Meet Felipe
Senior Economist & Founder of TechROI Hub
Bringing 15+ years of financial markets expertise to help Australian businesses make profitable technology decisions
15+ Years
Financial Markets Experience
Senior Analyst
Brasil Custody Services
ROI Specialist
Capital Markets & Investment Analysis
Professional Background
Financial expertise meets technology analysis
Senior Economist
With over 15 years of experience in financial markets, I’ve specialized in capital markets analysis and custody services at one of the world’s leading financial institutions.
The CFO Perspective
After years of analyzing investment returns and conducting financial due diligence, I noticed a critical gap in how businesses evaluate software investments. Most reviews focus on features, but CFOs need to understand financial impact.
Australian Market Focus
Having worked extensively with international markets, I understand the unique challenges Australian SMEs face when investing in technology. Local context, AUD pricing, and regional business practices matter.
Numbers Don’t Lie
Every software decision should be backed by solid financial analysis. I bring the same rigor used in capital markets to help businesses make profitable technology choices.
Why I Created TechROI Hub
Bringing financial rigor to technology decisions
The Problem I Saw
Too many businesses were making costly software decisions based on features alone. As someone who spent years analyzing investment returns and conducting financial due diligence, this approach troubled me.
I watched Australian SMEs get caught in expensive software traps—paying thousands for tools they barely used, or worse, choosing “free” options that ended up costing them far more in lost productivity and hidden expenses.
The missing piece? Financial analysis. CFOs and business owners needed someone who could evaluate software from a return-on-investment perspective, not just list features.
That’s when I realized my unique background—combining financial markets expertise with technology understanding—could help Australian businesses make smarter, more profitable technology decisions.
The TechROI Hub Mission
To provide Australian businesses with the financial analysis tools and insights they need to make technology investments that actually pay for themselves.
My Analysis Methodology
How I evaluate software ROI for Australian businesses
Total Cost Analysis
Beyond subscription fees—implementation, training, integration, and hidden costs.
Productivity Impact
Quantifying time savings, efficiency gains, and team productivity improvements.
Payback Period
How long until the software pays for itself through savings and productivity gains.
Australian Context
AUD pricing, local market conditions, and SME-specific considerations.
What Makes My Analysis Different
Financial Markets Rigor
I apply the same analytical standards used in capital markets to software evaluation.
Interactive ROI Calculators
Custom calculators that provide real-time ROI analysis based on your specific business parameters.
Australian Market Focus
All analysis includes AUD pricing, local business context, and SME-specific considerations.
Purchase Justification Support
Detailed analysis that helps you justify software investments to stakeholders and boards.
My Commitment to Australian Businesses
Every software recommendation is backed by solid financial analysis
What You Can Expect
Unbiased Analysis
Financial truth over affiliate commissions—always.
Real ROI Numbers
Quantified benefits, not just feature lists.
SME-Focused
Analysis tailored for Australian small and medium enterprises.
My Promise
“I’ll never recommend a software solution that I wouldn’t stake my financial analyst reputation on. Every review, every calculator, every recommendation is designed to help your business make profitable technology decisions.”
Felipe
Founder, TechROI Hub
Let’s Connect
Have questions about software ROI or want to discuss your technology strategy?