“Can a legacy P&C insurer, absorbed into HDI/Talanx, modernize broker distribution in Brazil through API-first embedded insurance?”
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.
Yelum Seguradora, antiga Liberty Seguros's embedded insurance is provided by Yelum Seguros S.A. (in-house).
The Embedded Finance Index 2026 maps 2 layers in Yelum Seguradora, antiga Liberty Seguros's stack: Lending (Premium installment financing (parcelamento) via API financeiro); Insurance (Yelum Seguros S.A. (in-house)).
Yelum Seguradora, antiga Liberty Seguros is founded in 1996 and headquartered in São Paulo, Brazil.
Get a read on where your own stack stands against Yelum Seguradora, antiga Liberty Seguros and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.