Sofía

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.

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

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

• Digital health insurance
• Telemedicine platform
• Corporate health plans
• Medical expense insurance
• Insurtech Mexico

Headquarters

HQ city

Mexico City

HQ country

Mexico

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Others

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels10 records

Core 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

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Odontoprev (Dental Membership Partnership)minorStrategic or Co-development PartnerSofía 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 ProviderscoreOthersSofíaMed 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

Broad 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

• Xtwitter.com/SOMOSSOFIA
• Facebookfacebook.com/somossofia
• LinkedInlinkedin.com/company/sofiasalud
• Instagraminstagram.com/somossofia

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds4 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sofía