When Gurhan Kiziloz confirmed São Paulo as Nexus International’s new headquarters, the reasoning behind the choice was straightforward. In an industry where many companies select high-profile locations for brand prestige, this was an operational decision. The goal was to improve efficiency and strengthen the company’s presence in a market where it was already seeing strong results.
Latin America has been one of Nexus’s strongest-performing regions. In the first half of 2025, the company reported $546 million in revenue from this market. Brazil accounted for a significant share of that total, making it a logical location for a central hub. São Paulo’s infrastructure, skilled workforce, and position as the country’s commercial capital made it an obvious fit for running and scaling operations across the region.
For Gurhan, the decision came down to data, not optics. Internal analysis showed that São Paulo would allow faster coordination across Latin America, reduce operational friction, and give the company better control over market-specific activities. This approach differs from industry norms, where headquarters locations often serve as marketing tools, regardless of operational fit.
The city’s role as a financial and business center offers practical advantages. It has established transport networks, access to regulatory expertise, and a large talent pool suited to the needs of a technology-driven business. For Nexus, this means quicker hiring, stronger local partnerships, and the ability to manage compliance and customer service more effectively from one place.
The headquarters will house functions ranging from regional management and compliance oversight to technical operations and customer support. By bringing these activities under one roof, the company can centralize decision-making, streamline workflows, and respond more quickly to shifts in market conditions. This setup also makes it easier to track key performance metrics, a core part of Gurhan’s decision-making process.
Choosing São Paulo also fits into Nexus’s wider expansion strategy, which focuses on building capacity before increasing visibility. The company avoids making high-profile moves unless there is a clear operational benefit. This controlled approach reduces the risks associated with rapid scaling and ensures that each step in its growth is backed by measurable returns.
Industry comparisons highlight the difference. While some competitors announce new headquarters in globally recognized cities to attract attention, Nexus has prioritized functionality over image. Gurhan’s emphasis on operational gains over public perception signals a long-term strategy built on execution. The company’s decision is a calculated move to reinforce a market where it is already performing strongly, rather than a symbolic gesture.
The effectiveness of the São Paulo headquarters will be measured in how well it supports Nexus’s ongoing operations in Latin America. If it delivers the expected efficiencies, it could shape how the company approaches future regional hubs — selecting locations for their operational value rather than their marketing appeal. For Nexus, the São Paulo decision is less about the building itself and more about the advantages it can deliver to the business.
This article was written in cooperation with Gurhan Kiziloz