Our
origins
A real need, proprietary technology and a shared vision gave rise to Data Seekers.
Own technology 
Constant evolution 
Shared vision 
Meet the people who shaped Data Seekers
Profiles combining technology, strategy, sector insight and closeness to the market.
Francisco Pavón
Co-founder, CEO and CTO
Leads the technology Data Seekers builds in-house and makes sure every solution is solid, scalable, reliable and ready.
Álvaro Pastor
Business Development Manager
Brings Rent a Car experience and connects the needs of the sector with agile, precise and specialised solutions.
Juanma Benítez
Project Manager / General
Coordinates projects, teams and priorities, keeps a direct relationship with clients and connects business and the technical team.
Where the technology came from
A technology born from a real need
Selling well online meant knowing every day what the market was doing: prices, competitors, distribution channels. Getting that information by hand was slow, expensive and impossible to sustain at scale, so we solved it by building it ourselves.
That internal tool stopped looking like a private problem the moment it became clear that any company selling online had exactly the same need.
That is why Data Seekers was born more as a spin-off than as a startup: we weren't starting from an unproven idea, but from technology that already worked and solved a real use case.
In 2015 the separation was real, even if not on paper: our own teams, offices and client base. We operated as two distinct companies within the same group. The corporate separation would come ten years later, in December 2025.
From an internal department to a new business line.
What began as an internal need became proprietary technology, ready to understand increasingly dynamic markets.
Origin and evolution of Data Seekers
From an internal tool in 2012 to an independent market intelligence company.
2012
An internal need at Paraty Tech
Gathering information on competitors, distribution channels and market shifts by hand was unworkable. We built our own technology to capture and process that data automatically.
2015
Data Seekers is born
The technology stopped being an internal tool: Data Seekers was set up as a company of its own within the Paraty group. It became the factory for all the technology Paraty Tech uses, and at the same time an autonomous player able to sell to any sector. It was not a bet on an untested idea, but a spin-off with a product already running. Its first product, Price Seeker, monitored prices to improve direct sales for hotels and chains.
From 2015
The move into rent a car
The hotel sector grew more competitive and similar solutions appeared. Vehicle rental offered two ideal conditions: highly dynamic pricing and most sales happening online. Data Seekers spotted a barely exploited niche in price monitoring and took it in record time, adapting Price Seeker to the realities of vehicle rental.
From 2021
Beyond tourism
The same extraction and monitoring technology was applied to retail and marketplaces: fashion, cosmetics, electronics, food and ticketing.
December 2025
Separation from Paraty Tech
Data Seekers left the group and became a fully independent company, focused entirely on market intelligence.
Today
Market intelligence
Data extraction and analysis for brands, retailers and rent a car, with DIP Insights as our own e-commerce analytics platform.
2012
An internal need at Paraty Tech
Gathering information on competitors, distribution channels and market shifts by hand was unworkable. We built our own technology to capture and process that data automatically.
2015
Data Seekers is born
The technology stopped being an internal tool: Data Seekers was set up as a company of its own within the Paraty group. It became the factory for all the technology Paraty Tech uses, and at the same time an autonomous player able to sell to any sector. It was not a bet on an untested idea, but a spin-off with a product already running. Its first product, Price Seeker, monitored prices to improve direct sales for hotels and chains.
From 2015
The move into rent a car
The hotel sector grew more competitive and similar solutions appeared. Vehicle rental offered two ideal conditions: highly dynamic pricing and most sales happening online. Data Seekers spotted a barely exploited niche in price monitoring and took it in record time, adapting Price Seeker to the realities of vehicle rental.
From 2021
Beyond tourism
The same extraction and monitoring technology was applied to retail and marketplaces: fashion, cosmetics, electronics, food and ticketing.
December 2025
Separation from Paraty Tech
Data Seekers left the group and became a fully independent company, focused entirely on market intelligence.
Today
Market intelligence
Data extraction and analysis for brands, retailers and rent a car, with DIP Insights as our own e-commerce analytics platform.
Track record and tech vision
The experience that helped spot the opportunity
Before focusing on tourism, the founding team had built an extensive technology career across several demanding sectors.
That cross-sector experience made it clear that a technology built to solve an internal need could become a robust product, applicable to multiple businesses and capable of real impact.
Price Seeker·Rent a Car
The move into Rent a Car had a key person.
Since the very beginning of Data Seekers, Álvaro Pastor has driven and led the Rent a Car area. As the owner-user of a rent a car business, he saw the potential of Price Seeker first-hand. That direct experience helped identify a clear need: understanding a market where prices, availability and channels change constantly.
In a market governed by shifting pricing strategies, being extraordinarily fast to launch the solution was one of the keys. Álvaro knew how to connect what Rent a Car actually needed with the market intelligence required to react in time.
I could vouch for Price Seeker's potential myself as the owner-user of a rent a car business and, from the very first moment, I was convinced the sector would welcome it with open arms.
Álvaro Pastor
Business Development Manager · Car Rental
Interview, 2021
Coordination and business-wide vision
Bringing client, business and team together grows a company.
Juanma knows first-hand how data is built, validated and delivered, as well as understanding the internal processes and the real needs of clients.
He coordinates with the different teams on the best way to turn needs into solutions, organises priorities and helps every project move forward clearly and in a coordinated way.
His profile, able to understand both the operational detail and the overall business vision, is one of the strengths that help Data Seekers keep growing without losing closeness, judgement or responsiveness.
Don't fall in love with the solution. Fall in love with the problem. Once you truly understand it, the solution starts to appear on its own.
Juanma Benítez
Project Manager / General of Data Seekers
June 2026
It's his way of working as a bridge between client, business and technical team. Instead of falling in love with a technology or a dashboard, he falls in love with the real problem. And once that problem is properly understood, validated and built, the solution that makes the company grow appears on its own.
Data quality and reliability
The technical rigour behind technology that cannot fail.
Francisco Pavón has been key to building Data Seekers' own technology. His work does not stop at extracting information: he designs and improves an infrastructure able to adapt to complex digital environments, different markets and specific needs.
From the first monitoring systems to today's solutions, his technical vision has helped turn a business need into a base that is solid, scalable and ready to evolve.
Because speed is worth nothing if the data is not reliable. His focus is on every data point arriving up to date, validated and in context, so that it can support a real decision.
Data quality comes first. It doesn't matter how good a dashboard looks; if the underlying data is wrong, every decision that follows will be compromised. In Andalusia we'd compare it to making a stew: if the ingredients are bad, no amount of care will make the result good.
Francisco Pavón
Co-founder and CTO of Data Seekers
Interview, 2025
What we learned along the way
Tourism taught us that the market does not wait.
Before Data Seekers existed as a company, there was already a clear need inside Paraty Tech: knowing every day how prices, availability and competitors were moving. In tourism, waiting to check that information by hand meant arriving late.
That need turned into proprietary technology. First as internal monitoring and, in 2015, as Price Seeker, to help hotels protect their direct sales. Later it was adapted to Rent a Car, a market where prices and channels change fast.
Today we apply that same technological base to brands, retailers and marketplaces. We monitor prices, availability, catalogue, distribution and visibility to spot changes, understand their impact and help every team decide in time. It is the same technology we have spent years refining in tourism, one of the fastest-moving markets there is.
Understanding what drives each market
We do not monitor a hotel, a rental car and a retail catalogue the same way. Every solution starts from how that business competes and decides.
Turning scattered sources into a clear reading
We connect prices, availability, catalogue, channels and competitors so the market can be read at a glance.
Spotting the change and understanding it
Knowing that something has changed is not enough. You need to know what it means, what impact it may have and where it pays to act.
Market intelligence for those who need to see further.
Experience across brands, retailers and Rent a Car.
One single market intelligence infrastructure to monitor prices, stock, catalogue, distribution and visibility. Reliable information to decide in time.
The three decisions we support every day
Price
Adjusting prices dynamically and maximising margin, with visibility of what the market is doing at any given moment.
Stock and distribution
Controlling product availability and how it is distributed across channels.
Market presence
Monitoring where and how each product appears against the competition.