Blanca Treviño

Blanca Treviño, CEO and cofounder of IT company Softtek, has been talking about nearshoring for decades. Her tech outsourcing company was incorporated in Monterrey in the 1980s, but its founders envisioned growth beyond Mexico’s borders about a decade later. In the late 1990s, Softtek began positioning itself as an alternative to IT companies in India for U.S. clients, and it soon became the largest IT company in Latin America. “At the time,” Treviño once told an interviewer, “I didn’t have time to think ‘Oh, I’m also a woman.’” She believes now that the strongest companies attract the brightest people, regardless of gender. 

It’s unclear exactly how President Trump’s tariff policies will impact Softtek. But the private company, estimated to have made $3.7 billion in profit in 2023, has also expanded regionally and internationally through acquisitions, developing a presence in Europe, Asia, and across Latin America. Trevino has been CEO for 25 years, in that time becoming one of the most prominent women in business in Latin America.