Mapfre advances innovation at ITC Vegas and launches rebranding in Mexico

Mapfre is expanding its global strategic initiatives through participation in major industry events and localized rebranding efforts. At ITC Vegas, the company will address the evolution of insurance channels, focusing on embedded insurance, artificial intelligence, and digital experiences. Key representatives, including Chief Innovation Officer Leire Jiménez and Scouting & Investment Lead Carlos Cendra, will lead sessions on the transition from traditional distribution to agentic growth and new customer contact points.

In Mexico, Mapfre has launched its global campaign, ‘Vamos Donde Vas’, which adapts the company’s rebranding to the local sociocultural context. This initiative includes a visual identity update featuring a modernized logo and vibrant color palette. Beyond aesthetics, the strategy aims to improve customer experience by simplifying insurance processes and utilizing digital tools to better align with the diverse lifestyles and financial goals of the Mexican population.