In a strategic move to streamline its operations, a traditional family of insurance companies led by Catalana Occidente is consolidating several brands into a single entity operating under the West name. The consolidation brings together West Catalan Group entities such as Catalana Occidente, Plus Ultra Seguros, Seguros Bilbao, and NorteHispana Seguros. The aim is to simplify corporate structure and unify service platforms and product lines under one banner, reinforcing a common identity across markets and reinforcing consistency in offering.
The company explains that the objective is to build a more agile organization that can respond swiftly to evolving market demands while optimizing internal processes. The merger is planned to occur in two stages, with the first stage expected to bring the four brands under the West umbrella and begin operating under the Occident label, setting a clear path toward brand unification. A second stage will follow, aligning NorteHispana Seguros with the new brand in due course.
When the full integration is completed, Occident is projected to serve more than 4.5 million policyholders through a broad network that includes about 15,000 mediation partners, over 1,300 offices, and a workforce of roughly 2,700 professionals across various roles. The scale signals a significant footprint in the life and non life insurance spaces, supported by a team of specialists, from risk assessment to claims management.
Josep Maria Serra serves as the president and chief executive, while Hugo Serra, his son, leads the group as CEO. In discussions about the new brand, the leadership emphasized conveying values such as trust, proximity, and professionalism to customers and partners. The brand development process, including market research, was guided by the branding agency Mucho, with the objective of presenting a unified symbol and typography across all entities. The shared emblem represents a crossroads where multiple entities converge in a shared success narrative, underscoring the integrated approach to the business.
Recent recognition comes with the family business of the year award as part of the Empresa de l Any 2022 awards presented by EL PERIÓDICO from Prensa Ibérica. This accolade highlights the enduring family governance that has steered the company for nearly seven decades. In the same year, the group expanded its national footprint in the funeral services sector by acquiring Spain’s largest funeral provider, Mémora, for 400 million euros, marking a notable entry into the Portuguese market and strengthening cross-border capabilities.