Consuerte

What Consuerte does

Consuerte, legally SOCIEDAD EMPRESARIAL DEL META S.A. (also operating as CONSUERTE S.A.), is the largest multiservices network in Colombia's Meta department, headquartered in Villavicencio. Founded in the 1980s as Apuestas la Llave and consolidated in 1994 when CONSUERTE S.A. won the exclusive concession for chance operations in Meta — merging five regional betting operators under founders Rodrigo López, Gustavo Betancur, and Pedro Martínez — the company today operates a regional retail network of puntos de atención spanning every municipality and population center in Meta. The company serves individual consumers, small businesses, and remittance senders/recipients with a horizontal mix of lottery and chance gaming (Chance, Baloto, Baloto Revancha, Miloto, Colorloto, Chance Millonario, Mega Pozo Millonario, Doble Play Acumulado, Paketón Millonario, Super Chance, La Quinta, Lotería Físicas via SUPERLOTERÍAS, Lotería en Línea via LOTICOLOMBIA, Raspa & Listo scratch cards), banking correspondent services, bill payments, mobile recharges, subsidy disbursements (including COFREM), and international remittances through the Western Union/SuperGIROS Móvil partnership.

The underlying technology stack is conventional transactional infrastructure: point-of-sale systems at retail puntos de atención, an online transactional platform at transaccional.consuerte.com.co, a Baloto-platform integration via apuestaaqui.baloto.com, the SuperGIROS Móvil mobile application, and supporting utilities such as a Premio Simulator and a Results Consultation System across national lotteries. The company holds an ISO 9001:2015 quality management system certification covering commercialization of permanent bets, luck and chance games, postal giro services, and collection/payment agreements, and operates as an authorized collaborator under Coljuegos, Colombia's gambling regulator.

Consuerte's business model is transaction-fee driven: it earns commissions on every lottery ticket or chance wager sold, on each Baloto/Baloto Revancha play (COP $5,700 and $3,000 respectively), on banking correspondent transactions (deposits, withdrawals, inquiries), on Western Union/SuperGIROS remittances, and on utility bill payments and catalog purchases. Pricing is unit-based with pay-as-you-go billing, subject to Colombian 19% IVA per Ley 1819 de 2016 and 20% UVT withholding on prizes above 48 UVT. The go-to-market is a hybrid of physical retail dominance (the primary channel) complemented by digital touchpoints (corporate website, transactional platform, WhatsApp contact center) and partner brand integrations (Baloto app, SuperGIROS Móvil app). The company is privately held with no institutional venture or private equity investors disclosed, employs a workforce that is more than 80% female, and confines its operations to the Meta department.

Name

Consuerte

Legal name

SOCIEDAD EMPRESARIAL DEL META S.A.

Website

https://consuerte.com.co

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Consuerte (Sociedad Empresarial del Meta S.A.) operates the largest multiservices network in Colombia's Meta department, offering lottery and chance gaming, banking correspondent services, bill payments, remittances, and mobile recharges through physical retail points and digital channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Villavicencio

HQ country

Colombia

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Lottery and Gaming Commission: Revenue from commissions on lottery ticket sales including physical lottery, virtual lottery, and instant win games (Raspa & Listo). The company acts as a commercializer for Loteria del Meta and other departmental lotteries.
2. Games of Chance (Chance): Revenue from Chance game sales - a lottery-based betting game where players select 1-4 digits. Authorized by Lotería del Meta through commercial partnership contracts.
3. Baloto Sales: Commission revenue from selling Baloto and Baloto Revancha lottery tickets. Players choose 5 numbers (1-43) plus a super ball (1-16) for accumulated jackpots.
4. Banking Correspondent Services: Fees from providing banking correspondent services including bill payments, cash deposits, withdrawals, and account inquiries on behalf of financial institutions.
5. International Remittances: Revenue from Western Union international money transfer services through SuperGIROS Móvil partnership, earning commissions on each transaction.
6. Bill Payment Services: Revenue from processing payments for utilities, catalog purchases (Avon), subsidies (COFREM), and other municipal services.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Consuerte operates the largest multiservices network in Colombia's Meta department, commercializing authorized lottery and chance-based betting games (Chance, Baloto, Miloto, Colorloto, Raspa & Listo and other variants) through physical service points and an online booking platform. Complementing the gaming business, the company provides banking correspondent services, bill payment collection for utilities and services, mobile recharges, subsidy disbursements, and international money transfer services through partnerships with Western Union and SuperGIROS.

Product overview

Consuerte operates as a multi-service retail network (red multiservicios) in Colombia's Meta department, combining a lottery and betting gaming platform with financial and utility services. The core offering consists of various chance and lottery games (Chance, Doble Play Acumulado, Mega Pozo Millonario, Chance Millonario, Baloto, Baloto Revancha, Miloto, Paketón Millonario, Super Chance, La Quinta, Lotería Física, Lotería en Línea, Raspa & Listo, Colorloto) supported by a digital booking platform for Baloto purchases. Complementing the gaming business is a suite of financial services including mobile recharges, bill payments, public service payments, subsidy disbursements, banking correspondence, and international money transfers via Western Union and SuperGIROS networks. The company functions as a platform connecting various lottery operators, financial service providers, and utility companies with end consumers through its physical service point network.

Differentiator

Problem solved

Functional benefit

Products and services

• Chance

Quantifiable outcome

• More than 80% female workforce demonstrating gender inclusion
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and major.

• Lotería del MetacoreStrategic or Co-development PartnerGovernment lottery authority of Meta department. Consuerte holds contract CONTRATO LOT-005-2022 for commercialization of chance games under Lotería del Meta authorization. This is the foundational partnership enabling Consuerte's core gaming operations.
• BalotocoreChannel Partner/ Reseller/ DistributorBaloto is Colombia's premier lotto-style game with accumulated jackpots. Consuerte serves as authorized sales point for Baloto and Baloto Revancha tickets. The partnership enables players to purchase tickets through consuerte.com.co integration with baloto.com.
• BetPlaycoreChannel Partner/ Reseller/ DistributorBetPlay is a sports betting platform operating under Concession Contract No. C1876. The partnership allows Consuerte to commercialize BetPlay products through its network of points of sale in Meta department.
• SuperGIROS / Western UnioncoreChannel Partner/ Reseller/ DistributorSuperGIROS Móvil partnership enables Consuerte to offer international money transfer services through Western Union network. Services include national and international postal giros, allowing customers to send and receive money through Consuerte's points of attention.
• SUPERLOTERÍASmajorChannel Partner/ Reseller/ DistributorPartnership for physical lottery ticket distribution. Customers can select their preferred numbers and series from available options at Consuerte points of sale, covering lotteries from various Colombian departments.
• LOTICOLOMBIAmajorChannel Partner/ Reseller/ DistributorPartner for virtual lottery distribution. Enables Consuerte to sell electronic lottery tickets allowing customers to choose their preferred numbers digitally, with tickets valid across major departmental lotteries.
• ColjuegoscoreOthersColjuegos is the Colombian gambling regulatory authority (Autorregulador del Juego). Consuerte operates as an authorized collaborator under Coljuegos supervision, displaying the 'Colaborador autorizado' (Authorized Collaborator) designation on its website.
• MilotomajorChannel Partner/ Reseller/ DistributorMiloto is a lottery-style game. Consuerte serves as authorized sales point, offering promotional campaigns and lottery number purchases through the platform.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BetPlay (Corredor Empresarial): BetPlay is Consuerte's sports-betting partner under Concession C1876 but also operates its own betting platform, competing for the same Colombian wagering customers. As the brand owner and operator, BetPlay represents both a partner dependency and a competitive benchmark for Consuerte's sports-betting channel economics.
• WPlay: Colombian online sports betting operator licensed by Coljuegos. WPlay competes directly with Consuerte's BetPlay commercialization for Colombian sports betting spend and represents the digital-first alternative to Consuerte's physical retail agent model.
• Efecty: Efecty is a Colombian nationwide multi-service payment network offering bill payments, remittances, recharges, and banking correspondent services through a physical point-of-sale footprint. It mirrors Consuerte's banking-correspondent and bill-pay operations almost exactly, although Efecty lacks the lottery/chance-gaming vertical that anchors Consuerte.
• Puntored: Colombian payments network that operates payment-correspondent relationships with utilities, banks, and government programs through a multi-service agent network. Puntored competes with Consuerte's banking-correspondent and bill-payment revenue streams and offers a comparable multi-service retail model.

Others

• Scotiabank Colpatria: One of the Colombian financial institutions whose banking-correspondent services Consuerte distributes. While a partner rather than a competitor, Scotiabank Colpatria is a relevant comparable for the scale and operation of a correspondent-banking franchise in the Colombian market.
• SuperGIROS: Colombian remittance and payments company that is one of Consuerte's most strategic partners (SuperGIROS Móvil + Western Union). While not directly competing, SuperGIROS is the most operationally adjacent player — comparable in operating model around giros and bill pay, and shares revenue with Consuerte via their partnership.
• Western Union (Colombia): Global money-transfer provider whose remittance services Consuerte distributes through its SuperGIROS Móvil partnership. Western Union is not a competitor but a critical upstream partner whose continuing relationship underwrites Consuerte's international remittance commission revenue.

Broad incumbents

• Redeban: Colombian payment processor and the dominant switching network for debit/credit/ATM transactions. As the underlying infrastructure that powers much of Consuerte's banking-correspondent activity, Redeban is a broader incumbent in the same correspondent-banking ecosystem where Consuerte operates.
• Codere Colombia: Multinational gaming operator with established retail and online presence in Colombia under Coljuegos authorization. Codere offers overlapping sports betting and gaming capabilities across Latin America at much larger scale, making it a relevant broader-market incumbent to benchmark Consuerte against.

Regional players

• Apuesta Total (Peru): Peruvian multi-channel retail and online sports-betting and lottery operator. Apuesta Total shares Consuerte's concept of physical retail points of sale paired with gaming and lottery verticals, but operates in a different Andean country, making it a useful regional comparable for Latin American multi-service gaming retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/consuertev
• LinkedInlinkedin.com/company/consuerte

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Consuerte