Firm Profile > Serrano Martínez > Bogota, Colombia

Serrano Martínez
D. CALLE 76 # 8-28

Competition and antitrust Tier 4

Boutique Serrano Martínez receives rave reviews for its 'outstanding attention and work quality' in combination with the 'highly specialised knowledge' demonstrated by its key name in the area, Felipe Serrano. With prior experience from senior roles at the SIC, Serrano represents major companies in merger review proceedings, antitrust investigations and unfair competition litigation. Recent complex work saw the practice advise Avantel on a request that precautionary measures to be imposed on Colombia Móvil, which had threatened to withdraw the client’s network connections. Working across various sectors -including aviation, oil and gas, and consumer products- the practice has also developed expertise acting for tech multinationals. At associate level, Andrés Jaramillo is also noted; but Anamaría Rico moved to Garrigues in October 2019.

Practice head(s):


Outstanding attention and work quality

What makes the practice of Felipe Serrano and his team unique is the highly specialised knowledge they have on antitrust issues and the appropriate approach with which they handle the issues‘.

Very good responses, showing expertise,  and they are strategic. Their answers are quick and accurate‘.

Felipe Serrano is a close lawyer, who generates trust due to his great expertise and contacts‘.

The combination of academic knowledge specialised in competence and knowledge derived from practical experience, gives the advice that they offer a special value‘.

Speed, conceptual precision and seriousness. Felipe Serrano is the partner who has supported us and has proven to be an expert in the field and an excellent advisor‘.

Key clients

Uber Technologies / Uber Colombia and Uber

Uber Eats Latam

Aerovías Del Continente Americano – Avianca

Chevron Petroleum Company

Unilever Andina Colombia


Inter Terminal Services

Discos Fuentes Edimúsica

Marval Construcciones


Spotify USA

Corporate and M&A Tier 4

Gaining prominence in the market, corporate and competition boutique Serrano Martínez climbs a tier on the back of a busy year and excellent client feedback. Working across a wide array of industries -including the creative sector, infrastructure, IT, health, real estate, and civil engineering- the young firm (established in 2017), has been particularly active in private equity transactions in the cannabis and creative industries. 'Excellent' Juan Diego Martínez, a former senior associate at corporate heavyweight PPU, leads a four-strong team that handles complex and regulated M&A and corporate transactions, corporate structure formation, including joint ventures, and corporate governance. Associate Mateo Gómez is also noted.

Practice head(s):


The firm is excellent. Their opinions and recommendations are clear and practical. They are diligent and they always comply with the agreed purposes and deadlines. I like that they propose innovative solutions to the challenges that arise in the negotiations. Additionally, I like that they are very specialised in corporate and contract law. Definitely they exceed over other firms we have worked with’.

Juan Diego Martínez: he is a great corporate lawyer. Juan Diego stands out by always having a clear response to the issues asked, and having practical and innovative recommendations for our businesses. I have valued that he always respects the clients’ timeline and deadlines. Associate Mateo Gómez is a very diligent lawyers, and stands out by having a very detailed work. I have valued that he is always available for the clients’ needs‘.

Juan Diego Martínez helped us navigate a complicated and timely tax related issue with deftness and precision. While our other attorneys fumbled for a solution, ultimately costing us in penalties and legal fees, Serrano Martinez provided a team with the right balance of cross-functional tax, corporate law and international disciplines to quickly resolve the issue and mitigate costs. They were enthusiastic about helping us, always available and transparent about process and cost. I highly recommend them. They deserve the accolades and recognition.

Juan Diego Martínez is an excellent professional; since we decided to leave one of the large and common firms that advised us in Colombia we have felt much better represented. A great plus is that he is easy to reach and cares that we, as clients, understand the transactions and their implications . Antonio Gómez, the firm’s manager, has always been present in the transactions checking that the quality of the work is excellent and that, from matters as simple as billing by the hour, there are no errors‘.

Key clients

Plantas Medicinales de Colombia – Plantmedco

Unilever Andina de Colombia

Anchor Worldwide Holdings

Colombian Outsourcing Solutions

Allied Corporation


Comfenalco Quindío

Blue Coating Solutions

Gran Panda

Manufacturas y Procesos Industriales – MPI

REX Ingeniería – REX

Éticos Serrano Gómez


The firm: Serranomartinez is a boutique law firm specialized in business transactions and competition law.

The firm was founded in January 2017 by Felipe Serrano and Juan Diego Martinez to serve local and international clients in specialized-complex legal matters relating to corporate/M&A and competition law. The firm builds on its partners’ extensive experience both in the public and the private sector, and in the specialization of its legal team.

Serranomartinez represents and advises major companies in the oil and gas, ports, airline, retail, beverages, high tech, and construction sectors. This includes acting as counsel in several antitrust investigations, pre-merger review procedures judicial and arbitration proceedings, and participating in important M&A transactions, joint ventures, mercantile contracts, corporate reorganizations and estate planning.

Department Name Email Telephone
Head of Competition & Antitrust Felipe Serrano Pinilla +571 5522344
Head of Corporate and M&A Juan Diego Martínez García +571 5522344
Associate / Manager Antonio Gómez Montoya +571 5522344
Associate Mateo Gómez Mazuera +571 5522344
Associate Maria Camila Cardenas +571 5522344
Associate Andres Jaramillo Sanz +571 5522344
Photo Name Position Profile
 Antonio Gomez photo Antonio Gomez Associate
 Mateo Gomez  photo Mateo Gomez Associate
 Juan Diego Martinez  photo Juan Diego Martinez Partner
 Anamaría Rico  photo Anamaría Rico Anamaría Rico is associate of the Competition and Antitrust practice area of…
 Felipe Serrano  photo Felipe Serrano Partner
000 attorneys.
ABA (American Bar Association)
IBA (International Bar Association)