We’re excited to introduce you to the always interesting and insightful Luis Duarte. We hope you’ll enjoy our conversation with Luis below.

Hi Luis, thanks for joining us today. How did you come up with the idea for your business?

1. The Origin Story

The idea for Amoofy started in a very personal moment of my life. My father was in a coma for two months, and during that time I realized with a shock — I had never really captured his story. His wisdom, his struggles, his dreams… all of it could have been lost. That left a mark on me.

It made me see how fragile stories are, and how often we wait until it’s too late to ask the questions that really matter. And it wasn’t just my family. In my work with organizations, I saw the same pattern: people’s voices were missing. Leaders had surveys and data, but they didn’t really have the lived experiences, the emotions, or the stories that actually shape culture and trust.

2. The Logic

I knew this was a worthwhile endeavor because the need was so clear. Surveys were failing — people didn’t trust them or didn’t feel represented in a multiple-choice box. At the same time, leaders were starving for real insight, especially during times of change or crisis.

The logic was simple: what if we could use technology not to replace the human voice, but to amplify it? What if AI could help us surface patterns and signals from stories, so leaders could hear their people at scale, but without losing the intimacy of human connection?

3. The Unique Angle

What excited me most is that nobody else was really bridging that gap. Some tools capture data, others capture stories — but Amoofy does both. We make it easy for people to share their voices in a safe, authentic way, and then we transform those voices into actionable insights leaders can actually use.

In short, Amoofy exists because I never want anyone else to face what I did — realizing too late that the stories that matter most were never captured. And beyond families, I believe organizations, schools, and communities need this too. Listening is not just a soft skill. It’s a hard advantage, and it can change how we build trust, belonging, and even strategy.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

For those who don’t know me yet — my name is Luis Duarte, and I’m the Co-founder and CEO of A Moment of You, or Amoofy. At its core, Amoofy is about transforming voice stories — from employees, students, or communities — into real-time emotional insights that help leaders see what’s often invisible: trust, belonging, and cultural health.

My path here has been anything but linear. I was born in Mexico and raised with a deep appreciation for resilience, empathy, and opportunity. Early in life, I learned how powerful stories are — both the ones we inherit and the ones we choose to tell. That’s why storytelling has become the throughline of my career, whether I was working in philanthropy, entrepreneurship, or now, at the intersection of technology and human connection.

Before Amoofy, I spent years in leadership roles across entrepreneurship, philanthropy and impact investing. I was a Partner at Imaginable Futures, part of the Omidyar Group, where I helped lead global investments, especially across Latin America. Before that, I served as Chief Philanthropy Officer at ZOMALAB, the family office of Ben and Lucy Ana Walton, and led innovation and impact investing at Gary Community Ventures. I’ve also founded and scaled ventures in Mexico and the U.S., and served on multiple boards of organizations, including B Lab Global.

What sets my work apart — and what really excites me about Amoofy — is that we’re building what I like to call the trust infrastructure for the era of AI. Organizations are drowning in metrics but starving for meaning. They might know their attrition rate, but they don’t really know why people leave. They might track engagement scores, but they miss the emotions and motivations beneath the surface. Amoofy makes it simple and safe for people to share their voices, and then uses AI to transform those voices into actionable patterns and signals. It’s a very different way of listening — one that honors humanity and equips leaders at the same time.

What I’m most proud of is that this isn’t just business for me — it’s personal. When my father was in a coma for two months, I realized I had never really captured his story. That loss, that urgency, has fueled my conviction that no voice should go unheard and no story should be forgotten. Amoofy was born out of that belief.

If there’s one thing I’d want people to know about me and Amoofy, it’s this: listening isn’t a soft skill — it’s a hard advantage. When organizations learn to listen differently, they don’t just get better insights; they build trust, they strengthen culture, and they unlock new possibilities for their people. And that’s exactly what we’re here to do.

Can you tell us about a time you’ve had to pivot?

We began Amoofy as a B2C offering and after a few market pulls, we are now focused on B2B.

We’d love to hear a story of resilience from your journey.

In December 2022, I hit a wall—emotionally, physically, and mentally. I was building too much, carrying too much, and trying to lead without rest. I ended up in a mental health crisis. But in that moment of breakdown, I experienced a breakthrough. I surrendered. I reached out. I listened—to my family, to my own inner voice, and to the stories that I had neglected, including my own. That crisis was a pivotal moment to build Amoofy. Today, everything I build is rooted in that moment of truth: the belief that listening—deep, intentional listening—can help us heal, rebuild, and reimagine what’s possible.

Contact Info:

• Website: https://www.amoofy.com
• Linkedin: https://www.linkedin.com/in/luisduarte01/