# Guros

> B2B2C embedded auto insurance platform for Latin America

## At a glance

| Field | Value |
| --- | --- |
| Category | Distribution & Sales |
| Type | Solutions Provider |
| Region | LATAM |
| Headquarters | Mexico City, Mexico |
| Founded | 2013 |
| Stage | Growth |
| Employees | 51-200 |
| Funding | Seed |

## Overview

Guros is an embedded insurance distribution platform serving commercial partners in Latin America, with a focus on auto insurance in Mexico. The platform enables retailers, fintech companies, and telecommunications operators to integrate end-to-end auto insurance purchasing and policy management into their own applications without requiring deep insurance expertise.

The company operates a proprietary multi-insurer quotation engine that connects to up to 8 Mexican carriers via direct API integrations, allowing customers to compare and purchase policies in real time. Partners receive configurable API integrations and customer-facing UI components that handle quoting, policy issuance, renewals, and customer support. A direct-to-consumer digital wallet complements the B2B2C offering by letting policyholders manage multi-insurer policies, compare coverage, and access policy documents in one interface.

Founded in 2013 as Seguros ARCA and rebranded Guros in November 2020, the company raised a USD 5.8M seed round in July 2021 at a USD 30M valuation, led by F-Prime Capital and Cometa. As of mid-2025 the platform was approaching 5 million active policies, up from approximately 30,000 a year prior. Partners include Kavak, Creditas, Coppel, AT&T, Walmart, and Falabella.

## Products & services

### B2B2C Embedded Insurance Platform

Enables commercial partners to offer end-to-end auto insurance purchasing and policy management within their own digital products. Partners integrate via Guros APIs and receive configurable UI components that handle multi-insurer quoting, policy issuance, renewals, and customer support workflows.

**Key features:**

- Per\-partner API configurations with custom branding and workflow options
- Multi\-insurer quotation and side\-by\-side coverage comparison
- Automated policy issuance and renewal management
- Integrated customer support and claims assistance tools

*Target users:* Retailers, fintech platforms, telecom operators, and automotive marketplaces

### Multi\-Insurer Quotation Engine

Aggregates and compares auto insurance products from up to 8 Mexican insurance companies, generating near-instant quotes that allow customers to select coverage based on price and terms.

**Key features:**

- Direct API connections to multiple Mexican carriers
- Real\-time pricing and coverage comparison
- Streamlined quote\-to\-bind workflow

*Target users:* End consumers via partner platforms and direct channel

### Digital Policy Management Wallet

Direct-to-consumer web and mobile interface where policyholders can view policies from multiple insurers, compare coverage, modify policies, track renewals, and access policy documents.

**Key features:**

- Consolidated view of multi\-insurer policies
- Online policy modification and renewal tracking
- Digital document access and claims support

*Target users:* Individual policyholders

## Category & focus

- Subcategories: Embedded Insurance, Quote\-to\-Bind, API Platform
- Insurance verticals: P&C Personal
- Target customers: Carriers, Consumers

## Notable customers

- Kavak \(automotive marketplace\)
- Creditas \(credit platform\)
- Coppel \(retail conglomerate\)
- AT&T \(telecom operator\)
- Walmart \(retail\)
- Falabella \(retail\)
- Broxel \(online marketplace\)
- PayJoy \(device financing\)
- Renting TUIO \(auto subscription service\)
- Monto \(salary\-on\-demand platform\)

## Links

- Website: <https://www.guros.com>
- Directory profile: <https://insurtechlist.com/companies/guros/>
- Linkedin: <https://mx.linkedin.com/company/guros>
- Policy wallet: <https://wallet.guros.com>

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*Last updated: 2026\-05\-17*