Mapfre has unveiled the “A Tu Lado Mapfre” project in Peru, a new range of simple products with basic yet sufficient coverage to help people deal with situations such as illness, workplace accidents, or the death of a family member, while also protecting their homes and small businesses.
The project was presented on Thursday, April 23, during the Arequipa 2026 International Microfinance Seminar, which is being held in Peru this week. Ernesto Zevallos, director of non-traditional channels at Mapfre Peru, took part in the event and highlighted that “the new range of microinsurance products is designed to respond to customers’ real needs, most of whom are microentrepreneurs with modest incomes who are part of the formal economy and have access to bank accounts and digital payment methods.”
Also speaking at the event was Isabel Oriol, CEO of empatIA Technology, the company that has developed an artificial intelligence assistant through WhatsApp that allows advisors and sales teams at microfinance institutions to answer any questions they or the customer may have in real time through tutorial videos and vocabulary adapted to each region. She explained how Mapfre is integrating AI as a driver of inclusion, efficiency, and sustainability in the insurance industry.
“A Tu Lado Mapfre” is already operating in Brazil and Colombia, is expected to reach 250,000 customers by the end of the year, and is set to expand to other Latin American countries after reaching agreements with microfinance institutions. These institutions play a key role in distributing the products thanks to their close relationships with customers and their experience working with low-income populations.
With this initiative, the company is strengthening its offering of inclusive solutions and reaffirming its commitment to financial inclusion and insurance awareness. In a region such as Latin America, where a large share of the working population and microentrepreneurs still lack insurance protection, microinsurance is becoming a key tool for reducing economic vulnerability.
“It’s an example of how we can generate a positive social impact from within the insurance industry by supporting the people who need it most and those seeking to improve their quality of life, offering them accessible protection tailored to their reality,” said Pablo Jackson, CEO of Mapfre in Peru.
