MAPFRE shows a strong commitment to Spain’s less populated regions through a robust presence of 32,500 employees, collaborators and suppliers anchored in these areas. The insurer allocates a higher service capacity to sparsely populated provinces, with 384.7 people per 100,000 inhabitants dedicated to serving customers there, compared with 336.7 in more densely populated regions. This results in a noticeable advantage for rural areas.
The report also highlights that Spain’s least populated zones are three percentage points more profitable for MAPFRE than the national average. The footprint in these regions was presented by José Manuel Inchausti, CEO and Group Vice President of MAPFRE Spain. The study aims to reveal the footprint in Spain’s least populated provinces and reaffirm MAPFRE’s commitment to residents in those areas.
The analysis covers Spain as a whole, focusing on provinces with lower population density between 1950 and 2019 or those below the national density average. Provinces such as Albacete, Ávila, Badajoz, Burgos, Cáceres, Córdoba, Guadalajara, Huesca, Jaén, La Rioja, Ourense, Salamanca, Teruel and Zaragoza are highlighted among 23 Spanish provinces in this category.
These regions contribute a business advantage of 906 million euros in non-life activities. In 2022 MAPFRE also captured about 270 million euros in savings products in less populated Spain and manages more than 1.8 billion euros across savings insurance, pension plans and mutual funds in these areas.
The results reflect a strong commitment and a greater allocation of effort and resources in less populated Spain compared with the country’s most populous regions. Specifically, the commercial network operates at 23.1 professionals per 100,000 people in the less populated provinces, versus 18 per 100,000 in the rest of Spain.
MAPFRE maintains a dense presence with nearly 700 offices and four contact centers at the service of customers, and it continues to grow. A new contact center was announced for 2023 in Badajoz, initially employing 30 people, with plans to expand thereafter.
In Non-Life business, MAPFRE relies on a broader supplier base in these regions, counting 344.1 professionals and 295.3 per 100,000 people. This extensive network enables rapid response to customer needs across the country.
MAPFRE’s reach extends beyond provincial capitals, with 46% of trade delegations located in towns with populations under 20,000 and over 500 offices in towns with populations up to 5,000. The company has 219 certified agents marketing financial products in the 23 least populated provinces.
By province, Ávila shows the highest MAPFRE assets per capita at 686.1 people per 100,000. Soria follows with 510.3, and Teruel rounds out the top three with 477.6. Badajoz leads the list of sparsely populated provinces with the highest job share at 19.7 percent, followed by Cuenca at 19.5 percent and Soria at 18.8 percent.
As Inchausti notes, the main goal is to boost quality of life, expand access to opportunities and create wealth in areas where other firms retreat. The customers in these regions remain MAPFRE’s priority, and the company aims to prevent people from feeling abandoned by their local communities. The objective is to enable residents to stay in their own towns and pursue work there, reinforcing MAPFRE as a key driver of local economy and employment for years to come.
A model of success
MAPFRE’s presence is built on a model of proximity and reliability. Local delegate offices play a central role by ensuring proximity, professionalism and intimate customer knowledge. The rural footprint also relies on county representatives covering smaller populations, extending the company’s reach. Around 60 regional delegates help provide direct, personalized service, a critical advantage in towns facing population decline. This approach reduces the need for customers to travel to larger centers and helps stabilize local communities.
MAPFRE advances through ongoing innovation, including a rural service pilot called the mobile office. Launched in Navarra in Tierra Estella Merindad, the project will serve several towns for six months to test effectiveness and benefits for customers. If results are positive, the mobile office concept could expand to other rural areas.
Non-insurance products and services
Beyond core insurance and financial offerings, the MAPFRE network provides non-insurance services essential to rural customers where few providers exist. These include Securitas Direct security systems, Iberdrola energy products, Chiron Health risk prevention services, Santander banking products and MAPFRE’s partner services.
More than half of the delegates and sales agents in these regions distribute non-insurance products through the MAPFRE network, generating revenue of 4.6 million euros in the previous year. Since 2022, MAPFRE has entered into multiple signatures on contracts across the network, delivering 45,000 non-insurance product contracts throughout Spain.
Under a strategic partnership with Banco Santander, MAPFRE has added nearly 9,000 new customers in less populated Spain since 2021, along with more than 7,000 new checking accounts and 82 million euros in personal financing and 35 million euros in company financing. Establishing accessible distribution points for such advisory products is a significant advantage for residents in rural areas.
Betting on the agricultural sector
The less populated regions’ commercial network offers MAPFRE’s full spectrum of products and services with a strong focus on farming. The company provides specialized agricultural insurance covering high-risk crops and greenhouse operations, along with coverage for agricultural machinery and environmental liability. In combined agricultural insurance, MAPFRE manages more than 66,000 policies and a premium volume above 174 million euros.
An Agricultural Advisory Council helps assess the primary sector’s needs, ensuring MAPFRE listens directly to industry leaders across Spain.
To complement these efforts, Fundación MAPFRE has carried out more than 300 initiatives in less populated Spain, including 3,200 workshops and related actions benefiting over 124,000 people since 2022. The foundation also manages 30 million euros from European Next Generation funds to promote projects that foster social and workforce participation, social protection or improve access to quality, sustainable and affordable rural services.
MAPFRE is a leading reference in the Spanish market for automobile, home and corporate lines. With seven million customers, nearly 11,000 employees in Spain and over 3,000 offices, the company provides tailored guidance for its clients.