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Woow

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

Distribution & Sales Growth Bootstrapped
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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

Lifestyle & Gadget Insurance

Pet insurance (GMX, GNP), cell phone and gadget protection, and electronics coverage.

Target Users: Pet owners, smartphone users, and technology product owners

At a Glance

Founded
2020
Headquarters
Mexico City, Mexico
Employees
51-200
Funding
Bootstrapped

Category & Focus

Category
Distribution & Sales
Subcategories
Digital Storefront Embedded Insurance Mobile Insurance App
Insurance Verticals
P&C Personal Health Life & Annuity Specialty/E&S
Target Customers
Consumers

Customers

  • Consumers in Mexico City, Monterrey, and Guadalajara (as reported in platform testimonials)

Links

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Last updated: 2026-06-20