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Late 2018: The vision for a more efficient supply chain

Massimo Rossetti dedicated two decades helping multinational enterprises optimize their logistics processes and achieving millions in cost savings.

Massimo’s expertise caught the attention of his long-time friend, successful investor, and serial entrepreneur, Joachim Paech.

One day, while catching up at a Miami coffee shop, the two discussed their shared vision for a software solution that could digitalize Massimo’s methodology. It was from this chance meeting that the idea for ALPHA Augmented Services was born.


2019-2021: From vision to product

As Massimo worked on laying out the initial concept, Laurin Paech, an expert in computer science with a background from ETH Zurich University, joined the founding team to bring his own valuable insights.

After completing the initial requirements, Dan Diaconu was brought on as the first member of the development team and began laying the groundwork for ALPHA’s advanced algorithms and user interfaces.

By the end of 2021, the company opened its first office in Miami, USA, establishing a foothold in one of the world’s most important logistics hubs.


2021-2023: Building a company

ALPHA established its global headquarters in Zug, Switzerland, strategically positioning itself at the heart of Europe’s logistics industry.  The company’s management team was also strengthened with the addition of Andres Ruiz as CTO and Amjad Ladak as COO.

Andres brings extensive experience as a technologist and entrepreneur, having previously been part of the founding teams at four startups and working at leading software providers like Beam.

Amjad has over 20 years of leadership experience in various supply chain and logistics positions.  Prior to joining ALPHA, he served as SVP – Global Operations at a top global freight forwarder.

Thanks to its strong value proposition, ALPHA reached a significant milestone in 2022 by successfully onboarding its first customer.  By year-end, the company had grown to a team of 10 highly skilled and dedicated professionals.


2023-Present: Growing business & expanding solutions

ALPHA's cutting-edge technology is currently being used by some of the world’s largest companies, enabling them to drastically reduce their carbon emissions and operational costs by more than 20%.

Management Team

We created a management team balanced with industry experts, technology enthusiasts, and entrepreneurial minds.

Chief Executive Officer (CEO)& Co-Founder

Massimo Rossetti

Massimo is the co-founder and CEO of ALPHA. With over 20 years of industry experience, Massimo is committed to creating a more sustainable and efficient shipping solution through cutting-edge technology and a team of logistics experts. Under Massimo’s leadership, ALPHA is poised to revolutionize the logistics industry by delivering innovative and impactful solutions that benefit both businesses and the planet.
Chief Administration Officer (CAO)& Co-Founder

Joachim Paech

Joachim is a seasoned banking professional with 40 years of experience and has held leadership roles at top financial institutions such as Lehman Brothers, UBS, and Dresdner Kleinwort. With a wealth of knowledge and expertise in the international banking sector, he founded Silvia Quandt & Cie and has since ventured into the sustainable energy sector as a serial entrepreneur.
Chief Information Officer (CIO)& Co-Founder

Laurin Paech

Laurin is a highly skilled technologist with a specialization in computer science, artificial intelligence, and blockchain. He earned his degree from the prestigious ETH Zurich University, known for its excellence in science and technology. With a strong background in these cutting-edge technologies, Laurin is well-equipped to contribute to the development of innovative solutions.
Product Owner

Jayendra Dalvi

Jayendra Dalvi is a versatile professional with a robust background in software development and business analysis, specializing in investment digital platforms. With significant experience at a family office and UBS, John excels in leveraging Power BI for advanced data visualization and reporting. As a certified Scrum Master, he adeptly manages agile teams, ensuring efficient project delivery. His expertise spans across developing technical solutions, enhancing business processes, and driving strategic initiatives in financial environments.
Chief Solutions Officer (CSO)

Dan Diaconu

Dan is a versatile technology professional with over 10 years of experience spanning various domains, including Virtual Reality (VR), Internet of Things (IoT), and software automation. He has worked with leading organizations such as Commerzbank Arena and BMW Warehouse, gaining valuable experience in developing and implementing cutting-edge technology solutions.
Chief Operating Officer (COO)

Amjad Ladak

Amjad is a seasoned professional with over 20 years of experience in supply chain, logistics, consulting, and technology development. With a passion for building high-performing organizations, Amjad has held leadership positions across diverse industries. Prior to joining ALPHA, he served as SVP - Global Operations for a leading global freight forwarding and logistics company.

Advisory Board


Essa Al-Saleh

@ Volta Trucks

Essa brings unparalleled leadership from the logistics and electric mobility industries. He is currently CEO of Volta Trucks after spending years as the CEO of Agility Logistics.

Juergen Lange

@ Convotis

Juergen has extensive experience in the technology sector and founder of Convotis AG. As a lecturer for entrepreneurship at DHBW Karlsruhe, Jurgen brings unique viewpoints to ALPHA.

Kareem Nagy

@ McKinsey

Kareem brings 20+ years of entrepreneurship and extensive experience across aviation, principal investments, and consulting. With a rich background at Etihad Aviation Group and Mubadala, he is currently a Partner at McKinsey & Co.

Thomas Otersen

CEO Americas
@ Exim Cargo

Thomas is a trusted freight forwarding advisor and brings his years of experience as CEO of Agility Logistics South America. He is currently CEO of Americas at Exim Cargo.

Daniel Thung


Daniel is a successful entrepreneur who has created and participated in various start-up companies, such as, He has cultivated a large network of investors and entrepreneurs and has a passion for building successful enterprises.

What companies have to say about us.

I had a great exchange with the Alpha Augmented team. We have optimised our workflow and reduced our operating costs by more than 20% !

Diego EspinosaCEO - EximCargo Group - Uruguay

I could not believe the number of rules we had in place that were limiting our ability to ship efficiently. ALPHA’s software estimated the financial impact of each rule and helped us to make strategic changes.

Logistics Managerat a large global electronics manufacturer

At first, I was worried that I would need to change our processes. I was surprised that we did not have to make any changes and gained more control over our suppliers’ practices.

Operations Managerat a technology component manufacturer

© 2023 ALPHA Augmented Services AG.  All Rights Reserved.



ALPHA Augmented Services AG

Grabenstrasse 25,
6340 Baar/Zug,

+41 79 606 9352

ALPHA Augmented Services Inc.

800 Brickell Ave, 4th Floor
Brickell, FL 33131

+1 305 930 4736

ALPHA Augmented Services GmbH

Lohmühlenstraße 65
12435 Berlin