Serena del Mar
Serena del Mar is a 2,400-acre master-planned city development in Cartagena, Colombia, managed by Novus Civitas, offering 6,695+ residential units across 23 projects, anchored by Hospital Serena del Mar and the Universidad de los Andes Caribbean campus, with integrated commercial, tourism, and sustainable energy infrastructure.
- Company typePrivate
- Founded2000
- HeadquartersCartagena, Colombia
- Headcount—
- GTM typeB2C
- OfferingServices
What Serena del Mar does
Serena del Mar is a 2,400-acre master-planned city development located along the northern coastline of Cartagena, Colombia, at Km 8 Vía al Mar, managed by Novus Civitas. The development integrates residential, healthcare, educational, commercial, recreational, and tourism components on a single contiguous footprint, with 23 housing projects offering more than 6,695 residential units (apartments and lots with dock access) across entry, mid-market, premium, and luxury price tiers, with over 60% of available units sold. Anchor institutional assets include Hospital Serena del Mar — operated by Fundación Santa Fe de Bogotá, Colombia's premier hospital operator and a Johns Hopkins affiliate, opened in 2021 — and the Universidad de los Andes Caribbean campus (inaugurated May 2018), offering executive and graduate education programs.
The technical platform combines sustainable physical infrastructure with a curated partner ecosystem. A 100% functional thermal district energy system, implemented by Celsia (Grupo Argos), provides climate control to institutional buildings, while the site integrates 30 km of pedestrian trails, 35 km of bike paths, 16 km of navigable canals and marinas, 1.5 miles of Caribbean beachfront, mangrove lagoons, and a planned 18-hole Robert Trent Jones II golf course. Urban planning and architecture are led by globally recognized firms including Moshe Safdie, EDSA, Wallace Roberts & Todd, and Brandon Haw.
The business model is primarily one-time real estate sales of residential units distributed through a physical Sales Center, a US call center, and a virtual model tour, supplemented by recurring revenue streams from commercial office leasing, healthcare services (through the hospital operator), educational programs (through Universidad de los Andes), and tourism/hospitality operations. Channel partners include a network of Colombian construction companies (Amarilo, Prodesa, Conconcreto, Conaltura, Colpatria, Cusezar, and others) that develop individual residential projects within the master plan.
Serena del Mar firmographics
Firmographics- Name
- Serena del Mar
- Legal name
- SERENA DEL MAR
- Website
- https://serenadelmar.com.co
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Short description
- Serena del Mar is a 2,400-acre master-planned city development in Cartagena, Colombia, managed by Novus Civitas, offering 6,695+ residential units across 23 projects, anchored by Hospital Serena del Mar and the Universidad de los Andes Caribbean campus, with integrated commercial, tourism, and sustainable energy infrastructure.
- Ownership category
- akta.pro rank
Where Serena del Mar is headquartered
LocationHeadquarters
- HQ city
- Cartagena
- HQ country
- Colombia
- HQ region
- Latin America
Offices2 records
Markets served
Serena del Mar business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Infrastructure, Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Real Estate Sales: Primary revenue from selling residential units including single-family homes, beachfront apartments, urban apartments, and lots with dock access. The development has 23 housing projects in various stages offering more than 6,695 residential units. Over 60% of available units have been sold.
- Commercial Property Rental: Revenue from commercial spaces within institutional buildings such as the Universidad de los Andes building which includes 1,240 square meters of office space leased to companies including Celsia, Sura, Coosalud, and ANDI seccional Bolívar.
- Healthcare Services: Hospital Serena del Mar operated by Fundación Santa Fe de Bogotá provides medical services including hospitalization, intensive care, surgery, consultations, diagnostic imaging, and advanced radiotherapy and chemotherapy through the Cancer Institute.
- Educational Services: Universidad de los Andes Caribbean campus offers executive and graduate education programs with international perspective, contributing to the educational ecosystem of the development.
- Utilities and Services: Public services including energy, sewage, waste management, and telecommunications provided through partnerships with Celsia for innovative and high-quality utilities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | Entry-level residential units |
| Unit Pricing | Multi-year contract | Mid-range residential units |
| Unit Pricing | Multi-year contract | Premium residential units |
| Unit Pricing | Multi-year contract | Luxury residential units |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Serena del Mar product offering
Product offeringCore offering
Serena del Mar is a 2,400-acre master-planned city development in Cartagena, Colombia that sells residential housing units (6,695+ units across 23 projects developed by partner builders) to individual buyers, while also hosting institutional and commercial services including Hospital Serena del Mar, Universidad de los Andes Caribbean campus, commercial office space, tourism/hospitality venues, and community amenities. The development integrates sustainable infrastructure such as a thermal district energy system operated by Celsia, mangrove-based water management, and extensive recreational networks.
Product overview
Serena del Mar is a master planned city development in Cartagena, Colombia offering a portfolio of residential real estate products (apartments and lots across 23+ housing projects), institutional services (Hospital Serena del Mar healthcare facility, Universidad de los Andes education campus), infrastructure services (thermal district energy, public utilities), tourism and hospitality offerings, and community platforms. The development integrates world-class architecture and sustainable urban planning with residential, commercial, healthcare, educational, and recreational components.
Differentiator
Problem solved
Functional benefit
Products and services
- Residential Housing Projects Portfolio
- Hospital Serena del Mar
- Universidad de los Andes Caribbean Campus
- Thermal District Energy Services
- Tourism and Hospitality Venues
- Commercial Office and Retail Space
Quantifiable outcome
- Over 60% of available residential units sold across 23 projects
- +3 more outcomes
Companies that use Serena del Mar
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles3 records
Serena del Mar technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Serena del Mar partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and minor.
- Fundación Santa Fe de BogotácoreFundación Santa Fe de Bogotá, Colombia's premier hospital operator and Johns Hopkins affiliated institution, operates Hospital Serena del Mar. The hospital began gradual opening in January 2021 and first phase operations in April 2021, offering high-complexity medical services.
- Universidad de los AndescoreUniversidad de los Andes operates its Caribbean campus at Serena del Mar, offering executive and graduate education programs with international perspective. The Edificio Universidad de los Andes (3,000 sqm for university, 1,240 sqm for offices) was inaugurated in May 2018. The university contributes to regional development and international image of Cartagena.
- Celsia (Grupo Argos)coreCelsia is the energy company of Grupo Argos providing innovative public utilities for Serena del Mar. They implemented the thermal district system which is currently 100% functional, supplying energy to the Hospital and Universidad de los Andes building. Also provides essential services including energy, sewage, and waste management.
- Moshe SafdiecoreWorld-renowned architect Moshe Safdie designed the Hospital Serena del Mar and serves as a key design partner for the master-planned city development, contributing to world-class architecture standards.
- EDSAcoreLeading global urban planning firm EDSA serves as an urbanism, engineering and architecture partner for Serena del Mar, contributing to the master planning and sustainable development design.
- Robert Trent Jones IIcoreRenowned landscape architect Robert Trent Jones II designed the 18-hole golf course for the Club Campestre and contributes landscape design expertise to the development.
- Novus CivitascoreNovus Civitas is the project management firm overseeing Serena del Mar. They developed the virtual scale model tour and manage the overall development coordination, including the satellite terminal project.
- Wallace Roberts & Todd (WRT)coreWRT serves as an urbanism partner contributing to the master planning and design of the development.
- Brandon HawcoreArchitect Brandon Haw designed the Edificio Universidad de los Andes and serves as an architecture partner for the development.
- Fundación Carlos y Sonia HaimeminorCommunity services partner contributing to social development initiatives within the Serena del Mar community.
- AmarilocoreMajor Colombian construction company developing residential projects within Serena del Mar.
- ProdesacoreColombian construction company developing residential projects within Serena del Mar.
- ConconcretocoreColombian construction company developing residential projects within Serena del Mar.
- ConalturacoreColombian construction company developing residential projects within Serena del Mar.
- ColpatriacoreColombian construction company developing residential projects within Serena del Mar.
- CusezarcoreColombian construction company developing residential projects within Serena del Mar.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Serena del Mar competitors and assessment
Company assessmentDirect peers
- Cap Cana: Master-planned luxury resort and residential community in the Dominican Republic with beaches, marina, golf, and mixed residential tiers. Directly comparable in scale, master-planned mix (residential + tourism + marina + golf), and Caribbean coastal positioning.
- Tres Santos: Sustainable master-planned community in Baja California Sur, Mexico, integrating residential, hospitality, health/wellness, and education on a large footprint. Comparable in its emphasis on sustainable infrastructure and integrated lifestyle community, though smaller in scale.
- Mayakoba: Large-scale master-planned resort and residential enclave in Mexico's Riviera Maya integrating luxury hotels (Rosewood, Fairmont, Banyan Tree, Andaz) with branded residences and nature preserve. Directly comparable in integrating hospitality-anchored residential product in a Latin American coastal setting.
- Ciudad Cayalá: Master-planned city development in Guatemala with mixed residential, commercial, educational, and recreational uses on a large footprint. Most directly comparable to Serena del Mar as a Latin American master-planned city concept targeting premium and aspirational buyers.
- Santa María Golf & Country Club: Master-planned luxury residential and golf community in Panama City, Panama with international developer backing and premium positioning. Comparable as a large Latin American master-planned coastal/residential development targeting premium buyers.
- Hacienda Pinilla: Master-planned beachfront residential and resort community in Guanacaste, Costa Rica with beach club, golf, equestrian, and mixed residential tiers. Comparable as a Latin American master-planned coastal community combining residential, recreation, and hospitality.
- Aldea Zama: Master-planned residential and commercial community in Tulum, Mexico, designed as a sustainable urban node within a larger destination. Comparable in Latin American master-planned positioning with mixed-use zoning, though smaller and more tourism-skewed.
- Punta Mita: Master-planned luxury beachfront community in Mexico's Riviera Nayarit with branded residences, Four Seasons hospitality, and golf. Closely aligned on premium positioning, integrated tourism/residential product, and Latin American coastal master planning.
Broad incumbents
- Auberge Resorts Collection: Operator and developer of luxury hotel and residential resorts globally, including Latin American properties. Comparable as a branded luxury hospitality and residential partner/operator that Serena del Mar's planned resorts and boutique hotels would compete with or partner alongside.
Regional players
- Punta Pacifica Realty: Luxury high-rise waterfront residential developer in Panama City focused on premium branded towers. Adjacent rather than direct — same premium coastal residential positioning in Latin America but operates in a dense urban tower format rather than a horizontal master-planned community.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Serena del Mar social profiles
Digital presenceSerena del Mar financial estimates
Financial estimateRevenue estimate
Valuation estimate
Serena del Mar leadership team
Management profileNumber of profiles
Serena del Mar funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Serena del Mar 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 Serena del Mar
What does Serena del Mar do?
Serena del Mar is a 2,400-acre master-planned city development in Cartagena, Colombia that sells residential housing units (6,695+ units across 23 projects developed by partner builders) to individual buyers, while also hosting institutional and commercial services including Hospital Serena del Mar, Universidad de los Andes Caribbean campus, commercial office space, tourism/hospitality venues, and community amenities. The development integrates sustainable infrastructure such as a thermal district energy system operated by Celsia, mangrove-based water management, and extensive recreational networks.
Is Serena del Mar a public or private company?
Serena del Mar is a private company. It is classified as unknown and is currently operating.
When was Serena del Mar founded?
Serena del Mar was founded in 2000.
Where is Serena del Mar based?
Serena del Mar is headquartered in Cartagena, Colombia, in the Latin America region.
How does Serena del Mar make money?
Five revenue lines are on record. Real Estate Sales are the primary driver. The others are commercial Property Rental, healthcare Services, educational Services and utilities and Services.
Who are Serena del Mar's main competitors?
Direct peers on record are Cap Cana, Tres Santos, Mayakoba, Ciudad Cayalá, Santa María Golf & Country Club, Hacienda Pinilla, Aldea Zama and Punta Mita. Auberge Resorts Collection is listed as a broad incumbent. Punta Pacifica Realty is listed as a regional player.
Does Serena del Mar have an API?
No public API is recorded for Serena del Mar.