Grupo Recordar
Grupo Recordar is a Colombian funeral services company founded in 1970 that sells prepaid funeral subscription plans, cemetery properties, and immediate-need funeral services to individuals, families, corporate clients, and military personnel across Colombia through owned and affiliated networks.
- Company typePrivate
- Founded1970
- HeadquartersBogotá, Colombia
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Grupo Recordar does
Grupo Recordar is a Colombian funeral services and prepaid funeral plan provider founded in 1970, operating as a private corporate group composed of RECORDAR PREVISIÓN EXEQUIAL TOTAL S.A.S. and PARQUES Y FUNERARIAS S.A.S. The company's core offering is a subscription-based prepaid funeral plan (Previsión Exequial) marketed across three segments — individual/family (Personas), corporate (Empresas), and pet (Mascotas) — providing guaranteed coverage for wake services, burial, cremation, transportation, and national coordination through its own and affiliated funeral home network. Complementary revenue streams include cemetery property sales (Parques Cementerios) covering lots, crypts, mausoleums, columbariums, and garden plots, plus immediate-need funeral services and corporate arrangements including an exclusive contract with Colombia's Fuerzas Militares.
The business model blends recurring subscription revenue (monthly, quarterly, semi-annual, or annual premiums) with one-time property transactions and transactional fees for immediate-need services. Distribution is hybrid: a 'Uno a Uno' field sales force conducts in-person consultations as the primary acquisition motion, complemented by a digital self-service channel at planes.gruporecordar.co and a physical PuntoRed payment network. The company operates owned funeral homes in nine major Colombian cities (Bogotá, Medellín, Cali, Barranquilla, Cartagena, Tunja, Valledupar, Bucaramanga, Pasto) plus 18 funeral homes across Antioquia municipalities, supported by a national affiliated network for broader coverage. Adjacent services include the Club Recordar loyalty ecosystem (partner discounts in fitness, education, dental, optical, travel), an online flower shop (floriaExpress), virtual funeral mass broadcasts, an in-house psychological grief team (Atención Psicológica), and a content marketing blog (Refugio de Letras). The stated customer satisfaction score is 9/10 based on 2024 quality surveys.
Grupo Recordar monetizes its 55-year operating history and integrated cemetery-funeral platform primarily through long-duration consumer subscriptions, with corporate and military contracts providing institutional volume. The company is privately held with no disclosed external investors or parent entity, and pursues growth through a combination of acquisitions (notably La Esperanza in 2021), regulatory-driven capacity expansion at flagship cemetery parks, and partnership-led customer acquisition across both B2C and B2B channels.
Grupo Recordar firmographics
Firmographics- Name
- Grupo Recordar
- Legal name
- Grupo Empresarial Recordar (formed by RECORDAR PREVISIÓN EXEQUIAL TOTAL S.A.S. and PARQUES Y FUNERARIAS S.A.S.)
- Website
- https://gruporecordar.co
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Grupo Recordar is a Colombian funeral services company founded in 1970 that sells prepaid funeral subscription plans, cemetery properties, and immediate-need funeral services to individuals, families, corporate clients, and military personnel across Colombia through owned and affiliated networks.
- Ownership category
- akta.pro rank
Grupo Recordar industry classification
Industry- Product category
- Funeral Services
- NAICS
- Funeral Homes and Funeral Services (81221)
- SIC
- Life Insurance (6311)
- akta.pro primary industry
- Final Expense / Burial Life Insurance (FSAIABAF)
Keywords
Where Grupo Recordar is headquartered
LocationHeadquarters
- HQ city
- Bogotá
- HQ country
- Colombia
- HQ region
- Latin America
Offices10 records
Markets served
Grupo Recordar business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D
Revenue model
- Previsión Exequial Plans (Monthly Subscriptions): Recurring monthly, quarterly, semi-annual, or annual subscription plans for funeral pre-planning coverage. Customers pay regular installments to secure future funeral services.
- Cemetery Property Sales: Sale of cemetery lots, crypts, mausoleums, family columbariums, osuaries, and gardens in company-owned cemetery parks. Properties include individual lots, family lots, monumental lots, and cremation niches.
- Immediate Need Funeral Services: One-time funeral services provided at time of death for non-subscribers or beyond plan coverage limits, including velation, inhumation, cremation, and transportation.
- Funeral Service Coordination: Coordination of national funeral network services including 24-hour assistance, chapel services, psychological support, and repatriation services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Previsión Exequial Plans - Monthly billing |
| Subscription | Monthly | Corporate Plans - Enterprise subscriptions |
| Subscription | Annual | 17% discount for semi-annual or annual prepayment |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Grupo Recordar product offering
Product offeringCore offering
Grupo Recordar sells prepaid funeral subscription plans (Previsión Exequial) for individuals, families, corporate groups, and pets, guaranteeing future funerary service coverage including wake, burial, cremation, and transportation. It also delivers immediate-need funeral services through its national network of owned and affiliated funeral homes, and sells cemetery property products (lots, crypts, mausoleums, columbariums, osuaries, garden lots) within company-owned cemetery parks.
Product overview
Grupo Recordar is a Colombian prepaid funeral and cemetery services company operating a platform-plus-products model. The core offering consists of monthly prepaid funeral plans (Previsión Exequial) offered across three segments: Personas (individuals/families), Empresas (corporate/employer groups), and Mascotas (pet memorials). These plans provide guaranteed coverage for funerary coordination including wake services, burials, cremations, and body transfers through a national funeral home network. Cemetery property products (Parques Cementerios) are sold separately, providing ownership of burial plots, crypts, mausoleums, columbariums, osuaries, and garden lots. The Paquetes Plus add-on extends supplementary living benefits to plan holders. Club Recordar is a loyalty program bundled with all plans at no extra cost, providing access to discounts across partner brands in fitness, healthcare, optical, education, and travel. The floriaExpress flower shop, Transmisiones Online (virtual funeral broadcasts), and specialized psychological grief care (Atención Psicológica) round out the service portfolio.
Differentiator
Problem solved
Functional benefit
Products and services
- Previsión Exequial Personas Monthly prepaid funeral plans guaranteeing coverage for the policyholder and their family in the event of a loved one's death, including full funerary service coordination at a national level. Targeted at individual consumers and families seeking to pre-plan and financially prepare for future funeral expenses.
- Previsión Exequial Empresas Corporate prepaid funeral plans tailored to organizations, offering group coverage for employees with access to the national service network. Designed as an employee benefit with group pricing and special corporate terms such as no medical restrictions.
- Previsión Exequial Mascotas Prepaid pet memorial plans covering the cost of cremation or burial services for companion animals. Targeted at pet owners seeking dignified pre-planned memorial services for their pets.
- Servicios Funerarios Immediate-need funeral services including wake velation, burial (inhumation), cremation, exhumations, body transfers, and transportation coordinated through a national network of owned and affiliated funeral homes. Available to non-subscribers and beyond plan coverage limits.
- Parques Cementerios (Productos en Propiedad) Cemetery property products sold within company-owned cemetery parks (Jardines del Recuerdo, Jardines de Cartagena, Jardines de la Asunción, Jardines de la Eternidad). Ownership products include family lots (lotes monumentales), individual lots, crypts, mausoleums, pantheons, osuaries, cinerary urn spaces, columbariums (familial and monumental), and garden lots, delivered via public deed.
- Club Recordar Exclusive client loyalty program offering discounts, benefits, and perks redeemable at partner establishments (fitness, dental, optical, education, travel) at no additional cost to prepaid plan holders. Bundled with all funeral pre-planning plans.
- floriaExpress (Tienda) Online flower shop integrated into the Grupo Recordar platform, enabling customers to purchase floral arrangements for memorials and funerals as a separate e-commerce sub-brand.
Quantifiable outcome
- 9/10 customer satisfaction rating based on 2024 quality surveys
Companies that use Grupo Recordar
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Grupo Recordar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Grupo Recordar partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- AreandinaminorEducational institution partnership offering Club Recordar members discounts: 8% on undergraduate programs, 10% on graduate programs, and 15% on continuing education through Areandina.
- ESSA en casaminorAlliance providing special benefits for ESSA (Empresa de Energía de Santander) employees and families who wish to join Grupo Recordar's funeral pre-planning plans. Includes dedicated sales channels in Bucaramanga for ESSA program enrollment.
- Club Deportivo GuerrerosminorSponsorship partnership for 'Un Juego para Recordar' youth basketball tournament. Grupo Recordar sponsors the tournament organized by Guerreros basketball club, contributing to youth sports development in Bogotá.
- FFMM (Fuerzas Militares de Colombia)coreExclusive agreement providing funeral pre-planning services to military personnel with special benefits: immediate coverage for basic family group, no age limits or medical restrictions for superior plans, and 30% discount on non-affiliated services. Includes special WhatsApp contact (3134180410) and dedicated line (3330334634).
- Copa Grupo Recordar Baseball Tournamentminor13-year sponsorship of youth baseball tournament in Barranquilla and Atlantic/Bolívar departments. 16 teams of youth aged 15-18 participate, serving as talent development program.
- Smart FitminorGym membership discount partner in Club Recordar loyalty program, providing fitness benefits to Grupo Recordar plan holders.
- GoltyminorSports equipment partner for 'Un Juego para Recordar' tournament donations, supporting youth basketball development.
- Pangea Digital MarketingminorMarketing partner supporting 'Un Juego para Recordar' youth sports initiative through donations and promotional support.
- Siete24minorPartner contributing to 'Un Juego para Recordar' youth sports sponsorship through donations.
- Fundación Transformándonos ColombiaminorSocial foundation partnering with Grupo Recordar for 'Un Juego para Recordar' inauguration, with Michelle García (Falcao García's sister) and Manuela Acosta participating to promote youth leadership and inclusion messages.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Grupo Recordar competitors and assessment
Company assessmentDirect peers
- Coorserpark: Major Colombian funeral services and cemetery park operator with national coverage and prepaid plan offerings. Directly comparable as a vertically integrated competitor in the same Colombian death care market with similar subscription and property revenue mix.
- Jardines de Paz: Colombian funeral home and cemetery chain offering prepaid plans and cemetery properties across multiple cities. Comparable in scale, product mix (plans + parks), and target customer (Colombian families seeking pre-planning).
- Los Olivos (Funeraria Los Olivos): Colombian funeral services company operating funeral homes and cemetery properties. Directly comparable national death care provider with similar prepaid plan and cemetery property offerings.
- Parque Cementerio Los Olivos / Montesacro: Cemetery and funeral services group operating parque cementerio properties across Colombian cities. Comparable vertically integrated death care provider with property-led revenue model.
Broad incumbents
- Service Corporation International (SCI): Largest funeral services and cemetery operator in North America with international operations including Mexico and Latin America. Broad incumbent with overlapping death care business model (prepaid plans, funeral services, cemetery property) at significantly larger scale.
- Dignity plc: UK-listed funeral services operator with a prepaid funeral plan business model analogous to Grupo Recordar's Previsión Exequial. Broad incumbent demonstrating the institutional scalability of the subscription-driven death care model.
- Park Lawn Corporation: North American funeral, cremation, and cemetery operator with significant acquisition-led growth. Broad incumbent comparable in death care vertical integration and growth-through-acquisition playbook that Grupo Recordar could pursue in Colombia.
- StoneMor Inc. US-based cemetery operator and funeral services provider with owned cemetery properties. Comparable for the cemetery property segment economics and the recurring trust/preneed revenue model similar to Previsión Exequial plans.
Regional players
- Grupo Parque de la Paz: Latin American death care operator with cemetery and funeral home operations in markets outside Colombia. Regional peer showing how vertically integrated death care groups operate across multiple LATAM countries.
Emerging players
- Propeller (Propeller Life / Prever): Latin American insurtech and preplanning-focused platforms modernizing the prepaid funeral and death care category. Emerging player that could disrupt traditional players like Grupo Recordar through digital-first customer acquisition in the same Colombian/LATAM market.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Grupo Recordar social profiles
Digital presenceGrupo Recordar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grupo Recordar leadership team
Management profileNumber of profiles
Profiles5 records
Grupo Recordar subsidiaries and ownership
Company hierarchySubsidiaries1 record
Grupo Recordar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grupo Recordar 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 Grupo Recordar
What does Grupo Recordar do?
Grupo Recordar sells prepaid funeral subscription plans (Previsión Exequial) for individuals, families, corporate groups, and pets, guaranteeing future funerary service coverage including wake, burial, cremation, and transportation. It also delivers immediate-need funeral services through its national network of owned and affiliated funeral homes, and sells cemetery property products (lots, crypts, mausoleums, columbariums, osuaries, garden lots) within company-owned cemetery parks.
Is Grupo Recordar a public or private company?
Grupo Recordar is a private company. It is classified as family owned and is currently operating.
When was Grupo Recordar founded?
Grupo Recordar was founded in 1970. It employs 1,001 to 5,000 people.
Where is Grupo Recordar based?
Grupo Recordar is headquartered in Bogotá, Colombia, in the Latin America region.
How does Grupo Recordar make money?
Four revenue lines are on record. Previsión Exequial Plans (Monthly Subscriptions) is the primary driver. The others are cemetery Property Sales, immediate Need Funeral Services and funeral Service Coordination.
Who are Grupo Recordar's main competitors?
Direct peers on record are Coorserpark, Jardines de Paz, Los Olivos (Funeraria Los Olivos) and Parque Cementerio Los Olivos / Montesacro. Broad incumbents are Service Corporation International (SCI), Dignity plc, Park Lawn Corporation and StoneMor Inc.. Grupo Parque de la Paz is listed as a regional player. Propeller (Propeller Life / Prever) is listed as an emerging player.
Does Grupo Recordar have an API?
No public API is recorded for Grupo Recordar.
What industry is Grupo Recordar in?
Grupo Recordar's product category is Funeral Services. Its primary akta.pro industry code is FSAIABAF, Final Expense / Burial Life Insurance. Its NAICS code is 81221 and its SIC code is 6311.