Pablo Martinez
Leading Product & Tech at Routal. Focused on the delivery of solutions that drive real business value.
LinkedInI am Pablo Martinez, Co-founder and CTO at Routal. My obsession isn't just code, but how technology translates into a tangible product that solves real-world problems. As the head of Product and Technology, my daily focus is on delivery: ensuring our solutions reach the market robustly, scalably, and provide immediate value to our clients' operations.
I balance my role at Routal with an Executive MBA at IESE Business School and as an Associate Lecturer at the University of Barcelona. This combination allows me to lead Routal's development with a hybrid vision: engineering precision applied to business strategy and user experience.
Latest articles
43 results
The DeCA is in force: what changes from 5 October
Since 5 October 2026 Spain's transport control document is only valid in electronic form, with no grace period. What inspectors ask for, what it costs not to carry it, who is exempt and what to do if you're not set up yet.
Proof of delivery from the driver's phone: how to roll it out
If your drivers bring the delivery notes back at the end of the day, every dispute takes days to settle. Here is how to roll out proof of delivery on the driver's phone, which evidence to ask each type of customer for, and how to see what was delivered without calling anyone.
TMS vs Delivery Management System: where each one belongs in your stack
A TMS moves freight between locations. A Delivery Management System executes the last leg. They are not rivals: they cover different halves of the same journey. Here is how to tell which half is breaking in your operation.
Integrating Routal when the AI writes the code
Coding assistants have changed the economics of integration. developers.routal.com is built for that workflow: documentation your AI can read in full before it writes the first call.
Last-Mile Tracking: What It Is and Why It Eliminates "Where's My Order?" Calls
Your customer doesn't know if the package is at the warehouse, on the van, or at their neighbor's door. They call. Your team calls the driver. The driver can't answer. There's a fix for this.
Intelligent Route Planner: What It Is and What It Changes in Your Operation
12 drivers, 180 stops, and two hours ahead of you. Or five minutes with an intelligent planner. Here's what changes when you stop planning routes by hand.
Digital Proof of Delivery: what it is, types and how to implement it without complications
Eliminate delivery disputes and resolve claims in seconds. Everything about digital proof of delivery: types, advantages over paper, and keys to a smooth rollout.
Photos to tags: The new ultra-fast way to plan with Routal for Drivers 🚀
Routal for Drivers now builds the route from photos of package labels: under 1 second per shipment. You head out sooner and get home sooner, which matters at peaks like Black Friday or Christmas.
Proactive alert system: anticipates and resolves issues in the warehouse
Optimize your warehouse management with proactive alerts that anticipate incidents before they affect your operations. With Routal, you detect delays, stock errors or technical failures in real time and act quickly. It improves efficiency, reduces downtime and offers a more agile and reliable delivery experience.
Why can't I solve route optimization with ChatGPT?
ChatGPT cannot solve route optimization problems because it is designed for language tasks, not complex calculations. In logistics, its value lies in facilitating communication and understanding business needs. Routal combines the best of both worlds: optimization engines for planning and LLMs for understanding the customer.
How to improve the timeliness of your deliveries by adjusting time windows and service priorities
Improving timely deliveries involves replacing large time windows with dynamic and precise slots, and defining clear priorities between orders according to their urgency or value. This makes it possible to reduce failed deliveries, optimize routes and increase customer satisfaction. Tools such as Routal automate these processes, adapting in real time to unforeseen events and facilitating proactive communication with the recipient.
Streamline your shipments by integrating the GrupMicros SGA with your routing system
The integration of the GrupMicros SGA with Routal optimizes the logistics chain by connecting warehouse management with route planning in real time, reducing time and errors. Thanks to this synchronization, companies can automate key processes, prioritize critical orders, and improve traceability from start to finish. The result is more agile, efficient logistics focused on the customer experience from the warehouse to the last mile.
AI at the service of logistics: predicting delays and making agile decisions
Artificial intelligence in last-mile logistics makes it possible to predict delays, optimize routes in real time and make proactive decisions in the face of unforeseen events. Thanks to data analysis and predictive algorithms, distribution companies improve their operational efficiency, reduce costs and increase customer satisfaction. See how Routal uses AI to anticipate delays and replan in time.
3 keys to being successful when integrating technology in SMEs
If you're afraid of integrating technology into your company, don't worry, we'll give you the keys to success and show you some examples
The new Routal Drivers app for self-employed couriers is here
The new Routal Drivers app allows autonomous drivers to plan intelligent routes, save gas and reach their customers sooner. With functions such as real-time replanning and modes for trucks, bikes or walking, now anyone can work like a large fleet.
How to use ChatGPT to improve processes in delivery and distribution companies
Delivery companies can use ChatGPT to improve customer service processes, internal writing, feedback analysis and content generation. This AI is especially useful for automating repetitive and communicative tasks that are still time-consuming. Combined with Routal, ChatGPT becomes an ally for a more agile, professional and efficient logistics operation.
Innolab Logística 2025: una mirada al futuro de la cadena de suministro
Routal participó en la jornada #Innolablogistica organizada por el CEL, donde compartimos una visión clave: la última milla no es solo un reto técnico, sino un desafío de coordinación, escalabilidad y experiencia. Conocimos proyectos que están transformando la cadena de suministro mediante IA, trazabilidad, realidad virtual y más. Fue una jornada de inspiración y colaboración que refuerza nuestro compromiso con una logística más inteligente y humana.
From efficient picking to route planning: how e-PacksGA and Routal optimize preparation and delivery in a unified way
Automatic route planning has a positive impact on picking efficiency, also optimizing truck loading using the LIFO method. This integration reduces operating costs, minimizes errors and improves the traceability of the order to delivery. Concepts such as cross-docking and good warehouse design complement and enhance this logistics optimization.
How artificial intelligence is revolutionizing route planning
Artificial intelligence has radically transformed logistics route planning, evolving from manual methods to dynamic and adaptive systems that optimize deliveries in real time. Through technologies such as machine learning, AI-based optimization and real-time analysis, companies achieve significant benefits in efficiency, costs and customer satisfaction. The future of logistics promises greater integration with autonomous vehicles, IoT and full supply chain optimization, making the adoption of AI a competitive necessity.
Training pills — Ep 9. — Geolocation with Google Maps
In this pill you will learn to monitor routes in a faster and easier way. Stay in control of the schedules and let the optimizer do the hard work.
Security of your logistics data in Routal: SOC 2 a New Level of Trust
Routal has obtained SOC 2 certification, a global standard that guarantees the security, confidentiality and privacy of our clients' data. This includes advanced controls such as encryption, continuous monitoring and external audits that protect against cyberattacks and facilitate compliance with regulations such as the GDPR. With SOC 2, we reaffirm our commitment to data protection and the trust of our users at every stage of last-mile logistics.
Plan routes over multiple days
In this video, we show you how to plan delivery routes over multiple days using Routal, an essential tool for optimizing logistics operations. You'll see how to configure delivery days and times, organize orders, allocate resources, and optimize routes to maximize the efficiency of your drivers and vehicles. We'll also explore key functions such as order prioritization, real-time monitoring, and how to analyze the performance of your routes at the end. If you need to improve the accuracy and efficiency of your long-term deliveries, this tutorial is for you!
The impact of localization in eines of planning and deployment of Catalan as a new language to Routal Planner
Routal Planner is now available in Catalan thanks to the support of the Department of Culture of the Government of Catalonia, thus providing a smoother and closer experience for Catalan-speaking users. This innovation improves understanding, operational agility and connection with local clients, promoting the use of Catalan in the logistics of the mile race.
Webapp VS. Native App. Eliminating friction in the last link, the divider. Everything you need to know.
Webapps, such as Routal's, offer significant advantages over native apps and traditional methods in last-mile logistics. They make installation easy, compatible with all devices, and don't require as much storage space. In addition, they provide simple training and promote greater adoption due to their convenience and efficiency. Features such as direct access to Google Maps, one-click tagging and real-time photo capture save time and improve deliveryers' efficiency.
Intelligent Dispatch for On-Demand Distribution
On-demand distribution is an industry that is growing at a very high speed. New companies appear every day, especially in the market of
Training pills — Ep 2. — Optimization of routes based on Zones
We will learn to optimize routes by defining zones for each of the vehicles.
Training pills — Ep 3. — Address geocoding
Having trouble finding directions on the map? In this article, you'll find the secrets of improving georeferencing and avoiding having to manually clean addresses.
Training pills — Ep 4. — Improving the effectiveness of geolocation
In this pill we will see how to improve georeferencing by restricting the country of operation when searching for georeferencing.
Training Pills — Ep 5. — Proof of Delivery
In this pill, we'll see how proof of delivery works for last-mile deliveries from the Highway app, now Routal.
Training Pills — Ep 6. — Success Story ❤️ Pink Basket
In this pill, we will talk about the success story of Canasta Rosa and how it is saving 21% of the logistics costs of the last mile, among other benefits.
Training pills — Ep 7. — Long-term planning
In this pill you will learn to plan multi-day routes quickly and easily.
Training pills — Ep 8. — Advanced route monitoring
In this pill you will learn to monitor routes in a faster and easier way. Stay in control of the schedules and let the optimizer do the hard work.
Training pills — Ep 11. — Routes with multiple loads in the warehouse
In this pill you will learn to plan routes with multiple loads to the warehouse for those cases in which a single trip is not enough.
Training pills — Ep 12. — How to start with the last mile distribution in the middle of COVID-19 and not die trying
In this pill you will learn to design a last mile distribution from 0. Basic but comprehensive example of where to start in the last mile.
Training pills — Ep 13. — How to configure Highway parameters?
In this pill you will learn the basic configuration parameters of the tool.
Training pills — Ep 14. — Managing different projects
In this pill you will learn to manage different projects for companies that have different delegations or business units.
MonkeyMinds — How do we work at the product level?
You will find our way of working, why we are a product company and how we face the future of our product.
Training pills — Ep 15. — Custom fields and dynamic forms
In this pill, you'll learn how to customize services using custom fields and dynamic forms.
From idea to implementation
At Routal we have new ideas every day. In this post we explain how we landed these ideas and transformed them into a product.
The 4 mistakes to avoid in the last mile
The last mile is an essential part of the delivery process, since it plays a key role in user satisfaction and, consequently,
Mobility Week 2022
Save fuel and reduce your company's emissions by encouraging your employees to share a car. Optimize routes with Routal.
Why should logistics adopt Artificial Intelligence?
Today we live in a new transformative era in human history, impacted by the digital revolution that is redefining many aspects of modern life around the world, where Artificial Intelligence is playing a fundamental role and is present in all fields, from transport and logistics to healthcare, customer service and home maintenance.
Smart shipping for on demand deliveries
On-demand delivery is an industry that is growing at a very high speed. New companies appear every day, especially in the food and beverage market and the delivery of fresh products. And the competition is wild. Efficiency is a key metric in the “I want it all and I want it now” era and the most critical part is what happens from when a new order is placed until it is delivered.