JER S.A.

What JER S.A. does

JER S.A. is a privately held Colombian company operating as an authorized Coljuegos concessionaire for permanent betting (apuestas permanentes) in the Boyacá and Amazonas departments, founded approximately 2006 under the leadership of Jaime Esparza Rhénals, who brings over 40 years of experience in the Colombian Chance sector. The company runs a diversified multi-service retail and digital network spanning traditional lottery and chance games (Chance, Chance Millonario, Baloto, MiLoto, regional lotteries, scratch cards), sports betting through the integrated BetPlay partnership, domestic and international money transfers (Giros SuRed), banking correspondent services for Banco de Bogotá, BBVA, and Banco Agrario, mobile recharges, and the Billetera POWWI digital wallet. The core customer base is fragmented regional consumers in Boyacá and Amazonas served through both physical points of sale and self-serve digital channels.

The company's technology platform centers on the APP SU RED mobile application and the suredapp.com.co web transactional platform, which unify access to lottery, sports betting, financial services, and money transfer products, complemented by wholly-owned subsidiaries including the Billetera POWWI digital wallet and the Radio Alegría community radio station used as a marketing and engagement channel. Architecture is best characterized as a regulated gaming and fintech retail aggregator: a government-licensed concession that bundles multiple game products, banking correspondent rails, and consumer fintech services under a single consumer-facing brand reinforced by the Club JER loyalty program.

JER's revenue model is transaction-fee based across all major streams, capturing commissions and take rates on lottery sales, sports betting wagers (BetPlay), money transfer fees, banking correspondent transactions, and mobile recharge margins. Specific pricing is not publicly disclosed but includes promotional giro pricing (e.g., from $4,000 for amounts up to $50,000) and discounts of 25%–100% on giro fees during campaigns. The go-to-market combines traditional regional retail with self-serve digital acquisition, supported by multi-channel marketing across Facebook, Instagram, YouTube, TikTok, WhatsApp, Radio Alegría, the company blog, and the Club JER loyalty/referral program.

Name

JER S.A.

Legal name

JER S.A.

Website

https://jer.com.co

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

JER S.A. is a Colombian Coljuegos concessionaire operating lottery, sports betting, money transfers, banking correspondent services, and a digital wallet across Boyacá and Amazonas through physical points of sale and the APP SU RED digital platform, serving regional consumers.

Ownership category

akta.pro rank

Product category

Lottery and Gaming Services

NAICS

Gambling Industries (7132), Other Gambling Industries (713290)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Draw-Based Lottery Management (Number Games, Keno as Lottery) (MPAEAFAE)

akta.pro secondary industries

Retail Sportsbooks (On-Premise, Kiosks & In-Venue) (MPAEACAB), Player Account, KYC/AML & Fraud/ID Verification (MPAEACAF)

Keywords

• Lottery and chance games
• Sports betting services
• Money transfer services
• Banking correspondent services
• Bill payment services

Headquarters

HQ city

Bogotá D.C.

HQ country

Colombia

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Gaming Operations (Chance and Lottery): Revenue generated from lottery and chance game operations including Chance, Chance Millonario, Baloto, Super Astro, and other lottery games. The company operates as an authorized concessionaire for permanent betting in Boyacá and Amazonas.
2. Sports Betting (BetPlay): Revenue from sports betting services through BetPlay platform, including betting commissions and transaction fees on sports wagers.
3. Money Transfers (Giros SuRed): Fees charged for domestic and international money transfer services through the SuRed network and APP.
4. Banking Correspondent Services: Revenue from banking correspondent services including bill payments, deposits, and withdrawals for Banco de Bogotá, BBVA, and Banco Agrario.
5. Mobile Recharges and Prepaid Services: Commissions from mobile phone recharges and prepaid services including Claro packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

JER S.A. operates as an authorized concessionaire for permanent betting in the Boyacá and Amazonas departments of Colombia. The company runs a network of physical points of sale and digital channels (APP SU RED, web platform, POWWI wallet) where customers can play a wide portfolio of lottery and chance games (Chance, Chance Millonario, Baloto, MiLoto, Billonario, scratch cards, regional lotteries), place sports bets through BetPlay, send domestic and international money transfers via Giros SuRed, pay bills, and recharge mobile airtime.

Product overview

JER S.A. is a licensed lottery and gaming operator in Colombia operating under Coljuegos authorization for Boyacá and Amazonas departments. The company offers a diversified portfolio of lottery games (Chance, Chance Millonario, Super Chance Plus, Billonario, Súper Millonario 3, Dupla Millonaria, Baloto, MiLoto, ColorLoto, and regional lotteries), instant-win scratch cards (Raspa & Listo, Dominó de la Suerte), sports betting (BetPlay), and financial services (Giros SuRed money transfers, international transfers, banking correspondent services, bill payments, mobile recharges). The ecosystem is unified through the APP SU RED mobile application and POWWI digital wallet, with a Club JER loyalty program. JER operates as a concessionaire authorized for permanent betting operations in Boyacá and Amazonas.

Differentiator

Problem solved

Functional benefit

Brands

• Chance Millonario: Lottery game variant offering large prize jackpots
• Billonario
• Super Chance Plus
• Dupla Millonaria
• Dominó de la Suerte
• Radio Alegría

Products and services

• Chance Traditional four-digit lottery (chance) game - the company's flagship gaming product, played at JER points of sale and via APP SU RED.
• Chance Millonario Premium Chance lottery variant offering larger prize pools than the traditional Chance game.
• Super Chance Plus Enhanced Chance lottery variant with additional betting options.
• Billonario 4 Cifras Four-digit lottery game offering substantial millionaire prizes.
• Súper Millonario 3 Three-digit lottery game with multi-million peso prize accumulations.
• La Quinta Lottery game using a five-number selection format.
• Raspa & Listo Instant-win scratch card lottery product available at JER retail points.
• Dominó de la Suerte Domino-themed scratch card game offering instant prizes up to 50 million Colombian pesos.
• Dupla Millonaria Lottery game where players select two numbers with millionaire prize potential.
• La Rapidita Fast-result lottery game variant.
• Baloto Major Colombian national lottery with multi-million peso jackpots, resold through the JER network.
• MiLoto Online lottery game distributed through the SuRed platform.
• ColorLoto Color-based lottery game with colorful prize combinations.
• Encime Lottery game variant available at JER points of sale.
• La Ñapa Additional lottery game option for players at JER points.
• Loterías Regionales Regional Colombian lotteries resold through JER, including Lotería del Valle, Meta, Huila, Cauca, Bogotá, Cundinamarca, Medellín, Quindío, Risaralda, Tolima, Santander, Boyacá, Cruz Roja, and Extra Colombia.
• BetPlay (Sports Betting) Online sports betting platform integrated into the JER network for Colombian bettors, including BetPlay recharges and promotions.
• Giros SuRed Domestic money transfer service allowing users to send and receive funds across Colombia through the SuRed physical and digital network.
• Giros Internacionales SuRed International money transfer service for cross-border remittances through the SuRed network.
• Corresponsal Bancario (Banking Correspondent) Banking correspondent services enabling bill payments, deposits, and withdrawals for Banco de Bogotá, Banco BBVA, and Banco Agrario customers at JER retail points.
• Pagos y Recaudos Bill payment and collection services available at JER retail points, including utility and service payments.
• Recargas y Pines Mobile phone airtime recharge and prepaid card services including Claro and other operator packages.
• Billetera POWWI Digital wallet service for storing funds and conducting electronic payments within the JER ecosystem.
• Club JER Customer loyalty and rewards program for frequent JER customers offering exclusive promotions and prizes.
• APP SU RED Self-serve mobile application providing access to JER's lottery, money transfer, bill payment, mobile recharge, and digital wallet services from a smartphone.

Named customers2 records

Segments4 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

Ten partnerships are on record, tiered minor and core.

• Matrix Seguros (SOAT)minorChannel Partner/ Reseller/ Distributor · 21 November 2020Partnership for selling SOAT (mandatory vehicle insurance) through JER's digital channels, offering promotional discounts to customers.
• COLJUEGOScoreStrategic or Co-development PartnerRegulatory body governing gambling operations in Colombia. JER operates as an authorized concessionaire under COLJUEGOS supervision for permanent betting exploitation in Boyacá and Amazonas departments.
• BetPlaycoreStrategic or Co-development PartnerSports betting brand integrated into JER's service portfolio, allowing customers to place sports bets through JER points of sale and digital channels.
• BalotocoreChannel Partner/ Reseller/ DistributorLottery game partnership where JER resells Baloto lottery products through its network of points of sale.
• Banco de BogotácoreChannel Partner/ Reseller/ DistributorJER operates as a banking correspondent for Banco de Bogotá, providing bill payment, deposit, and withdrawal services.
• Banco BBVAcoreChannel Partner/ Reseller/ DistributorBanking correspondent services for BBVA customers, enabling bill payments and basic banking transactions.
• Banco AgrariocoreChannel Partner/ Reseller/ DistributorBanking correspondent services extending financial access to rural communities through JER's network.
• ClarominorChannel Partner/ Reseller/ DistributorMobile operator partnership for airtime and data package recharges through JER's digital and physical channels.
• Matrix Giros y Servicios SAS (SuRed)coreStrategic or Co-development PartnerTechnology and operational partner for the SuRed money transfer network, providing the infrastructure for domestic and international remittance services.
• Radio AlegríaminorGTM or Marketing PartnerCommunity radio station owned by JER, used for marketing, promotional campaigns, and community engagement.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Viaximo: Latin American money-transfer and payment-services company with operations in Colombia. Comparable on the international and domestic giros business that JER offers through Giros SuRed and Giros Internacionales.
• Red Chancera: Network of Chance resellers and operators in Colombia. Comparable as a peer in the Chance/lottery reseller segment with similar transaction-fee economics to JER's lottery business.

Direct peers

• Efecty: Colombia's largest banking-correspondent and money-transfer network. Directly comparable on the giros, bill-payment, and banking-correspondent services that JER offers through SuRed, and competes for the same retail agent footprint across Colombian departments.
• BetPlay (Corredor Empresarial): Colombia's flagship online sports betting brand, distributed by JER as a retail agent. Comparable as a sports betting operator competing for the same Colombian bettor wallet, and a brand whose commercial terms directly shape JER's sports-betting take rate.
• Puntored: Colombian payment-network and banking-correspondent platform enabling bill payments, recharges, and money transfers at retail agents. Directly comparable to JER's Corresponsal Bancario and Giros SuRed services as a multi-bank agent network.
• SuperGiros: Colombian giros and banking-correspondent network with national retail-agent coverage. Directly comparable to JER's money-transfer and correspondent-banking offerings, and a competitor for retail-agent partnerships in Colombia.
• Matrix Giros y Servicios (SuRed): JER's named technology/operational partner for the SuRed money-transfer network. Comparable as a Colombian giros operator with a national footprint and similar money-transfer product set that competes for the same customer base.

Emerging players

• LottoRed: Colombian online lottery reseller and aggregator offering Chance, Baloto, and other lottery products digitally. Comparable as a lottery reseller with overlapping game portfolio, though operating without JER's physical concessionaire footprint.

Broad incumbents

• Codere Colombia: International gaming operator with established Colombian operations running sports betting, casino, and lottery products. Comparable as a licensed Colombian gaming operator competing for the same customer wager, though at significantly larger scale and broader geographic footprint than JER.

Others

• Servientrega Efecty (4-72 / financial services): Major Colombian logistics and payments network that, through affiliated entities, competes in retail payment and banking-correspondent services. Comparable as an adjacent Colombian retail-services platform whose agent footprint overlaps with JER's.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/jersuredofi
• YouTubeyoutube.com/channel/UC3vu5KeI9Bg6vQ_lmhTGxNw
• Facebookfacebook.com/JER-SA-803526463038758
• Instagraminstagram.com/jersured
• TikToktiktok.com/@jersuredofi
• LinkedInlinkedin.com/company/jer-s-a

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 JER S.A.