Primero Seguros

What Primero Seguros does

Primero Seguros S.A. de C.V. is a Mexican multiple-line property-and-casualty insurance carrier founded in 2008 and headquartered in Monterrey, Nuevo León. The company writes a broad product portfolio spanning personal auto (including cars, motorcycles, trucks, taxis, tourist vehicles), home, fire, machinery breakdown, electronic equipment, civil works, contractor equipment and heavy machinery, cargo/marine cargo, multi-package civil liability, PYME, and enterprise/industrial packages, plus specialty lines such as bicycle, ATV, wedding/event cancellation, and a rental-car 'Cero Deducible' product distributed through Cover Genius. Core segments are individual consumers, PYMEs, and industrial/enterprise clients, including named logos such as Walmart and Grupo Pascual.

The company operates an insurance technology platform that supports web-based customer and agent portals for policy administration, online payment, and claims handling, complemented by a dedicated phone sales and claims infrastructure (800 numbers and a UNE specialized customer-service unit) and an offline payment network spanning BBVA, Banorte, Santander branches, and OXXO convenience stores. Distribution is multi-channel: an independent agent/broker network, direct inside-sales and self-service, and state-government 'convenios' (Sonora, Coahuila, Querétaro, Guadalupe, Secretaría de Salud) that embed policy issuance and premium collection inside state tax-payment rails.

Revenue is generated through insurance premiums collected on monthly, annual, or single-payment cadences across the product portfolio, with home coverage offered in three disclosed tiers ($111 to $443/month). The company is privately held and wholly owned within the AmTrust Financial Services group (parent is A.M. Best A-rated, $14B+ in assets, operations in 17 countries), which provides capital backing, reinsurance capacity, and global underwriting standards. As of June 8, 2026, the local entity carries a Verum 'BBB/M' financial strength rating on Negative Watch, and the company is the first Mexican insurer to hold the Distintivo de Integridad Empresarial (Secretaría de la Función Pública, August 28, 2024).

Name

Primero Seguros

Legal name

Primero Seguros S.A. de C.V.

Website

https://portal.primeroseguros.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

Primero Seguros is a Monterrey-based Mexican property-and-casualty insurer writing auto, home, SME, industrial, cargo, civil liability, and specialty lines for individuals, businesses, and state governments, distributed through agents, banks, OXXO, and government tax-payment partnerships, and backed by AmTrust Financial Services.

Ownership category

akta.pro rank

Headquarters

HQ city

Monterrey

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: Primero Seguros generates revenue through insurance premiums collected from policyholders across its various insurance product lines including auto, home, business, and specialty insurance products. Premiums are collected through monthly, annual, or single-payment modes depending on the product and customer preference.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Primero Seguros is a Mexican property and casualty insurance company offering personal lines (auto, home, motorcycle, bicycle, ATV) and commercial lines (PYME, enterprise, civil liability, contractor equipment, cargo, electronic equipment, civil works, fire, machinery breakdown). It also distributes ancillary offerings such as wedding/event cancellation cover and a rental-car deductible waiver. The company operates as a Mexican subsidiary focused on retail and small/medium business insurance distribution.

Product overview

Primero Seguros is an insurance company offering a comprehensive portfolio of property and casualty insurance products for both personal and commercial segments. The core offering consists of automobile insurance (residents, taxis, pickups, motorcycles, tourist vehicles), home insurance, SME/business insurance, civil liability insurance, contractor equipment insurance, and specialty products including bicycle, ATV, wedding/event cancellation, fire, machinery breakdown, electronic equipment, and civil works insurance. Products are distributed through agents, government partnerships, and direct customer portals. The company also offers white-label rental car insurance through Cover Genius and provides policy management, consultation, and payment services through digital platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Seguro de Casa Habitación Homeowners/residential property insurance for individuals protecting their homes and household contents against covered perils.
• Seguro PYME Small and medium-sized business (PYME) insurance package designed for SMEs needing combined property and liability coverage.
• Seguro Empresarial Enterprise/industrial insurance coverage tailored for larger businesses with more complex property, liability, and operational exposures.
• Transporte de Mercancías Cargo/inland transit insurance covering loss or damage to goods while being transported domestically or by specified carriers.
• Seguro de Responsabilidad Civil Civil liability insurance protecting individuals and businesses against third-party bodily injury and property damage claims.
• Equipo de Contratista y Maquinaria Pesada Contractor's equipment and heavy machinery insurance covering physical damage and related risks for construction equipment.
• Cancelación de Boda y/o Evento Privado Wedding and private event cancellation insurance reimbursing non-refundable event costs when an event must be cancelled or postponed.
• Seguro Bicicletas Bicycle insurance for individual owners covering theft, damage, and third-party liability arising from bicycle use.
• Seguro ATV's (Cuatrimotos) All-terrain vehicle (ATV/quad) insurance covering physical damage and liability for individual recreational users.
• Seguro Automóvil Personal auto insurance offering multiple coverage variants for private vehicle owners, including standard auto coverages.
• Seguro Motocicletas Motorcycle insurance covering damage, theft, and liability for individual motorcycle owners.
• Seguro Básico Estandarizado Standardized basic auto insurance product meeting the minimum regulatory coverage requirements in Mexico for private vehicles.
• Equipo Electrónico Electronic equipment insurance covering breakdown, theft, and damage of electronic systems used by businesses.
• Obra Civil Civil works/construction insurance covering risks associated with building and infrastructure construction projects.
• Seguro de Incendio Fire insurance covering direct loss or damage to insured property caused by fire and related perils.
• Rotura de Maquinaria Machinery breakdown insurance covering sudden and accidental failure of boilers, machinery, and industrial equipment.
• Rental Car - Cover Genius (Cero Deduible) Rental car coverage with zero deductible provided via Cover Genius, reimbursing the deductible when a covered insured vehicle is in a collision.

Named customers9 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered supporting and core.

• BBVA BancomersupportingChannel Partner/ Reseller/ DistributorBank branch network partner enabling customers to make insurance premium payments at BBVA bank branches using payment references on receipts.
• BanortesupportingChannel Partner/ Reseller/ DistributorBank branch network partner enabling customers to make insurance premium payments at Banorte bank branches using payment references on receipts.
• SantandersupportingChannel Partner/ Reseller/ DistributorBank branch network partner enabling customers to make insurance premium payments at Santander bank branches using payment references on receipts.
• OXXOsupportingChannel Partner/ Reseller/ DistributorConvenience store chain partner enabling cash payments for insurance premiums at any OXXO store in Mexico, with payment reference from receipt.
• Estado de CoahuilacoreStrategic or Co-development PartnerGovernment convention partnership enabling policy issuance and collection through the state government's tax payment system. Policies are available for printing from January 22 each year.
• Poder Ejecutivo del Estado de QuerétarocoreStrategic or Co-development PartnerGovernment convention partnership enabling policy issuance and collection through the state government's tax payment system. Policies available within 5 business days of payment.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Zurich Seguros México: Zurich México is a multi-line P&C insurer with strong presence in SME, enterprise, and specialty lines, including construction and contractor equipment. It directly competes with Primero in the Empresarial and Equipo de Contratista products.
• AXA Seguros México: AXA México is a leading multi-line insurer (auto, home, SME, health, life) operating through agents, brokers, and digital channels. It is a direct peer across nearly every product line Primero offers, with materially larger balance sheet and brand.
• Mapfre México: Mapfre is a Spanish-headquartered global insurer with a sizable Mexican operation covering auto, home, SME, and enterprise lines. It is a direct peer given its shared Spanish-language global parent structure, agent/broker GTM, and multi-line P&C focus in Mexico.
• BBVA Seguros México: BBVA Seguros is the captive insurer of BBVA México, distributing P&C and life products through BBVA's bank branch network. As BBVA branches are also a premium payment partner for Primero, BBVA Seguros is a direct competitor on bank-anchored distribution and multi-line P&C.
• Grupo Nacional Provincial (GNP): GNP is a major Mexican multi-line P&C and life insurer with a strong agent network and direct-to-consumer brand. It competes with Primero across home, SME, enterprise, and civil liability lines in the same Mexican territory.
• Seguros Banorte: Seguros Banorte is the captive insurer of Grupo Financiero Banorte, distributing P&C and life products through Banorte's bank branches. It is a direct peer given the overlapping channel (Banorte branches are also a payment rail for Primero), and competes for the same SME and consumer customer base.
• Quálitas Controladora: Quálitas is Mexico's largest auto insurer and the most direct competitor in Primero Seguros' core auto line (residents, taxis, trucks, tourist vehicles). It competes for the same agent/broker distribution and is the natural benchmark on auto combined ratio and market share.
• HDI Seguros México: HDI México is a German-owned multi-line P&C insurer with a strong broker/agent network, particularly in commercial and industrial lines. It competes directly with Primero in enterprise, liability, and construction-related coverages.
• Chubb Seguros México: Chubb México is a multi-line P&C and specialty insurer with deep agent/broker distribution and strength in commercial and specialty lines (liability, property, marine). It is a direct peer in the Empresarial, Responsabilidad Civil, and Transporte de Mercancías segments.

Emerging players

• Liberty Mutual Insurance México: Liberty Mutual's Mexican operation focuses on specialty and commercial P&C lines, including property, casualty, and liability. It is comparable to Primero on the commercial and specialty side, though with narrower consumer and auto exposure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/primeroseguros
• Facebookfacebook.com/pr1meroseguros
• LinkedInlinkedin.com/company/primero-seguros

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Primero Seguros