Connect with upYOU

Lucas Arruda is the founder of upYOU.

 

He brings over 18 years of experience working at the intersection of strategy, risk, governance and leadership in high-complexity environments.

 

As a former Partner at a Big Four firm, Lucas advised boards and senior executives in situations where decisions had material consequences and ambiguity was not optional. His work and perspectives on leadership and innovation have also been featured in international media, including Forbes.
 

Later, working in a social impact startup in the United Kingdom, he experienced leadership from a different angle, operating with limited resources, cultural complexity and human challenges that cannot be solved by frameworks alone.

 

This combination shaped his approach: structured thinking, disciplined judgment and deep respect for the human dimension of leadership.

 

Lucas holds an MBA with distinction from the University of Edinburgh.

 

At upYOU, his focus is simple and demanding: help leaders and organisations make better decisions when it matters most.