Lukas Wels

Lukas Wels is a member of Bain’s Global AI, Insights & Solutions team and Customer Experience practice, and an active contributor to the Financial Services and Retail practices.

Lukas is a business builder and innovation strategist who partners with clients to drive innovation and growth by becoming more customer-led, digitally centric, and AI-enabled, building sustained competitive advantage. His work spans value proposition innovation and design, customer-led growth, strategic product development, and customer experience design, including the Net Promoter System.

He has built multiple new businesses and products at Bain that later became standalone companies, and he leads multidisciplinary teams of strategists, designers, developers, data scientists, and product managers.

Lukas previously worked in Bain’s Copenhagen and San Francisco offices and is a global citizen with a proven ability to navigate local markets across Europe, Asia, and Latin America. He advises clients across a range of industries, most recently leading customer transformation and business-building engagements in financial services and quick-service restaurants.

Before joining Bain, Lukas led Customer Analytics & Growth at a Y Combinator–backed startup in Kuala Lumpur and held venture development roles at Rocket Internet across Europe.

Lukas holds a Master of Science in International Management (highest distinction) from the University of Cologne, a CEMS Master in International Management from the University of Cologne and Fundação Getulio Vargas (FGV) EAESP São Paulo, and studied abroad at Fudan University in Shanghai.

Outside of work, Lukas is an avid skier and enjoys working out, hiking, and listening to new technology podcasts.