The insurance industry has always been built around ecosystems, and it’s not news that insurers are in the pursuit of digitization while challenging themselves to become customer centric. The big shift in the last decade, though, has been that those ecosystems are being transformed—mainly enabled by technology and highly digitized.

This is the story of General de Salud and a group of courageous partners in the quest to transform the way health insurance is conceptualized and sold digitally in Mexico—by building an ecosystem that focuses on affordability, a B2C commercial channel, and process efficiency, and by creating a value proposition based on continuous customer engagement.