Guros

B2B2C embedded auto insurance platform for Latin America

Distribution & Sales Growth 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.