MAPFRE ASSISTANCE
MAWDY (formerly MAPFRE Assistance) is a Spain-based B2B2C provider of assistance and protection solutions, serving 600+ insurance, automotive, energy, and financial partners across 23 countries with 50M+ beneficiaries through its MiA Solutions suite and digital tools.
- Company typePrivate
- Founded1989
- HeadquartersMajadahonda, Spain
- Headcount5,001–10,000
- GTM typeB2B
- OfferingServices
What MAPFRE ASSISTANCE does
MAWDY (formerly MAPFRE Asistencia), founded in 1989 and headquartered in Majadahonda, Spain, is a private subsidiary of the MAPFRE insurance group operating as a global B2B2C provider of assistance and protection solutions. The company operates in 23 countries across Europe, Latin America, and Africa, serving more than 600 partner organizations — primarily insurance carriers, automotive manufacturers and clubs, energy providers, and financial institutions — and reaching over 50 million end beneficiaries.
The core offering is the 'Soluciones MiA' (Mi Asistencia) suite, organized into two layers. The Assistance layer includes MiA drive (vehicle roadside), MiA home, MiA travel, MiA health, MiA pymes (SMEs), and MiA T-Asiste (technical assistance). The Protection layer adds MiA drive Protección and Lifestyle protection products. Underpinning these is a digital platform of sales tools (Herramientas de Venta) and post-sale tools (Herramientas de PosVenta) that provide multichannel communication, service request handling, tracking, and quality rating, enabling partners to embed MAWDY's capabilities into their own products and customer journeys. The catalog comprises 200+ digital service solutions.
The business model is B2B2C with subscription/recurring revenue mechanics: MAWDY provides assistance and protection services to enterprise partners who embed them into insurance policies, OEM programs, energy offerings, and financial products sold to end consumers. Pricing is quote-based and not publicly disclosed. Distribution is exclusively through channel partnerships — there is no direct-to-consumer sales motion. Long-tenured anchor partnerships (Toyota México 20+ years, ACP 15+ years) and a UNWTO Tourism Affiliate Member status underscore the embedded, relationship-driven nature of the model.
MAPFRE ASSISTANCE firmographics
Firmographics- Name
- MAPFRE ASSISTANCE
- Legal name
- MAWDY
- Website
- https://mapfre-asistencia.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- MAWDY (formerly MAPFRE Assistance) is a Spain-based B2B2C provider of assistance and protection solutions, serving 600+ insurance, automotive, energy, and financial partners across 23 countries with 50M+ beneficiaries through its MiA Solutions suite and digital tools.
- Ownership category
- akta.pro rank
MAPFRE ASSISTANCE industry classification
Industry- Product category
- Insurance Assistance Services
- NAICS
- Motor Vehicle Towing (488410), Support Activities for Road Transportation (4884), Other Support Activities for Road Transportation (48849)
- SIC
- Services-Automotive Repair, Services & Parking (7500), Services-Management Services (8741)
- akta.pro primary industry
- Roadside Assistance & Towing Memberships (Bundled with Service Contracts) (FSAJALAL)
- akta.pro secondary industry
- Mid/Back Office & Accounting (ERP, Billing, Reconciliation, Reporting) (THALAGAA)
Keywords
Where MAPFRE ASSISTANCE is headquartered
LocationHeadquarters
- HQ city
- Majadahonda
- HQ country
- Spain
- HQ region
- Europe
Markets served
MAPFRE ASSISTANCE business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Assistance Services: MAWDY provides assistance services (automotive, home, travel, health, business) that complement insurance and other partner products. The company generates revenue by providing these services to partner organizations who embed them into their customer offerings.
- Protection Products: Protection products including MiA drive protection and Lifestyle offerings that provide extended coverage and protection services to end customers through B2B2C distribution.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels4 records
MAPFRE ASSISTANCE product offering
Product offeringCore offering
MAPFRE ASSISTANCE (rebranded to MAWDY) provides B2B2C assistance and protection solutions through its MiA Solutions Suite, including vehicle roadside assistance, home emergency services, travel assistance, health assistance, and small business assistance. These services are embedded into partners' insurance policies, automotive programs, and financial offerings. The company also supplies digital sales and post-sale tools enabling partner integration, multichannel service requests, tracking, and quality assessment.
Product overview
MAWDY (formerly MAPFRE Asistencia) operates as a B2B2C assistance and protection services provider with a platform-plus-modules architecture called 'Soluciones MiA' (Mi Asistencia/My Assistance). The portfolio consists of two main categories: Assistance (MiA drive, MiA home, MiA travel, MiA health, MiA pymes, MiA T-Asiste) and Protection (MiA drive Protección, Lifestyle). Additionally, digital tools for Sales (Herramientas de Venta) and After-sales (Herramientas de PosVenta) are offered to complement the service platform. The company serves +600 partners across 23 countries with over +50 million beneficiaries.
Differentiator
Problem solved
Functional benefit
Brands
- MiA: Suite of assistance and protection solutions including MiA drive (assistance and protection), MiA home, MiA travel, MiA health, MiA pymes, MiA T-Asiste, and MiA drive proteccion
- MiA drive
- MiA home
- MiA travel
- MiA health
- MiA pymes
- MiA T-Asiste
- Lifestyle
- Digitales
Products and services
- MiA drive (Asistencia) Vehicle roadside assistance solution providing coverage for breakdowns, accidents, and towing services, designed to be embedded into partners' automotive and insurance offerings.
- MiA home Home assistance solution covering plumbing, electrical, appliance repairs, and other household emergency services, distributed through insurance and energy partners.
- MiA travel Travel assistance services providing medical, legal, and logistical support for travelers abroad, offered through travel insurance and airline partners.
- MiA health Health assistance services including medical consultations, telemedicine, and health-related support, designed to complement health insurers' medical coverage.
- MiA pymes Assistance and protection solutions tailored for small and medium-sized businesses (SMEs), addressing operational risk management and customer service enhancement.
- MiA T-Asiste Technical assistance service solution provided to partners for technical support use cases.
- MiA drive (Protección) Vehicle protection product offering extended coverage and insurance complementary services, providing extended warranty-style protection to end customers through B2B partners.
- Lifestyle Lifestyle protection solution covering personal and consumer-related assistance services distributed through B2B partners.
- Herramientas de Venta (Sales Digital Tools) Digital sales tools designed to integrate into partner businesses to optimize their sales processes and enable them to offer assistance services.
- Herramientas de PosVenta (After-Sales Digital Tools) After-sales digital tools enabling multichannel communication, service requests, tracking, and quality assessment for end customers served by B2B partners.
Quantifiable outcome
- Serve 50M+ beneficiaries globally
- +2 more outcomes
Companies that use MAPFRE ASSISTANCE
Customer profileNamed customers12 records
Segments6 records
Ideal customer profiles4 records
MAPFRE ASSISTANCE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
MAPFRE ASSISTANCE partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core.
- Toyota MéxicocoreOver 20-year partnership providing automotive assistance services for Toyota customers in Mexico. MAWDY delivers defined processes, satisfied customers, and commitment to meeting customer expectations through service and customer engagement.
- Galicia Seguros ArgentinacoreCustomer-centric partnership sharing passion for customers and generating continuous synergies, enabling millions of people to embrace more with their insurance offerings.
- Yamaha Seguros BrasilcorePartnership providing assistance solutions and services for Yamaha motorcycle owners in Brazil, adding value to the brand through tailored protection products.
- BQB Seguros UruguaycoreProvides customized passenger protection products with excellent service, professionalism, immediate response, and willingness to satisfy commercial and service needs.
- La segunda Seguros ArgentinacoreLong-standing strategic partner providing extensive assistance services, converting urgent care problems into solutions and strengthening home insurance policies.
- Sancor Seguros ArgentinacoreLong-term strategic alliance enabling complement of extensive product portfolio with diverse services highly valued by customers.
- Automóvel Club de Portugalcore15+ year reliable partnership providing innovative solutions in national and international markets for all ACP members, with MAWDY seeking new challenges and opportunities.
- Assa NicaraguacoreLong-lasting and successful relationship characterized by adaptability to needs across different products and services, always open to finding solutions for better customer experiences.
- Pronto+ UruguaycoreStrategic partnership enabling customers to access different services, building plans and alternatives together to provide the best service and fulfill mission of creating future and transforming realities.
- Naturgy MéxicocoreBusiness partnership providing home assistance services ensuring customers avoid unexpected events, have safer supply, and reliable installations.
- Maghrebia TúnezcorePartnership focused on innovation, customer service, and digitalization in Tunisia, with mutual commitment to advancing together with respect and common vision.
- Fundación Génesis Empresarial GuatemalacoreAlliance expanding reach and benefits to families through integration of health innovation and technology, providing services that improve quality of life conditions and reduce vulnerability.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
MAPFRE ASSISTANCE competitors and assessment
Company assessmentOthers
- Mapfre Global Risks: Mapfre Global Risks is the specialty reinsurance and large-risk unit of MAWDY's parent MAPFRE — not a competitor but a sibling entity within the MAPFRE ecosystem that channels demand for high-end assistance and protection services relevant to MAWDY's MiA suite.
Emerging players
- InterAssist (IAG Group): InterAssist is a Latin America-focused travel and roadside assistance provider serving insurance and corporate clients — a regionally relevant peer that overlaps directly with MAWDY's strongest geographic markets.
Direct peers
- Assurant: Assurant provides vehicle protection, extended service contracts, and connected living solutions through B2B2C distribution to OEMs, dealers, and financial institutions — directly comparable to MAWDY's MiA drive Protección and Lifestyle lines.
- Europ Assistance (Generali Group): Europ Assistance, now owned by Generali, is a global B2B2C assistance provider with roadside, travel, and home services across more than 200 countries — historically co-owned with MAPFRE, making it a uniquely comparable peer to MAWDY in scope and parent-relationship dynamics.
- AXA Partners (AXA Assistance): AXA Partners provides roadside, home, travel, and health assistance services globally, including white-label B2B2C distribution into insurance and automotive clients — directly comparable to MAWDY's MiA drive/home/travel/health offerings.
- AIG Travel: AIG Travel offers travel insurance and assistance solutions distributed through partners including airlines, OTAs, and financial institutions — comparable to MAWDY's MiA travel B2B2C distribution and partner-led go-to-market.
- International SOS: International SOS provides travel risk management, medical assistance, and security services to multinational corporates and insurers globally — a direct peer in the travel and health assistance vertical that MAWDY serves via MiA travel and MiA health.
- Falck: Falck provides roadside assistance, healthcare, and emergency services across Europe and Latin America, including white-label B2B delivery to insurance carriers and OEMs — a comparable peer in MiA drive roadside assistance and partner-led distribution.
- Allianz Partners (Allianz Assistance): Allianz Partners is the global assistance, travel insurance, and protection arm of Allianz Group, offering roadside assistance, travel assistance, home, and health services to insurance and OEM partners — the closest direct competitor to MAWDY's MiA platform in scale and vertical scope.
- Cover-More (Zurich Insurance Group): Cover-More is a Zurich-owned travel insurance and assistance provider distributing through airlines, banks, and OTAs across APAC and beyond — a direct peer in travel assistance white-label distribution similar to MAWDY's MiA travel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
MAPFRE ASSISTANCE social profiles
Digital presenceMAPFRE ASSISTANCE financial estimates
Financial estimateRevenue estimate
Valuation estimate
MAPFRE ASSISTANCE leadership team
Management profileNumber of profiles
MAPFRE ASSISTANCE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MAPFRE ASSISTANCE 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 MAPFRE ASSISTANCE
What does MAPFRE ASSISTANCE do?
MAPFRE ASSISTANCE (rebranded to MAWDY) provides B2B2C assistance and protection solutions through its MiA Solutions Suite, including vehicle roadside assistance, home emergency services, travel assistance, health assistance, and small business assistance. These services are embedded into partners' insurance policies, automotive programs, and financial offerings. The company also supplies digital sales and post-sale tools enabling partner integration, multichannel service requests, tracking, and quality assessment.
Is MAPFRE ASSISTANCE a public or private company?
MAPFRE ASSISTANCE is a private company. It is classified as corporate owned and is currently operating.
When was MAPFRE ASSISTANCE founded?
MAPFRE ASSISTANCE was founded in 1989. It employs 5,001 to 10,000 people.
Where is MAPFRE ASSISTANCE based?
MAPFRE ASSISTANCE is headquartered in Majadahonda, Spain, in the Europe region.
How does MAPFRE ASSISTANCE make money?
Two revenue lines are on record. Assistance Services are the primary driver. The others are protection Products.
Who are MAPFRE ASSISTANCE's main competitors?
Mapfre Global Risks is listed as an others. InterAssist (IAG Group) is listed as an emerging player. Direct peers are Assurant, Europ Assistance (Generali Group), AXA Partners (AXA Assistance), AIG Travel, International SOS, Falck, Allianz Partners (Allianz Assistance) and Cover-More (Zurich Insurance Group).
Does MAPFRE ASSISTANCE have an API?
No public API is recorded for MAPFRE ASSISTANCE.
What industry is MAPFRE ASSISTANCE in?
MAPFRE ASSISTANCE's product category is Insurance Assistance Services. Its primary akta.pro industry code is FSAJALAL, Roadside Assistance & Towing Memberships (Bundled with Service Contracts), with a secondary code of THALAGAA, Mid/Back Office & Accounting (ERP, Billing, Reconciliation, Reporting). Its NAICS code is 488410 and its SIC code is 7500.