Always in the arena, never on the sidelines

Fernando Senna Picture

A decade-long entrepreneur and exited founder who loves taking things from zero to one. I’m a generalist who codes, builds products, and (tries) to write about the journey.

Deeply believe in challenging the status quo. Love reading biographies, working out, traveling and spending quality time with my girls. A day-time person who loves Sundays.

Based in Brazil 🇧🇷 with my wife, daughter and our three-legged golden retriever.

FaithBusinessTechFatherhoodTravelHealthEvolution

Mar 2025 - Present

Started a global startup

After being invited to Latitud's fellowship (kind of like YC for LatAm), decided to tackle a huge, global problem with a cofounder I trust and respect.

Selva | AI-native CRM built for founders faviconSelva | AI-native CRM built for founders
Latitud fellowship program faviconLatitud fellowship program
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Dec 2021 - Present

Struggle & Surrender

The past few years have been extremely hard. I've struggled to accept my exit from the company I thought I'd be at forever and the identity of 'energy entrepreneur' I'd assumed so boldly. Dove deep into traditional therapy and every alternative form you can think of: reiki, stoicism, systemic constellations, even ayahuasca. Ultimately, and quite recently, I came to Jesus influenced by a dear friend (thanks, Marcelo). Even though I had a Catholic upbringing, I didn't have a relationship with Christ. Been loving to study the Bible and live by the Word.

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Oct 2024

Became a father

The beginning of a totally new chapter on my journey. Amazed by the miracle of life. Aware of the responsibility I now carry.

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Oct 2023 - Jun 2024

Started Bazinga

Thought I was ready to get back in the arena. After 110+ interviews with HR leaders, launched Bazinga, an AI recruiting copilot. Signed 20 early customers in a few weeks but failed to fundraise, preventing cofounders from committing, which led to a natural closure. Started this in Rotterdam, but that's a story for another day.

Jul 2022 - Dec 2022

Nomadic life

Traveled through different European cities to better grasp the startup scene and the vibe of each place. Lisbon, Paris, Amsterdam, London, and Milan were the main stops.

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Mar 2021 - Sep 2023

Helping entrepreneurs as a consultant

My goal was simple: help other founders avoid the mistakes I made and increase their chances of success. Most of my work centered around business strategy, sales & growth levers, implementing good management practices, and being a pseudo-therapist.

Sep 2021

Got married

To my best friend and former business partner.

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Feb 2021

Exit and Burnout

Faced cultural challenges and near burnout, leading to the decision to sell and exit. A tough but necessary lesson in prioritizing values, vision, and well-being over money.

Feb 2019 - Feb 2021

Became a Director in a Public Company at 27

Pivoted to B2B and started from scratch, creating the first and most powerful platform for companies to buy and manage their energy needs in Brazil. Grew to a team of 40 and $20M+ in revenue.

InfoMoney covering our platform launch faviconInfoMoney covering our platform launch
Interview with ADNews on the future of energy in Brazil faviconInterview with ADNews on the future of energy in Brazil
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Jun 2016 - Feb 2019

Pivoted to Clean Tech

Built the first energy-sharing platform for LatAm (B2C). Got thousands on the waiting list and dozens of happy customers fast, attracting attention from funds and big companies. Led to becoming part of Serena Energy, a public-traded company worth over $1 billion and Brazil's largest renewable energy producer.

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Apr 2017 - Mar 2018

Selected as Future Energy Leader

Honored to be selected as a Future Energy Leader alongside 34 other incredible professionals worldwide by the World Energy Council. Got to discuss critical developments in the energy sector with brilliant people.

Jun 2016 - Feb 2018

Founded First Company

Started a traditional engineering business in Brazil, 818 Energia, providing full-service solar energy projects. Didn't know a thing about starting a company, so this was full of hard-learned lessons. Realized I wanted something that scales and pivoted to embed tech. Mission always stayed the same: make the world more sustainable by providing clean energy in a simple, affordable way.

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Aug 2014 - Jun 2016

Master’s Degree in Chicago

Received a full scholarship for a professional Master's in Energy & Sustainability in Chicago. This experience changed the course of my life. Took a summer internship at Braskem America's innovation center and got my hands dirty building predictive models using neural networks.

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Sep 2012 - Jul 2014

Process Engineering Intern at Braskem

Worked in production at a petrochemical plant. Loved it and started displaying my work ethic, often staying late into the night. Had the best mentor I could have asked for and still call him my godfather.

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Sep 2009 - Jun 2014

Became a Chemical Engineer

Both my parents are engineers, so I felt drawn to it. Chose chemical engineering because I went to technical school with a focus on chemistry during high school.

Let's build something together

I occasionally take consulting and advisory roles. If you think I can help, let's connect.

Get in Touch