Third Rule

Third Rule, building the new way of working

THIRD

RULE

Building the new way of working.

Why Third Rule

Every era of enterprise is defined by how work gets done.

Digital labour performs the work

The third era is different. Digital labour can now interpret intent, coordinate systems, apply rules and execute complex work under human direction.

Performed within the policies, permissions and controls of the enterprise.

Three eras. Three rules of how work gets done. The third, digital labour under human direction, is the rule we are built on. This is the idea behind Third Rule.

Our story

From a promise to the Intelligent Workplace of the future.

Third Rule began with a simple belief: AI should strengthen human capability, not replace human judgement. Our mission is to bring responsible AI into professional environments where trust, accuracy and accountability are essential.

The filmComing soon

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Chapter 01

The Idea

The vision began with Maritza Piña, Mapi, the late mother of our founder José.

With an MBA, a PhD in Economics and studies in Philosophy, Mapi combined business insight with a deeply human perspective. As early as January 2019, she foresaw the profound impact AI would have on how people and organizations work.

Her vision was not to replace experts, but to give them superpowers, helping them complete complex work at extraordinary speed while remaining responsible for reviewing, controlling and validating every outcome.

One evening, while sharing her idea, she said:

Let’s build AI for the notarial sector. We have the know-how.

Mapi

She documented that vision page by page in a detailed business plan focused on bringing responsible AI into highly regulated industries.

And the best is yet to come.

The crew

A promise, not a business plan.

Third Rule was not born in a boardroom. We are engineers and industry experts united by a clear mission: to strengthen the professional world with AI that supports human judgement as a key factor. That conviction, and the belief we share today, can be traced back to Maritza Piña, the late mother of our founder. As early as 2019, she recognised the profound impact AI would have on the way we work and left us with one crystal-clear instruction:

“Whoever makes it first gets the chanceto do it right. Let us not mess this up.”

Our Vision

Our vision is for Third Rule to lead the intelligent workplace for regulated industries. Professional organisations face a structural shortage of qualified people, and the gap between the work that must be done and the workforce available to do it widens every year. We close that gap by delivering digital capacity at scale: one intelligent environment where people, digital employees, knowledge and business systems operate as a single governed workforce, held to the standards regulated work demands. Our ambition is not to participate in this transformation, but to define the category, set the standard and lead it globally.

José Fernández PiñaJosé Fernández PiñaCo-Founder & CEO-CTO

Our Mission

Our mission is to make enterprise AI secure, autonomous and operational at scale. Through CLEON, we transform fragmented data, systems and workflows into a governed intelligence layer where digital employees execute complete business processes with context, accountability and human oversight. We are building provider-independent infrastructure that delivers measurable performance today and continuously evolves with the future of AI.

Edith HuikeshovenEdith HuikeshovenCo-Founder & CAIO
Maritza Piña, PhD

Maritza Piña, PhD

Founder, In Memoriam

José Fernández Piña

José Fernández Piña

Co-Founder & CEO-CTO

Edith Huikeshoven

Edith Huikeshoven

Co-Founder & CAIO

Jocelinne Fernández Piña

Jocelinne Fernández Piña

Office Manager, Security Lead and Quality Assurance

Thijs Fiselier

Thijs Fiselier

Head of Marketing & Sales

Sandra Hoen

Sandra Hoen

HEad of Business Analysis

mr. Steven Dassen

mr. Steven Dassen

Legal Counsel

Wilson Rodriguez

Wilson Rodriguez

Head of FE Engineering

YLThird Rule

Yasmani Ledesma

Head of BE Engineering

Raidel Gonzalez

Raidel Gonzalez

Front End Tech-Lead

Letty Martínez

Letty Martínez

Senior QA and Automation Engineer

CRThird Rule

Chely Rodriguez

Data Quality & Digitalisation Specialist

JCThird Rule

Judith Chippollini

Digitalisation Specialist

NSThird Rule

Noraiz Shahid

UX/UI Lead

ABThird Rule

Advisory board

15 Advisors and mentors

BTThird Rule

BA Team

Business Analysts and Product Owners

DTThird Rule

Development Team and technical support

FE, BE, DEVOPs, AI engineers and technical support

SAThird Rule

Sales and marketing Team

Marketing managers and Sales representatives and Customer success managers

UTThird Rule

UX/UI Team

Maritza Piña, PhD

Maritza Piña, PhD

Founder, In Memoriam

José Fernández Piña

José Fernández Piña

Co-Founder & CEO-CTO

Edith Huikeshoven

Edith Huikeshoven

Co-Founder & CAIO

Jocelinne Fernández Piña

Jocelinne Fernández Piña

Office Manager, Security Lead and Quality Assurance

Thijs Fiselier

Thijs Fiselier

Head of Marketing & Sales

Sandra Hoen

Sandra Hoen

HEad of Business Analysis

mr. Steven Dassen

mr. Steven Dassen

Legal Counsel

Wilson Rodriguez

Wilson Rodriguez

Head of FE Engineering

YLThird Rule

Yasmani Ledesma

Head of BE Engineering

Raidel Gonzalez

Raidel Gonzalez

Front End Tech-Lead

Letty Martínez

Letty Martínez

Senior QA and Automation Engineer

CRThird Rule

Chely Rodriguez

Data Quality & Digitalisation Specialist

JCThird Rule

Judith Chippollini

Digitalisation Specialist

NSThird Rule

Noraiz Shahid

UX/UI Lead

ABThird Rule

Advisory board

15 Advisors and mentors

BTThird Rule

BA Team

Business Analysts and Product Owners

DTThird Rule

Development Team and technical support

FE, BE, DEVOPs, AI engineers and technical support

SAThird Rule

Sales and marketing Team

Marketing managers and Sales representatives and Customer success managers

UTThird Rule

UX/UI Team

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