Advice shared its entrepreneurial journey with students and entrepreneurs at INITIUM – University of Montevideo

Advice’s Director, Federico Muttoni, took part in an event organized by Initium, the Center for Leadership, Entrepreneurship, and Innovation at the University of Montevideo (UM), held at LATU.

He shared his entrepreneurial journey with students and young business leaders. The activity, coordinated by Pablo Pereira Balestra and Anna Chiara Ortolani from UM, brought together students and entrepreneurs in an open, participatory format.

In a relaxed and conversational setting, Federico Muttoni reflected on key moments in his personal and professional journey with Advice, highlighting the lessons, challenges, and convictions that have shaped the company over more than twenty years.

“Enthusiasm was—and continues to be—our driving force. What matters is not just starting once, but choosing to start again every day.” — Federico Muttoni, Director of Advice

A story of enthusiasm, conviction, and learning

During his presentation, Federico shared Advice’s timeline, illustrating how a small Uruguayan company became a benchmark in human management, HR technology, and data.

• 2004: Advice is founded, with a focus on professionalism from the start.
• 2005: Refocus on human management and partnerships with strategic allies. 2
• 006–2007: Advice takes a major leap with the Botnia (UPM1) project, leading recruitment for the largest private investment in Uruguay’s history.
• 2007: Joins the NPAworldwide international network, connecting with consultancies around the globe.
• 2008: Acquired by Volt Information Sciences (USA), opening a new stage of international expansion and corporate learning.
• Launches the Monitor Laboral, a pioneering tool to measure labor demand in Uruguay—now used as a foundation for AI projects in collaboration with universities and public and private organizations.
• 2010–2014: Supports the establishment of iconic technology, service, and industrial companies in Uruguay.
• 2015: Completes a Management Buyout (MBO) and becomes 100% Uruguayan again, reclaiming its independence and entrepreneurial spirit.
• 2016: Forms an alliance with ADP (USA), a global leader in human capital management, first in Uruguay and later in Paraguay.
• 2017: Expands into Paraguay; the operation is sold in 2020.
• 2021–2023: Diversifies and consolidates as a human solutions ecosystem.
• 2024: 20 years of Advice — rebranding and sustainability milestones.
• 2025: Focus on artificial intelligence applied to human resources, marking the start of a new phase of development.

The value of partners and people’s growth

Federico also emphasized the importance of strategic partners in Advice’s growth — from psychologists and coaches who helped align the founding team in the early years to external directors and advisors incorporated over the last decade, including experts from IEEM, the University of Montevideo, and the tech sector.

“We learned that growth isn’t just about having more clients or more employees. It’s about growing together—with people who help you stay on course, and with teammates who grow alongside you. Today, several who began in operational roles are part of our board, and that’s something we’re proud of,” said Muttoni.

Entrepreneurship from Uruguay to the future

The event concluded with an interactive discussion where students and entrepreneurs shared questions and ideas.

For Advice, this experience reaffirms its commitment to supporting the development of future leaders, strengthening the bond between the business and academic worlds, and demonstrating that entrepreneurship from Uruguay with a global vision is possible.