Diego Boryszanski is CEO and co-founder of Maslow, the Latin American corporate benefits, incentives and recognition platform operating in 25 countries with over 200 client companies and more than 2 million active users.
An Argentine entrepreneur passionate about programming since his teenage years, Diego founded Maslow alongside Matías Botbol and Ricardo Migoya with the conviction that the "one-size-fits-all benefit"—a standard health plan, voucher, or gift—no longer makes sense in a world where employees choose everything. His focus: designing personalized, accessible experiences that genuinely connect with each team member, regardless of company size or country of operation.
In addition to leading Maslow's product strategy and regional expansion, he is a frequent voice in conversations about the future of work in Latin America. He studied at IAE Business School and operates from Buenos Aires.
Published articles
Guides
Employer branding: how to build an employer brand
What employer branding is, why it defines who you attract and retain, and how to build it with concrete actions —not an institutional video. A guide for HR leaders.
Guides
Talent retention: a complete guide for HR teams
What talent retention is, how to measure it, which levers sustain it, and how to build a strategy with ROI. A comprehensive guide for HR leaders in LATAM.
Incentives
Trade marketing: what it is, strategies and examples
What trade marketing is, the strategies it uses to activate the channel, and concrete examples. A guide to understanding how to motivate distributors, salespeople, and points of sale.
Guides
Effectiveness vs efficiency: the difference and how to apply it
Effectiveness is reaching the goal; efficiency is reaching it with the least resources. The difference defines how HR measures performance and where to invest.
Guides
CEO: meaning, responsibilities and differences with CFO and COO
What CEO stands for, the actual responsibilities of the role, how it differs from CFO, COO and CTO, and how professionals reach this position.
Guides
What is workplace feedback? Definition, types and practical examples
What workplace feedback is, what it means at work, the main types, and how to deliver it effectively without confusing it with recognition.
Guides
Work motivation: a guide and strategies that work
What work motivation is, why poorly designed incentives destroy it, and which strategies truly sustain it. An operational guide for HR leaders and sales teams.
Guides
Emotional salary: what it is and how to build it at your company
What emotional salary is, why it drives retention when pay alone isn't enough, and how to build it with concrete, measurable components. A guide for HR teams in LATAM.
Guides
Types of employee recognition: examples to apply
The types of employee recognition that work, with concrete examples and phrases to apply. An operational guide to make recognition a habit, not an annual award.
Guides
Maslow's Pyramid in the Company: From Theory to Operational Plan
An operational guide for HR directors: how each level of Maslow's pyramid translates into concrete policies, how to measure that they're covered, and why the theory remains a useful map.
Trends
HR challenges in 2026: beyond salary and office attendance
HR challenges can no longer be solved with salary adjustments alone. Discover the 5 keys that define people management in 2026.
Guides
Employee recognition program: complete guide to implementing it with impact in 2026
Discover how to design an employee recognition program that generates real impact. What to recognize, when to do it, and how to turn it into a strategic tool.
Benefits
Flexible benefits: what they are, how they work, and why more companies are choosing them
Standardized benefit packages are no longer enough to attract and retain talent. We explain how the flexible benefits model works, the real results companies are getting, and what to consider before implementing it.
Press
Maslow on Startupeable: the SaaS + Marketplace model that took Maslow from $2,000 to $10M
Diego Boryszanski, Maslow's co-founder and CEO, was interviewed on the Startupeable podcast where he revealed how the company went from $2,000 in cash to over $1M monthly revenue with just 3 salespeople.
Benefits
Common Mistakes When Implementing Corporate Benefits (and How to Avoid Them)
Adding benefits isn't enough. Learn the 5 most common mistakes when implementing a corporate benefits strategy and how to avoid them for real adoption.
Press
Maslow at Forbes Future of Work Summit: sustainable competitiveness without losing human focus
Diego Boryszanski participated in the Forbes Future of Work Summit panel alongside leaders from Nestle, Carrefour, and Randstad, emphasizing the importance of understanding each employee's individual needs.
Press
Maslow in Forbes: The Tangible Impact of Corporate Benefits on Productivity and Well-being
Forbes Argentina published an article where Diego Boryszanski explains how every dollar invested in valued benefits generates concrete impact on productivity and workplace culture.
Press
Maslow in Ambito: the disruptive company generating millions in revenue
Ambito Financiero highlights how Matias Botbol, 20 years after launching Taringa, created Maslow, a company generating millions in revenue with employee benefits.
Press
Maslow on Neuron Business Media: Reinventing Benefits Through Emotional Intelligence
Neuron Business Media highlights how Maslow reinvents employee benefits by combining emotional intelligence and technology, with over 5,000 benefit options across 25 countries.
Press
Maslow on Descubre VC: the app that personalizes employee benefits
Descubre.vc, a media outlet specialized in startups and venture capital, highlights Maslow as the app personalizing benefits for over 10,000 employees across 25 countries.