Engineering Leadership Series - Daniel Ruiz
Today we have another exceptional guest in the Engineering Leadership Interview Series. Daniel Ruiz, the Head of Engineering at Fuse Finance and the CEO and Co-founder of CINCO Innovation Center joins us to tell his story and share his approach.
Daniel is a senior engineering leader and serial entrepreneur whose passion for building exceptional products is matched only by his commitment to empowering software engineers in Latin America. With years of experience across diverse startups and tech ventures, Daniel brings a wealth of knowledge and worldly experience from across the globe.
Daniel shares valuable insights on what it takes to lead and empower your team, build impactful products, and nurture the growth of engineers in emerging tech hubs.
Enjoy the interview and give Daniel a follow.
More Information
https://www.linkedin.com/in/danielruizr1/
https://www.fusefinance.com/
https://www.elcinco.io/
The Interview
DoneStreet
Tell us your story, how did you get to where you are?
Daniel
I’ve always been drawn to creating solutions that transform people’s lives. From my earliest days experimenting with code, I saw how software could solve immediate problems and open new possibilities. That curiosity led me to launch several ventures—starting with small software agencies and later co-founding startups. Over the past decade, I've led technical teams and startups across Colombia, Ecuador, the UK, the US, and beyond. My entrepreneurial journey has been fueled by the belief that if we bring the right people together and empower them to do extraordinary work, we can create a significant impact, especially in regions like Latin America, where technology can catalyze tremendous growth.
DoneStreet
How did you discover your interest in software engineering?
Daniel
I was fascinated by computers and technology from a young age. What hooked me was the idea that writing a few lines of code could solve complex, real-world problems. Early on, I taught myself to build small programs for my friends and local businesses, which then grew into the first software business I co-founded with my dad, Ruizoft (The best name to start building software lol). I saw how quickly technology could automate tedious tasks, allowing people to focus on more strategic and creative work. That natural fit—combining creative problem-solving with the potential for large-scale impact—is what initially drew me in and continues to drive me.
DoneStreet
You’ve been with Fuse Finance for 2 years. How did you end up joining the team?
Daniel
I was introduced to Fuse when I was looking for my next major challenge. My passion is in building high-growth teams and products that disrupt traditional industries. When I learned about Fuse’s vision to create a low-code platform for finance, I saw an opportunity to transform an industry notorious for slow-moving processes. Helping Fuse establish values of —ownership, velocity, excellence, and growth—that resonated strongly with the founders and myself. It felt like a place where I could really push the boundaries of innovation, mentor a growing engineering team, and deliver extraordinary value to clients.
DoneStreet
Fuse provides a no-code platform to help lenders integrate data providers, automate decisioning rules, and digitize manual processes. What problems are you solving that the market was missing?
Daniel
The lending industry is plagued by manual, time-consuming processes—everything from data integration to credit decisions can involve spreadsheets, emails, and multiple layers of human input. That complexity leads to inefficiency, higher costs, and delayed decisions. Fuse brings these processes onto a single, configurable low-code platform, enabling financial institutions to plug into various data providers easily, automate underwriting workflows, and eliminate guesswork. Our platform essentially acts as the connective tissue in lending operations, filling a major gap that traditional, rigid systems have ignored for too long.
DoneStreet
What is your team building that you are most excited about? Are there any unique and interesting technical challenges?
Daniel
Right now, we’re building a powerful workflow engine that allows our clients to configure and customize their entire lending process with minimal code. That might sound straightforward, but there are complex layers—integrating multiple third-party APIs, building user-friendly drag-and-drop interfaces, and ensuring security and compliance at every step. We’re also tackling the challenge of creating a system that’s both highly customizable and extremely reliable at scale. That tension—between infinite configurability and robust performance—is what makes the work so exciting for me. As well as being on the cutting edge of emerging technologies like low-code and AI.
DoneStreet
How do you approach leadership, and what makes someone a good engineering leader? Are there certain things you try to do and certain things you try to avoid?
Daniel
I believe leadership in engineering starts with setting a clear vision that aligns the entire team, and then removing any obstacles so that each member can own their work. A great leader fosters a culture of ownership and autonomy, where everyone feels responsible for driving the product to success. At the same time, there’s an unwavering push for continuous growth and excellence. We achieve this by offering frequent, candid feedback—both positive and constructive—so we can constantly refine our ideas and processes.
I also encourage challenging the status quo; if something can be improved or reimagined to deliver better results, we dig into it. This constant sense of questioning and iteration helps us avoid complacency and keeps everyone operating at a high level. What I consciously avoid is micromanagement. It undercuts ownership, and complacency because it kills momentum. My goal is to create an environment where each person not only excels but also feels proud of the value they’re creating.
DoneStreet
How do you typically hire talented engineers, and how do you approach building a strong team?
Daniel
I look for a few key traits: curiosity, resilience, and a passion for problem-solving. Of course, technical skills are essential, but the real game-changer is finding people who want to grow and learn constantly. During interviews, I often ask about side projects or moments when a candidate had to overcome a big hurdle—that’s where I see their perseverance and creativity come to life.
Once they join the team, I make sure they have the resources and mentorship they need to succeed, but I also encourage self-management and initiative. We’re a lean startup that thrives on speed and big thinking. Bringing in people who are self-starters, and pairing them with a supportive team culture, is how I believe we build unstoppable teams.
DoneStreet
You co-founded CINCO Innovation Center, an organization with the mission of helping students all over Latam develop the skills needed to be professional software engineers. What has been the most rewarding part of that venture for you?
Daniel
Seeing our students go from having minimal technical experience to landing roles at high-impact startups is incredibly fulfilling. Latin America is bursting with talent, and it’s been an honor to provide a platform for people to develop not just coding skills, but also the entrepreneurial mindset to tackle big challenges. Watching students at CINCO become confident engineers and leaders—and sometimes even start their ventures—reminds me why education and mentorship are so powerful.
DoneStreet
What do you think are the secrets to being successful, and what advice would you give to your younger self?
Daniel
I’ve found that maintaining a balance of ambition and humility is key. Ambition drives you to set your sights high, while humility ensures you’re always learning, and always open to new ideas and feedback. Another big secret is focus—having a clear sense of purpose allows you to prioritize effectively and say “no” to distractions.
If I could advise my younger self, I would say: “Fail faster.” Don’t be afraid to prototype quickly, gather feedback, and iterate. Perfectionism can slow you down; real learning comes from rapid experimentation and occasional stumbles.
DoneStreet
When you’re 80 looking back, what do you want to have accomplished in your life?
Daniel
I want to see a legacy of people and companies that I helped grow. Whether it’s startups I’ve built or the next generation of Latin American tech leaders who came through CINCO, I hope to look back and see countless stories of success and impact that originated from the seeds my teams and I planted. Building transformational technologies is one thing; shaping lives and communities is another level of fulfillment.
DoneStreet
You’ve worked with companies in many countries including Colombia, Ecuador, the UK, Israel, Hong Kong, and the US. Have you had the chance to travel to many of these places, and where is your favourite place that you have been to?
Daniel
I’ve been lucky enough to collaborate with diverse teams around the world, and each place has its unique energy and lessons. I love the vibrant tech scene in Israel, the entrepreneurial hustle in the US, and the innovation happening in Asia. But if I had to pick a favorite, it would be Colombia—because there’s an incredible amount of untapped potential here and across Latin America.
Historically, our region’s story hasn’t always been one of growth, creativity, and positive contribution. But I see a profound responsibility for all leaders—myself included—to help shape a new narrative, one where Latam is recognized for its dynamism, talent, and impact. We have a generation of incredibly skilled engineers, entrepreneurs, and problem-solvers who are just beginning to show the world what’s possible. By mentoring, building startups, and investing back into our communities, we can ensure that the next chapter for Colombia and Latam is one of innovation and shared prosperity. That’s the story I’m committed to telling through my work.
DoneStreet
Where can we send people to follow your work and updates?
Daniel
The best place to connect with me is on LinkedIn. There, you’ll get my experience in the tech industry and some of the updates I share about what we’re building at Fuse & CINCO. It’s also a great space for us to connect and exchange ideas.
I also co-host the a5x Podcast by CINCO, a podcast in Spanish where we dive into topics like organizational culture, leadership, technology, and Lowcode—often inspired by the challenges we tackle at Fuse. If you’re interested in how we’re shaping the tech ecosystem in Latin America, I’d recommend checking it out.
At CINCO, we’re focused on empowering the next generation of engineers and entrepreneurs. Our goal is to drive innovation and create opportunities for growth in the region, and you can learn more about our mission on our website www.elcinco.io
Looking forward to connecting and sharing ideas!
We hope you enjoyed this interview. If you would like to be featured in a future interview, please contact our team at innovationinsider@donestreet.com.
To learn more about DoneStreet and why our customers love us, follow this link.
Spend Less Time Hiring, More Time Building. Hire With Confidence Through DoneStreet.
If you have not yet subscribed, please hit the subscribe button and let us know what types of content you’d like to see more of in the future.
Thanks for reading Innovation Insider - Presented by DoneStreet! Subscribe for free to receive new posts and updates.
