BairesDev: Culture and Growth

In February 2025, Nacho de Marco, CEO of BairesDev, a nearshoring tech company founded in Buenos Aires, Argentina, was planning the company’s next growth phase. After ten years of organic expansion, the COVID-19 pandemic had validated BairesDev’s fully remote model and fueled rapid scale-up, growing from a 500-person team to a talent pool of 4,000 people across 50 countries. By 2025, the company aimed to double its workforce within five years, but this leap would put its culture to the test. While BairesDev remained committed to attracting the “top 1% talent,” employee engagement metrics were steadily declining. The case asks whether the company’s purpose-driven culture needed to evolve to support further growth and whether its remote-only model would remain sustainable under a shifting business strategy.