Rodrigo Ribeiro is an independent strategic advisor and the founder of Veredas Intelligence — an advisory practice focused on decision architecture, competitive intelligence, and organizational effectiveness for wealth management firms serving Latin American clients. After more than a decade as SVP of Strategy & Business Intelligence at Itaú Private Bank in Miami, he now brings that institutional expertise directly to executive teams navigating complex, uncertain competitive environments. His work spans the full architecture of strategic intelligence: building proprietary BI ecosystems, designing AI-enabled decision tools, advising the C-suite on competitive positioning, and orchestrating major platform transformation programs.
That 25-year experience — at Kearney, Itaú, Barclays Wealth, and ABN AMRO — is distilled into the Decision Intelligence System: a structured leadership framework that helps organizations convert environmental complexity into coherent strategic action. The system is organized around four interconnected pillars — Business Intelligence, Governance, Change Management, and Communications — each addressing a distinct layer of the decision challenge. Most wealth management firms have the raw ingredients of this system dispersed across their functions. What they lack is the integrating architecture that connects those ingredients into a coherent, purposeful whole.
Veredas is where this work continues — in public, with rigour. The name comes from João Guimarães Rosa's Grande Sertão: Veredas — a vast and uncharted landscape that can only be navigated by following the veredas, the watercourses and pathways that cut through the sertão. An apt metaphor for global private wealth: enormous, opaque, and best understood through careful attention to the paths that run through it.
Independent advisory practice focused on decision architecture, competitive intelligence, and organizational effectiveness for wealth management firms serving Latin American clients. Built on the Decision Intelligence System developed and proven over more than a decade at institutional scale.
Built the operating model, governance framework, and strategy infrastructure for business intelligence, program management, and decision support across one of Latin America's largest private banking platforms. Advised C-suite executives by framing complex business issues, driving cross-functional alignment, and translating ambiguous mandates into actionable plans. Led go-to-market, exit, and acquisition initiatives that expanded the strategic role of the Miami platform. This is where the Decision Intelligence System was built and proven.
Led client engagements across financial services, restructuring outsourcing arrangements and governance routines in U.S. commercial banking, conducting sourcing assessments for financial services firms, and building supplier risk management frameworks to strengthen oversight and regulatory compliance. Developed supply chain strategy for Latin American operations of a global industrial company.
Led Latin American wealth management strategy and supported cross-border business development during the transition from Lehman Brothers to Barclays amid the 2008 financial crisis. Developed market expansion strategy across major Latin American markets and assessed cross-border opportunities for high-net-worth clients.
Led regional private banking growth and integration initiatives across Latin America, shaping market entry strategy, sales operating models, and advisor readiness across Brazil, Chile, and Uruguay. Directed the integration of Itaú, ABN AMRO, and BankBoston Private Banking operations, delivering standardized practices and client-facing policies across the region.
Returned post-MBA to deliver strategy and transformation engagements across financial services — including a securities services unit repositioning, insurance group strategy development, credit risk capability assessment against Basel requirements, and post-merger integration coordination across multiple countries.
Strategy, Marketing, and Operations. Dean's List · Top Student Award.
Early consulting career focused on financial services strategy and operational improvement across Latin American markets, building the analytical and client-facing foundations carried through the rest of a 25-year career in the region.
Intelligence
Converting market dynamics, competitive movements, macroeconomic shifts, and regulatory changes into structured, actionable intelligence for leadership.
Designing and maintaining the forums, rhythms, frameworks, and accountability structures through which an organization makes its most consequential choices.
Management
Ensuring strategic intent becomes organizational reality through disciplined prioritization, resource allocation, performance tracking, and learning.
Ensuring the right messages reach the right audiences in the right format — driving alignment, sustaining momentum, and managing the institution's strategic narrative.