Flor Sosa ran her family's health group from age 25. Now she is investing from London

Florencia "Flor" Sosa became chief executive of her family's healthcare group in Catamarca, in north-west Argentina, at 25. Her father, Emilio Sosa, died on a Friday in March 2018. On the Monday she was at her desk running the business. Eight years on, the Argentine executive has moved to London, where she is shifting from running companies to backing them through her family office.

Her story matters to European founders for a simple reason. Latin American capital is looking for a base in Europe, and London is where Sosa has chosen to put hers.

A 400-person company and a very young boss

The group she inherited is Grupo ECA, a private emergency medical service with a prepaid health plan that has more than 50,000 members. It also takes in Minerva Farmacias, a pharmacy chain that leads its home market, and a fuel station franchise in the province. Together they employ more than 400 people.

Sosa was an only child, and she had prepared for the job for years. She had studied business and then finance in the United States while her father was being treated for terminal cancer in Houston. The two agreed she would finish her studies first, knowing the company would come to her soon.

She did not keep things as they were. Minerva became the first pharmacy in Argentina to hand its processes to a robot, a move some people criticised at the time as a break with her father's way of working. She also pushed women into the business: by 2022 they made up about 80% of the group's staff, and she has said profits doubled in the two years after that change. During the pandemic her pharmacies ran a red face mask campaign, so that women facing domestic violence could walk in and quietly ask for help.

Local business groups took notice. Sosa became the first woman to chair Catamarca's chamber of pharmacy owners and joined the board of the province's economic federation. In 2022 Forbes Argentina named her one of the youngest chief executives in the country.

"My youth brought fresh ideas, and being a woman allowed me to lead with empathy and collaboration," she said in a 2025 interview.

Ponchos, lithium and a blockchain

The side projects grew out of the province itself. Catamarca has around 400 women who weave vicuña wool, one of the most expensive natural fibres in the world, mostly in remote villages with no phone signal. In late 2022 Sosa launched Andina, which puts a contactless chip in the label of each hand-woven poncho. Scan it with a phone and a certificate tells you who made the piece and how.

Andina started as an NFT project and changed course when the crypto market cooled in 2023. The team built its own tracking platform in-house, kept the digital tokens and added shops and partners in the physical world. The ponchos appeared at Paris Fashion Week with the brand Acheval and at Art Basel with Simona. Sosa has been clear that she sees Andina as a technology business, not a fashion label.

The same idea is behind W3mine, a blockchain platform meant to record the environmental and social data of mining projects, starting with lithium. Catamarca sits on some of the largest lithium reserves anywhere, and Sosa wants the communities near the mines to see the same numbers as the companies and the government. The province's mining ministry has backed work on standards and digital certificates for the platform.

Why London, and what she backs

In 2026 Sosa stepped back from events, media and social media, and settled in the UK. She has said the US would have been the easier choice for work, but London gives her a European base with reach into global markets and the Middle East. She points to the UK's run of new unicorns this year, and to large AI and fintech companies opening offices in the city.

Her money now goes out through the family office she leads. It invests in operating businesses, property and early-stage companies, with five stated priorities: protecting capital, growth, impact, governance and the long term. Her website lists early stakes in a consumer and lifestyle brand, a health and wellness platform, a media project, a sustainability-led consumer company and a tech-enabled start-up. As early as 2022 she was funding small women-led Argentine brands, including a textile maker and a swimwear label already selling in the US.

She describes the move as a change of role: from operator to an investor who knows what it takes to build. The themes she follows are AI in health and business, longevity and preventive care, cleaner mining and climate projects. She has also said she is curious about mental health treatments, psychedelic medicine included.

Along the way she has given a TEDx talk in Buenos Aires in 2023, made the Forbes Women Power list the same year, and won the 2025 Businesswoman of the Year award from Argentina's CAME business federation. Brands such as Chanel, Cartier, Tom Ford and Longchamp have worked with her on content for an audience of more than 460,000 followers, run by a team of five or six people.

"Modern leadership doesn't fit into one single label," her website says. Her next step is to set up the new family office model in another major city, and to keep bringing Latin American deals to the table wherever she sits.