Angel Maldonado
Founder & CEO
Angel Maldonado Empathy

Angel Maldonado has spent the last 20 years passionately developing and executing Commerce Search and Discovery solutions. Having studied Computer Information Systems at Liverpool University, Angel started his career working for Autonomy, where he helped clients on pioneering enterprise search projects for seven years before founding

As the founder of, Angel drives forward the product vision, innovation and ethos of creating a company with truly organic values. Privately held with no external investors, cash-flow positive and fast growing, Empathy is free to focus on product, innovate and relentlessly pursue customer success. Angel is an evangelist and enthusiastic communicator who regularly speaks at industry events. He likes to explore the future of commerce search, placing the importance on people, their emotions and unpredictability, rather than data and processes, to create experiences that generate an emotional connection. That is transforming the interactions between consumers and brands across trust.

A keen sea sport enthusiast, Angel plays the guitar and enjoys poetry and meditation. He’s lived in the US, Spain and the UK and now splits his time between London and Asturias (Spain).