Minuto Seguros
“Can an online insurance brokerage marketplace become the insurance OS for Creditas's credit and financial services customer base in Latin America?”
Founded2011
HQSão Paulo, SP, Brazil
FoundersMarcelo Blay
IndustryFintech / Insurtech
The story
Founded in 2011 by Marcelo Blay, a veteran of Porto Seguro and Itaú Seguros, Minuto Seguros pioneered online insurance comparison in Brazil at a time when digital insurance barely existed. The company grew into Brazil's largest online insurance broker by investing heavily in technology and human-assisted sales via chat and phone. In 2021, after a decade of independent operation, Minuto was acquired by Creditas — Latin America's leading digital credit platform — becoming the insurance vertical within a broader financial services ecosystem that combines credit, insurance, and investment products.
Product timeline
2011
Marcelo Blay founded Minuto Seguros as Brazil's first major online insurance comparison and brokerage platform.· pivot
2014
Won first Prêmio Reclame Aqui award as best online insurance company in Brazil.· milestone
2014
Redesigned online and mobile platforms to shorten user journey, increasing mobile conversion rates from 1% to 30%.· pivot
2021
Acquired by Creditas, Latin America's largest online credit platform, becoming the insurance vertical within Creditas's broader financial services ecosystem.· acquisition
2021
Won second Prêmio Reclame Aqui award; expanded insurer panel to 16 partner insurers.· milestone
2024
Won Prêmio Reclame Aqui 2024 as best online insurance company in Brazil.· milestone
2025
Won Prêmio Reclame Aqui 2025 marking four-time championship in the online insurance category.· milestone
Regulated entities
1
regulatory licence held by Minuto Seguros
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
0 layers disclosed in Minuto Seguros’s embedded-finance stack
Accounting gap: none