About Echeto Tech

👋 Hello and welcome — I’m glad you’re here.

My name is Luis Lopez-Echeto, and Echeto Tech is where I bring together two threads of my career: leading global SaaS support teams at scale, and helping local communities grow through thoughtful use of technology.

The name “Echeto” comes from my Basque heritage — a reminder of my roots in the Canary Islands, where my family has run a bakery for generations. I’ve worked in Silicon Valley’s fast-moving SaaS industry, led global support teams, and trained as a patisserie chef at Le Cordon Bleu in London. I even started a coding school for kids. These experiences taught me that technology is most powerful when it’s human-centered, sustainable, and purpose-driven.

At Echeto Tech, I focus on two things:

1. Supporting modern SaaS at scale — through leadership, process design, and customer experience strategy.
2. Exploring digital transformation for small businesses — helping real-world communities adopt the tools they need at a pace that fits their lives.

Through my newsletter, The Software Fix, and this site, I share ideas and tools that bridge these worlds — whether you're scaling a tech org or modernizing a family business.

This work is grounded in a belief in slow, intentional growth — using technology not just to move fast, but to move meaningfully.

Thanks for stopping by. I’d love to connect — whether you're a SaaS leader, a local business owner, or someone who believes that progress should feel human.

With intention and purpose,
Luis