Sura Pet: Building Colombia's First Digital Pet Insurance Channel

Sura is one of the largest insurance companies in Latin America, with operations across multiple countries and a portfolio spanning life, health, auto, and property insurance.

They identified a gap in the Colombian market: pet insurance as a fully digital product. No competitor had built a digital-first solution for it. Sura had the regulatory framework and the actuarial models — what they needed was a technology partner to make it real.

When Sura came to us, pet insurance did not exist as a digital product in Colombia. There was nothing to iterate on — everything had to be built from scratch:

• No digital purchase flow — customers had no way to buy pet insurance online
• No identification system — no way to verify an insured animal at a veterinary clinic
• No compliance layer — anti-money-laundering and document verification had to be integrated
• No renewal infrastructure — policies would expire with no automated re-engagement
• No corporate or collective policy support — no way to offer pet insurance as an employee benefit
• No administrative tools — the Sura team had zero operational visibility into the portfolio

We designed and built a complete self-service experience where customers select a plan, register their pet with photos and details, and complete the purchase online — no agent intervention required. The flow handles plan selection, pet registration, payment processing, and policy issuance in a single seamless journey.

Each insured pet receives a physical ID card with a photo. When the animal arrives at an approved veterinary clinic, staff use the card to pull up the policy and charge only the copay. AI validation runs in the background, confirming the pet's identity before the visit is processed — preventing fraud and ensuring the right animal is covered.

Beyond individual sales, we built the infrastructure for corporate and collective policies. Companies can offer pet insurance as an employee benefit, onboarding entire groups at once with bulk enrollment, group billing, and centralized policy management.

The automated renewal system keeps policies active without requiring customers to manually re-engage. It handles expiration notifications, payment retries, and policy continuity — reducing churn and maintaining the active portfolio.

We integrated Sarlaft for anti-money-laundering validation alongside automated document verification and card generation. Every transaction passes through the compliance layer before a policy is issued, meeting all regulatory requirements for insurance products in Colombia.

The dashboards give the Sura team full operational visibility into the portfolio: active policies, claims, renewals, revenue, and performance metrics — all in real time.

Sura Pet went from concept to a fully operational digital channel:

1. When building a product category that doesn't exist, you need a partner who can own the entire system — not just a feature.
2. AI validation at the point of service (vet clinics) is what makes the product operationally viable, not just digitally convenient.
3. Compliance can't be an afterthought. Integrating Sarlaft and document verification from day one prevented regulatory blockers later.
4. Corporate and collective policies turned a B2C product into a B2B acquisition channel, significantly accelerating growth.