Alteria, a Chilean retail technology startup founded by former public official Cristóbal Leturia and engineer Bernd Biedermann, has secured angel backing from a group of prominent technology and retail leaders. The company was valued at US$3 million, although the total investment amount was not disclosed. Its artificial intelligence assistant is designed to help physical stores deliver accurate product information to both employees and customers.
From a Boston Pilot to a Working Prototype
Alteria was created after Cristóbal Leturia, former undersecretary of Public Works and former general manager of Sercotec, learned in 2024 about artificial intelligence tests being run at Home Depot. Bernd Biedermann, his former engineering classmate at Universidad de Chile, invited him to Boston to develop the technology together. Within two weeks, the two produced their first prototype and later founded the company with Felipe Moreno.
A Support Tool for Physical Retail
Leturia spent roughly 15 years advising retail chains in Chile and Peru, where he identified high sales staff turnover as a structural problem. The company built an AI assistant that sales representatives consult during customer service, shoppers access by scanning a QR code, and retailers deploy as a virtual salesperson online. It understands technical specifications, compatibilities, prices, and store-level stock, and it updates a daily database of more than 750,000 products.
Early Traction Among Retail Chains
Alteria is focused on the physical store, which accounts for approximately 88% of sales in Chile and where artificial intelligence has barely arrived. The startup currently works with about 10 clients operating across more than 100 stores, mainly in the hardware, technology, and cosmetics categories. These early deployments are helping the company refine its assistant for a broader retail audience.
Investor Backing and Strategic Experience
Although the startup did not reveal the amount raised, it was valued at US$3 million. Its angel investors include Juan Pablo Cuevas of Cornershop, Sebastián Ferrer of Rindegastos, Enrique Gundermann formerly of Sodimac, and Alfredo Moreno, a former minister and Leturia's former boss. Leturia said the group was chosen for strategic experience as well as capital, with perspectives spanning commercial growth, software systems, in-store implementation, and retail change.
Revenue Goals and Regional Expansion
The company plans to remain focused on Chile until at least mid-2027 and aims to reach US$1 million in annual recurring revenue by that date. Once the model is validated and consolidated at home, the next step is expansion into Peru, Colombia, and Mexico. This regional roadmap is supported by the operational and commercial experience of its investor network.
A Cultural Shift in Consumer Behavior
Leturia said the main challenge for the retail industry is cultural rather than technical. He cited studies from the United States indicating that 48% of consumers consult an artificial intelligence tool before making a purchase. The key question, he added, is whether the store will participate in that experience and whether its products will be part of the conversation.
Alteria enters the market at a time when physical retailers face growing pressure to modernize customer service without replacing human employees. Its early client base, experienced backers, and regional ambitions position the company to test a practical use case for artificial intelligence in stores. The coming years will show whether this model can reduce the impact of staff turnover and achieve its US$1 million annual recurring revenue target.
Source: Df.cl