What Mapfre Asistencia does

Mapfre Asistencia S.A. is the global insurance and assistance subsidiary of Spanish multinational Mapfre Group, operating commercially under the MAWDY brand. Founded in 1989 and headquartered in Madrid, the company runs a B2B2C distribution model targeting insurance intermediaries and automotive dealers across 23 countries, working through more than 600 commercial partners and serving over 50 million beneficiaries. Its product portfolio is organized into two suites: MiA Assistance (vehicle roadside assistance, home, travel, health, and SME assistance products) and MiA Protection (lifestyle and vehicle protection products), supplemented by claims management services under the wholly-owned Italian subsidiary MAWDY SERVICES S.p.A. Pricing is not publicly disclosed; revenue is generated from insurance premiums and assistance service fees collected from end customers via partner distribution channels, structured as a recurring subscription model. Customer segments are segmented horizontally — automotive dealers, homeowners, travelers, health-conscious individuals, SMEs, and lifestyle protection seekers — rather than concentrated in a single vertical.

The technical foundation is a cloud-based digital platform with pre-sales and post-sales integration tools designed to embed directly into partner business environments, using secure cloud models and data analytics for customer experience personalization. An internal 24/7/365 multilingual operations structure with continuously trained specialized operators supports always-on service delivery. The platform architecture and the always-on multilingual operations layer are the company's principal technical differentiators at the distribution layer rather than at the underwriting or risk-modeling layer. The company holds ISO 14064-1:2028 certification for greenhouse gas accounting (verified by AENOR through Accredia) and operates the MAWDY SERVICES subsidiary under IVASS (Italian Insurance Supervisory Authority) registration.

The company is privately held under Mapfre Group with no external investors, no private equity involvement, and no disclosed funding rounds. No management team, executive bios, named senior leaders, customer logos, or M&A activity appear in the source data.

Name

Mapfre Asistencia

Legal name

Mapfre Asistencia S.A.

Website

https://mapfre-assistance.it

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Mapfre Asistencia is the global assistance arm of Mapfre Group, operating the MAWDY brand across 23 countries via 600+ insurance intermediary and dealer partners serving 50M+ beneficiaries, distributing digital vehicle, home, travel, health, SME, and lifestyle assistance products.

Ownership category

akta.pro rank

Product category

Insurance Assistance Services

akta.pro primary industry

Roadside Assistance & Towing Memberships (Bundled with Service Contracts) (FSAJALAL)

akta.pro secondary industries

Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD), Travel Supplier Protection & Liability (Airline/Hotel/Tour Operator) Platforms (THALALAJ)

Keywords

• Travel assistance services
• Vehicle roadside assistance
• Home assistance coverage
• Insurance assistance products
• Claims management services

Headquarters

HQ city

Verrone

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance and Assistance Premiums: Generates revenue through insurance premiums and assistance service fees collected from end customers via partner distribution channels

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Mapfre Asistencia sells white-label and co-branded digital assistance and protection products (vehicle roadside assistance, home, travel, health, SME, and lifestyle coverage, plus claims management) under the MAWDY brand. Products are delivered through insurance intermediaries and automotive dealer networks in 23 countries, supported by cloud-based pre-sales and post-sales digital integration tools and a 24/7 multilingual operations center.

Product overview

MAWDY is an assistance and protection solutions provider under Mapfre Asistencia S.A., operating across 23 countries with 600+ partners and serving 50+ million beneficiaries. The company offers a portfolio of 200+ digital service solutions organized under two main lines: Soluzioni MAWDY (MiA Assistance and MiA Protection products) and Soluzioni MAWDY SERVICES (additional drive protection and claims management). The MiA product family includes MiA drive Assistance, MiA home, MiA travel, MiA health, MiA PMI, MiA lifestyle, and MiA drive Protection, designed to complement partner offerings and enable digitalization of customer relationships. All solutions are delivered through digital tools with 24/7 multilingual operational support.

Differentiator

Problem solved

Functional benefit

Brands

• MiA ASSISTANCE: Digital assistance solutions portfolio including MiA drive Assistance, MiA home, MiA travel, MiA health, MiA PMI.
• MiA PROTECTION
• MiA drive Assistance
• MiA home
• MiA travel
• MiA health
• MiA PMI
• MiA lifestyle
• MiA drive Protection

Products and services

• MiA drive Assistance

Quantifiable outcome

• Serves over 50 million beneficiaries globally
• +2 more outcomes

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• International SOS: Largest global medical and travel security assistance company, especially relevant to MAWDY's MiA travel and MiA health products where multinationals and insurance partners outsource emergency assistance services.
• AXA Assistance: AXA Group's assistance subsidiary offering roadside, travel, home, and health assistance with embedded partner distribution — directly comparable to MAWDY's MiA platform across product mix and GTM motion.
• Europ Assistance (Generali): Generali-owned global assistance provider delivering travel, auto, and home assistance through insurance intermediaries and corporate partners — a like-for-like competitor to Mapfre Asistencia's white-label distribution model.
• AIG Travel: AIG's travel assistance and insurance division, distributed through intermediaries and corporate partners — competes most directly with Mapfre's MiA travel and travel protection offerings.
• Falck Group: Pan-European provider of roadside assistance, healthcare, and emergency services with B2B partnerships with insurers and OEMs — closely overlaps with MAWDY's MiA drive Assistance and partner distribution model.
• Allianz Partners: Allianz's global assistance and insurance arm (combining Mondial Assistance and AGA) covering travel, roadside, home, and health assistance distributed through B2B and B2B2C channels — the closest direct competitor to MAWDY's MiA suite.
• APRIL Group: French-headquartered insurance assistance and wholesale broker with strong B2B2C distribution through partners across Europe — comparable in partner-led distribution and multi-line assistance/protection products.

Broad incumbents

• Assurant: Large specialty insurer with vehicle protection (extended service contracts, roadside) and connected-living products distributed through dealers and carriers — comparable scale and dealer-channel GTM to MAWDY's MiA drive Protection.
• ADAC: German mobility club dominant in roadside assistance and travel protection, with a large partner and consumer brand — comparable function to MAWDY roadside/travel products though primarily consumer-direct.

Emerging players

• CEGA Group: Claims-management and medical-assistance specialist serving insurers and assistance providers — comparable to MAWDY's 'Gestione sinistri' (claims management) service module and adjacent to MAWDY's assistance operations.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Mapfre Asistencia