Overview
Seguros TuPrimero is an embedded insurance distribution and co-creation platform for financial institutions, fintech platforms, and cooperatives serving underserved populations in Latin America. The company operates primarily in Colombia and Ecuador, with market entry underway in Mexico, and focuses on making insurance accessible to individuals, families, and microenterprises that have historically lacked coverage.
The platform enables partner organizations -- fintechs, microfinance institutions, and digital marketplaces -- to embed insurance products directly into their existing customer flows via API integrations. Products include mobility, travel, and personal accident coverage, distributed frictionlessly at the point of financial transaction rather than through traditional agency channels.
Founded in 2018, the company has reached 35,641+ insured customers and projects to double its policy count within the year. Seguros TuPrimero is a founding member of the Insurance Association of Colombia (AIC) and co-founder of the Insurtech Alliance of the Pacific, signaling its role in shaping the regional insurtech ecosystem.
Products & Services
Mobility Insurance (Seguros de Movilidad)
Digital-first coverage for bicycles, motorcycles, and automobiles, including the mandatory SOAT (Seguro Obligatorio de Accidentes de Transito) in Colombia. Distributed through embedded partner channels.
Key Features
- Bicycle, motorcycle, and automobile coverage
- Includes mandatory SOAT (Colombian compulsory auto insurance)
- Embedded in financial platforms for frictionless purchase
Target Users: Individual consumers via partner fintech platforms
Travel Insurance (Seguros de Viaje)
Comprehensive travel assistance and protection coverage designed for affordability and digital accessibility. Offered through embedded distribution channels.
Key Features
- Travel assistance and protection coverage
- Accessible pricing for underserved markets
- Digital-first purchase flow
Target Users: Individual consumers via embedded digital channels
Personal Accident Insurance (Seguros de Accidentes Personales)
Personal accident coverage for individuals and families against unexpected events, offered embedded in partner platforms.
Key Features
- Individual and family personal accident coverage
- Embedded in cooperative and fintech platforms
- Accessible pricing for microenterprise and low-income segments
Target Users: Individual consumers; distributed via Coink and partner cooperatives
Embedded Insurance Platform
Core infrastructure enabling partner organizations to integrate and distribute insurance products within their existing digital products. Supports financial entities, fintechs, and digital marketplaces with large user bases.
Key Features
- API-based insurance embedding into partner platforms
- Co-creation model with distribution allies
- Supports platforms with 250,000+ end users
Target Users: Fintech platforms, microfinance institutions, cooperatives, digital marketplaces
At a Glance
- Founded
- 2018
- Headquarters
- Bogota, Colombia
- Employees
- 11-50
- Funding
- Bootstrapped
Category & Focus
- Category
- Distribution & Sales
- Subcategories
- Embedded Insurance Digital Distribution Microinsurance
- Insurance Verticals
- P&C Personal Specialty/E&S
- Target Customers
- Carriers, Consumers
Customers
- Coink (personal accident insurance distribution)
- Croper (agricultural insurance partnership)
- Financia TuPoliza (insurance financing for TuPrimero customers)
- Community cooperatives and savings groups
- Social organizations including Colombian football clubs (Programa la 10)
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Last updated: 2026-06-25