CEO MONTHLY / DECEMBER 2025 13 The Electronics Subscription Service Making Tech Accessible In a world where the cost of living seems to be rising more each year, people are having to be careful about what they buy. Often, this means they do not have money left over after bills and other essentials to sink a month’s wages (or often even more) into the latest gadgets they or their loved ones would like. To combat this, Allu CEO Cadu Guerra has created a novel method, resulting in his recognition as the Electronic Device Subscription CEO of the Year 2025 – Brazil. We spoke to him more about this below. Guided by the belief that technology should be democratic and accessible, Allu has been changing the way people connect with the world since 2016. Creating a flexible model where devices such as iPhones, laptops, and games consoles are offered on subscription – complete with the ability to renew, swap, or cancel without fuss – Allu is putting the latest technology into the hands of those who otherwise might not be able to afford it. In this way, it is challenging the ordinary and ushering in an age of convenience. Exploring this approach in more detail, Cadu told us: “We created the electronics subscription service in Latin America to improve how people consume high-value goods. The service – which is similar to leasing, but with an added layer of service for the consumer – is more accessible, more flexible, and offers a much better experience.” This is because the monthly fee charged is much less than what would have to be spent on purchasing a device, with this method also removing some of the burdens of ownership. Allu achieves this through the added service layer Cadu touched on above, which includes insurance, maintenance, replacements, upgrade options, software updates, and all of the other things required for the use of the device. The freedom this offers is unprecedented in the world of consumer electronics, and the far-reaching impact of taking renting or financing options – which have historically only been available for cars or properties – and applying them to other highvalue items is something needed in this economy. As the CEO of this operation, Cadu sees his responsibility as being to define the direction of the company and ensure this is being pursued by a world-leading team of experts. Passionate about structure, progression towards goals, and maintaining close relationships with clients and his team alike, Cadu’s philosophy prioritises action over intention. Underpinning all of this is a leadership approach modelled after ‘Radical Candor’, which entails challenging teams a lot whilst still caring for them, a balance crucial for success. Like many CEOs, Cadu’s leadership style was very different in the early days to what it is now, as he was afraid to be tough and have those hard conversations. However, given Allu has experienced rapid growth in the last year – becoming the fastest growing electronics subscription company in the world – he has had to adapt his style, restructure the culture, return to full in-person work, and make some bold product decisions. Unsurprisingly, this has worked wonders, with the business being improved inside and out. “Our team is full of people I deeply admire. I always say it is a privilege and an honour to lead the people I lead. One of the reasons why I’m so paranoid about excellence is because I must be worthy of the quality of the team we have. They are analytical, objective, responsible, virtuous, hardworking, and they live our culture.” On the back of this, Allu is looking ahead to 2026 and beyond with great excitement, ready for another year of sophistication, aggressive results, and strong growth. There will of course be challenges for Cadu – whose job and presence in the spotlight never stop – including the ongoing duty of bringing in funding whilst growing the customer base, not to mention the constant logistic headaches of managing the areas that go into a business of this nature (like payments, technology, and refurbishments). And yet, by hiring and incentivising great people, building credibility through exceptional performance, and focusing on effective prioritisation, Allu is in a better position than ever to pursue the aggressive expansion it seeks. Cadu added: “I would endure the difficulties a million times over for the privilege of leading the people I lead, having the freedom to implement my vision, and building what I believe is best. I chose this. And I’m extremely happy with the role and its trade-offs.” A man who is exactly where he needs to be, Cadu Guerra is a fitting recipient of the title of Electronic Device Subscription CEO of the Year 2025 – Brazil, an award he recognises reflects the work done by everyone at Allu. Having made real progress democratising the world of cell phone and IT equipment rental, Cadu signed off saying: “We must remember we still have a lot to build. This game just started. We played a great first three minutes – but we have 87 more minutes plus stoppage time ahead of us.” Contact: Cadu Guerra Company: Allu Web Address: https://www.allugator.com/
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