About Grupo Sura

Grupo Empresarial Sura is a holding company comprising different business units including insurance, health, and financial services. Founded in 1994 as a general risk insurance company in the city of Medellin, today Grupo Sura is an industry leader in Colombia. Sura operates in El Salvador, Dominican Republic, Panama and Brazil and is currently in the process of buying the RSA insurance company, thus reaffirming the insurance sector as a core business priority.

Project description

INDUSTRY: Financial services- Insurance
WEBSITE: www.gruposura.com
TECHNOLOGY: Salesforce.com® (Salesforce, Sales Cloud, Service Cloud, Marketing Cloud Communities, Chatter, Wave, Heroku, Health Cloud)


The project started off as a pilot that focused on 150 subscriptions to automate a portion of the sales force.The objective was to find the perfect CRM solution to automate the sales process and for the holding company to have a single view of the client, starting with the company Suramericana de Seguros.

After thorough review, Salesforce was chosen as the preferred solution.


  • After the pilot project, Salesforce was the solution chosen after reviewing other options.
  • The evangelization performed regarding cloud capacity and the versatility and availability of Salesforce.
  • To unite the 3 group companies (occupational risk, insurance, health) under one sales process standard.
  • To understand the legacy systems very well and finding 26 integrations.
  • Complexity in clarity of who is responsible for the customer service cases.
  • The beginning of production of the 3 companies without affecting those already working in SFDC.


Increase from 150 users to
users currently.

Sura was able to identify the effectiveness of the platform thanks to the pilot project in which the efficiency of the salespeople using Salesforce increased 20% compared to those who didn’t use it.

Single view of the client in the entire holding company.

Standardization of the customer service processes in the 3 companies (occupational risk, health and insurance).

Continue innovating in Sura, now with the Health Cloud project.
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