A decade after its inception, the company operates several business units, employs around 200 workers in the country, and is in the midst of an internationalization process.
The story of RUA Asistencia began in October 2010, as a result of the synergy between Diego Sayanes and Oscar Churi, who shared the vision of providing assistance services to corporate clients. “From the beginning, our goal was to create a company that would break with old paradigms in the world of assistance and deliver excellent services,” recalled co-founder Churi.
Ten years after its creation, the company operates multiple business units, employs approximately 200 workers in the country, and is in the process of international expansion, with the opening of its first subsidiaries in Paraguay and Argentina. “We have the experience and the backing of 10 years of work and over 1 million services provided. None of this would have been possible without the trust of our customers, who gradually supported us,” said co-founder and CEO Sayanes.
Innovation as a Flag In their decade of existence, they achieved several milestones to reach the position they hold today. In March 2012, they established the first agreements with financial institutions, insurers, insurance companies, cooperatives, medical service providers, and more recently, formed partnerships in the security market. “In a short time, we went from being a group of five or six people to more than fifty,” Churi explained.
At this point, their focus on innovation, one of their core values, was key. From the beginning, RUA Asistencia positioned itself as a modern assistance company. Over the years, with the goal of continuing to deliver innovative solutions to their corporate clients and diversifying their value proposition, the company expanded into new business units, creating different spin-offs around RUA Asistencia, forming an ecosystem of various companies, consolidated as Grupo RUA.
Such is the case with RUA Auxilios, which offers mechanical assistance using cutting-edge technology, ServiciosYa!, a multi-service mobile application with a network of highly qualified and pre-selected providers to deliver a top-quality online experience to users. The company, now under the British flag, also operates in the UK under the name ServiceCity!. Mashkady is another addition, a website that offers corporate clients a wide range of benefits for their users, from electronics to culinary experiences. Galgo, a startup acquired in 2018, specializes in delivery and logistics. Onírica, a digital marketing agency focused on providing creative and innovative solutions in the digital world. Finally, Coopera Innovation Hub, a modern innovation hub recently launched by the group, aims to intensify its growth.
Beyond Borders From the company’s inception, the desire to expand beyond Uruguay’s borders was present. In late 2019, ServiciosYa! was selected for a special program by the UK Department for International Trade, allowing it to establish itself in the UK. It began operating in London under the name ServiceCity! from an office in Paddington Central, where major companies like Microsoft, Vodafone, Visa, and Splunk are also located.
Furthermore, ten years after its creation, Grupo RUA is inaugurating its first subsidiaries in Paraguay and Argentina to bring its various companies to these markets as the beginning of its internationalization plan, which aims to expand the company to 10 countries in the coming years. “With the onset of the pandemic, we reconsidered our business plan and decided to manage risk more carefully, but without ceasing to take risks,” emphasized Sayanes.
Regarding these countries, he explained, “Paraguay has experienced an economic boom since 2010 with strong dynamics of foreign and local investments. With a favorable tax regime for new ventures and a young population, Paraguay shows great potential for the development of our services. Argentina is also a market with significant potential for the services provided by the business group. It is one of the largest markets in Latin America, which, despite its current situation, presents enormous opportunities.”
