The AI-first lab for healthcare.

Founded by operators who've spent over five years deploying intelligent customer engagement at scale in healthcare. Now scaling that experience from Latin America into Europe.

TEAM

The people behind the lab.

Operators, researchers and engineers shipping production AI in regulated healthcare. Click a card to see the full profile, publications and posts.

Tuly Iavorsky

Co-Founder & CEO

CEO of Serena Labs (Barcelona). She brings experience as Business Analyst at The Boston Consulting Group, Investment Analyst at Mubadala (UAE) and Account Manager at Endeavor Brasil. Latitud Fellow and alumna of Stanford Graduate School of Business' Innovation and Entrepreneurship program.

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Pedro Villa

Co-Founder & CTO

Co-founder of Serena Labs. Holds an MSc in Economics from Fundação Getulio Vargas (FGV/EESP) and dual Brazilian-Spanish nationality. Also founder of Anouk Partners, a consulting firm specialized in data, applied econometrics and digital transformation. Previously founder of multiple healthcare ventures in Brazil with successful exit, and over 15 years of executive experience as CEO, CFO and CIO of large companies.

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Rodrigo Tofollo

Co-Founder & Country Manager

Country Manager and Co-founder of Serena Labs Spain. Previously COO of Plethora Health for six years, where he led operations, product, technology and marketing of patient and diagnosis support programs for major pharmaceutical companies. Industrial Engineer from Escola Politécnica da Universidade de São Paulo (USP) with an MBA from Insper.

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OUR STORY

Built in the most complex healthcare market.

Latin America's healthcare market is one of the most demanding environments in the world for digital engagement. Diverse populations, varying health literacy, fragmented systems, and high price sensitivity force every digital product to be sharper, more contextual, and more efficient than its peers elsewhere.

Over five years, Serena's founding team has built and deployed AI agents in healthcare at scale — in production, in regulated environments, with results measurable on real patients. The lessons learned in that environment are now ready for European healthcare.

MISSION

We build the agents that work.

The first wave of AI in healthcare was features bolted onto platforms — dashboards that nobody opens, reports that nobody acts on. The second wave is agents. Autonomous AI that sells, trains, guides, researches, analyzes, and follows up.

Serena Labs is built for the second wave. We build specialized agents for healthcare, ship them in 45 days, and operate them alongside our clients.

WHERE WE OPERATE

Headquartered in Barcelona.

Serena Labs Spain is headquartered at the Barcelona Health Hub since January 2026 — Europe's largest healthtech community. Our engineering team operates from across Latin America and Europe. We're hiring locally in Barcelona to grow the customer success and solutions engineering team.

Address

Health Hub Barcelona

Carrer de Sant Antoni Maria Claret, 167

Horta-Guinardó, 08025 Barcelona, Spain

WHAT WE BELIEVE

Principles that guide us.

Outcomes over outputs

We measure ourselves by what changes for our clients and their patients — not by features shipped or dashboards built.

Compliance is design

GDPR, EU AI Act, ENS — compliance isn't a feature we add later. It's built into the architecture from day one.

Diversity as data

Healthcare's hardest engagement problems aren't in privileged populations. We learned in the most demanding markets in the world. That makes our agents work everywhere.

Want to talk?

We're early but moving fast. If you lead a healthcare organization in Europe and you're thinking about AI agents — we'd like to hear from you.

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