ALIVE Invests in Reuse to Expand Access to Technology in Latin America

Reuse announced the closing of a US$21 million Series A round led by At One Ventures, with participation from ALIVE Ventures, Coppel, and Endeavor Catalyst, as well as existing investors IGNIA, Dalus Capital, and Cathay Innovation.

The round marks a new stage for the company, which currently operates in Mexico, Chile, and Peru and is preparing to enter Colombia, its fourth market. Reuse is a circular economy platform that enables retailers, manufacturers, and operators to implement end-to-end Trade-In and resale programs for refurbished electronic devices.

The funds will be used to strengthen its technology platform and operational capabilities, expand its Trade-In programs and sourcing channels, develop device-related financial services — such as insurance and financing — and accelerate its expansion into new consumer electronics categories.

Founded in Chile by José Tomás Ulloa and Max Sateler, Reuse has developed a model that combines technology and operational capabilities to manage the full lifecycle of used devices, from acquisition, diagnostics, and pricing to refurbishment and resale. Unlike a traditional used-device buying and selling model, Reuse integrates its technology directly with retailers, manufacturers, and operators, allowing them to manage Trade-In and resale programs at scale through a single platform.

Although smartphones remain its primary category, Reuse is progressively expanding its model into other electronics categories. The company has more than 50 active programs across the region, available in more than 700 partner stores, and works with 30 Trade-In partners: brands, retailers, and operators including Samsung, Falabella, Coppel, Claro, and MacStore — an Apple Premium Partner in Mexico — among others. By the end of the year, it expects to exceed 1,500 stores offering Trade-In. The company also has the capacity to refurbish more than 200,000 devices per year.

Reuse closed 2025 with US$30 million in revenue and expects to reach US$60 million in 2026, doubling its revenue in one year. The company operates with positive EBITDA and, before this round, had raised approximately US$9 million in capital.

“Colombia is the natural next step for Reuse. We are entering with a model that has been proven in three countries, is growing, and is profitable, as well as experience operating Trade-In programs with some of the region’s largest brands and retailers. Together with ALIVE, which knows this market very well, we want trading in a used phone as part of a purchase to be simple and reliable for Colombians, while enabling more people to access certified refurbished technology backed by a warranty,” said José Tomás Ulloa, co-founder and co-CEO of Reuse.

“Every device that enters a Trade-In program is recorded on our platform, from its in-store valuation until it is resold with a warranty. Knowing each device in that level of detail allows us to go beyond resale and offer insurance and financing linked to the device. That is the same platform we will launch in Colombia,” said Max Sateler, co-founder and co-CEO of Reuse.

Reuse’s proposition seeks to address two challenges simultaneously: making quality technology more accessible and extending the useful life of electronic devices. Through refurbishment, quality standards, traceability, and warranties, Reuse offers a more formal and reliable alternative to the informal used-device market. Through its own channels and marketplaces, the company offers refurbished devices at discounts ranging from 25% to 60% compared with new devices.

The model also generates environmental benefits by keeping devices in circulation for longer: a device refurbished by Reuse can have its useful life extended by an additional two to four years. Since its founding, Reuse has refurbished more than 170,000 devices and is a Certified B Corporation.

“The used-device market in Latin America is enormous and, for the most part, remains informal: without certification, warranties, or trust. Max and José Tomás have spent nearly a decade building the infrastructure needed to change that. What impressed us most is how efficiently they have done it: close to US$30 million in revenue, positive EBITDA, and only about US$9 million in capital raised. The better this business performs, the more electronic devices remain in circulation and the fewer new devices need to be manufactured. That combination of a strong business and environmental impact is exactly what we look for at At One,” said Laurie Menoud, Partner at At One Ventures.

For ALIVE Ventures, the investment in Reuse combines an opportunity for regional growth with a model capable of generating measurable social and environmental impact. As part of its investment, ALIVE will place particular emphasis on supporting the company’s growth in Colombia and Peru.

“Reuse demonstrates how a circular economy model can combine growth with social and environmental impact. Colombia presents a significant opportunity to expand access to quality technology while developing a more formal and efficient secondary market. At ALIVE, we want to support Reuse as it enters the country and help this model scale and reach millions of consumers across the region,” said María Pía Morante, Partner at ALIVE Ventures.

“We will continue growing with the same discipline with which we built Reuse. What changes with this round is the speed. We want to become the infrastructure through which brands, retailers, and operators across Latin America manage their Trade-In and resale programs,” Ulloa concluded. Learn more about Reuse by visiting their website here.