Yelum Seguradora, antiga Liberty Seguros
“Can a legacy P&C insurer, absorbed into HDI/Talanx, modernize broker distribution in Brazil through API-first embedded insurance?”
Founded1996
HQSão Paulo, Brazil
IndustryFintech / Insurtech
The story
Yelum Seguradora is the rebranded Brazilian operation of Liberty Seguros, which had operated in Brazil since 1996. Talanx Group (parent of HDI) acquired Liberty's Brazilian business in 2023, and in June 2024 the Liberty brand was replaced by Yelum. The company has since been fully incorporated into Grupo HDI in Brazil, with governance, privacy, and technology now run under HDI Group policies. Yelum is a traditional P&C/life insurance carrier — not a fintech — but exposes payment and policy APIs to brokers (corretoras) for embedded distribution.
Product timeline
1996
Liberty Seguros begins operating in Brazil· launch
2023
Talanx Group (HDI) completes acquisition of Liberty Seguros Brazil· acquisition
2024
Rebrand from Liberty Seguros to Yelum Seguradora launched in June· pivot
2024
Brand integration into HDI Group Brazil continues; company later marked as incorporated into Grupo HDI· acquisition
Regulated entities
1
regulatory licence held by Yelum Seguradora, antiga Liberty Seguros
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
2 layers disclosed in Yelum Seguradora, antiga Liberty Seguros’s embedded-finance stack
Lending
Premium installment financing (parcelamento) via API financeiro
Insurance
in the full report
Accounting gap: minor
1 more provider across 1 layer, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.