La Auxiliadora

What La Auxiliadora does

La Auxiliadora is El Salvador's leading funeral services provider, operating under the corporate umbrella of Vangrupo (legal entity Brillat S.A. de C.V.). The company offers a vertically integrated death-care platform spanning prepaid family protection plans, funeral assistance, cremation and columbarium services, memorial parks (Parque Memorial Las Colinas, spanning over 20 manzanas), international repatriation, and complementary offerings such as floristry, a digital obituary system (Libro de Memorias), a grief support program (Programa VIVE), and a customer loyalty program (Club Vida). It serves Salvadoran families and individuals seeking to pre-plan or arrange end-of-life services, with four owned funeral home locations in San Salvador (headquarters), Santa Tecla, Santa Ana, and Sonsonate, plus strategic alliances that extend coverage into the eastern zone of the country. A US toll-free line supports diaspora-driven repatriation demand.

The company's technology stack is modest and consumer-facing: an e-commerce storefront (Tienda Online) for direct purchase of protection plans and floral products, the Libro de Memorias searchable obituary platform, and standard card payment integrations (Visa, Mastercard, American Express). There are no disclosed AI, data, or automation capabilities. Its go-to-market is omnichannel and direct-to-consumer — phone contact centers (24/7 emergency line), retail funeral homes, the online store, organic social media (Facebook pages for Funerarias, Asistencia, and Programa VIVE plus LinkedIn for Vangrupo), and content marketing through the Programa VIVE blog.

Revenue is generated through a hybrid mix of recurring subscription-like prepaid protection plans (installments of 12 to 120 months, with monthly cuotas from $17.05 and starting coverage at $83.99) and one-time payments for funeral services, columbarium spaces ($2,376 standard, $3,520 family), memorial park packages ($3,080.50), and floral arrangements ($60 to $695). Customer segments are fragmented across individuals and families, and the company self-positions as the number one funeral services brand in El Salvador with over 60 years of continuous market presence. The parent group Vangrupo also operates related brands including Capillas Memoriales and Funeral Prever, suggesting prior M&A activity within the Salvadoran funeral services sector.

Name

La Auxiliadora

Legal name

Brillat S.A. de C.V.

Website

https://laauxiliadora.com

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

251–500 employees

Short description

La Auxiliadora is El Salvador's leading funeral services provider, offering prepaid family protection plans, funeral assistance, cremation, memorial parks, repatriation, and grief support through four owned funeral homes and national strategic alliances serving Salvadoran families.

Ownership category

akta.pro rank

Product category

Funeral Services

NAICS

Funeral Homes and Funeral Services (81221), Cemeteries and Crematories (81222), Death Care Services (8122)

SIC

Life Insurance (6311)

akta.pro primary industry

Final Expense / Burial Life Insurance (FSAIABAF)

Keywords

• Funeral services
• Prepaid family protection plans
• Cremation and columbarium
• International repatriation services
• Memorial park services

Headquarters

HQ city

Escalón

HQ country

El Salvador

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Prepaid Family Protection Plans: Subscription-like payment plans for funeral services that customers pay in advance or through installment plans (12-120 months). Covers protection family plans starting at $83.99.
2. Floristry Products: One-time sales of funeral floral arrangements including wreaths, crosses, garlands, and sprays ranging from $60 to $695.
3. Columbarium Services: Cremation services with columbarium space rental at El Hogar de Las Memorias. Standard columbarium at $2,376, Family columbarium at $3,520 with various payment plan options.
4. Funeral Services (Emergency): Emergency funeral services including velation, burial preparation, and related services available 24/7
5. Memorial Park Services: Parque Memorial Las Colinas services including ceremony furniture, burial process, memory book, and thank you cards at $3,080.50
6. Repatriation Services: International repatriation services for deceased individuals to return to their home country

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

La Auxiliadora sells prepaid family protection plans and on-demand funeral services to individuals and families in El Salvador. Its core offerings include prepaid funeral protection plans (starting at $83.99), 24/7 emergency funeral assistance with nationwide transfer coverage, cremation and columbarium services at El Hogar de Las Memorias, memorial park services at Parque Memorial Las Colinas (20+ manzanas), international repatriation services, and complementary floral arrangements purchasable through an online store.

Product overview

La Auxiliadora is a funeral services company operating a platform-plus-modules architecture. The core offerings center on Protección Familiar (family protection plans) for prepaid funeral expenses and Asistencia Funeraria (funeral assistance services) with nationwide coverage. Additional modules include Columbarios (cremation and urn storage), Parque Memorial Las Colinas (memorial park), Repatriación (repatriation services), and Salas de Velación (velation chapels in San Salvador, Santa Tecla, Santa Ana, and Sonsonate). Complementary services include Floristería (floral arrangements), Libro de Memorias (online obituary system), Programa Vive (grief support), and Club Vida (loyalty program). The company operates an e-commerce store for purchasing plans and floral products, with 24/7 emergency services available.

Differentiator

Problem solved

Functional benefit

Brands

• Programa Vive: Corporate social responsibility program under Vangrupo focused on providing integral support in emotional management and grief counseling.
• Club Vida

Products and services

• Planes de Protección Familiar (Family Protection Plans) Prepaid funeral expense coverage plans that allow families to prepay funeral costs starting from $83.99, with monthly cuotas from $17.05 and installment terms from 12 to 120 months. Designed to provide financial protection and peace of mind by removing debt and interest obligations at the time of death.
• Asistencia Funeraria (Funeral Assistance) Funeral assistance services providing quality and humane farewell services without debt or interest, including nationwide coverage and transfer services across El Salvador. Targets families needing funeral services at the time of death.
• Emergencias (Emergency Funeral Services) 24/7 emergency funeral services with immediate assistance available by phone, handling all funeral arrangements during crisis moments via the 2298-1300 line. Available nationwide across El Salvador.
• Columbarios (Columbarium & Cremation Services) Cremation and urn storage services with columbarium spaces in marble or crystal at El Hogar de Las Memorias. Includes Standard Columbarium at $2,376 and Family Columbarium at $3,520 (which includes two cremation services), with financing terms from 12 to 120 months.
• Parque Memorial Las Colinas Memorial park spanning over 20 manzanas (approximately 34+ acres) of natural environment providing complete tranquility for memorial services. The $3,080.50 package includes ceremony furniture, burial process, memory book, thank you cards, and grief support program.
• Repatriación (Repatriation Services) International repatriation services ensuring deceased loved ones can return to their home country, with coordination and logistics handled by La Auxiliadora. Includes administrative procedure advisory, transfers, coffin provision, and velation in the funeral home network. Served through a US toll-free line (1-800-605-0450) for Salvadoran families abroad.
• Floristería (Funeral Floral Arrangements) Online shop selling funeral floral arrangements including wreaths, crosses, garlands, sprays, and arrangements ranging from $60 (Denario Floral) to $695 (Guirnalda Gold), with multiple tiers such as Elegance, Premium, and Supreme lines.
• Salas de Velación (Velation Chapels) Velation chapel facilities available across four La Auxiliadora locations: San Salvador (6 chapels), Santa Tecla (4 chapels), Santa Ana (3 chapels), and Sonsonate (2 chapels). Used as part of the funeral service offering for wakes and farewells.
• Homenajes (Tribute Service with National Coverage) National coverage tribute service that includes transfers, coffin provision, velation in La Auxiliadora's network of funeral homes, cafeteria kit, and administrative procedure advisory. Designed to provide a comprehensive single-purchase tribute package.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

One partnership is on record.

• Funerarias en la Zona Orientalregional coverageChannel Partner/ Reseller/ DistributorStrategic alliances with local funeral homes in eastern El Salvador region to provide services outside La Auxiliadora's own locations in San Salvador, Santa Tecla, Santa Ana, and Sonsonate.

Scale indicators5 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• Park Lawn Corporation: Canadian funeral, cemetery, and cremation operator with a North American roll-up strategy. Comparable on cemetery-led operating model and consolidation playbook across multiple regional brands similar to Vangrupo's multi-brand structure.
• InvoCare Limited: Australia and New Zealand's largest funeral services provider with pre-need plans, cemeteries, and crematoria. Comparable in pre-need recurring-revenue strategy and integrated death-care platform, though operating in a developed market.
• Grupo Mémora: Leading Iberian funeral services group operating cemeteries, crematoria, and pre-need plans across Spain and Latin America. Comparable in integrated death-care platform structure and recurring pre-need revenue model, though at significantly larger scale and geographic breadth.
• Dignity plc: UK-listed funeral services operator with pre-need plan portfolio and national branch network. Comparable in pre-need plan economics and brand-driven pricing power, though in a more mature, regulated market.
• Service Corporation International: Largest funeral, cemetery, and cremation operator in North America. Comparable on integrated death-care platform (funeral homes + cemeteries + cremation + pre-need financing) though operating at vastly larger scale and with public-market disclosure.

Direct peers

• StoneMor Partners: US operator focused on cemetery and funeral home operations with pre-need sales. Directly comparable in cemetery-led business model, pre-need customer financing, and reliance on physical memorial-park real estate similar to Parque Memorial Las Colinas.
• Grupo Gayosso: Mexico's largest funeral services operator offering pre-need plans, cremation, repatriation, and grief support across a national footprint. Closest comparable in product mix, prepaid-plan model, and integrated death-care platform strategy.

Regional players

• Funeraria del Recuerdo (Grupo Funezur): Venezuelan funeral services group with pre-need plans, cremation, and cemetery operations. Comparable on Latin American pre-need funeral-plan model and integrated death-care offering, though serving a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Funerariaslaauxiliadora
• LinkedInlinkedin.com/company/vangrupo

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 La Auxiliadora