Serrano Martínez > Bogota, Colombia > Firm Profile

Serrano Martínez
Calle 27 # 5A – 12
Bogotá D.C.

Colombia > Competition and antitrust Tier 3

A boutique firm with deep expertise‘, Serrano Martínez is valued by sources for its ‘experience in serving foreign companies‘ — notably, recent clients include Uber Technologies and Amazon. Increasingly prominent department head Felipe Serrano is highlighted as a ‘fundamental ally when it comes to defining business strategies‘ and specialises in advising on antitrust, privacy and consumer protection investigations, as well as competition litigation. Serrano can also call on several talented associates including ‘very intelligent lawyerAndrés Jaramillo Sanz, who previously served at the SIC, Juan Felipe Traber, and new arrival Ana María Mesa, who joined from Avante Abogados in October 2021.

Practice head(s):

Felipe Serrano; Juan Diego Martinez


‘Serrano Martinez is a boutique firm with deep expertise. Its lean structure and high partner-associate ratio means you get the expert analysis you need, very quickly, but with an efficient billing allocation. The entire legal team is fluent in English and most have worked and studied abroad, which gives lawyers a unique perspective on framing risk for a foreign audience.’

‘Given the Colombian regulatory regime, it is critical to have lawyers by your side who can help you to understand the particularities and objectives of the law and the safeguards that you must take into account. It is invaluable to have an office like Serrano Martinez to support you — particularly if you and the corporation you represent are foreigners.’

‘Its strongest characteristic is simplicity. My experience with other firms is that simplicity is conspicuous by its absence and there are never answers that are clear and easy to understand and follow; it is always “yes, but keep in mind…”‘

‘The team of lawyers at Serrano is excellent and its experience in serving foreign companies helps us to understand the particularities of the Colombian market because we speak the same language.’

‘First professionalism, second simplicity, third relationship with the regulator to understand the dynamics of bodies that are so bureaucratised and sometimes difficult to understand. Felipe Serrano is absolutely exemplary and has become a fundamental ally when it comes to defining business strategies, investments, etc.’

‘Felipe Serrano has consistently over-delivered throughout. He responds to emails quickly, is always willing to chat in person or over the phone, proactively shares guidance when he thinks changes in the law might impact our business, and he has made every deadline he has ever committed to.’

‘Felipe Serrano is a lawyer with the highest academic credentials. He has experience not only in the private sector but also in the public sector. He was in the Superintendence of Industry and Commerce, where he held a fundamental and outstanding role. He is one of the most prominent lawyers in the field.’

‘Associate Andrés Jaramillo Sanz is a very intelligent lawyer, with relevant experience despite his relatively young age, and excellent client treatment skills. Associate Juan Felipe Traber stood out for his legal positions and good client relationship management.’

Key clients

Uber Technologies, Uber, and Lieber Colombia (Uber Colombia)


Glencore International

Baker Hughes Company and Akastor

Unilever Andina Colombia

Primax Colombia

Super de Alimentos


Chevron Petroleum Company

Allianz Colombia

Work highlights

  • Represented Uber Technologies, Uber and Lieber Colombia (Uber Colombia) in an unfair competition case brought by taxi company, Cotech.
  • Advised Amazon on a preliminary investigation before the Competition Authority in relation to its increased focus on ‘Big Tech’ companies.
  • Advised Glencore International’s local counsel, Muñoz Tamayo & Asociados, on merger review issues in relation to Glencore’s acquisition of Anglo American and BHP’s respective stakes in the Cerrejón coal mine.

Colombia > Corporate and M&A Tier 4

Serrano Martínez‘s corporate team attracts glowing reviews for its ‘client-centric philosophy‘ and its lawyers’ ‘sharp commercial instincts’. Since its establishment in 2017, the competition and corporate boutique continues to grow its market share of sophisticated transactions, including M&A, joint ventures and investment deals — it also acts on corporate litigation and compliance issues. Department head Juan Diego Martinez  , held up by sources for his ‘extensive knowledge and resourcefulness‘, is an increasingly prominent name for M&A, especially in the retail, agricultural, technology and life sciences sectors. Competition head Felipe Serrano   also handles corporate work. Key support is provided by associate Juan Pablo Ramírez , following the departure of senior associate Mateo Gómez Mazuera in August 2021.

Practice head(s):

Juan Diego Martinez; Felipe Serrano


‘Serrano Martinez is a unique practice in that it provides exceptional and hands-on customer service. The lawyers all have very good knowledge, they meet the delivery dates and the advice they provide is clear and complete.’

‘They are a young, and at the same time experienced, team that provides fast, practical and accurate solutions for the client’s needs.’

‘This team is characterised by its focus on the client and the excellent quality of its service. Throughout its consultancy, the firm’s client-centric philosophy was obvious. Also evident was its lawyers excellent technical skills and their dedication to understanding my interests to better advise me.’

‘The team pairs innovative staffing and technology processes with high-level legal knowledge in order to provide a cost- and time-efficient service. Lawyers are incredibly responsive with sharp commercial instincts.’

‘Juan Diego Martinez and associates Antonio Gómez and Juan Pablo Ramírez are all exceptional. What stands out is the use of technology and process management; it produces the best work product faster than any firm.’

‘Juan Diego Martinez and associate Juan Pablo Ramírez demonstrated throughout their outstanding technical knowledge in the required matters, as well as their commitment to my interests as a client.’

‘Juan Diego Martínez made his understanding of my interests evident at all times and proposed innovative strategies to address problems and protect those interests.’

‘The lawyers of this firm stand out for their knowledge and problem-solving abilities. Juan Diego Martínez is a lawyer with extensive knowledge and resourcefulness, which ensures negotiations and problem solving are achieved in an agile manner.’

Key clients

Ontra (previously InCloud Counsel)



Primax Colombia

Unilever Andina de Colombia

Home Sale

Pesquera Jaramillo

Forte Group

Tirant Lo Blanch

Southern Bridge Capital



Cablecol Cía

Rex Ingeniería

Mutual Empathy

Odonto Express

Grupo Olímpica

Tada Inversiones

Work highlights

  • Advised Vanti on its participation in a private equity fund to provide financing to operators of TransMilenio for the acquisition of natural gas-fuelled buses for the system.
  • Advised the shareholders of Home Sale on negotiations for an investment by a third party to accelerate its growth and expand its presence in Colombia and Latin America.
  • Advised Cablecol Cía as creditor in the insolvency proceedings of Caicedo Grupo Eléctrico Colombiano and Nuevo Aeropuerto de Barranquilla.

The firm: Serrano Martinez is a 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, competition, tax, IP and labor 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.

Serrano Martinez 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.

Partner / Head of Competition & Antitrust Felipe Serrano 315 2444472
Partner / Head of Labor Law Team Ana Maria 315 2444472
Partner / Head of Corporate and M&A Juan Diego Martínez Garcí 315 2444472
Director of Tax Law Team Michelle 315 2444472
Director of Corporate/M&A Law Team Alejandro 315 2444472
Director of Competition Law Team Andres Jaramillo 315 2444472
GCR (Global Competition Review)
ABA (American Bar Association)
IBA (International Bar Association)