Willay

What Willay does

Willay is a private Colombian company founded in 2019 and headquartered in Bogotá, positioning itself as a "property subscription insurance platform." The functional premise — combining recurring subscription mechanics with property insurance coverage — implies a product targeting either individual homeowners/rentors or property-related businesses seeking continuous rather than annual policy coverage. However, no further operational details are disclosed in the input data: the company's own website (willaysa.com) returned only a verification/loading page during collection, and no product specifications, pricing structure, underwriting partners, regulatory licenses, technology stack, or customer segments are documented.

The company's capital history is minimal: a single disclosed funding round of $100,000 from MAGIC Fund in October 2021, with no subsequent rounds reported. No headcount, revenue, customer logos, management team, partnerships, or geographic footprint beyond Colombia are available. Ownership structure, legal entity details, and corporate governance cannot be determined from the current data set. The operating status is recorded as "operating," but this is an inference from the active website URL rather than confirmed business activity.

From an investment perspective, the data set is too thin to support meaningful conclusions about traction, unit economics, or competitive position. The combination of a niche product concept (subscription insurance), a very early funding stage ($100K), no disclosed follow-on capital, and an inaccessible company website suggests Willay is either in a very early developmental phase, has limited operational scale, or has become dormant. Further primary-source diligence would be required before any commercial assessment can be made.

Name

Willay

Legal name

Willay

Website

https://willaysa.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Willay is a Colombian property subscription insurance platform founded in 2019 in Bogotá, offering recurring subscription-based insurance products to property owners or related customers. Its operational scale, customer base, and revenue remain undisclosed.

Ownership category

akta.pro rank

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Core offering

Willay is a property subscription insurance platform that delivers home/property insurance coverage to consumers through a recurring subscription model. The company fundamentally sells ongoing property insurance protection on a subscription basis, accessed online rather than through traditional broker-mediated annual policies, targeting individual property owners and renters.

Differentiator

Problem solved

Functional benefit

Products and services

• Property Subscription Insurance Recurring-subscription property/home insurance coverage purchased directly by individual consumers (homeowners and renters) via the Willay online platform, removing the need for traditional annual policy purchases through brokers.

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves1 record

Expansion highlights1 record

Emerging players

• Justos: Brazilian insurtech building a digital-first insurance carrier with data-driven underwriting. Comparable to Willay as a Latin American insurtech pursuing a tech-led distribution and pricing model, though focused on auto rather than property.
• Pier: Brazilian insurance technology platform acting as a digital broker/aggregator across multiple lines including property. Comparable to Willay as a LatAm insurtech platform rethinking how property insurance is bought and distributed online.
• Bdeo: European insurtech whose visual intelligence technology is used by property and auto insurers for underwriting and claims. Comparable to Willay as a technology provider operating inside the property insurance value chain in emerging insurance markets.
• Igloo: Singapore-headquartered insurtech that distributes insurance through digital partnerships across Southeast Asia. Comparable to Willay as a technology-led, platform-style insurance distribution business targeting underinsured emerging markets.

Direct peers

• Hippo Insurance: US-based insurtech focused on homeowners insurance delivered as a modern, tech-led policy and service experience. Comparable to Willay as a technology-forward property insurance platform targeting consumer policyholders.
• Lemonade: US-listed insurtech that sells renters, homeowners, and other property coverages through a digital, app-based subscription-style experience. Closest direct peer to Willay's 'property subscription insurance platform' positioning in product and UX, though at vastly larger scale and geographic scope.

Broad incumbents

• Mapfre: Global insurance group with significant operations across Latin America, including property lines. Comparable to Willay as a broad incumbent that competes in the same Colombian and LatAm property insurance category.
• Seguros Sura: Major Colombian and broader LatAm insurance carrier with established property and casualty lines. Comparable to Willay as the dominant incumbent Willay would need to win share against in the Colombian property insurance market.
• Zurich Insurance Group: Global multi-line insurer with established LatAm presence offering property coverage to consumers and businesses. Comparable to Willay as a deep-pocketed incumbent operating in the same broader property insurance category across Colombia and the region.

Regional players

• 180° Seguros: Brazilian digital insurance broker focused on simplifying policy purchase and management online. Comparable to Willay as a LatAm digital insurance intermediary working to modernize how property and other coverages are distributed to consumers.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat1 record

Key risks4 records

Key highlights3 records

Customer concentration

• Xx.com/willay_sa

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors2 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 Willay