Sofía
Sofía (Sofia Salud, S.A.) is a Mexico City-based licensed health insurer and healthtech company founded in 2018. It sells digital-first health insurance to individuals, families, and enterprises through its Plan Morado product, the SofíaMed provider network, and a mobile app.
- Company typePrivate
- Founded2018
- HeadquartersMexico City, Mexico
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What Sofía does
Sofía (legal entity Sofia Salud, S.A.) is a Mexican healthtech and licensed health insurer founded in 2018 and headquartered in Mexico City. The company sells health insurance to individuals, families, and enterprise clients under the Plan Morado core product, distributed through a mobile-first platform on iOS and Android with an accompanying web experience. Sofía owns and curates the SofíaMed provider network of hospitals, specialists, laboratories, and pharmacies across Mexico, and integrates unlimited video consultations, digital claims and reimbursement processing, prescription issuance, and an in-house AI text assistant called Victoria for coverage inquiries. The platform is built around proprietary clinical practice guidelines covering 90+ specialties and uses biometric device-local authentication for security.
The business model is recurring health insurance premiums priced per member per month (with installment options), supplemented by usage-based co-payments (Precio Sofía) and co-insurance (Tu Porcentaje), plus modular add-on subscriptions for dental, maternal, mental health, international, and extended coverage. Enterprise distribution via SofíaBusiness combines a digital 'Request a Demo' sales motion with an HR administrative portal for onboarding, payments, and reporting. Pricing is quote-based and not publicly disclosed. The company also offers SofíaPop, a deposit-based insurance variant.
Sofía has raised approximately $59.8M across four disclosed rounds (most recently $21M in 2026-05 led by Kfund) and has 87 employees. It is regulated by CNSF (H0717) and CONDUSEF (22717) and positions its mental health offering as a compliance solution for NOM-035-STPS-2018 employer obligations.
Sofía firmographics
Firmographics- Name
- Sofía
- Legal name
- Sofia Salud, S.A.
- Website
- https://sofiasalud.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Sofía (Sofia Salud, S.A.) is a Mexico City-based licensed health insurer and healthtech company founded in 2018. It sells digital-first health insurance to individuals, families, and enterprises through its Plan Morado product, the SofíaMed provider network, and a mobile app.
- Ownership category
- akta.pro rank
Sofía industry classification
Industry- Product category
- Health Insurance (Insurtech)
- NAICS
- Direct Health and Medical Insurance Carriers (524114), Health Care and Social Assistance (62)
- SIC
- Accident & Health Insurance (6321), Services-Health Services (8000), Hospital & Medical Service Plans (6324)
- akta.pro primary industry
- Integrated Virtual-First Health Plans / ICHRA-Enabled Virtual Primary Care (HLALADAL)
- akta.pro secondary industries
- Primary Care & General Medicine Virtual Care (Employer-Sponsored) (HLALADAA), Primary Care & General Medicine Virtual Care (HLALAAAA), Maternal, Women’s & Family Virtual Care Programs (Payer-Sponsored) (HLALACAJ), Small Group Health Insurance (2–50/100) (FSAIAFAD)
Keywords
Where Sofía is headquartered
LocationHeadquarters
- HQ city
- Mexico City
- HQ country
- Mexico
- HQ region
- Latin America
Offices2 records
Markets served
Sofía business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others
Revenue model
- Health Insurance Premiums: Sofía generates revenue primarily through recurring insurance premiums charged to individuals, families, and enterprises. Pricing is based on age, sex at birth, medical profile, and selected coverage tier. Payments can be made monthly or annually, with installment options (3, 6, 9, or 12 months without interest). Additional revenue is generated through optional add-on coverages such as dental membership, maternal coverage, extended hospital networks, and international coverage.
- Co-payments (Precio Sofía) and Coinsurance (Tu Porcentaje): Members pay fixed co-payment amounts per specialist consultation (Precio Sofía) and a percentage of service costs (co-insurance, called Tu Porcentaje) when using the insurance. This creates a usage-based revenue stream on top of base premiums.
- Optional Add-on Coverages: Additional revenue from supplementary coverages including dental membership (MembresíaDental), maternal coverage (CoberturaMaterna), extended hospital networks (HospitalesExtend), international coverage (CoberturaInternacional), and elevated annual coverage limits (5MExtend, 15MExtend).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Plan Morado for Individuals and Families — Comprehensive health insurance with no deductible, unlimited videoconsultations, and preventive care. |
| Per seat | Annual | Plan Morado for Small Businesses (Pequeñas Empresas) — Group health insurance for small teams with full coverage and digital HR tools. |
| Per seat | Annual | Plan Morado Colectivo for larger Enterprises — Group health insurance for larger organizations with higher coverage limits. |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels10 records
Sofía product offering
Product offeringCore offering
Sofía sells digital-first health and medical insurance plans under the Plan Morado family, covering major medical expenses (hospitalizations, surgeries, emergencies), minor care (specialist visits, medicines, lab tests), and preventive care, all managed through a proprietary mobile app with unlimited video consultations. It serves both individuals/families (B2C) and enterprises (SofíaBusiness, B2B), with modular add-ons such as dental membership, maternal coverage, mental health membership, extended hospital networks, and international coverage.
Product overview
Sofía is a Mexican healthtech company offering a platform of health insurance products built around its core Plan Morado (Morado Plan). The portfolio includes SofíaBusiness for enterprise customers and individual/family plans for consumers. The platform is organized as a base plan with modular add-ons: CoberturaMaterna (maternity), MembresíaDental (dental via Odontoprev), HospitalesExtend (extended hospital access), CoberturaInternacional (international coverage), MembresíaSaludMental (mental health therapy), ProtecciónContinua (continuous protection), SofíaPop (deposit-based insurance), 5MExtend, and 15MExtend (coverage limit increases). All plans include access to SofíaMed (the company's medical provider network), unlimited Videoconsultas (video consultations), and Victoria (AI chatbot assistant), managed through a mobile app. The company positions itself as an alternative to traditional medical expense insurance by focusing on daily health care and disease prevention rather than just financial coverage.
Differentiator
Problem solved
Functional benefit
Brands
- SofíaBusiness: Product line offering health insurance plans for companies and enterprises in Mexico, including employee health coverage with features like unlimited video consultations, mental health coverage, and NOM-035 compliance support.
- Plan Morado
- SofíaMed
- Sabi
Products and services
- Plan Morado The main health insurance plan from Sofía, providing complete medical coverage including major medical expenses, minor care, preventive care, unlimited videoconsultations, and a dedicated primary care doctor, with no deductible and fully managed through the mobile app. Targeted at individuals and families in Mexico.
- SofíaBusiness Health insurance product for businesses and companies in Mexico, providing comprehensive medical coverage for employees and teams, including a digital administrative portal for HR management, employee onboarding, payments, and NOM-035-aligned mental health support. Targeted at SMBs and larger collectives.
- SofíaPop A deposit-based insurance product in which Sofía deposits funds to members (Socios), allowing them to choose where and with which provider to receive medical care when needed.
- SofíaMed Sofía's curated medical network of hospitals, specialists, laboratories, and pharmacies distributed throughout Mexico (including Christus Muguerza, Star Médica, Médica Sur, and ABC Medical Center), accessible to members via the app for in-person or telemedicine consultations.
Quantifiable outcome
- Average reimbursement processing time of 5 business days
- +4 more outcomes
Companies that use Sofía
Customer profileNamed customers10 records
Segments2 records
Ideal customer profiles2 records
Sofía technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature5 records
Sofía partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- Odontoprev (Dental Membership Partnership)minorSofía developed its dental membership coverage (MembresíaDental) in partnership with Odontoprev, a specialized dental insurance provider, to offer dental care access to members as an optional add-on.
- SofíaMed Network Hospitals and ProviderscoreSofíaMed is Sofía's medical network consisting of hospitals, specialists, laboratories, and pharmacies selected for quality. Includes Christus Muguerza, Star Médica, Médica Sur, ABC Medical Center, and other independent providers. These providers are independent entities that contract with Sofía to serve members.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Sofía competitors and assessment
Company assessmentBroad incumbents
- AXA México: One of the largest health and accident insurers operating in Mexico, offering group and individual health plans. Comparable to Sofía because it serves the same Mexican employer and individual markets, but with an established broker-driven distribution model rather than a digital-first product.
- MetLife México: Global insurer with significant group health-insurance operations in Mexico targeting employers. Comparable to Sofía because it competes for the same Mexican employer-sponsored health benefits customers, though its distribution is broker-led and product portfolio is much wider.
- Seguros Monterrey New York Life: Major Mexican life and health insurer jointly owned by Grupo Financiero Banorte and New York Life, with strong employer group-insurance business. Comparable to Sofía as a competing carrier in the Mexican group health-insurance market.
- GNP (Grupo Nacional Provincial): Mexico's largest domestic health insurer, offering group medical expense plans and individual coverage. Comparable to Sofía as a direct competitor in the Mexican health-insurance market, but with legacy distribution and a much broader product portfolio.
- Bupa México: Global health insurer with a Mexican subsidiary offering individual and group health plans, including international coverage options. Comparable to Sofía as a direct competitor in Mexican health insurance, particularly in the international-coverage and SME segments.
Direct peers
- Sami: Brazilian digital-first health plan startup offering integrated medical provider networks and app-based care. Highly comparable to Sofía in business model, target customer (employers and individuals), and tech-enabled insurance approach in Latin America.
- Alan: France-based digital-first health-insurance company offering tech-enabled plans primarily to self-employed professionals and SMEs. Comparable to Sofía in product-led growth, app-based UX, and focus on transparent digital insurance as an alternative to traditional carriers.
- Collective Health: US B2B health-benefits platform combining an employer health plan with a digital member experience and integrated provider navigation. Comparable to Sofía's SofíaBusiness product, which similarly bundles insurance with an HR admin portal and digital-first care for employer customers.
- Oscar Health: US tech-enabled health-insurance carrier with a mobile-first platform and integrated telemedicine offering individual and small-business plans. Comparable to Sofía in digital-first insurance design, integrated virtual care, and targeting of underserved segments through a differentiated UX.
Emerging players
- Betterfly: Chile-based employee benefits and wellness platform with insurance components targeting LatAm employers. Comparable to Sofía because it pursues employer-sponsored health/wellness benefits via a digital product, though it leans more on wellness incentives than core medical insurance.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Sofía social profiles
Digital presenceSofía compliance and trust
Trust signalCompliance4 records
Sofía financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sofía leadership team
Management profileNumber of profiles
Profiles6 records
Sofía funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sofía M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sofía
What does Sofía do?
Sofía sells digital-first health and medical insurance plans under the Plan Morado family, covering major medical expenses (hospitalizations, surgeries, emergencies), minor care (specialist visits, medicines, lab tests), and preventive care, all managed through a proprietary mobile app with unlimited video consultations. It serves both individuals/families (B2C) and enterprises (SofíaBusiness, B2B), with modular add-ons such as dental membership, maternal coverage, mental health membership, extended hospital networks, and international coverage.
Is Sofía a public or private company?
Sofía is a private company. It is classified as venture growth investor backed and is currently operating.
When was Sofía founded?
Sofía was founded in 2018. It employs 51 to 100 people.
Where is Sofía based?
Sofía is headquartered in Mexico City, Mexico, in the Latin America region.
How does Sofía make money?
Three revenue lines are on record. Health Insurance Premiums are the primary driver. The others are co-payments (Precio Sofía) and Coinsurance (Tu Porcentaje) and optional Add-on Coverages.
Who are Sofía's main competitors?
Broad incumbents on record are AXA México, MetLife México, Seguros Monterrey New York Life, GNP (Grupo Nacional Provincial) and Bupa México. Direct peers are Sami, Alan, Collective Health and Oscar Health. Betterfly is listed as an emerging player.
Does Sofía have an API?
No public API is recorded for Sofía.
What industry is Sofía in?
Sofía's product category is Health Insurance (Insurtech). Its primary akta.pro industry code is HLALADAL, Integrated Virtual-First Health Plans / ICHRA-Enabled Virtual Primary Care, with a secondary code of HLALADAA, Primary Care & General Medicine Virtual Care (Employer-Sponsored). Its NAICS code is 524114 and its SIC code is 6321.