Generación Plus

What Generación Plus does

Generación Plus S.A. is a Madrid-based, privately held Spanish insurance brokerage (correduría de seguros polivalente) authorized by the Dirección General de Seguros under registration code J3610. The firm is specialized in home insurance while distributing a broad multi-line portfolio covering personal lines (home for owners and tenants, life, health, funeral, pet, and travel insurance) and commercial lines (business, D&O, general and professional liability, cyber risk, and material damage). Its digital presence is centered on the generacionplus.es Webflow website and a LinkedIn profile shared with parent group AlquilerSeguro Grupo; the firm does not develop proprietary technology, APIs, or applications. Operational structure is lean at approximately 14 team members based in Madrid under Director Encar Ferreiro, including a distribution manager, team coordinator, six client advisors (one focused on loyalty), and two claims managers.

The business model is commission-based: Generación Plus acts as an intermediary between customers and affiliated insurance carriers (entidades aseguradoras vinculadas), earning commissions on placed premiums. Pricing is predominantly quote-based through personalized advisory consultations, with one disclosed tier — tenant home insurance starting from €140 per year. Annual billing cadence is standard across the brokerage model.

Customer acquisition is omnichannel-light: a website inquiry form, phone line (912 172 639), a callback service, a regularly published content blog (2024–2025), and organic LinkedIn presence support top-of-funnel demand. Distribution is consultative, served by named professional advisors who tailor multi-carrier recommendations for individuals and SMEs across horizontal segments (households, hospitality, beauty, retail, shopping-center businesses). Ownership is private with no disclosed parent controlling stake, no external funding rounds, and no reported M&A activity in the input data.

Name

Generación Plus

Legal name

GENERACIÓN PLUS S.A.

Website

https://generacionplus.es

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Generación Plus S.A. is a Madrid-based Spanish insurance brokerage (DGS code J3610) that distributes multi-line personal and commercial insurance across home, life, health, business, D&O, and cyber lines to individuals and SMEs via consultative advisory sales.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Insurtech-Enabled Brokerage (Digital Brokers & Aggregators) (FSAEADAN)

akta.pro secondary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

Keywords

• Insurance brokerage services
• Home insurance policies
• Business liability insurance
• Life and health insurance
• Insurance advisory services

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Insurance brokerage commissions: Generación Plus operates as a 'correduría de seguros' (insurance brokerage firm). The company acts as an intermediary between insurance customers and insurance companies (entidades aseguradoras vinculadas), earning commissions on insurance policies sold. The revenue model is commission-based, deriving from the premiums paid by customers on insurance products placed with partnered insurance carriers.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Generación Plus is a multi-specialty insurance brokerage (correduría de seguros polivalente) registered with the Spanish Dirección General de Seguros under code J3610. The company acts as an intermediary between customers and partner insurance carriers, offering a broad portfolio of personal insurance products (home, life, health, funeral, pet, travel) and business insurance products (business, D&O, general and professional liability, cyber risk, material damage). Customers contact the brokerage through website forms or phone and receive personalized advice and quotes from professional advisors across multiple insurance providers.

Product overview

Generación Plus is a multi-line insurance brokerage (correduría de seguros polivalente) specializing in home insurance while offering a comprehensive portfolio of personal and business insurance products. For individuals (Particulares), the core offerings include home insurance for owners and tenants, life insurance, health insurance, funeral insurance, pet insurance, and travel insurance. For businesses (Empresas), the company provides business insurance, Directors and Officers (D&O) liability insurance, general and professional civil liability insurance, cyber risk insurance, and material damage insurance. The company acts as an intermediary between customers and insurance companies, offering personalized advice and coverage selection.

Differentiator

Problem solved

Functional benefit

Products and services

• Seguro de Hogar Home insurance covering pisos, apartamentos, adosados, and chalets for property owners. Covers fire damage, robbery, water damage, home assistance, electrical damages, and civil liability for structural damage to the dwelling.
• Seguro de Hogar para Inquilinos Home insurance specifically designed for tenants renting a property. Protects personal belongings and covers accidental damages to the property during the rental period, starting from €140 per year.
• Seguro de Vida Life insurance with adaptable coverages including death from any cause, terminal illness advance, accidental death, permanent disability, serious illness coverage, and second medical opinion.
• Seguro de Salud Health insurance providing access to a medical network, specialists without long waits, and second medical opinions. Offered with options including copayment and expense reimbursement.
• Seguro de Decesos Funeral insurance covering funeral service costs, national and international repatriation, estate and inheritance procedures, medical and dental services, travel assistance, and technological home assistance.
• Seguro de Mascotas Pet insurance for dogs and other animals covering civil liability for damages to third parties, loss, illness, and accidents.
• Seguro de Viajes Travel insurance covering COVID-19, medical expenses, luggage loss, and trip extensions. Available for vacation, business travel, and weekend getaways.
• Seguro de Negocios Business and commerce insurance protecting businesses against fire, water damage, vandalism, atmospheric phenomena, robbery, property damage, machinery breakdown, and consequential losses.
• Seguro de Administradores y Directivos (D&O) Directors and Officers insurance (D&O) protecting managers, executives, and board members against claims from shareholders, employees, clients, creditors, and regulators related to their professional management.
• Seguro de Responsabilidad Civil General General civil liability insurance for businesses covering exploitation liability, product liability, finished work liability, defense costs, judicial bonds, and employer and cross liability.
• Seguro de Responsabilidad Civil Profesional Professional liability insurance covering claims from clients for economic damages caused by negligence in professional services, including professional negligence, intellectual property infringement, employee infidelity, and document loss.
• Seguro de Riesgos Cibernéticos Cybersecurity insurance (cybersurance) protecting businesses against cyber attacks, data breaches, ransomware, identity theft, electronic fraud, and covering incident response, technology liability, mitigation expenses, and insured losses.
• Seguro de Daños Materiales Material damage insurance for businesses covering damage to property, machinery, electronics, business interruption losses, and emergency assistance from qualified professionals.

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

One partnership is on record.

• Entidades Aseguradoras Vinculadas (Partner Insurance Companies)coreOthersGeneración Plus works with multiple affiliated insurance companies (entidades aseguradoras vinculadas) to offer a wide range of insurance products. These partner insurers provide the underlying insurance policies that Generación Plus brokers to its customers. The company discloses that customer data may be shared with these linked insurance entities for the purpose of preparing service quotes.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Caser Seguros: Caser is a Spanish mutual insurer offering home, life, health, funeral (decesos), pet, and commercial insurance, with strong funeral and home insurance franchises. Its 'decesos' and home insurance offerings are particularly comparable to Generación Plus's core personal lines, especially funeral insurance.
• Zurich Seguros España: Zurich Insurance Group's Spanish operation offers home, life, auto, and commercial insurance (including D&O, cyber, and professional liability) through direct and broker channels. Its product breadth and commercial-lines depth overlap with Generación Plus's full-stack portfolio.
• Aon Spain: Aon operates one of the world's largest insurance brokerage platforms with a significant Spanish presence, offering risk advisory, commercial insurance placement, and reinsurance across all major lines. It is comparable to Generación Plus as a multi-line insurance brokerage in Spain but operates at vastly greater scale and with broader corporate focus.
• Mapfre: Mapfre is Spain's largest insurer and also operates brokerage and direct distribution channels across home, life, health, and commercial lines. It competes with Generación Plus across virtually all of GP's product set in the Spanish market, with the crucial difference that Mapfre also underwrites risk directly.
• SegurCaixa Adeslas: SegurCaixa Adeslas is a leading Spanish insurer-brokerage (joint venture between Mutua Madrileña and Adeslas, distributed through CaixaBank) with strong positions in home, health, life, and funeral insurance. It competes directly with Generación Plus's Particulares portfolio and benefits from massive bank-channel distribution.
• Willis Towers Watson (WTW) Spain: WTW operates a global insurance and reinsurance brokerage with a Spanish office providing risk management, commercial insurance placement, and advisory services. It is comparable to Generación Plus as a multi-line insurance broker in Spain, particularly for the commercial lines (D&O, cyber, professional liability) that GP is expanding into.
• Marsh Spain: Marsh, part of Marsh McLennan, runs a major global insurance brokerage with a Spanish operation focused on corporate risk, commercial lines, and specialty insurance. It competes in the same multi-line brokerage space as Generación Plus, particularly in the Empresas (SMB/corporate) segment, but at much larger scale.
• Generali Seguros España: Generali operates a Spanish subsidiary offering home, life, health, auto, and commercial insurance through both tied agents and broker channels. It is comparable as a multi-line insurance provider in Spain competing for the same individuals and SMB customer base as Generación Plus.

Direct peers

• Plus Ultra Seguros: Plus Ultra Seguros is a mid-sized Spanish multi-line insurer offering home, life, health, funeral, and commercial insurance through traditional agency and broker channels. As a similarly sized multi-line Spanish player, it is directly comparable to Generación Plus in product mix and target customer.
• Howden Spain: Howden is a fast-growing specialist insurance brokerage with a Spanish operation offering multi-line commercial and personal insurance through a partner-led model. Its multi-line, advisor-driven brokerage structure closely mirrors Generación Plus's 'correduría de seguros polivalente' positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/generacion-plus

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Generación Plus