Mapfre Launches New Digital Brand for its Assistance Division

Insurance and financial giant Mapfre’s assistance division will begin a new era in 2023 with the launch of its new brand MAWDY, taking a more digital focus in Latin America and the EU.

“Today we embark upon a new era, and we do so with an image that consolidates our transformation. MAWDY reflects the innovative company that we are and projects to the large group to which we belong and to all our partners that we now have much more to offer them,” says Leire Jiménez, CEO, MAWDY, through a press release.

Founded in 1986, Mapfre Asistencia is the group’s unit specialized in insurance solutions and services. Its portfolio includes roadside, home, health or travel assistance, credit guarantee and protection programs for everyday goods. In addition to insurance, Mapfre’s assistance unit has specialized in designing solutions for the automotive, tourism, telecommunications, banking and finance sectors.

With an updated value proposition and leveraging its digital capabilities, MAWDY seeks to become a strategic ally for its over 600 corporate partners, providing solutions and services that complement its offerings and contribute to the innovation within customer relationships, the company says.

Over the past few years, Mapfre underwent a profound reorganization of its assistance unit’s geographic footprint, product, channels and value proposition, which resulted in the launch of MAWDY. The new brand will focus on distribution agreements through B2B and B2B2C channels based on digitization, the core of the unit’s transformation.

The use of new technological resources will enable greater adaptation to the needs of MAWDY partners, said Mapfre. Through progressive web apps, application programming interfaces and communications with customers through WhatsApp and other messaging platforms, MAWDY aims to optimize its entire operation, adapting to the needs of its partners and improving user experience.

“We are very excited about what this change means; it is an evolution to digitization that will allow us to knock on doors with our business partners again and be the driving force that makes a difference as an innovative, effective option and with an outstanding team. Now we are MAWDY Worldwide Digital Assistance, but we will always be your best option for Assistance in Mexico,” says Ricardo Madrid, Director General, MAWDY México.

The geographic reorganization will focus MAWDY’s operations on Mapfre’s strategic markets, mainly across the EU and Latin America, where the company has a extensive experience and aspires to achieve a leadership position.