Planners

Name

Planners

Website

https://planners.com.co

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Insurance Brokerage & Financial Advisory

NAICS

Insurance Agencies and Brokerages (52421), Other Insurance Related Activities (52429)

SIC

Insurance Agents, Brokers & Service (6411), Investment Advice (6282)

akta.pro primary industry

Comprehensive Financial Planning (FSAEAAAA)

akta.pro secondary industry

Retirement & Pension Planning (401(k)/IRA) (FSAEAAAD)

Keywords

• Insurance brokerage
• Financial planning
• Wealth management
• Risk management
• Investment advisory

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Intermediation / Brokerage Commissions: Planners acts as an insurance broker (corredor de seguros) in Colombia, earning commissions on premiums placed with insurance companies. The policy financial consumer document states that intermediary remuneration is included within the commercial premium charged by insurers, with commissions representing a percentage of the premium. In some cases, clients may also agree to advisory fees.
2. Financial Planning Advisory Fees: The company provides personalized financial planning services including executive financial health exams, pension advisories, and investment planning, which may include advisory fees separate from insurance commissions.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Planners is a Colombian insurance broker and financial planning firm that intermediates insurance policies between clients and a network of over 25 insurance carriers, while also providing personalized financial advisory services covering retirement planning, pension advisory, savings, and investments. The firm serves both individuals/families (personal insurance and financial planning) and businesses/enterprises (commercial insurance, occupational risk intermediation, corporate wellness programs, and employee benefit plans).

Product overview

Planners is a Colombian insurance brokerage and financial planning firm with over 35 years of experience serving both individuals/families and corporate clients. The company operates as an intermediary connecting clients with insurance providers, offering a comprehensive portfolio organized into two main segments: (1) Personal services including life, vehicle, home, health, education, and pet insurance; retirement and pension advisory; financial wellness exams; and investment solutions (collective investment funds, CDs, voluntary pension funds, alternative assets, international investments); and (2) Corporate services including business insurance (property, construction, transport, liability, D&O, cyber, decennial), occupational risk management and SST consulting, corporate savings plans, employee benefit programs, and financial wellness workshops. The company acts as a broker intermediary supervised by the Colombian Financial Superintendent, working with multiple insurance carrier partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Seguros de vida (Life Insurance) Life insurance providing financial protection for beneficiaries upon death from any cause, accidental death, total or partial disability, serious illness, and medical expenses, including temporary, savings, and universal life insurance options for individuals and families.
• Seguro educativo (Education Insurance) Education insurance guaranteeing direct payment to higher education institutions, protecting families against the financial impact of a parent's or guardian's death or disability.
• Seguro vehículos (Auto Insurance) Comprehensive automobile insurance protecting vehicles and personal assets against accidents, theft, third-party damages, and natural disasters.
• Seguro bicicletas y patinetas (Bicycle and Scooter Insurance) Insurance coverage for cyclists and e-scooter users, including third-party liability, personal accidents, total loss, and legal defense.
• Seguro de motos (Motorcycle Insurance) Motorcycle insurance covering third-party liability, material damages, theft, personal accidents, medical expenses, and roadside assistance.
• Seguro de hogar (Home Insurance) Home insurance protecting the structure and contents of residences against unforeseen events, including dwelling coverage, civil liability, and home assistance services.
• Cobertura exequial (Funeral Coverage) Funeral coverage providing financial assistance for funeral expenses upon the death of the insured or family members.
• Coberturas en Salud (Health Coverage) Health insurance providing rapid access to medical services including specialist consultations, hospitalization, surgeries, medications, and international medical assistance.
• Seguro de arrendamiento (Rental Insurance) Rental insurance guaranteeing lease compliance, covering unpaid rent, utilities, administrative fees, and property damage repairs.
• Seguro de pensión (Pension Insurance) Pension insurance providing economic stability during retirement through life annuity or programmed withdrawal options.
• Seguro de asistencia en viajes (Travel Assistance Insurance) Travel assistance insurance providing 24/7 medical and logistical support including medical expenses, evacuation, repatriation, and document/luggage loss coverage.
• Seguro de mascotas (Pet Insurance) Pet insurance covering veterinary treatments, surgeries, civil liability, accidental death, and legal defense costs.
• Plan retiro y asesorías pensionales (Retirement and Pension Advisory) Retirement planning and pension advisory services helping clients project income and optimize resources for retirement wellbeing.
• Examen ejecutivo de salud financiera (Executive Financial Health Exam) Executive financial wellness examination providing a comprehensive evaluation of financial situation including cash flow, debt, savings, insurance, and retirement planning.
• Fondos de inversión colectiva (Collective Investment Funds) Collective investment funds managed by fiduciary societies, pooling resources for investment in fixed income, stocks, and ETFs.
• CDTs (Fixed-Term Deposit Certificates) Fixed-term deposit certificates offering guaranteed returns on investments over a specified period.
• Fondo Voluntario de Pensión (Voluntary Pension Fund) Voluntary pension fund allowing flexible savings with tax benefits through compound interest and professional management.
• Activos alternativos (Alternative Assets) Alternative assets including real estate, private equity, hedge funds, and impact investments offering portfolio diversification.
• Inversiones en el exterior (International Investments)

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

28 partnerships are on record, tiered minor and core.

• Alianza FiduciariaminorChannel Partner/ Reseller/ DistributorAlianza Fiduciaria is displayed as a partner/logo on the Planners website. As an insurance and financial advisory broker, Planners works with fiduciary entities to offer savings, investment, and fund management solutions to its clients.
• AllianzcoreChannel Partner/ Reseller/ DistributorAllianz is one of the major global insurance carriers represented on the Planners partner logo wall. Planners places insurance policies with Allianz for auto, life, health, property, and other lines.
• AXAcoreChannel Partner/ Reseller/ DistributorAXA is displayed as a key insurance partner on the Planners website, representing one of the core carriers for placing client policies across multiple insurance lines.
• BerkleyminorChannel Partner/ Reseller/ DistributorBerkley (Berkley Seguros Colombia) is listed among the insurance carrier partners whose logos appear on the Planners website.
• BMI Seguros ColombiacoreChannel Partner/ Reseller/ DistributorBMI Seguros Colombia is featured as a key insurance partner, with dedicated contact information and links provided on the Siniestros (claims) page.
• ChubbcoreChannel Partner/ Reseller/ DistributorChubb is displayed as a partner insurance carrier. Planners offers Chubb products including cyber insurance, property, and casualty coverage.
• Colmedica (Medicina Prepagada)coreChannel Partner/ Reseller/ DistributorColmedica Medicina Prepagada is featured as a partner for health coverage solutions. Planners offers Colmedica prepaid medicine plans alongside insurance products.
• Colmena SegurosminorChannel Partner/ Reseller/ DistributorColmena Seguros is listed among the insurance carrier partners on the Planners website.
• Seguros ConfianzaminorChannel Partner/ Reseller/ DistributorSeguros Confianza is featured among the insurance carrier partners, with payment links and claims contact information provided on the Planners website.
• Seguros del EstadominorChannel Partner/ Reseller/ DistributorSeguros del Estado is listed as an insurance partner with payment portal and claims contact information available through the Planners platform.
• EmermedicaminorChannel Partner/ Reseller/ DistributorEmermedica is featured as a health emergency and medical assistance partner, with dedicated contact numbers listed on the claims page.
• La Equidad SegurosminorChannel Partner/ Reseller/ DistributorLa Equidad Seguros (Equidad) is listed among the insurance carrier partners on the Planners website.
• Global SegurosminorChannel Partner/ Reseller/ DistributorGlobal Seguros is featured as one of the insurance carrier partner logos on the Planners website.
• Liberty SeguroscoreChannel Partner/ Reseller/ DistributorLiberty Seguros is displayed as a key insurance partner with dedicated contact details and links on the claims (Siniestros) page.
• Logos AliadosminorChannel Partner/ Reseller/ DistributorLogos Aliados appears as a partner insurance carrier/logo on the Planners website.
• MapfrecoreChannel Partner/ Reseller/ DistributorMapfre is displayed as a major insurance partner on the Planners website, with policies across auto, property, and commercial lines.
• Seguros MundialminorChannel Partner/ Reseller/ DistributorSeguros Mundial is listed among the insurance carrier partners with payment and claims contact information provided.
• Nacional de SegurosminorChannel Partner/ Reseller/ DistributorNacional de Seguros is featured among the insurance carrier partner logos on the Planners website.
• La Previsora SegurosminorChannel Partner/ Reseller/ DistributorLa Previsora Seguros is listed among the insurance carrier partners with payment portal and claims contact information accessible through the Planners site.
• Qualitas ColombiaminorChannel Partner/ Reseller/ DistributorQualitas Colombia is featured as an insurance carrier partner, with contact information and links provided on the claims page.
• SBS Seguros ColombiaminorChannel Partner/ Reseller/ DistributorSBS Seguros Colombia is listed as an insurance carrier partner with dedicated contact details and WhatsApp available on the claims page.
• Seguros BolivarcoreChannel Partner/ Reseller/ DistributorSeguros Bolivar is one of the key insurance carriers featured on the Planners partner wall, with dedicated claims contact information provided on the Siniestros page.
• SkandiaminorChannel Partner/ Reseller/ DistributorSkandia is displayed as a partner/logo on the Planners website, representing savings and pension fund management solutions.
• Sura (Suramericana)coreChannel Partner/ Reseller/ DistributorSura (Seguros Suramericana) is featured as a key insurance partner on the Planners website, with dedicated claims contact and SOAT purchase links provided.
• Zurich Seguros ColombiacoreChannel Partner/ Reseller/ DistributorZurich Seguros Colombia is displayed as a key insurance carrier partner, with dedicated contact and claims information available on the Planners website.
• HDI SegurosminorChannel Partner/ Reseller/ DistributorHDI Seguros is featured among the insurance carriers on the Siniestros (claims) page with dedicated contact information.
• Salud TotalminorChannel Partner/ Reseller/ DistributorSalud Total is featured as a health insurance partner on the claims page with dedicated national and Bogota contact numbers.
• CooserparkminorChannel Partner/ Reseller/ DistributorCooserpark is listed as a health/assistance partner on the Planners claims page with dedicated contact information.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lockton Colombia: Independent global insurance broker with Colombia operations, offering commercial insurance placement and risk advisory — comparable mid-sized broker model targeting corporate clients like Planners.
• Protección (Pensiones y Cesantías): Colombian pension and severance fund administrator offering voluntary pension funds and retirement planning services — directly competing with Planners' pension and retirement advisory offerings for individuals.

Broad incumbents

• Seguros Bolívar: Major Colombian insurance carrier that is both a Planners carrier partner and a direct competitor through its own sales force, offering personal and commercial insurance products.
• Howden Colombia: Independent global insurance broker with Latin American presence offering commercial insurance and reinsurance brokerage, competing for the same Colombian enterprise risk management clients.
• Willis Towers Watson (WTW) Colombia: Global advisory, brokerage, and solutions firm with Colombian operations offering risk management, insurance brokerage, and actuarial consulting — competing for the same enterprise risk and benefits clients as Planners.
• Arthur J. Gallagher Colombia: Global insurance brokerage and risk management services firm with operations across Latin America, offering property/casualty, employee benefits, and risk consulting — overlapping with Planners' corporate services.
• Grupo Sura (Seguros Sura Colombia): Major Colombian financial and insurance conglomerate that is both a key Planners carrier partner and a competitor through its direct distribution channels for personal and commercial insurance.
• Aon Colombia: Global insurance brokerage and risk advisory firm with a Colombia presence, offering enterprise risk management, insurance intermediation, and employee benefits consulting — directly competing with Planners' corporate services segment.
• Marsh Colombia: Global insurance broker and risk advisor operating in Colombia, providing commercial insurance placement, risk consulting, and employee benefits services — overlapping with Planners' corporate insurance brokerage offerings.

Regional players

• Aseguradora Solidaria de Colombia: Colombian insurance carrier with direct distribution and broker partnerships, competing for the same personal and small business insurance customers that Planners serves.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/planners_sa

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 Planners