MAWDY

What MAWDY does

MAWDY is the digital assistance and protection solutions division of MAPFRE Group, rebranded in 2026 from MAPFRE Asistencia. The company delivers white-label and embedded assistance services to insurance carriers, automotive manufacturers, automobile clubs, financial institutions, travel companies, and energy/utilities providers across 23 countries in Latin America, Europe, and Africa. Its core product platform, branded as MiA, is organized into two solution categories — Assistance (MiA drive, MiA home, MiA travel, MiA health, MiA pymes, MiA T-Asiste) and Protection (MiA drive, Lifestyle) — encompassing 200+ digital service solutions.

The platform is augmented by proprietary digital tools including MiA Tracking (supplier network optimization), Smart DD Dynamic Dispatch (intelligent resource allocation), a Progressive Web App, a Multichannel Communication Platform (WhatsApp, chat, email, phone), and a Quality Observatory. In 2026 MAWDY launched parametric travel insurance with Blink, automating flight disruption payouts via parametric triggers rather than traditional claims processing.

Commercially, MAWDY operates exclusively as a B2B service provider, generating revenue through managed-services contracts, recurring subscription-style protection products, and transaction-fee parametric products, with pricing negotiated partner-by-partner. The company serves 600+ partners and 50M+ beneficiaries, backed by 2,500+ employees across 26 offices, with deep multi-decade relationships with anchor partners including Toyota Mexico (20+ years), Automóvel Club de Portugal (15+ years), and multiple regional insurance carriers.

Name

MAWDY

Legal name

MAPFRE ASISTENCIA Compañía Internacional de Seguros y Reaseguros, S.A.

Website

https://mawdy.com

Company type

Private

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

MAWDY is the digital assistance and protection solutions arm of MAPFRE Group, providing white-label and embedded B2B services (MiA drive, home, travel, health, SMEs) to 600+ insurance, automotive, financial, and travel partners across 23 countries, serving 50M+ beneficiaries.

Ownership category

akta.pro rank

Product category

Digital Assistance Services

NAICS

Support Activities for Road Transportation (4884), Motor Vehicle Towing (488410)

SIC

Accident & Health Insurance (6321)

akta.pro primary industry

Rental Car & Mobility Protection (CDW/LDW, Excess/Waiver) Platforms (THALALAI)

Keywords

• Digital assistance services
• Roadside assistance solutions
• Travel assistance services
• Insurance assistance platform
• Protection solutions

Headquarters

HQ city

Lisbon

HQ country

Portugal

HQ region

Europe

Offices24 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Assistance Services: Provides digital assistance solutions (MiA drive, MiA home, MiA travel, MiA health, MiA pymes) to insurance companies and other partners as white-label or embedded services.
2. Protection Products: Protection solutions including MiA drive protection and Lifestyle products sold through B2B partner channels.
3. Parametric Insurance Products: Parametric travel insurance with automated payout triggers for flight disruptions, launched through Mawdy assistance unit in partnership with Blink.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

MAWDY provides digital assistance and protection solutions under the MiA platform to insurance companies, automotive manufacturers, financial institutions, and travel companies across 23 countries. The company delivers white-label or embedded assistance services covering vehicle (drive), home, travel, health, SME, telecom, and lifestyle protection needs, leveraging proprietary digital tools and a global provider network to serve 50+ million beneficiaries through 600+ partners.

Product overview

MAWDY operates as a unified digital assistance platform under the MiA brand, organized into two main solution categories: Assistance (MiA drive, MiA home, MiA travel, MiA health, MiA pymes, MiA T-Asiste) and Protection (MiA drive, Lifestyle). The platform is augmented by digital tools including MiA Tracking, Smart DD, Progressive Web App, Multichannel Communication Platform, and Quality Observatory. MAWDY also launched parametric insurance products in 2026, including travel insurance with automated flight disruption payouts through Blink partnership. The company serves 23 countries with 600+ partners and 50+ million beneficiaries.

Differentiator

Problem solved

Functional benefit

Products and services

• MiA drive (Assistance) Car assistance and protection solutions providing roadside assistance and vehicle protection services to complement insurance offerings for automotive manufacturers and insurance partners.
• MiA home Home assistance solutions covering household emergencies, repairs, and support services for residential customers delivered through insurance and utility partners.
• MiA travel Travel assistance services including medical coverage, trip interruption support, and international assistance coordination for travelers, delivered through insurance and travel partners.
• MiA health Health-related assistance services providing medical coordination, teleconsultations, and healthcare support solutions through partner channels.
• MiA pymes Assistance solutions tailored for small and medium enterprises (SMEs), providing business-specific support services.
• MiA T-Asiste Telecommunications assistance services, providing support for mobile and connectivity-related issues delivered through telecom partners.
• MiA drive (Protection) Vehicle protection solutions offered through partner channels, including roadside and driving-related protection products.
• Lifestyle Lifestyle protection solutions covering personal wellness, cyber risks, and identity protection services sold through partner channels.
• Parametric Travel Insurance Parametric travel insurance product that automates flight disruption payouts through predefined parametric triggers, eliminating traditional claims processing for travelers served through travel industry and insurance partners.

Quantifiable outcome

• 50+ million beneficiaries served globally
• +3 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• BlinkcoreStrategic or Co-development Partner · 23 March 2026Partnership for parametric travel insurance product launch through Mawdy assistance unit. Blink provides automation technology for flight disruption payouts, enabling MAWDY to offer parametric insurance solutions that automatically trigger payments based on predefined events.
• Blue MarblecoreStrategic or Co-development Partner · 23 March 2026Global consortium specializing in parametric and microinsurance solutions. MAWDY's parent company MAPFRE has made strategic investment in Blue Marble to accelerate product development and expand coverage in underserved markets, particularly Latin America.
• MapfrecoreOthersMAWDY is a subsidiary of MAPFRE, the major insurance group. MAPFRE provides strategic direction, investment, and operates as parent company. MAWDY was formerly known as MAPFRE Asistencia.

Scale indicators9 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Allianz Partners: Allianz Partners is the B2B assistance and insurance services arm of Allianz Group, providing travel insurance, roadside assistance, health, and home assistance globally. Directly comparable to MAWDY as a white-label/embedded assistance provider to insurers and corporates at global scale.
• AXA Assistance (now AXA Partners): AXA Partners is the international assistance arm of AXA, offering travel, automotive, home, and health assistance solutions to corporate clients and insurers. Closely comparable to MAWDY in product mix (drive, home, travel, health) and embedded/white-label B2B model.
• Europ Assistance (Generali Global Assistance): Europ Assistance, now part of Generali, is a global assistance provider offering travel, automotive, home, and healthcare assistance to insurers, automakers, and corporates. Pioneer of the assistance industry and a direct competitor in the white-label B2B assistance space.
• International SOS: International SOS is a leading provider of medical and travel security assistance services to multinational corporations, governments, and insurers. Comparable to MAWDY's health and travel assistance verticals with strong B2B distribution.
• AIG Travel: AIG Travel is a major provider of travel insurance and assistance services globally, serving consumers, insurers, and corporate partners through embedded and white-label models. Directly comparable in travel assistance and parametric-adjacent offerings.
• Falck: Falck is a global provider of ambulance, roadside assistance, and healthcare services, operating across Europe and Latin America. Comparable to MAWDY's MiA drive and MiA health offerings with similar geographic reach and B2B partner model.
• CEGA Group: CEGA Group provides international assistance, claims management, and travel risk services to insurers, brokers, and corporates. Comparable to MAWDY's travel and health assistance B2B model with similar white-label distribution approach.

Broad incumbents

• Tokio Marine HCC - MIS Group: Tokio Marine HCC's MIS Group provides international medical assistance and travel risk management solutions. Comparable to MAWDY's MiA health and MiA travel verticals with a focus on B2B distribution to insurers and corporates.
• AAA (American Automobile Association): AAA provides roadside assistance, travel, and insurance services through a club/membership and partnership model. Comparable to MAWDY's MiA drive and MiA travel offerings, though primarily US-focused and consumer-facing rather than B2B.

Emerging players

• Blue Marble Microinsurance: Blue Marble is a consortium specializing in parametric and microinsurance solutions, in which MAPFRE (MAWDY's parent) has invested. Directly comparable to MAWDY's new parametric insurance initiative, with overlapping product capabilities and a shared partnership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mawdy-worldwide-digital-assistance

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

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 MAWDY