Guros
Guros is a Mexico City-based insurtech platform that provides API-based insurance technology to carriers and fintech partners, and directly to consumers for online auto insurance purchase in Mexico. It generates revenue via transaction fees across embedded partner integrations and its consumer platform.
- Company typePrivate
- Founded2013
- HeadquartersMexico City, Mexico
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
Guros firmographics
Firmographics- Name
- Guros
- Website
- https://guros.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Guros is a Mexico City-based insurtech platform that provides API-based insurance technology to carriers and fintech partners, and directly to consumers for online auto insurance purchase in Mexico. It generates revenue via transaction fees across embedded partner integrations and its consumer platform.
- Ownership category
- akta.pro rank
Guros industry classification
Industry- Product category
- Insurance Technology (Insurtech)
- NAICS
- Other Insurance Related Activities (52429), Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331)
- akta.pro primary industry
- Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)
- akta.pro secondary industries
- Embedded Insurance Distribution & Premium Financing (FSAGALAF), Policy Administration, Underwriting & Rating Platforms (Core Insurance SaaS) (FSAGAGAB), Billing, Payments & Premium Finance Platforms (FSAGAGAI)
Keywords
Where Guros is headquartered
LocationHeadquarters
- HQ city
- Mexico City
- HQ country
- Mexico
- HQ region
- Latin America
Offices1 record
Markets served
Guros business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Insurance Platform Services: Revenue generated through API-based insurance platform services, providing technology infrastructure to insurance carriers and fintech companies. The platform facilitates insurance transactions and generates revenue from the digital distribution of insurance products.
Go-to-market motion1 record
Distribution channels2 records
Guros product offering
Product offeringCore offering
Guros provides an API-based insurance technology platform that enables insurance carriers and fintech companies to digitally distribute auto insurance products, while also offering consumers a direct online channel to compare and purchase car insurance with instant quotes. Its core offering combines embedded insurance infrastructure (API, instant quote engine, digital wallet) with a B2B2C distribution model aimed at improving conversion rates across partner platforms in Mexico.
Differentiator
Problem solved
Functional benefit
Products and services
- Guros Insurance Platform A digital insurance platform in Mexico that enables consumers to compare and purchase auto insurance online, featuring instant quote generation, a free digital wallet, and integration with major insurers to improve customer experience and conversion rates.
- Guros Insurance API An API infrastructure offering insurance technology solutions including instant insurance quote generation and digital wallet capabilities, enabling insurance carriers and platforms (such as Kavak, Creditas, and Albo) to embed and distribute insurance products digitally.
Quantifiable outcome
- 580% growth in the last 12 months
Companies that use Guros
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles1 record
Guros technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Guros partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- KavakcoreTechnology integration partner where Guros provides insurance technology integration for Kavak's automotive platform.
- CreditascoreTechnology integration partner where Guros provides insurance technology integration for Creditas's fintech lending platform.
- AlbocoreTechnology integration partner where Guros provides insurance technology integration for Albo's digital banking platform.
Scale indicators3 records
Guros competitors and assessment
Company assessmentDirect peers
- Justos: Brazilian auto insurance startup offering tech-driven auto insurance with a digital-first approach. Comparable in the auto insurance vertical and digital distribution focus, though Justos is a direct carrier rather than a platform.
- Klimber: Latin American digital insurance distribution platform that aggregates and distributes insurance products through partner channels. Directly comparable as a LatAm insurtech aggregator with a partner-distribution model similar to Guros.
- Boost Insurance: US-based embedded insurance infrastructure platform providing APIs for digital distribution of insurance products. Directly comparable as an API-first embedded insurance enabler, although Boost focuses on the US market while Guros operates in Mexico/LatAm.
- Pier: Brazilian auto insurance insurtech that underwrites and distributes digital auto insurance via partner platforms. Comparable in the auto insurance vertical and partner-distribution approach, though Pier operates as a digital carrier while Guros is a platform.
- Betterfly: LatAm-based embedded insurance and employee benefits platform that distributes insurance through partner ecosystems. Comparable as a LatAm-focused embedded insurance distribution platform with similar B2B2C motion and partner-led growth.
- Wibe (formerly Bdeo): Spanish-founded insurtech with strong LatAm presence offering digital claims and underwriting technology for insurers and partners. Comparable as a B2B insurtech enabling digital insurance distribution in Spanish-speaking markets.
Emerging players
- CoverManager: Spanish insurtech offering digital insurance distribution tools and embedded insurance APIs for partners. Comparable as an emerging API-first insurtech distribution player targeting Spanish-speaking markets.
- Akua: Latin American embedded insurance infrastructure startup focused on enabling digital distribution of insurance products across the region. Comparable as an emerging regional embedded-insurance infrastructure competitor with overlapping geographic focus.
Regional players
- Vitau: Mexico-based health insurance and benefits platform focused on employer-sponsored health coverage. Comparable as a Mexican insurtech with overlap in the planned health insurance vertical expansion area for Guros.
Broad incumbents
- wefox: European insurtech incumbent offering digital insurance distribution and embedded insurance technology at scale. Comparable as a broader incumbent in the insurtech enablement space with overlapping embedded-insurance platform capabilities.
Market position
Customer concentration
Guros social profiles
Digital presenceGuros financial estimates
Financial estimateRevenue estimate
Valuation estimate
Guros leadership team
Management profileNumber of profiles
Profiles3 records
Guros funding detail
Funding detailFunding overview
Funding rounds2 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Guros 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 Guros
What does Guros do?
Guros provides an API-based insurance technology platform that enables insurance carriers and fintech companies to digitally distribute auto insurance products, while also offering consumers a direct online channel to compare and purchase car insurance with instant quotes. Its core offering combines embedded insurance infrastructure (API, instant quote engine, digital wallet) with a B2B2C distribution model aimed at improving conversion rates across partner platforms in Mexico.
Is Guros a public or private company?
Guros is a private company. It is classified as venture growth investor backed and is currently operating.
When was Guros founded?
Guros was founded in 2013. It employs 51 to 100 people.
Where is Guros based?
Guros is headquartered in Mexico City, Mexico, in the Latin America region.
How does Guros make money?
One revenue line is on record: insurance Platform Services.
Who are Guros's main competitors?
Direct peers on record are Justos, Klimber, Boost Insurance, Pier, Betterfly and Wibe (formerly Bdeo). Emerging players are CoverManager and Akua. Vitau is listed as a regional player. wefox is listed as a broad incumbent.
Does Guros have an API?
Yes. Guros operates an API that provides insurance technology solutions, including instant insurance quotes and digital wallet capabilities. The company announced plans to expand and improve its API capabilities as part of its $5.8 million seed funding round in July 2021. The API enables digital integration with insurance carriers and platforms, supporting instant quotes and policy management features.
What industry is Guros in?
Guros's product category is Insurance Technology (Insurtech). Its primary akta.pro industry code is FSAGAGAL, Embedded Insurance & Affinity Distribution Platforms, with a secondary code of FSAGALAF, Embedded Insurance Distribution & Premium Financing. Its NAICS code is 52429 and its SIC code is 6411.