From employees to entrepreneurs: a story of vision
Be Insure's story began in 2002, when Alejandro Madrid started his career at Mapfre, one of the most important insurers in the market. After nearly a decade gaining commercial and technical experience, in 2011 he made a bold decision alongside Sandra Morales: to leave the security of employment and found their own brokerage. "Our philosophy has always been to deliver a win-win to our clients. We want to be allies, not just providers," says Alejandro Madrid, Director of Be Insure.
The strategy was clear from the start: focus on corporate clients by offering employee benefits, asset insurance, transportation, fleet coverage and the full range of corporate risks. Later on, they expanded their offering to individual and family insurance.
Today, Be Insure holds a solid position in the industry with a relevant market share and the capacity to serve clients anywhere in Mexico.
The challenge: being there when the client needs you most
In the insurance world, users don't interact with their policy until they actually need it. That creates a unique challenge: how do you keep a meaningful connection with thousands of insured employees spread across different companies?
Before 2021, Be Insure faced a common reality in the industry: the employees of their client companies needed information about their benefits—a medical credential, a hospital network, coverage details—and the only option was to call their account executive during business hours.
Then the pandemic arrived.
"We looked for a tool that would keep us present, giving the user all the answers about what the company had contracted for them as a benefit," Alejandro recalls. Physical distancing accelerated the digital transformation that was already on the horizon.
AsisteClick: 24/7 presence in the channel everyone uses
In June 2021, Be Insure rolled out AsisteClick, integrating WhatsApp as the main communication channel with its users. The decision was strategic: if insured employees were going to need information about their policies, it had to be accessible anytime, from anywhere.
"The truth is that having a 24/7 presence has worked quite well for us. It's something that has given us value in the market."
Alejandro Madrid
Director of Be Insure
Be Insure has a system that lets users access critical information instantly:
- Medical credentials
- Hospital networks
- Policy coverage
- Contact details for their account executive
"The user appreciates being able to log in at any time without having to pick up the phone to talk to someone. They have all the information right there," Alejandro notes.
Added value that shows in the market
For Be Insure, AsisteClick is not just an operational tool—it's a competitive differentiator. In an industry where many brokers still operate the traditional way, 24/7 availability becomes a compelling argument.
Be Insure's corporate clients have also valued this digital connection. For HR departments, it's no longer necessary to mediate basic insurance questions—employees have direct access to information, reducing the administrative load.
Adopting the tool: from resistance to routine
Rolling out any new technology brings adoption challenges. For Be Insure, the key was in training sessions during annual policy renewals.
"Every year, at every renewal, we do briefings where we have everyone connect right then and there," Alejandro explains. "We tell them: 'Okay, right now press the button, download your credential or your policy.' And we start describing the benefits they have."
This "learning by doing" strategy proved effective. Once users save the contact in their WhatsApp, they know exactly where to turn when they need information about their insurance.
Be Insure's internal team also adopted the tool as part of its workflow. "When someone needs information, they're advised to go into the bot right then," Alejandro says. "They could send it directly, but they try to encourage usability. In the end, it also means time savings for them."
Looking ahead: from information to generating new business
The next step for Be Insure is clear: evolving from an informational tool to a business generation engine.
"We don't want it to be just about information. We want to generate business, for the tool to help us spark conversations with users and detect who the real prospects are," Alejandro projects about his plans for 2026.
The vision is ambitious: turning insured employees—currently users of corporate benefits—into individual customers for auto, medical, life and home insurance. A strategy that not only generates new revenue, but also strengthens the relationship with corporate clients by adding more value to their employees.
With the new AsisteClick features, including the conversational AI integration and the new CRM module, Be Insure is getting ready to take this leap.
"AsisteClick frees you from a lot of time you could lose communicating basic things. It gives you a lot of first-hand information and it's not going to wake you up in the middle of the night to ask you something pointless."
Alejandro Madrid
Director of Be Insure
Building relationships, one conversation at a time
Be Insure's experience with AsisteClick shows that conversational customer support technology is not limited to any particular industry. A Mexican broker with a clear vision and commitment to its users can compete on equal terms, offering 24/7 availability and the information clients need, exactly when they need it.
In an industry where trust is everything, that constant presence makes all the difference.
