R5
- Company typePrivate
- Founded2018
- HeadquartersBogotá, Colombia
- Headcount51–100
- GTM typeB2C
- OfferingServices
R5 firmographics
Firmographics- Name
- R5
- Legal name
- GRUPO R5 LIMITADA
- Website
- https://grupor5.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Where R5 is headquartered
LocationHeadquarters
- HQ city
- Bogotá
- HQ country
- Colombia
- HQ region
- Latin America
Offices1 record
Markets served
R5 business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- SOAT Commissions: Commission revenue from selling mandatory vehicle insurance (SOAT) - free to customers, R5 earns referral fees from insurance providers
- Vehicle Credit Interest: Interest income from vehicle loans ranging from 5 to 100 million pesos over 12-48 month terms
- Service Intermediation Fees: Fees from intermediating tecnomecánica (vehicle inspection) scheduling with CDA partner network
- Anti-theft Service Subscriptions: Monthly and annual subscription fees for motorcycle anti-theft services via ITURAN partnership (49,000 pesos/month or 475,000 pesos/year)
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free SOAT insurance |
| Subscription | Monthly | Vehicle Credit - 5 to 100 million pesos |
| Subscription | Monthly | Anti-theft Service - 49,000 pesos/month or 475,000 pesos/year |
| Transaction based/ take rate | Pay-as-you-go | Tecnomecánica (RTM) Service Fees |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels10 records
R5 product offering
Product offeringCore offering
R5 operates a mobile-first super app that consolidates vehicle-related services for Colombian vehicle owners, including intermediation of mandatory SOAT insurance, scheduling of tecnomecánica (vehicle technical-mechanical inspections) with CDA diagnostic centers, vehicle credit financing ranging from 5M to 100M COP, motorcycle anti-theft GPS tracking via ITURAN, and a Zona R5 benefits marketplace offering partner discounts on accessories, lubricants, and EV tax benefits.
Product overview
R5 is a Colombian vehicle services super-app and fintech platform operating primarily as a digital intermediary for mandatory vehicle insurance (SOAT), technical-mechanical inspections (Revisión Técnico-Mecánica), vehicle credit, anti-theft GPS services, and a range of supplementary vehicle management tools. The core platform is the R5 mobile app, which unifies SOAT purchase, Tecnomecánica scheduling, vehicle document alerts, traffic restriction notifications, and credit management into a single user experience. Supplementary offerings include a benefits marketplace (Zona R5) with partner discounts, anti-theft GPS (ITURAN), life insurance, traffic courses, and free vehicle management tools. R5's credit product (Crédito Vehicular) ranges from $5M to $100M COP with 12–48 month terms, positioned alongside its digital insurance aggregation and scheduling layers.
Differentiator
Problem solved
Functional benefit
Brands
- Zona R5: E-commerce platform offering vehicle-related products and services from partner brands including cascos, repuestos, lubricants, tires, and GPS devices
- Anti-Robo R5
Products and services
- SOAT (Seguro Obligatorio de Accidentes de Tránsito) Mandatory vehicle accident insurance sold digitally as an intermediary between the user and insurance companies such as AXA Colpatria. R5 enables online quotation, purchase with the legal discount applied, and instant email delivery of the SOAT policy. The service is free to the customer; R5 earns commissions from insurance providers.
- Revisión Técnico-Mecánica (Tecnomecánica) Vehicle technical-mechanical inspection scheduling service connecting users with authorized automotive diagnostic centers (CDAs) across Colombian cities including Bogotá, Medellín, and Cali. R5 intermediates the appointment booking and earns transaction fees from the CDA network.
- Crédito Vehicular (Vehicle Credit) Loan product for vehicle purchases, offering amounts from 5,000,000 COP to 100,000,000 COP, with repayment terms of 12, 24, 36, and 48 months. Interest rates are variable based on credit policies. R5 earns interest income on these loans, with Lendable providing debt capital to fund the credit portfolio.
- Anti-Robo R5 (Motorcycle Anti-Theft GPS via ITURAN) Motorcycle anti-theft GPS tracking service provided in partnership with ITURAN, offering 24/7 monitoring, recovery operations, and installation. Priced at 49,000 COP/month or 475,000 COP/year with promotional discounts. R5 earns subscription fees by acting as the promotional and scheduling channel.
- Seguro de Vida (Life Insurance)
- R5 App (Super App) Mobile super app consolidating vehicle management tools including SOAT purchase, tecnomecánica scheduling, fine alerts, peak-and-plate restrictions, vehicle document expiration reminders, credit management, and Zona R5 benefits access in a single platform. Available on iOS and Android with ratings of 4.8/5 and 4.7/5 respectively.
- Zona R5 (Benefits Marketplace) Benefits and discounts marketplace accessible through the R5 app, offering exclusive deals on helmets, accessories, lubricants, parts, GPS devices, and electric vehicle tax benefits based on the user's R5 loyalty tier. Partners include Inducascos, Mundimotos, Primax, Crepes & Waffles, Spotify, and Quantum.
- Cursos Pedagógicos (Traffic Courses)
Quantifiable outcome
- Over 2 million drivers served on the platform
- +2 more outcomes
Companies that use R5
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
R5 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
R5 partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- ITURANcoreAnti-theft service provider for motorcycles integrated into R5's platform, offering real-time tracking and recovery services to R5 customers at preferential rates.
- EKIVminorProvides tax benefits and incentives for electric vehicle owners, integrated into R5's platform to educate and serve EV customers.
- Colombia FintechminorR5 is a member of Colombia Fintech, the Colombian fintech industry association, providing networking and industry representation.
- Endeavor ColombiaminorR5 is supported by Endeavor Colombia, a nonprofit supporting high-impact entrepreneurs, providing mentorship and network access.
- AXA ColpatriacoreInsurance company partner for distributing SOAT and other vehicle insurance products through R5's platform.
- CDA Network (Centros de Diagnóstico Automotor)coreNetwork of vehicle diagnostic centers for tecnomecánica (vehicle inspection) services, enabling R5 customers to schedule inspections through the platform.
- DRUOcoreAutomatic debit payment provider integrated into R5 for recurring payment processing of vehicle services including SOAT renewals and credit payments.
- AddiminorFinancing partner providing point-of-sale financing solutions for vehicle purchases and services on R5's platform.
- PrimaxminorGas station chain offering rewards and promotional benefits to R5 customers through the platform's loyalty program.
- InducascosminorHelmet and motorcycle accessories provider offering promotional deals to R5 motorcycle customers.
- MundimotosminorMotorcycle parts, lubricants, and tires supplier providing parts and service discounts to R5 customers.
- Crepes & WafflesminorRestaurant chain partnership offering promotional deals and rewards to R5 customers as part of the loyalty program.
- SpotifyminorMusic streaming partnership offering promotional benefits to R5 customers.
- PigmalionminorMerchandise partner providing branded merchandise and promotional items for R5's marketing initiatives.
- QuantumminorGas station rewards platform integrated with R5 for loyalty points and fuel rewards program.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
R5 competitors and assessment
Company assessmentDirect peers
- Comparaencasa: Colombian insurance-comparison platform distributing SOAT and other vehicle/insurance products digitally. Direct comparator to R5's SOAT intermediation business in the same geography.
- ComparaOnline: Latin American insurance and fintech comparator active across multiple markets including Colombia. Comparable as a digital insurance-intermediation platform serving consumers across multiple product lines.
- 123Seguro: Insurance broker and digital distribution platform operating in Colombia and other LatAm markets. Comparable intermediation model for vehicle and general insurance products online.
- Drivin: Colombian digital platform focused on used-vehicle transactions and related services, with overlapping end-market (Colombian vehicle owners) and product breadth including inspection, financing and insurance.
Broad incumbents
- Kavak: Latin America's largest used-car marketplace with embedded financing. While primarily Mexico-headquartered, it shares R5's DNA of combining used-vehicle transactions, financing, and digital service aggregation.
- Banco de Occidente / Grupo Aval: Colombian bank offering vehicle financing, insurance distribution, and digital channels. Comparable as an incumbent with broader balance sheet that could compress R5's intermediation economics by going direct-to-consumer.
Emerging players
- Addi: Colombian BNPL fintech and R5's own financing partner. Comparable as a digital consumer-credit provider serving the Colombian middle class, and a potential adjacent threat or distribution ally.
- RapiCredit: Colombian online lender serving underbanked consumers with small-ticket credit. Comparable as a Colombian fintech addressing financial inclusion through digital consumer lending products.
- Lemon (formerly 180 Seguros): Latin American insurtech building embedded and digital insurance products. Comparable as a regional insurtech peer pursuing digital distribution of vehicle and consumer insurance in emerging LatAm markets.
Regional players
- TuCarro: Colombia's leading used-vehicle marketplace (part of Mercado Libre/Auto Motors network). Comparable as a high-traffic Colombian destination for vehicle transactions, with adjacent financing and insurance offerings.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
R5 social profiles
Digital presenceR5 financial estimates
Financial estimateRevenue estimate
Valuation estimate
R5 leadership team
Management profileNumber of profiles
Profiles1 record
R5 funding detail
Funding detailFunding overview
Funding rounds2 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
R5 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 R5
What does R5 do?
R5 operates a mobile-first super app that consolidates vehicle-related services for Colombian vehicle owners, including intermediation of mandatory SOAT insurance, scheduling of tecnomecánica (vehicle technical-mechanical inspections) with CDA diagnostic centers, vehicle credit financing ranging from 5M to 100M COP, motorcycle anti-theft GPS tracking via ITURAN, and a Zona R5 benefits marketplace offering partner discounts on accessories, lubricants, and EV tax benefits.
Is R5 a public or private company?
R5 is a private company. It is classified as venture growth investor backed and is currently operating.
When was R5 founded?
R5 was founded in 2018. It employs 51 to 100 people.
Where is R5 based?
R5 is headquartered in Bogotá, Colombia, in the Latin America region.
How does R5 make money?
Four revenue lines are on record. SOAT Commissions are the primary driver. The others are vehicle Credit Interest, service Intermediation Fees and anti-theft Service Subscriptions.
Who are R5's main competitors?
Direct peers on record are Comparaencasa, ComparaOnline, 123Seguro and Drivin. Broad incumbents are Kavak and Banco de Occidente / Grupo Aval. Emerging players are Addi, RapiCredit and Lemon (formerly 180 Seguros). TuCarro is listed as a regional player.
Does R5 have an API?
No public API is recorded for R5.