ROCASEGUROS

What ROCASEGUROS does

Roca Seguros is a private, traditional insurance brokerage and advisory firm headquartered in Duitama, Colombia, operating since 1984. The company serves approximately 2,000 individual clients, families, and business associations across Colombia, offering personalized risk assessment and insurance product selection across personal, business, and patrimonial lines. Its portfolio of 20 products includes health, life (individual, group, and debtor), home, pet, educational, ARL (labor risk), cargo transport, heavy vehicle all-risk, and common areas coverage, sourced through relationships with 12 strategic insurance carrier partners.

The firm's go-to-market is sales-led and relationship-driven. Distribution operates through a single physical office at Calle 9 #26-98 in Duitama, supplemented by direct WhatsApp, phone, and email consultation channels. Roca Seguros earns revenue through commissions and premiums on policies placed with its carrier partners, with pricing determined quote-by-quote based on client risk profile and coverage level. No proprietary technology platform, digital self-service channel, or API is disclosed; the offering is fundamentally a human advisory service.

The company is privately held with no disclosed parent, investors, or external capital. It operates with a team of 6 employees and shows no evidence of geographic expansion, hiring acceleration, funding activity, or technology investment. Roca Seguros positions itself on its 40+ year operating history, professional advisory team, and a stated social focus on protecting vulnerable populations. From an investment perspective, the business is a stable, small-scale regional brokerage with limited differentiation beyond longevity and personal relationships in its local market.

Name

ROCASEGUROS

Legal name

Roca Seguros

Website

https://rocaseguros.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

Roca Seguros is a private Colombian insurance brokerage founded in 1984 and headquartered in Duitama. It offers a 20-product portfolio across personal, business, and patrimonial insurance lines to approximately 2,000 clients through personalized advisory and 12 carrier partnerships.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Individual Health Insurance Brokerage & Distribution (FSAIAEAL)

Keywords

• Insurance brokerage services
• Personal insurance products
• Commercial insurance solutions
• Life insurance coverage
• Property insurance advisory

Headquarters

HQ city

Duitama

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Insurance Premiums: Roca Seguros earns revenue through insurance policy premiums from personal, business, and patrimonial insurance products. The company acts as an insurance broker/advisor, earning commissions or premiums from insurance providers for policies placed on behalf of clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Roca Seguros is a Colombian insurance brokerage that provides personalized advisory and intermediation services for personal, business, and patrimonial insurance products. The firm brokers policies from 12 strategic insurance partners, offering 20 distinct products including health, life (individual, group, debtor), educational, home, pet, labor risk (ARL), cargo transport, heavy vehicle all-risk, and common areas coverage to individual, family, and business clients throughout Colombia.

Product overview

Roca Seguros is a traditional insurance brokerage firm offering a comprehensive portfolio of insurance products. The company provides an integrated suite of personal, business, and property insurance products through multiple specialized offerings. The product portfolio includes health insurance, life insurance (individual, group, and debtor), educational insurance, home insurance, pet insurance, cargo transport insurance, heavy vehicle all-risk insurance, common areas coverage, and labor risk insurance (ARL). The company positions itself as a full-service insurance advisor with 40+ years of experience, serving over 2,000 clients through 12 strategic insurance partners, offering 20 distinct insurance products.

Differentiator

Problem solved

Functional benefit

Products and services

• Seguro de salud (Health insurance) Health insurance product covering medical expenses and healthcare needs for individuals and families in Colombia.
• Seguro educativo (Educational insurance) Educational insurance product protecting families against costs related to education.
• Seguro de hogar (Home insurance) Home insurance covering residential property, belongings, and liability for Colombian households.
• Seguro de mascotas (Pet insurance) Pet insurance covering veterinary expenses and liability for household pets.
• Vida individual (Individual life insurance) Individual life insurance providing personal coverage and financial protection for individuals.
• Vida grupo (Group life insurance) Group life insurance for organizations covering multiple members under one policy.
• Vida deudor (Debtor life insurance) Debtor life insurance covering outstanding debts in case of the insured's death.
• ARL (Labor risk insurance) Aseguradora de Riesgos Laborales (ARL) covering work-related injuries and occupational hazards for Colombian employees.
• Áreas comunes (Common areas coverage) Insurance coverage for common areas of residential or commercial properties.
• Transporte de carga (Cargo transport insurance) Cargo transport insurance covering goods in transit for Colombian businesses.
• Todo riesgo pesados (Heavy vehicle all-risk insurance) All-risk insurance coverage specifically designed for heavy vehicles and equipment.

Quantifiable outcome

• 2000+ satisfied clients protected in Colombia

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.

• Strategic Insurance Partners NetworkcoreOthersRoca Seguros maintains relationships with 12 strategic allies providing access to an extensive range of insurance products and services. These partnerships enable the company to offer diverse coverage options across personal, business, and patrimonial insurance lines, tailored to meet the specific requirements of each client.

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Aseguradora Solidaria de Colombia: Colombian insurer with strong focus on popular/economic segments, offering life, health, and personal insurance similar to Roca Seguros. Targets a comparable Colombian client base with multi-line distribution.
• Liberty Seguros Colombia: Colombian insurance carrier offering auto, home, life, and business policies comparable to Roca Seguros' portfolio. Competes for similar individual and SME clients in Colombia with both direct and broker-distributed channels.
• HDI Seguros Colombia: Colombian insurance subsidiary of German HDI Group, offering personal, vehicle, and commercial coverage directly comparable to Roca Seguros' product portfolio. Competes in the same Colombian market with broker-distributed and direct channels.
• Seguros Bolívar: Leading Colombian insurance company offering health, life, auto, home, and business insurance products directly comparable to Roca Seguros' portfolio. Competes for the same individual and SME client base across Colombia.
• Seguros Sura: Major Colombian insurance carrier and distributor offering personal, business, and patrimonial coverage similar to Roca Seguros' product lines. Operates in the same Colombian market with overlapping client segments, though at significantly larger scale and with proprietary digital channels.
• Mapfre Colombia: Colombian subsidiary of Spanish global insurer Mapfre, offering personal, vehicle, and commercial insurance products overlapping with Roca Seguros' offerings. Represents a larger, multinational competitor in the same Colombian brokerage/carrier market.
• Mundial Seguros: Colombian insurer offering personal, vehicle, and business insurance products through broker and direct channels. Operates in the same Colombian market with overlapping product portfolio to Roca Seguros.

Broad incumbents

• Aon Colombia: Global insurance brokerage with Colombian operations offering commercial insurance placement and risk advisory. While focused on larger enterprise clients than Roca, it represents the scaled brokerage model Roca could not match, and operates in the same Colombian insurance distribution market.
• Marsh Colombia: Global insurance broker and risk advisor with Colombian presence, offering multi-line insurance placement for commercial clients. Comparable as a multi-carrier brokerage model, though focused on enterprise vs. Roca's individual/SMB orientation.

Regional players

• Previsora Seguros: Colombian insurance company offering personal, family, and business insurance products across regional Colombian markets similar to Roca Seguros' target segments. Provides a direct competitive comparison in the Colombian provincial insurance market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/rocaseguros

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 ROCASEGUROS