Guro
AI-powered CRM and agency-management platform for insurance brokers and agents in Colombia and Latin America.
Overview
Guro is an agency-management CRM for insurance brokers, agents, and intermediaries, serving the P&C insurance market in Colombia and the broader Latin American region.
The platform centralizes client records, policies, commissions, and renewals in a single system, syncing policy and commission data with insurance companies in real time. It layers AI-driven automation on top of that core CRM: a shared team inbox with bots that respond to and schedule client interactions around the clock, automatic detection of upcoming policy expiration dates, and WhatsApp-based renewal notifications. Guro also integrates Colombia's DIAN electronic billing requirement along with electronic payroll and portfolio management, extending the product beyond a pure CRM into broker back-office operations.
Guro was founded in 2019 in Medellin, Colombia, by Hebert Noreña, Juan Rivera, and Ismael Rivera. As of the 2026 research period, the platform reports more than 500 users across agencies, agents, and intermediation actors in Colombia; no external funding round is publicly disclosed.
Products & Services
Guro CRM
AI-powered CRM and agency-management platform for insurance brokers and agencies. Centralizes client records, policies, commissions, and renewals in one system, syncing policy and commission data with insurance companies in real time.
Key Features
- Shared team inbox with AI bots that respond to and schedule client interactions around the clock
- Automatic detection of policy expiration dates with orchestrated WhatsApp renewal notifications
- Integrated DIAN electronic billing, electronic payroll, and portfolio management
Target Users: Insurance brokers, agents, and intermediaries in Colombia and Latin America
At a Glance
- Founded
- 2019
- Headquarters
- Medellin, Colombia
Category & Focus
- Category
- Distribution & Sales
- Subcategories
- Agency Management
- Insurance Verticals
- P&C Personal P&C Commercial
- Target Customers
- Brokers, Agents/Agencies
Links
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Last updated: 2026-08-06