Punto Aliado

What Punto Aliado does

Punto Aliado is a Colombian financial-services intermediary that operates a digital aggregation platform connecting individual consumers — and, via a B2B channel, independent merchants and SMEs — to 16+ financial institutions for vehicle credit and 12+ insurance carriers for vehicle, home, life, health, travel, pet, and bicycle coverage. Underlying technology is a web-based comparison-and-application platform with a single credit-application form that fans out to multiple lenders, online quotation tools for insurance, an integrated payment portal (Pagos en Línea) routing premium and installment payments to partner providers, and a dedicated WhatsApp Business channel for sales support and servicing. Sub-brands — digicredito, creditoparacarro, FIDEL, and Portal Referidores — segment credit originations, vehicle credit acquisition, customer loyalty, and B2B referrer onboarding respectively.

The business model is affiliate/brokerage commissions on successful placements, with no underwriting balance sheet of its own; revenue derives from referral fees paid by partner banks and insurers. Go-to-market combines a self-service digital front end with WhatsApp-assisted advisory and a B2B partner channel in which third-party merchants earn commission by referring customers. Customer segments span salaried employees, self-employed and independent workers, and pensioners, with pensioners offered simplified documentation requirements. The company is privately held and founder-controlled, operating through two Colombian legal entities (PUNTO ALIADO SEGUROS LTDA and PUNTO ALIADO CREDITO S.A.S.) with offices in Medellín/Envigado and Bogotá D.C., and serves only the domestic Colombian market. Service breadth and 11+ years of operation indicate an established regional broker rather than a scaled fintech; no revenue, headcount, or funding has been publicly disclosed.

Name

Punto Aliado

Legal name

PUNTO ALIADO SEGUROS LTDA Y PUNTO ALIADO CREDITO S.A.S.

Website

https://www.puntoaliado.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Punto Aliado is a Colombian digital insurance and vehicle-credit aggregator connecting consumers and a B2B partner network to 12+ insurers and 16+ financial institutions, earning affiliate/brokerage commissions on placed policies and approved loans.

Ownership category

akta.pro rank

Headquarters

HQ city

Bogotá

HQ country

Colombia

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Referral and Brokerage Commissions: Earns commissions from insurance providers (Sura, AXA Colpatria, Seguros Bolívar, Mapfre, Allianz, and 8+ others) for customer referrals and policy placements across vehicle, home, life, health, travel, pet, and bicycle insurance products.
2. Vehicle Credit Referral Commissions: Generates revenue through referral fees from 16+ financial institutions and banks (BBVA, Banco de Bogotá, Davivienda, Banco Finandina, Finanzauto, Toyota Financial, and others) when customers are approved for vehicle credit.
3. B2B Ecosystem Commissions: Third-party independent merchants and SMEs earn commission income by referring customers through the digital ecosystem, with Punto Aliado taking a share of referral revenues.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Punto Aliado is a Colombian insurance and vehicle credit broker that aggregates offerings from 12+ insurance companies and 16+ financial institutions into a single digital platform. Customers can compare and purchase vehicle, home, travel, life, health, pet, and bicycle insurance, as well as apply for vehicle credit through one unified application. The company also operates a B2B ecosystem enabling independent merchants and SMEs to earn commissions by referring customers.

Product overview

Punto Aliado is a Colombian insurance and vehicle loan brokerage platform operating under two legal entities — Punto Aliado Seguros Ltda and Punto Aliado Crédito S.A.S — with more than 11 years of experience. The platform aggregates insurance products (vehicle, home, travel, life, health, pet, and bicycle insurance) from over 12 partner insurers, and vehicle loan products from 16+ financial institutions, offering a comparison and brokerage service through a single digital platform. The core offering is the vehicle credit and insurance bundle, supplemented by a loyalty program (FIDEL), online payment portal, and a PQRS complaint management system. The company operates a B2B model allowing independent merchants and SMEs to join the platform and earn commissions.

Differentiator

Problem solved

Functional benefit

Brands

• digicredito: Digital credit application portal operated by Punto Aliado Crédito S.A.S., accessible at digicredito.puntoaliado.com, for submitting credit requests.
• creditoparacarro
• FIDEL
• Portal Referidores

Products and services

• Crédito Vehicular Vehicle loan brokerage service that connects customers with over 16 financial institutions to compare and obtain credit for new or used vehicle purchases. Offers up to 100% financing, terms up to 72 months for used vehicles and 84 months for new vehicles, and a single-form multi-lender application process.
• Seguro Vehicular Vehicle insurance comparison and brokerage service that aggregates multiple insurers (Sura, AXA Colpatria, Allianz, Seguros Bolívar, Mapfre, and others), allowing customers to compare coverage options and purchase auto insurance policies through a unified platform.
• Seguro de Hogar Home insurance product covering property damage, theft, natural disasters, and liability, offered in partnership with multiple Colombian insurers through the Punto Aliado comparison platform.
• Seguro de Viajes Travel insurance product covering trip cancellations, medical emergencies abroad, and travel assistance, available through partner insurers via the Punto Aliado aggregation platform.
• Seguro de Vida Life insurance product offering death benefit, disability coverage, and accidental death indemnification, with customizable coverage levels and additional assistance packages, distributed through partner insurers.
• Póliza de Salud Health insurance or prepaid medicine plans that complement EPS services, providing faster access to specialists, diagnostic exams, and private healthcare facilities, offered through partner insurers.
• Seguro de Mascotas Pet insurance covering veterinary expenses, accidental death, third-party liability, and assistance services for dogs and cats, offered through partner insurers on the Punto Aliado platform.
• Seguro de Bici Bicycle insurance covering theft, accidental damage, personal accidents, and third-party liability for conventional and electric bicycles, offered through partner insurers.
• Pagos en Línea Online payment portal providing direct links to partner insurer and financial institution payment gateways, enabling customers to pay insurance premiums and loan installments digitally.

Quantifiable outcome

• Up to 100% financing available for new and used vehicles
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

21 partnerships are on record, tiered core, major and minor.

• SuracoreChannel Partner/ Reseller/ DistributorMajor Colombian insurance provider partnered with Punto Aliado for vehicle, health, and other insurance product distribution through the aggregation platform.
• AXA ColpatriacoreChannel Partner/ Reseller/ DistributorPartnership with AXA Colpatria for insurance product offerings including vehicle, home, and other insurance coverage available for comparison on the platform.
• Seguros BolívarcoreChannel Partner/ Reseller/ DistributorMajor Colombian insurance company providing vehicle, home, and other insurance products through Punto Aliado's distribution platform.
• AllianzcoreChannel Partner/ Reseller/ DistributorGlobal insurance provider partnership for offering insurance products through the Punto Aliado platform in Colombia.
• MapfrecoreChannel Partner/ Reseller/ DistributorInternational insurance company partnered with Punto Aliado for vehicle and other insurance product distribution.
• BBVAcoreChannel Partner/ Reseller/ DistributorMajor Spanish banking group providing vehicle credit products through Punto Aliado's single-form application platform.
• Banco de BogotácoreChannel Partner/ Reseller/ DistributorLeading Colombian bank partnered for vehicle credit offerings through Punto Aliado's aggregation platform.
• DaviviendacoreChannel Partner/ Reseller/ DistributorMajor Colombian bank providing vehicle financing products through the platform.
• Banco FinandinamajorChannel Partner/ Reseller/ DistributorColombian financial institution specializing in vehicle credit and leasing, partnered for credit product distribution.
• FinanzautomajorChannel Partner/ Reseller/ DistributorVehicle financing company specialized in automotive loans, partner for credit product offerings.
• Toyota Financial ServicesmajorChannel Partner/ Reseller/ DistributorToyota's captive financial services company providing branded vehicle financing through the platform.
• Santander Consumer ColombiamajorChannel Partner/ Reseller/ DistributorVehicle financing entity of Santander Group, providing auto loans through Punto Aliado's platform.
• MAF (Marketplace de Autos y Finanzas)minorChannel Partner/ Reseller/ DistributorAuto and finance marketplace partner for vehicle credit distribution.
• FinesamajorChannel Partner/ Reseller/ DistributorVehicle financing company providing credit products through the aggregation platform.
• Seguros MundialminorChannel Partner/ Reseller/ DistributorColombian insurance company partnered for general insurance product offerings.
• SBS SegurosminorChannel Partner/ Reseller/ DistributorColombian insurance company partner for insurance product distribution.
• Equidad SegurosminorChannel Partner/ Reseller/ DistributorColombian insurance cooperative providing coverage through Punto Aliado platform.
• HDI SegurosminorChannel Partner/ Reseller/ DistributorInternational insurance provider partner for vehicle and general insurance products.
• PrevisoraminorChannel Partner/ Reseller/ DistributorColombian state insurance company providing coverage through the platform.
• Seguros del EstadominorChannel Partner/ Reseller/ DistributorColombian state-owned insurance company partner for general insurance products.
• Aseguradora SolidariaminorChannel Partner/ Reseller/ DistributorColombian mutual insurance company providing coverage through Punto Aliado platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Kavak: Mexican-founded used vehicle marketplace that has expanded across Latin America with integrated financing and insurance offerings. An emerging platform bundling vehicle commerce with credit and insurance, partially overlapping Punto Aliado's vehicle credit and vehicle insurance offerings for the LatAm market.
• Creditas: Brazilian consumer finance platform offering secured credit products including auto finance and home equity. More vertically integrated as a direct lender but represents an emerging digital-first competitor in the Latin American consumer credit and vehicle finance space adjacent to Punto Aliado's brokerage model.

Broad incumbents

• Mercado Libre: Dominant Latin American e-commerce platform with integrated financial services including Mercado Pago payments, Mercado Credito credit products, and insurance offerings through its ownership of ComparaOnline. Represents a broad incumbent with massive existing user base and capital that could rapidly scale insurance and credit aggregation in Colombia.
• Bancolombia: Largest Colombian bank with a comprehensive suite of consumer banking, vehicle financing, and insurance distribution services. As a broad incumbent with strong brand recognition, direct customer relationships, and proprietary digital channels, it competes for the same insurance and credit customers Punto Aliado serves.

Direct peers

• ComparaOnline: Leading Latin American insurance and financial product comparison platform operating across multiple countries including Colombia. Most directly comparable peer given the same aggregator model, comparing insurance and credit products from multiple providers through a unified digital interface; now owned by Mercado Libre's insurance arm.

Regional players

• Mejor Trato: Argentina-based financial product comparison platform offering side-by-side comparison of banking, insurance, and credit products. Operates a similar online aggregator model to Punto Aliado but serves the Argentine market primarily, making it a regional comparable rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/puntoaliado

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Punto Aliado