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80 years /
The Company

Why do we choose what we choose?

In the SURA Insurance podcast, we address the daily decisions that shape our lives.

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The Company

Communication and employees have shaped our identity. The Collective shows our connection with culture, sport, citizenship and health, fundamental pillars in the construction of value and well-being for society.

1944

1944

Origin

A company that is now a company for Latin America, SURA.

In 1944, when the world was witnessing the Second World War, an idea was born in Colombia, a company that is today a company for Latin America, SURA. The purpose: to be present in the most important moments of people, companies, territories. To be present in those moments when life changes, when emotions cannot be contained.

From day one we have been part of the most decisive events in the history of the countries where we are present. Our commitment: a future built from the present, with the lessons that come from looking back to build new responses to environments that are changing and with them, us.

 

Relive our moments

1944

The Suramericana de Seguros SA Company is born, the origin of the SURA identity.

1945

One of the first advertisements for Compañía Suramericana de Seguros, a reflection of our vision from the beginning.

1947

Creation of the Company's first subsidiary: Birth of Suramericana de Seguros de Vida.

1948

South American Bulletin #1: first step towards close and direct communication with our people.

1949

One of the first Suramericana advertisements: 'It's absurd'. Late 1941s, marking a new era.

1956

First broadcast of Noticiero de Suramericana in 1956, when the government decided to open some spaces to commercial television.

1953

The South American Bulletin, published on December 21, 1953, was a pillar of internal communication in the early years of SURA.

1954

The celebration of the first 10 years of Suramericana reminds us of the founding moments that paved the way to the present. Photograph by Jorge Pavón - January 1, 1954

1956

Correspondent #30: At the Gates of Eternity Van Gogh and his art reflect the anguish and depth of existence.

1957

Correspondent #41: This is ours, the land belongs to us as a landscape that we feel, love and cultivate.

1958

Suramericana de Seguros de Vida was born as a new step in our commitment to the care and protection of life.

1958

These hands: the effort and dedication that build the future.

1958

Car accident policy advertising: safety on every road.

1958

Plan your future: smart decisions for a peaceful life.

1958

Correspondent, witness of time, connects generations with stories of culture, effort and transformation.

1959

Christmas in Correspondent: a journey of hope that inspires unity and new beginnings in each edition.

1959

20 years in Medellín: a legacy of commitment, passion and evolution that builds the history of Suramericana.

Thank you for keeping us company!

Milestones in the history of SURA

1960 - 1979

The era of the Tiger and the advisors

An advertising icon and a network of advisors forged a solid identity.

50 years ago, the song “Que me coma el tigre” inspired the creation of the character of the Tiger from Suramericana, developed in 1972.

Over these decades, advisors, with their active and collaborative attitude, became the pillar of the company, strengthening ties with clients and collaborators and transmitting values ​​from generation to generation.

Relive our moments

1960

Training for intermediaries: a key step in consolidating SURA's commitment and closeness to its allies.

1960

Advisors: reach new goals with the 3rd Life Flying Goal.

1960

Advertising, a great ally in SURA: Love is. Qualifying to take the wife to the convention.

1962

Correspondent #99: Somewhere in Colombia with history in every stroke.

1962

Be the Professional Agent of the Year, a recognition of excellence.

1962

A meal to celebrate the champion of the first zone in the National Fire Competition.

1963

Correspondent #100: Every beginning is a new challenge. With protection and confidence, we build the future with well-being and peace of mind.

1963

Correspondent #103: In a community, every step counts. The essence of Suramericana: growing together, adapting and moving forward in harmony.

1963

Correspondent #108-109: Under the moonlight, the paths are drawn firmly. Confidence guides us to each new horizon.

1964

Correspondent #113-114: Ester Sanín Mejía, tribute to the first female insurance saleswoman in South America.

1964

Tridimensional Competition, a commitment to training and growth in the training of our teams.

1964

Correspondent #115: 20 years of service, a career built on commitment and trust.

1964

Correspondent #122: 20 years of service – Jorge Molina Moreno dedicates a few words to this career, a reflection of commitment and growth.

1966

President's Individual Life Competition. A recognition of effort and commitment.

1968

Sales promotion plan. Boosting opportunities since March.

1978

National Champion Santiago Vélez, Bogotá: talent and discipline with no expiration date.

1968

Silence is golden: reflection and listening are key to moving forward.

1968

Protect your assets: security and support in every decision.

1969

Break the barrier of routine. Sell Life and transform your future.

1969

We celebrate Suramericana's Silver Anniversary, a shared milestone that reflects our commitment and trajectory over time.

1969

The Correspondent came to life in the printing press, reflecting the effort and dedication of its team in each edition.

1970

National Convention: Great Meeting in Medellín, 1970, a milestone in the history of SURA.

1970

Work hard and grow rich: effort and strategy for success.

1968

People trust Suramericana: support and protection at every stage of life.

1968

Now more important commissions: greater opportunities for growth.

1968

National Fire Competition: prevention and safety as a priority.

1968

What is review and renewal? A key habit for moving forward with confidence.

1970

Suramericana celebrated its Silver Anniversary in February 1970, a key anniversary in its history.

1970

Every minute that passes, we review: commitment to continuous improvement.

1970

Sales promotion plan. Celebrating 25 years of achievements and new opportunities.

1970

Who reviews and renews? The key to success is prevention.

1970

Happy Christmas and Happy New Year: wishes for well-being and prosperity.

1970

25th Anniversary Convention in Medellin. The city that hosts great events and growth.

1970

The Retirement Fund: a safe plan to enjoy the future with peace of mind.

1970

One of the first Suramericana advertisements: Between you and us, be sure. A message of trust and closeness.

1970

Save and earn money: financial planning for your dreams.

1970

Project yourself into the future: planning and security at every step.

1970

Secure yourself now: peace of mind for today and tomorrow.

1970

Sort and move forward: a message of motivation and improvement.

1971

Birth of the South American Foundation, today the SURA Foundation, on June 7, 1971.

1972

New Suramericana plans: more protection, more savings, more peace of mind for you.

1972

Tiger Evolution: More capitalization, better income and big prizes to boost your growth.

1973

The birth of the Tiger by publicists Luis Roberto Escobar - marketing manager of the Company at that time - and José María Raventós.

1973

Don't let the Tiger eat you. Accept the challenge and grow with Suramericana.

1973

Correspondent #216: The House of Man, the home as a refuge, the essence of life and identity.

1973

Every mom is a tiger: strength and protection at every step.

1973

Correspondent #217: Wheat for bread, a reflection on the importance of farmers and food security.

1973

For secretary only: a tribute to dedication and effort.

1973

I was commissioned: a story of dedication and growth.

1974

Advertising over time: the first billboard that brought the legacy of Tigres in protection to life.

1974

Correspondent #223: Life – Sculpture by Rodrigo Arenas Betancourt, symbol of our growth.

1974

Correspondent #225: Environmental protection. Suramericana's commitment to sustainability.

1974

The South American Correspondent, precursor of the South American Bulletin, was the internal voice that united the Company.

1975

Correspondent #228: Let's preserve what we love, nature gives us life, let's always take care of it.

1975

Correspondent #231: Colorful nature, a tribute to the beauty of our environment.

1976

For one more drink… a reflection on the decisions we make.

1977

Tigres 20 years competition, celebrating two decades of protection and trust.

1978

Leaders and advisors celebrate Suramericana's sales achievements at the 1978 Convention, driving collective success.

1979

Going safely into the future 1979: protection at every stage of life.

1979

South American billboard: visible protection on every road.

1979

And life? Reflections on what really matters.

1979

Is your car insured? Protection for every journey.

1979

Real life is not a movie: prevention is key.

1979

Since no two families are the same, we offer tailored protection.

1980 - 1999

Innovation and consolidation

Strengthening internal ties and connections with employees and customers.

Suramericana expanded its reach in these decades with initiatives such as “El Corresponsal”, its internal media outlet, and traditional Christmas albums.

These actions strengthened the connection between employees and customers, while the company continued to grow and innovate in the insurance market.

Relive our moments

1980

Advertising in time: Are you really protected? Discover the legacy of the Tiger in the 80s.

1982

Suramericana, present in World Cup advertising in Spain, strengthening its global impact and commitment to innovation.

1983

Correspondent #290: National Sales Convention, a space for learning and recognition in Cali.

1983

Correspondent #293: Corraleja in Orocotoco – An oil painting that portrays the essence of culture and celebration.

1984

'El Corresponsal' page that highlights the historic SURA convention in Cartagena.

1984

Correspondent #300: A life story on the "La Miguelona" farm.

1984

Correspondent #302: Expressionism and art at the Pinacoteca Suramericana.

1984

Correspondent #303: Christmas Stained Glass, light and tradition in every celebration.

1986

The 1986 National Sales Convention: a milestone that reaffirmed our commitment to growth and team excellence.

1987

The iconic Tiger fence on the highway, a symbol of protection in the 80s.

1989

We celebrated 45 years of history on December 1, 1989, building company and future at every step of our history.

1990

The Proximity Quality Circle, introduced in 1990, highlighted the value of collaborative work and continuous improvement at SURA.

1991

Advertising: All-Covered Home Insurance: the comprehensive protection your home needs for your peace of mind and well-being.

1992

We celebrated 10 years of our Corredores branch in 1992, building trust and closeness with our communities.

1995

SURA promoted the protection of endangered species with an advertising campaign that reaffirmed its environmental commitment.

1996

A space to strengthen trust: meeting with runners in Medellín.

1997

Life: the essence of what we protect every day.

1997

SURA vehicle insurance: support for every kilometer.

1998

The best protection: peace of mind for what you value most.

1998

You are not alone: ​​support and protection every step of the way.

1998

Tigers in protection: the strength of security with SURA.

2000 - 2014

Expansion and new alliances

From Colombia to Latin America: new acquisitions and strategic alliances.

Suramericana expanded to Panama and El Salvador, renewed its visual identity and defined its value proposition in trends and risks.

The acquisition of ASESUISA and the creation of SURA Re in Bermuda consolidated its regional leadership, reaffirming its commitment to wellness management in Latin America.

Relive our moments

2000

Sales campaign in Envigado, 2000: a milestone that reflects SURA's connection with the communities and the drive for development.

2001

Reinsurance company Munich Re acquires 19,5% stake in Suramericana.

2004

Family members and employees joined forces in 2004, strengthening the ties that make SURA a company for community life.

2004

Correspondent #434: Suramericana pays tribute to Colombians who pursue their dreams every day with effort and dedication.

2005

The merger of CONAVI and Corfinsura with Bancolombia is formalized, giving rise to a universal banking group, today Grupo Bancolombia.

2009

Renewal of the visual identity, the Suramericana Companies now present themselves under the SURA brand.

2012

We completed the acquisition of the insurance company Asesuisa, in El Salvador, through an agreement with BanAgrícola, a subsidiary of Bancolombia in that country.

2013

Bancolombia has completed the acquisition process of the Panama operation of the British group HSBC, now Banistmo.

2013

Made with pride, made to progress: innovation and commitment to the country.

2013

Being a dad, the best of all professions: love, responsibility and protection.

2013

Auto SURA: support and safety on every journey.

2014

SURA life insurance: peace of mind for you and your loved ones.

2014

ARL SURA Advertising: we take care of what is most important, your well-being.

2015 - 2024

Transformation and strengthening of the brand

80 years of innovation, sustainability and social commitment.

Suramericana strengthened its leadership with the acquisition of Seguros SURA México and the unification of subsidiaries in Colombia. SURA Ventures (2016), Fundación SURA México y Chile (2017), and Asulado (2022) were created, while SURA Investment Management began operations in Colombia (2020).

In 2024, the company celebrated 80 years of evolution, highlighting its focus on sustainability, innovation and risk management.

Relive our moments

2016

SURA Ventures was founded in 2016, promoting disruptive businesses to transform financial and health services.

2017

In 2017, Fundación SURA expanded its social impact by establishing itself in Chile and Mexico, strengthening its regional commitment.

2021

SURA Foundation: 50 years supporting wellness initiatives in the region.

2024

SURA celebrates 80 years of growth in Colombia and Latin America, and looks to the future.

2024

SURA July 20: celebrating history, commitment and well-being.

National Anthem of Colombia

A tribute from SURA to Colombia's biodiversity. SURA, an ally of COP16, the most important summit on biodiversity.