Rubens Costa

From startups to cities

I build products that move businesses.

São Paulo, Brazil

Craft

Product · AI · Growth · Platforms · GTM · Revenue Ops

Markets

EduTech · Fintech · HealthTech · MobiTech · GovTech

Models

SaaS · B2B · Marketplace · SMB Focus · Real Economy

12M+

customers reached

6

markets and sectors

R$14M

business impact

Great products are built by great organizations. My work is to build both.

ambiguity
system
execution
scale
measurable outcome

0 → 1

Build the product, the team and the operating logic from a blank page.

10 → 100

Scale what works through systems, talent and sharper decisions.

R$14M

Business impact created through product, growth and operating-system decisions.

Bets I’ve made

01 / Caraguatatuba · Technology & Innovation

A city as a platform

i-Gov TI · ExcellenceTCESPA top-tier public governance benchmark.Grade A is TCESP’s highest i-Gov TI classification. In the 2023 statewide results, only 29 of 644 audited municipalities reached it — 4.5%.Source · TCESP IEG-M Yearbook, 2023 results
i-Gov TI Grade A recognition from the São Paulo State Court of Accounts

Public services held substantial operational data, but leaders lacked a shared decision layer.

Build a municipal data foundation, connect executive decision-making to live operations and turn the roadmap into shipped public-service products.

  • Grade A i-Gov TIreported as the first in city history
  • R$3.5M direct savingsselected digital initiatives
  • R$23M+ broader contract savingsunder the executive mandate
  • +86.6% service capacity
  • -90.7% SLA resolution time
  • LGPD compliance
  • 16 months to deliver a four-year roadmap

Lead technology strategy, digital governance and the delivery of the municipality’s first integrated data and service portfolio.

Data Lake and Data Warehouse architecture · Executive situation room integrating 10+ departments · Six-product ecosystem spanning citizen, executive and internal experiences

Public record
Case chapter · Summary
Open standalone case

02 / G4 Educação · SaaS

Personalizing education at scale

An 18k-user SaaS depended on event-led acquisition, offered less than 100 hours of content and lost 39% of invited users before login by day 15.

Use an AI assessment as the PLG entry point, operate activation weekly with Customer Success and deepen strategic and tactical content to create an acquisition-retention flywheel.

  • R$14M business impactreported at G4 Educação
  • 90%+ assessment adoptionwithin 15 days
  • +25% engagement
  • +30% visitor-to-lead conversion
  • 39% → 4% users without login by day 15

Lead SaaS product strategy and execution across onboarding, assessment, recommendations and the growth plan.

18k+ users · AI Individual Assessment · PLG and 30-day freemium motion

Reported operating result
Case chapter · Summary
Open standalone case

03 / Buser · Mobility & Logistics

Turning logistics into a system

Thousands of weekly trips depended on teams reacting to fragmented operational signals.

Create a logistics Control Tower with real-time coverage, automated triggers and route economics.

  • +80% trip coverage
  • -40% handling time
  • ~R$80k weekly savings
  • OKRs introduced across operations

Build the logistics Control Tower from zero and introduce a measurable operating system for coverage, handling and efficiency.

Real-time trip monitoring · Operational triggers · Route economics

Reported operating result
Case chapter · Summary
Open standalone case

04 / Kintsu · HealthTech

Augmenting clinical decisions

Clinical decisions relied on fragmented data, slowing diagnostic journeys for doctors and partners.

Unify product, AI and operations in a data-driven clinical platform serving doctors and pharmaceutical clients.

  • R$3M → R$9M revenue+200%
  • ~5 months reduction in B2B implementation time
  • 4 pharmaceutical clients activated
  • +100% doctor engagement

Align product, AI and operations around one clinical platform and a repeatable B2B implementation model.

Clinical decision support · Doctor experience · Pharmaceutical B2B implementations

Reported operating result
Case chapter · Summary
Open standalone case

Speaking & public signals / 7 records

The thinking travels beyond the work.

Operating principles

Great product organizations don’t ship more. They learn faster.

  1. 01

    Strategy creates constraints.

  2. 02

    Talent compounds.

  3. 03

    Design is a business advantage.

  4. 04

    Data informs. Judgment decides.

  5. 05

    AI changes the interface, not the need for taste.

Career, compressed

7 chapters. One obsession: building products people choose.

  • Caraguatatuba
  • Quero Bolsa
  • Kintsu
  • V4 Company
  • G4 Educação
  • Foregon
  • Buser
Explore the full career