Who is Luis Balaguer and why did he found 15Element AI?

Luis Balaguer is a Specialist in B2B Digital Transformation with 16+ years founding and running 15Element. Before that he led Product Design at Scotiabank (Global Product Design Lead, 2021-2024), Sun Life Financial (Senior UX Architect) and The Co-operators. He founded 15Element AI because the problem with B2B agencies isn't creativity, it's the system: most depend on ads and never build a sustainable organic engine. 15Element AI is that system.

Is 15Element AI an agency or a software product?

Both. We operate as a full-service B2B SEO + AEO + organic LinkedIn agency (strategy, content, prospecting, execution), and our internal system runs on our own AI agents (Helios for solar diagnostics, Ada for prospecting, Hermes for outreach, Kepler for lead classification). That lets us operate at a speed and quality a traditional agency can't match.

How is 15Element AI different from a traditional SEO agency?

Three structural differences. First, our background is UX and Product Design at Fortune 500 companies — we think in systems, not campaigns. Second, we integrate AEO/GEO from day one (not as an upsell), because a growing share of B2B searches now end in an AI answer with no click. Third, we're direct operators of the system with active clients in Canada, the US and across LATAM — not consultants who hand over theory.

Where is the company based and which markets does it serve?

15Element AI operates from Burlington, Ontario, Canada, with a distributed team across LATAM. We serve English-speaking companies in Canada and the US, and Spanish-speaking companies across Mexico and Latin America. That lets us run real cross-border B2B prospecting, not just one market.

About · Luis Balaguer & 15Element AI | B2B SEO & AEO Agency, Burlington

Why 15Element AI exists

B2B didn't break for lack of leads. It broke because we turned marketing into a recurring ad bill.

After years designing digital products at Scotiabank, Sun Life and The Co-operators, one pattern was clear: the B2B companies that scale aren't the ones that spend the most on ads. They're the ones that build a system where the customer finds them before they have to chase the customer.

Most agencies sell the opposite: more ads, more leads, more SDRs cold-calling. That model is breaking in real time. A growing share of B2B searches now end in an AI answer with no click at all. Your prospect asks ChatGPT, Gemini or Perplexity who solves their problem — and if you're not there, you don't exist.

15Element AI is the system I built for my own clients before turning it into a product. Technical SEO + AEO/GEO + organic LinkedIn driven by real buying signals. I run it every day. I scale it with my own team and my own AI agents. It's not a proposal — it's infrastructure that's already running.

Want me to design the plan your team will execute, without necessarily hiring the agency? That's B2B marketing consulting directly with me — no SDR first, no three-stage discovery, no mandatory retainer.

Track record

16 years in B2B Digital Transformation

Verifiable on LinkedIn. Operator, not influencer.

2025-26

Today

15Element AI · Founder & CEO

Rebrand from 15Element Agency to 15Element AI. Launched our internal AI OS (Helios, Ada, Hermes, Kepler). Organic SEO + AEO + LinkedIn operation for B2B companies across Canada, the US and LATAM.

2021-2024

Fortune 500

Scotiabank · Global Product Design Lead

3.5 years leading global product design for one of Canada's largest banks. Cross-functional teams, digital products in production for millions of users.

2019-2021

Fortune 500

The Co-operators · Senior UX Designer Consultant

UX leadership in Business Intelligence. Innovating how Canadian insurers process and visualize data for business decisions.

2017-2019

Fortune 500

Sun Life Financial · Senior UX Architect

Experience architecture for enterprise financial products. Managing internal teams and external vendors — user research, wireframing, testing and developer handoff.

2011-2013

Education

Sheridan College · Computer Programmer

Information Technology program at Sheridan College (Ontario, Canada). Graduated with High Honours. The technical base that lets 15Element run its own AI agent stack today.

2010

Founded

15Element Agency · Founder

Founded the agency that would later become 15Element AI. Operating from Burlington, Ontario, with clients across industrial, consulting, software, renewable energy and legal services.

How we think

5 principles that guide every project

Not pitch-deck taglines — these are the rules we use to decide which projects we take and how we run them.

01

System, not campaign

A campaign ends. A system scales. We build SEO+AEO+LinkedIn infrastructure that keeps producing leads even if you stop investing tomorrow — because it's embedded in how Google and the AI engines read your brand.

02

Organic first · ads as accelerator

Ads aren't the problem, but they can't be the foundation. If your pipeline depends 100% on Meta or Google Ads, a week without budget breaks you. The foundation is SEO+AEO; ads are the lever to accelerate.

03

Operators, not consultants

We don't sell slides. We run the system every day with our own clients. Every tactic we recommend we ran in production first. If it doesn't work for us, we don't sell it to you. That's why your work is visible 24/7 in your own client War Room — not a monthly PDF.

04

AEO from day one

A growing share of B2B searches now end without a click. Your prospect asks ChatGPT, Gemini or Perplexity who solves their problem. If you're not there, you lost. We work it from month one, not as an upsell.

05

Guarantee on real keywords

We don't promise a generic "first on Google." We work keywords with difficulty ≤20 and volume ≥50/mo for your specific vertical. Three months to get there. If we don't, we keep going at no cost until we do.

Teaching

I teach what I operate. At three universities.

Faculty at Universidad Iberoamericana (Mexico City), Sheridan College (Ontario, Canada) and Humber College (Toronto, Canada). The class material isn't theory — it's what I'm running in production with clients that same week. If I wouldn't teach a technique to my students, I won't charge a client for it.

The team

I'm not in this alone.

13 people with ownership by area. Clear structure, the same faces from kickoff to QBR — not a rotating-freelancer agency.

LB

Luis Balaguer

CEO & Founder

Founder. Strategy, sales and system architecture. Faculty at IBERO, Humber and Sheridan.

Report to Luis (though we all know Lilia runs the show)

LO

Lilia Olvera

Co-founder & COO

Operations, retention and delivery-team coordination. Background at Scotiabank and Sun Life — banking rigor applied to B2B clients.

AR

Alejandra Rosete

Growth Specialist

B2B prospecting + client support. Becomes part of the project from kickoff onward.

FV

Felipe Villanueva

Growth Specialist

B2B outbound + onboarding and continuous client support throughout the project.

Team under Lilia

CS

Carlo Sima

AEO Lead

Leads the SEO/AEO/GEO operation. Defines the organic roadmap for each account.

Reports to Carlo

JH

Jano Hinojosa

AEO Specialist

On-page execution, content and schema for AI Overviews.

SC

Saulo Castelán

Web Developer

Builds and maintains client sites. Performance, deploys and technical improvements.

SM

Sarai Medina

Customer Success

Direct client point of contact. Onboarding, follow-up and reporting.

DG

Danny Garvizu

Customer Success

Client support, deliverable coordination and pipeline follow-up.

JN

Jennie Nieves

Customer Success

Supports active accounts. QBRs, retention and coordination with AEO and Web.

ER

Enriqueta Ruiz

Outreach Manager

Runs B2B outreach campaigns. Lists, sequences and deliverability.

DH

Diego Hubscher

Google Ads Specialist

Paid B2B campaigns on Google Ads. CAC optimization and active-demand capture.

YM

Yun Medina

Executive Assistant

Executive support to Lilia. Internal coordination, scheduling and day-to-day operations.

Recommendations · verifiable on LinkedIn

What the Fortune 500 directors I worked with say

Real recommendations on my LinkedIn profile. Verifiable.

"

I've been lucky enough to hire Luis twice. The first time for his expert ability in product design, research, and everything that touches user experience. The second, I wanted him back for qualities even more valuable in a colleague: kindness, humour and trustworthiness. As a highly skilled designer and an incredible human being, I recommend him strongly.

Stu Monck Design Practice Lead · Scotiabank Recommendation, September 2021

"

Passionate, highly skilled, excellent to work with. Luis brought solid innovation to our User Experience in Business Intelligence at The Co-operators. Excellent to collaborate with. Thank you Luis for your contribution to The Co-operators group.

Francois Aguilera Director Data & Analytics · Télé-Quebec Recommendation, May 2021

Verifiable track record

Companies we've worked with directly

15Element AI clients. Documented results.

Flagship clientITESM

Mercedes-Benz

Royal LePage

Nextco

LeaseMD

Top Energy

Spakio

Escudero Pallets

Active Energy

IPADE

SEIDOR

Itechmaint

Pipeline generated for clients

Companies our clients sold to using 15Element

These aren't our clients. They're accounts our clients closed using the 15Element AI system. That's the difference.

BOSCH

Tesla

Amazon

Revlon

Continental

+ Fortune 500

Recent case · Q1 2026

Escudero Pallets closed Revlon Cosmetics + 3 recurring accounts in 3 months.

An industrial business. A "traditional" sector. The kind most people would say "doesn't work on LinkedIn." We applied our organic system — no ads, no outside SDRs, no chasing cold prospects — and validated the channel in 30 days with a real client.

See all case studies →

Real testimonials