantly evolving to improve the experience for both businesses and freelancers. One of the most recent initiatives is the development of a new project posting system. This includes conversational agents that help less technical users define the scope of their projects. These tools guide the customer in aspects such as:

• The definition of milestones.
• The identification of the necessary professional profile (individual or team).
• Setting clear goals for the project.

This approach makes it easy for anyone in an organization, regardless of their level of technical knowledge, to publish complex projects on the platform.

Shakers’ technological advancement has been made possible, in part, by its ability to leverage public funding. They have obtained European grants that have allowed them to hire experts in artificial intelligence, such as a PhD from the University of Cambridge. This strategy has accelerated the development of their technology and has also allowed them to consolidate a team with cutting-edge experience and knowledge.

Technology at the service of the community: The Shakers team also uses technology to strengthen the connection with its community of freelancers. For example, they have integrated tools that gamify the experience on the platform, such as the “Karma” system, which rewards collaboration and recommendations within the community. In addition, the automation of processes, such as the validation of technical tests, has made it possible to dedicate more human resources to maintaining direct and personal contact with freelancers, reinforcing the human aspect of the platform.

Shakers continues to explore new ways to incorporate technology to enhance its value proposition. Their focus is to move forward to connect companies with freelancers in smarter, more efficient, and ethical ways. These technological innovations are key to maintaining quality and confidence in an increasingly competitive market, positioning Shakers as a leader in the future of work.

Challenges and learnings along the way

Like any startup, Shakers has faced significant challenges in its early days. One of the biggest was changing the market’s perception of freelance work in Spain, where it was traditionally associated with lower-skilled jobs. Shakers has worked hard to show that freelance talent can be a strategic solution for companies.

Another challenge was to manage growth in an orderly manner. Nico stresses the importance of not rushing into hiring. “Hire slow and fire fast” is a key lesson they’ve learned, as mistakes in this area can be costly, both in time and resources.

Believe it: the Inditex case

One of the most inspiring moments of the talk is when Nico tells how they managed to work with Inditex, one of the giants of the IBEX 35. In his words, it was essential to believe that it was possible. “If we hadn’t believed it and didn’t think it made sense to write to them behind cold doors, it would never have happened,” he explained.

Despite being a young and small startup at the time, Shakers opted to position itself as a trusted partner to solve major technological challenges. Their determination and confidence led them to contact Inditex directly, demonstrating that their solution could provide real value. This approach allowed them to win a high-profile client and marked a before and after in their career, opening doors to other large projects.

This example is a clear lesson for any entrepreneur: the limit is set by yourself. Shakers’ winning attitude, based on effort and confidence in their proposal, is a role model for other startups.

A strong culture as an engine of growth

Shakers’ success is not only due to its business model, but also to its strong business culture. The company has created an environment where collaboration, continuous training and well-being are priorities.

Key initiatives:

• Gamification: Its “Karma” system rewards users for contributing to the growth of the community, either by recommending other professionals or collaborating on projects.
• Emotional well-being: they have implemented a well-being program that includes group sessions with psychologists to teach how to manage stress and improve communication.
• Learning culture: Employees regularly share learnings from events, books, or podcasts, creating a dynamic and nurturing environment.

Looking to the future

When asked about Shakers’ long-term vision, Nico makes it clear that they want to build something big and sustainable. “We want to be the house of talent,” he says. This involves addressing structural problems, such as the difficulties of the self-employed in accessing financial services or the need for continuous training.

Long-term goals include:

• Expand its international presence, first consolidating itself in Europe before exploring other markets.
• Develop services associated with the well-being and professional growth of freelancers.
• Reduce the employment gap through training programmes for groups with less access to the market, such as those over 55 years of age.

Nico de Luis’ advice for entrepreneurs and innovators

During the “Coffee with entrepreneurs”, Nico de Luis shares valuable advice for those who want to start a business, especially in technology sectors or in the field of platforms. These learnings, the result of his experience at the helm of Shakers and his professional career, stand out both for their applicability and for their practical approach:

1. He looks for partners to share the journey: one of the most important points that Nico highlights is the need not to undertake alone. The path of the entrepreneur can be lonely and full of challenges, so having partners or collaborators with whom to share both successes and difficult moments is essential. “Sharing the experience means that, even if you continue to have difficult moments, you can face them with another perspective and support,” she says.
2. Believe in your project and your possibilities: Nico stresses the importance of having a winning attitude from the start. This approach was key for Shakers to work with large clients such as Inditex. According to him, if they had not believed that they could offer something valuable to a company of such magnitude, they would never have taken the step of contacting them. “The limit is set by oneself; Don’t put up barriers before you try,” he says. This advice is especially relevant for entrepreneurs who often doubt their abilities in the face of more consolidated players in the market.
3. Bet on large and growing markets: Another key tip is to choose markets with growth potential. Nico explains that, from the beginning, the Shakers team looked at how the freelance model was already much more developed in countries such as the United Kingdom or northern Europe. This analysis allowed them to identify a clear opportunity: to adapt and position their solution in Spain, a less mature market, but with enormous potential.
4. Hire slow and fire fast: The hiring process is a critical area for any startup. Nico stresses that while it may be tempting to grow quickly, it’s vital to take the time to hire the right people. Mistakes in this area are costly, as they involve time, resources, and potential imbalances in the team. In addition, he stresses the importance of acting quickly when a contract does not work, always with respect and clarity.
5. Listen, learn, and foster a culture of feedback: One of the pillars of Shakers’ success has been its company culture, based on continuous learning and transparency: taking the time to build a strong culture can make the difference between a project that moves forward and one that stalls.
6. Take advantage of public funding and other available resources: Nico encourages entrepreneurs to explore public funding opportunities. In the case of Shakers, these grants have been key to developing their technology and hiring high-level talent. While acknowledging that the processes can be lengthy and bureaucratic, he says the benefits far outweigh the initial difficulties.
7. Adapt your product and business model strategically: Shakers combined a two-pronged strategy from the outset, catering to both small businesses and large corporations. Although Nico recognizes that it is not always advisable to diversify so much at the beginning, in his case, this decision allowed them to learn and adjust their product quickly. This learning can be key for other innovators: knowing the needs of the market thoroughly before scaling is essential.
8. Build long-term relationships: Finally, Nico emphasizes the importance of thinking long-term, both in customer relationships and in one’s own business vision. Instead of looking for quick hits or early sales, he encourages entrepreneurs to invest in building sustainable and impactful projects.

Conclusion

Shakers is a clear example of how innovation can transform traditional sectors such as recruitment. Its focus on technology, combined with a strong company culture and a winning attitude, positions it as one of the most promising startups in the labor ecosystem.

The Shakers success story shows that, with vision, effort and confidence, it is possible to break barriers and redefine the rules of the game. For companies looking for talent or for freelance professionals, Shakers has become an attractive solution, and its story is an inspiration to all who believe in the power of innovation.

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