Sura

What Sura does

Seguros SURA Colombia is a Colombian multi-line insurance and financial services company operating as the insurance arm of Grupo Empresarial SURA, headquartered in Medellín with regional offices in Bogotá, Cali, and national coverage. The company delivers a comprehensive insurance portfolio spanning personal lines (auto, motorcycle, bicycle/scooter, travel, SOAT mandatory vehicle insurance, home, rental, pets), health lines (modular health plan, individual and group health policies, daily hospital income, family and couples coverage), life and savings lines (life, education, funeral, pension, life annuity, critical illness, group life), and commercial / enterprise lines (multi-risk corporate, cyber, agro, transportation and cargo, construction, energy, surety bonds, professional and clinical liability, D&O, compliance). Revenue is generated primarily through recurring insurance premiums across these lines, with complementary subscription-based revenue from wellness services (Bienestar SURA, Longevo), digital health platforms (telemedicine, interoperability solutions), and diagnostic services through Ayudas Diagnósticas SURA S.A.S. The company also administers occupational risk insurance (ARL), operates an EPS (Health Promoting Entity), and runs a home diagnostic sample-collection service.

The business operates a hybrid go-to-market combining a national network of trained insurance advisors (asesores), physical branch offices, fully digital self-service channels (Seguros 100% Digitales, Sucursal Virtual, mobile app), call centers, and partnerships with professional associations such as Acicme for specialized products. Underlying technology includes an AI-powered interoperability platform connecting over 2,000 health providers across Colombia, predictive analytics for hospital crisis management, satellite fleet monitoring, and a medical provider directory serving insured members. SURA is regulated by the Superintendencia Financiera de Colombia and operates through wholly-owned subsidiaries including Seguros Generales Suramericana S.A. (general insurance), Seguros de Vida Suramericana S.A. (life insurance), EPS Suramericana S.A. (health insurance administration), and Ayudas Diagnósticas SURA S.A.S. (diagnostics). Strategic adjacencies extend into technology (Suramericana Tech S.A.S., Conexxion SURA S.A.S.), biotechnology (VaxThera S.A.S.), and employee investment funds, positioning SURA as an integrated insurance, health-services, and financial-services platform rather than a pure insurer.

Name

Sura

Legal name

Seguros SURA Colombia

Website

https://segurossura.com.co

Company type

Public

Founded year

1944

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Seguros SURA Colombia is a Colombian multi-line insurance and financial services company serving individuals, families, and businesses across personal, commercial, occupational-risk, and health lines, distributed via advisor networks, branches, and digital platforms nationally.

Ownership category

akta.pro rank

Headquarters

HQ city

Medellín

HQ country

Colombia

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums - Health: Collection of insurance premiums from individual and collective health insurance policies, including modular health plans (Plan de Salud Modular), health policies (Pólizas de Salud), daily hospital income plans, and health plans for couples and families.
2. Insurance Premiums - Life: Life insurance products including individual life insurance, collective life insurance, education insurance, funeral insurance, pension insurance, annuity insurance, and critical illness coverage.
3. Insurance Premiums - Mobility/Vehicle: Vehicle insurance including auto, motorcycle, bicycle and scooter, SOAT (mandatory accident insurance), heavy utility vehicles, and digital-only vehicle insurance products.
4. Insurance Premiums - Homeowner and Rental: Homeowner insurance, rental guarantee insurance (traditional and digital), and contents coverage for residential properties.
5. Insurance Premiums - Corporate/Enterprise: Enterprise insurance products including corporate and SME coverage, cyber protection, agro insurance (livestock, crops, forestry, plant), transportation and cargo insurance, construction insurance, energy insurance, and comprehensive general liability policies.
6. ARL (Occupational Risk Insurance): Mandatory occupational risk insurance (Aseguradora de Riesgos Laborales) covering workplace injuries and illnesses for employees across affiliated companies.
7. Diagnostic Services (IPS): Diagnostic aid services through Ayudas Diagnósticas SURA S.A.S., providing laboratory and diagnostic testing, including sample collection at home.
8. Digital Health Solutions: Digital health services and platforms including telemedicine, interoperability solutions, and wellness programs (Bienestar SURA, Vive Más/Longevo) offered to complement insurance products.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

SURA is a Colombian insurance company offering a comprehensive multi-line insurance portfolio for individuals and businesses, including health, life, auto/mobility, home, pets, corporate, cyber, agro, transportation, and surety/compliance products. Beyond traditional insurance, it operates an integrated health ecosystem combining EPS, ARL, Ayudas Diagnósticas (diagnostic services), and AI-powered interoperability connecting over 2,000 health providers, complemented by wellness programs (Bienestar SURA, Longevo) and digital self-service channels.

Product overview

SURA is a comprehensive Colombian insurance and financial services company offering a multi-category portfolio of insurance products and wellness services. The portfolio consists of personal insurance lines (auto, health, life, home, pets), enterprise insurance solutions (corporate multi-risk, cyber, construction, agriculture, transportation, energy), and digital-first insurance products. Key products include the Modular Health Plan enabling customizable coverage, group life insurance for businesses, rental insurance with up to 36 months of indemnity, and comprehensive auto insurance with optional coverages. The company also provides wellness services including the Bienestar SURA wellness program, Longevo longevity program, and a Digital Protection Center for cybersecurity resources. Additional services include satellite monitoring for fleet vehicles, home sample collection for diagnostics, and a virtual branch for online policy management. SURA serves both individual consumers and corporate clients through physical offices, digital channels, and a network of over 2,000 health providers.

Differentiator

Problem solved

Functional benefit

Brands

• Vive Más (Longevo): Wellness program focused on improving quality of life and healthy habits.
• Bienestar SURA
• Centro de Protección Digital
• Plan Salud Modular
• Empresas SURA
• Revista Empresas SURA
• Revista 5Sentidos
• GEOSURA

Products and services

• Seguro de Autos (Car Insurance) Comprehensive car insurance covering damages, third-party liability, theft, and legal defense with optional coverages like rental car and daily hospital income. Targeted at vehicle owners in Colombia.
• Seguro de Motos (Motorcycle Insurance) Motorcycle insurance providing coverage for damages, third-party liability, and associated risks for motorcycle owners. Available as fully digital product.
• SOAT (Mandatory Vehicle Accident Insurance) Mandatory accident insurance for all vehicles covering bodily injury to victims of traffic accidents as required by Colombian law. Tariffs regulated by Superintendencia Financiera de Colombia.
• Plan de Salud Modular (Modular Health Plan) Customizable individual health plan allowing customers to select and combine modules to build a personalized health insurance product based on their specific needs and risk profile.
• Pólizas de Salud (Health Insurance Policies) Health insurance policies providing hospital, outpatient, and emergency coverage with various plan options for individuals and families.
• Seguro de Vida (Life Insurance) Life insurance providing death benefit, accidental death coverage, and optional riders for critical illness and disability. Includes education insurance and funeral expense coverage.
• Seguro Colectivo de Vida (Group Life Insurance) Group life insurance for companies covering employees with minimum 7 members, offering death, disability, and optional critical illness coverage for workforce benefits.
• Seguro de Exequias (Funeral Insurance) Funeral expense insurance covering burial costs with plan options ranging from COP $3 million to $7 million (Básico, Clásico, Global plans).
• Seguro de Hogar (Home Insurance) Home insurance covering dwelling, contents, and personal liability with optional coverage for natural disasters and theft.
• Seguro de Arrendamiento (Rental Insurance) Rental insurance protecting landlords against non-payment with coverage up to 36 months of rent under the Global plan. Costs 50% of first month's rent for annual coverage; includes vacancy bonus for Global Especial plan.
• Plan Empresario SURA (Business Owner Plan) Business owner plan providing comprehensive coverage for small and medium enterprises with bundled insurance solutions including corporate multi-risk, cyber, and employee benefits.
• Cyber Seguro de Protección Digital (Cyber Insurance) Cybersecurity insurance covering financial losses and operational losses from cyber attacks, data breaches, and cyber extortion for businesses.
• Seguro Agro Protegido (Agricultural Insurance) Agricultural insurance protecting farmers against losses from climate events, natural disasters affecting crops, livestock, forestry, and plant production.
• Seguro de Transporte de Carga (Cargo Transportation Insurance) Cargo transportation insurance covering goods in transit against theft, damage, and loss during transport for logistics and freight companies.
• Seguro de Pensión y Renta Vitalicia (Pension and Annuity Insurance) Pension insurance providing retirement income and survival benefits, including lifetime annuity insurance providing guaranteed income for the policyholder's lifetime.
• Póliza de Responsabilidad Civil para Procedimientos Estéticos First medical liability insurance policy in Colombia specifically for non-surgical aesthetic procedures, covering adverse events, legal support, and financial assistance for affected professionals. Co-developed with Acicme and Anatra.
• Seguros 100% Digitales (100% Digital Insurance Platform) Digital-first insurance platform offering fully online purchase and management of motorcycle, car, travel, rental, health, and pet insurance products without advisor involvement.
• Seguro de Mascotas (Pet Insurance) Pet insurance covering veterinary expenses and liability for pet owners, available as a digital product.

Quantifiable outcome

• AI-powered interoperability platform connects over 2,000 health providers across Colombia
• +4 more outcomes

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature2 records

Partnerships

Four partnerships are on record, tiered minor and notable.

• Gestión (Peru)minorGTM or Marketing Partner · 22 June 2026SURA co-organized a panel discussion titled 'Inversiones y Elecciones: confianza, estabilidad y crecimiento en el nuevo ciclo peruano' with Peruvian newspaper Gestión, bringing together former Finance Minister Mercedes Araoz, Fondos SURA General Manager Iván Zárate, and Confiep President Jorge Zapata to discuss private investment in Peru.
• Acicme (Asociación Científica Colombiana de Medicina Estética)notableStrategic or Co-development Partner · 17 June 2026SURA, in alliance with Acicme and Anatra, announced Colombia's first medical liability insurance policy specifically for non-surgical aesthetic procedures. The policy covers claims from adverse events, legal support, and financial assistance for affected professionals. The initiative addresses a growing market with over 1,083 aesthetic service complaints (2020–May 2026) and nearly 491,000 procedures in 2024.
• AnatranotableStrategic or Co-development Partner · 17 June 2026Anatra partnered with SURA and Acicme to develop and launch Colombia's first medical liability insurance for non-surgical aesthetic procedures, addressing the rise in complaints (63% from unregistered establishments) and year-over-year 10% increase in aesthetic procedures.
• Latam HealthTech Forum 2025minorGTM or Marketing Partner · 29 November 2025SURA participated as an exhibitor and solution provider at the Latam HealthTech Forum 2025 held in Colombia, showcasing AI-powered health solutions including an interoperability platform connecting over 2,000 health providers and predictive analytics for hospital crisis management.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Seguros Bolívar: One of Colombia's largest domestic insurance groups offering a comparable multi-line portfolio (auto, health, life, home, commercial) directly competing with SURA across personal and commercial segments in Colombia.
• AXA Colpatria: Major Colombian multi-line insurer (formerly Colpatria, now AXA-owned) offering health, life, auto, and commercial lines with strong branch network — a head-to-head SURA competitor in the Colombian market.
• Mapfre Colombia: Spanish global insurer's Colombian subsidiary offering personal and commercial P&C, life, and health insurance — competing directly with SURA across multiple Colombian insurance lines.
• Liberty Seguros Colombia: Colombian operation of Liberty Mutual offering auto, home, and commercial insurance with growing digital channels — comparable in product mix to SURA's general insurance portfolio.
• Zurich Seguros Colombia: Colombian arm of Zurich Insurance providing personal and commercial P&C, life, and specialty coverages — competing for the same corporate and high-net-worth segments as SURA.
• HDI Seguros Colombia: German-owned Colombian insurer focused on auto and commercial lines with strong digital capabilities — a relevant competitor particularly to SURA's digital-first auto and moto products.
• Allianz Colombia: Global insurer's Colombian subsidiary offering life, P&C, and commercial products — comparable to SURA's enterprise and life insurance offerings, particularly for corporate clients.
• Chubb Seguros Colombia: Colombian subsidiary of Chubb Limited offering personal accident, P&C, and specialty commercial lines — overlapping with SURA in commercial and high-net-worth personal segments.

Regional players

• Grupo Nacional Provincial (GNP): One of Mexico's largest insurance groups with multi-line personal and commercial products — comparable business model to SURA at scale but operating in Mexico rather than Colombia.
• Banco de Seguros del Estado (BSE) - Uruguay: State-affiliated Uruguayan multi-line insurer offering auto, life, home, and commercial products across a single Latin American market — a useful regional comparison for SURA's single-country, multi-line model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/SegurosSURAcol
• Facebookfacebook.com/SegurosSURAColombia
• LinkedInlinkedin.com/company/lumaseg-consultores-en-seguros-ltda

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries14 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 Sura