Mapfre will be at ITC Vegas for the third year in a row, the largest global innovation event in the insurance sector, which will be held from September 29 to October 1 in Las Vegas (United States). The insurer thus reaffirms its commitment to innovation and the development of new formulas, products, and services that will allow it to respond to the challenges of transformation in the industry and within its own operations.

In this edition, Mapfre will continue to be the only Spanish insurer with a presence, and will participate in some of the most relevant conversations of the program with Leire Jiménez, Chief Innovation Officer of Mapfre and CEO of MAWDY, and Carlos Cendra, Scouting & Investment Lead of corporate innovation at Mapfre.

The multinational’s presence in ITC Vegas is part of a strategy that prioritizes innovation as a core and cross-cutting driver of the company’s growth . This strategy, embodied in the innovation model launched in 2025, also focuses on efficiency and the development of new capabilities for the Group.

The first presentation will take place on September 29, when Carlos Cendra will present the talk “The Next Insurance Channel Isn’t a Channel”, where he will analyze how the points of contact between customers and insurers are evolving in a context marked by the rise of embedded insurance, AI-based assistants and new digital experiences.

On September 30, Leire Jiménez will lead the session “Embedded Insurance, Reimagined: From Distribution to Orchestration to Agentic Growth”. The talk will explore how the B2B2C model is evolving, from traditional distribution schemes to orchestrated ecosystems and experiences powered by artificial intelligence agents.

With thousands of attendees from around the world and a broad representation of insurers, insurtech startups, technology companies and investors, ITC Vegas has established itself as one of the leading international forums for discussing the future of insurance, new technologies and emerging distribution models.