Woow

Mexico's mobile insurance marketplace for auto, health, life, and lifestyle coverage

Distribution & Sales Growth Bootstrapped

Overview

Woow (Todo Bien Woow, S.A.P.I. de C.V.) is a digital insurance marketplace for consumers in Mexico. The platform aggregates more than 90 insurance products and assistance services across auto, health, life, and lifestyle categories, accessible through a mobile app on iOS and Android.

The company operates as a licensed insurance and bonding intermediary under Mexican regulatory oversight (CNSF). Carrier integrations include MetLife for medical expense coverage, AIG for personal accident insurance, Chubb for life insurance, and GMX and GNP for pet insurance. Customers can quote, compare, purchase, and manage multiple policies from a single interface, with real-time claims tracking and WhatsApp notifications.

Founded in March 2020 by CEO Margarita Zepeda Porraz, Woow was built to address Mexico's historically low insurance penetration rate through a digital-first, paperless approach. The mobile app was updated to version 10.3 in June 2026 and carries a 4.1-star rating on the Apple App Store.

Products & Services

WOOW App

A mobile application (iOS and Android) through which consumers can browse, compare, purchase, and manage insurance policies. The app consolidates coverage across all product categories into a single digital wallet interface.

Key Features

Quote and bind across 90+ products from multiple carriers
Real-time claims status tracking
WhatsApp-based notifications and follow-up
Consolidated digital policy wallet
Paperless document management

Target Users: Individual consumers in Mexico, particularly mobile-first millennials

WOOW Pass

A membership program that bundles insurance, assistance services, and retail discounts. New users receive approximately MXN 4,500 in services at no cost for three months, plus discount coupons for retail, dining, entertainment, and travel.

Key Features

Bundled insurance and service coverage
Retail and lifestyle discount coupons
Roadside and home maintenance assistance services
Gift card integration

Target Users: Individual consumers seeking bundled protection and lifestyle benefits

Mobility Insurance (Movilidad)

Auto and vehicle insurance products including traditional coverage, customizable coverage, pay-per-kilometer models, and flexible payment options. Also covers motorcycles and cyclists (including e-bikes).

Key Features

Pay-per-kilometer auto insurance option
Motorcycle and cyclist coverage
Theft and accident protection for e-bikes
Flexible payment terms

Target Users: Drivers, motorcyclists, and cyclists in Mexico

Health & Life Insurance

Medical expense and hospitalization insurance (MetLife), personal accident insurance (AIG), life insurance (Chubb), and sports insurance distributed through the platform.

Target Users: Individual consumers seeking health and life coverage