Grupo Santalucía participates in Insurance Week 2025

Under the slogan “Time of Change”, Madrid hosted Insurance Week 2025 on February 18, 19 and 20, an event that brought together 5,000 attendees, 44 debates, 300 speakers and 700 participating companies.

Once again, the capital of Madrid became the epicenter of the insurance sector, hosting the thirty-second edition of the great annual meeting of the insurance sector in Spain organized by INESE.

Insurance Week 2025: Tuesday, February 18

The 32nd Insurance Week kicked off last February 18 with the Senior Insurance Management Forum, organized by INESE and Accenture. In it, technology and artificial intelligence (AI)focused much of the attention on the conference 'Time for Change: Designing the Future', as an engine of change in the sector.

Technology and AI in the Future of Insurance

The meeting, led by communicator Ana Moreno, began with the presentation of Susana Pérez, CEO of INESE, who praised the “excellent moment” that the insurance sector is experiencing, “both in terms of business growth and results”.

However, despite great prospects, the insurance industry also faces challenges such as digitalization, cybersecurity, climate risks, hyperregulation and population longevity.

After her, he took the floor Diego López Abellán, CEO of Accenture Financial Services in Spain and Portugal, who spoke of the changes that the insurance sector has experienced and those that are yet to come. “95% of insurers believe that their business model will change dramatically in the next decade. But many sectors will be impossible to secure if we don't innovate.” “The future of insurance isn't expected, it's built. And it starts today,” he said.

Entities join the AI revolution

Alex Borrell, managing director Insurance lead at Accenture in Spain and Portugal, led the roundtable 'Protecting a Legacy and Building a Future' on the use of technology in companies. They participated in it Andrés Romero, CEO of Santalucía Seguros; Francisco Giménez, Director of Resources and Insurance at Banco Santander; Patricia Ayuela, CEO of Línea Directa Asuradora; and Veronique Brionne, head of Europe of Everest Insurance.

Romero recognized the benefits of technology and AI in many areas, although he remarked that”it is essential to personalize the proposal to customers, but without losing the mutualistic and inclusive nature of insurance, the essence of what we are”.

The speakers spoke about how to promote talent, emphasizing the importance of prioritizing the human factor, promoting agile and error-tolerant work environments, promoting training and continuous learning, encouraging open leadership and motivating and inspiring teams.

On the 18th, #GranFormato, the Insurance Week radio in the HomeServe Red Sofa space, kicked off yesterday with the live broadcast of the Senior Insurance Management Forum and with 14 protagonists, including Andrés Romero, managing director in Santalucía. You can hear his speech doing click here.

Looking at the current scenario, we highlight that excellence in service, omnichannel and the adaptation of products and services to customer needs based on data are essential to improving your experience and maintaining your trust.

Insurance Week 2025: Wednesday, February 19

The second day of Insurance Week 2025 once again saw massive participation, consolidating the event as the key reference for the insurance sector. Throughout the day, panels on technological innovation, the importance of the customer experience in the digital age and the challenges for the different branches of insurance stood out.

HomeServe's red sofa continued to be the center of the debate about everything that was happening in the insurance sector. They analyzed everything from the great challenges for all market players, to the opportunities presented by new technologies, renewed products and customer demands. On Wednesday, Néstor Álvaro, Director of AI and DATA Science at Santalucía, was one of the experts at going through the microphone and the red couch. Click here to hear his speech.

Pricing in health insurance for a transparent and fair rate

Akur 8 starred in the conference 'Transformation in health pricing: taking advantage of technology'. Christopher Rivas Reyes, the sales director for Spain and America Latina, presented the evolution of the company, which has doubled in size in the last year and expanded its offer beyond non-life insurance. In addition, its AI-based technology allows a more efficient risk management and the definition of optimal pricing.

José María Castelo, Akur8 Senior Advisor, highlighted challenges such as sustainability, quality of service and market concentration, in addition to the impact of the aging of the population and the increase in accidents. In this context, he emphasized that sophistication in pricing, supported by AI, is essential for the efficiency and sustainability of the diversified offer, allowing:

· Achieve product differentiation.

· Optimize segmentation.

· Adjust prices to real risk.

· Ensure the long-term sustainability of the industry.

The redefinition of travel organization driven by climate change

Another topic discussed on Wednesday was climate change and how the increased frequency of atmospheric phenomena affects different aspects of our lives, especially in choosing destinations and planning trips.

The Iris Global debate 'Escaping Climate Change: Travel and Atmospheric Phenomena in a New Stage' moderated by Laura Boisa, Head of Business Development at Iris Global, included the participation of experts in meteorology, architecture and travel.

Among them, Rita Gasalla, architect and CEO of Galöw Healthy Architecture, who made it clear that climate change is no longer an isolated phenomenon, but that it can occur with greater frequency and violence. A reality to which the insurance sector must adapt and take action. Marc Santandreu, physicist and meteorologist, stated that “every tenth of global warming has a much greater impact than we perceive”.

The day concluded with an 'Escape room' dynamic, whose challenge focused on solving challenges related to climate change and making strategic decisions to ensure a sustainable world.

AI with the capacity to reason and digitalization, the insurance revolution

As stated in 'DNA of Modern Insurance: AI, Data and Digitalization', the Sapiens conference, The insurance industry is in a time of accelerated transformation, driven by technology. New technologies, such as artificial intelligence, are being adopted to improve efficiency, productivity and customer experience. AI in particular is being used to analyze large data sets, automate repetitive tasks and improve decision-making. In addition, in the not too distant future, AI will impact the improved fraud detection, claims management and personalization of the customer experience.

At the Capgemini conference, 'Agentic AI. From co-pilots to AI agents with the ability to reason, ' Javier Tola, director of the Center for Analytical Excellence of Santalucía; Diego J. Bodas, Director of Artificial Intelligence at Mapfre; and Jordi Val, CDO of VidaCaixa, discussed AI, agreeing that it requires us to work differently and value creativity. Of course, it offers the ability to do things better.

As Javier Tola stated, “insurers must be extremely careful with the way they implement generative AI”, as well as they must guarantee “the rights of the insured and respect their privacy”. In addition, he exposed the potential of artificial intelligence to act autonomously, learn and make decisions in real time.

Therefore, companies that adapt to this transformation and adopt AI strategically will be better positioned to compete in the future.

AI is the link between regulation, innovation and customer management

In the words of Javier Echebarria, CEO of MailComms Group, presenter of the conference 'Times of change in the relationship with policyholders' sponsored by his entity, the technology that acts as a “glue” for the three elements of regulation, innovation and customer management is “AI and will influence all insurance activity in the coming years”.

Ángel Uzquiza, Corporate Director of Innovation at Santalucía Seguros, and Teresa Arandilla, commercial director of legal communications at MailComms Group, starred in the presentation 'Innovating in the ways of conversation'. Both explained the project to create the insurance company of the WhatsApp channel to achieve the signing of policies, “the great pain of insurers”, as Uzquiza recognized. He explained that, although the insured were not aware of this new system, 80% interacted with the company. For his part, Arandilla confirmed that in a day and a half 20% had signed their policy.

IV Empower Women In Insurance Awards

On the day of #RedEWI, 'Changing the discourse: rewriting gender biases', the IV Empower Women In Insurance Awards.

In the category of 'Male Figure Most Involved with Equality', it was Andrés Romero, general director of Santalucía and advisory advisor to the EWI Committee, who won the award. “Those who know me know that it's a tremendous honor,” Romero said as he went up to collect the award. “In this sector, there are many people who try to promote diversity and equality on a daily basis and in a very quiet way. Two aspects that must and are interconnected. You cannot be the same if there is no diversity and, therefore, I believe that these are two values that have to be pronounced together”.

Susana Pérez, CEO of INESE and founder of #RedEWI, made it very clear in his speech: “In order to change, we need to know what we want to change and how we want to do it”.

Double participation of the startup Bdeo

Bdeo, one of the projects accelerated by Santalucía Impulsa Startups, had a double participation in Insurance Week. Pablo Martinez, Head of Sales Iberia at Bdeo, was in charge of opening the first one, organized together with Caser, stating that “in these years one of the most important revolutions is that the sector knows what it wants, is clear about it and no longer talks about evolution, but about value”.

The second was at his conference 'The fastest response to peaks in demand in claims management', where Ruth Puente, COO & Co-founder, spoke about the risk landscape: “it has changed and is changing in recent years in a radical way. Risks are emerging that we are less able to perceive, we lack a lot of experience. And then, there are other types of risks that are increasing in recurrence, and this leads us to the fact that insurers have to learn to face peaks of high accident rates.”

Diego Alvear, PreSales Lead, explained how Bdeo has participated in DANA's claims management: thanks to their technology, in a first phase they helped to carry out the Fast opening of car claims, with a simple photograph of each wrecked vehicle. In a second phase, they put their free of charge expert assessment solution available to experts and mediators.

AI redefines the future of brokerage

Insurance mediation is also undergoing a transformation by AI, although their adoption varies depending on the size (the larger ones have more resources) and the specialization of the brokerage firms. This was the main conclusion of the Xternus Barometer, presented by Ígor Fernández, CEO of the signing, at the conference 'How to transform your insurance brokerage for the future of work: human intelligence and AI, a well-managed strategic alliance'. The study also identifies three key trends in AI for the insurance industry:

1. Los predictive insurance, which detect risks before they occur.

2. La customizing coverage.

3. La empowerment of runners, providing them with tools to improve their productivity without replacing their role.

Noelia Álvarez, AI Service Delivery Lead & Data Scientist in Santalucía, stressed that “AI is not an option, it's a competitive advantage”. Its impact is reflected in the improvement of the customer experience, the optimization of offers and the personalization of the service. Technologies such as Machine Learning make it possible to anticipate policy cancellations and adjust customer coverage, while Generative AI facilitates the creation of virtual assistants.

Even with all this, both agreed that the adoption of artificial intelligence also faces challenges such as regulation, ethics and change management. However, with financial incentives and institutional support, it can mark a turning point in the efficiency and competitiveness of the insurance sector.

Santalucía's commitment to runners to promote innovation and closeness

Santalucía highlighted its commitment to runners in its day, 'AHORA CONTIGO we are +', presented and directed by Juan Alonso Hernández, director of the Corredores Channel.

First of all, Fernando Calvin, Director of In-Person Business, highlighted the work carried out in the last four years by the insurance company to consolidate its commitment to brokers, without forgetting agents. The company plans to continue working for reinforce its position as a strategic partner for runners, offering strength, closeness and a long-term vision.

The growth of the channel, said Calvin, has been possible “thanks to an operating model focused on four pillars: connectivity, multi-branch offering, quality of service and a team specialized in meeting the needs of runners and their customers.” With this strategy, in 2024 there were more than 100 million euros in this channel, and the new strategic plan 2025-2028 seeks to further strengthen this relationship.

Néstor Álvaro, Director of AI and Data Science, explained how AI is transforming the relationship between brokers and customers. The company is working on tools that improve efficiency and facilitate decision-making, without losing sight of the human component. “AI now makes it possible to anticipate risks, customize products in real time and provide more accurate recommendations to runners,” he said. Policarpo, the interactive chatbot in Santalucía, is an example of this evolution, designed to optimize communication with clients and mediators.

Dominique Uzel, General Manager of Business, closed the day by highlighting the importance of closeness and innovation in servicing runners. La platform 'A Journey With You' reflects this commitment, combining technology and humane treatment.

They also participated Juan Alonso, Director of Canal Corredores, Juan Carlos Blázquez, Director of Benefits, Paloma Paraja, Customer Experience Manager, Rocío Rodríguez, Business Development Manager Canal Corredores and Jorge Gómez Solís, Head of Associations and Connectivity Channel Corredores de Santalucía to highlight its commitment to channel diversification and mediation and the profound changes that are revolutionizing the insurance industry.

The company continues to expand its product offering and reinforcing its multichannel strategy to continue to accompany runners in their growth and consolidation.

Insurance Week 2025: Thursday, February 20

Insurance Week 2025 officially concluded on Thursday. An event that, for three intense days, offered almost 50 technical sessions on a wide variety of key topics for the insurance industry.

This year's edition marked a milestone with a record number of attendees, reflecting the growing interest and commitment of professionals in the sector with innovation, digital transformation and new trends in risk management.

That same day was marked by the celebration of the National Meeting of Insurance Brokers and Brokers, next to the Sponsoring Companies Exhibition Space of the same. Both facilitated networking between professionals, strengthening relationships and direct feedback between mediators and companies.

XXII edition of the GEMA Awards

As part of Insurance Week 2025, and as a closing ceremony, on the last day, the GEMA Awards in their 22nd edition. These awards, promoted by INESE and IMAF, recognize the efficiency in the business management of mediators.

The organization itself, before going on to the awards ceremony, highlighted the support of the insurance companies sponsoring these awards, presenting them with diplomas collected by representatives of AIG, Axa, Caser, Helvetia Group, Generali, Mapfre, Preventiva Seguros and Santalucía Seguros.

The GEMA Awards ceremony ended with the announcement of the dates of the XXXIII Insurance Week, to be held on February 17, 18 and 19, 2026.