“THE JOURNEY OF EXPANDING INTO NEW MARKETS IS AN ADVENTURE THAT IS ALWAYS WORTHWHILE, REGARDLESS OF THE OUTCOME.”
Diego Sayanes GROUP RUA WAS FOUNDED IN 2011 AS RUA ASSISTANCE.
HOW HAS THE COMPANY EVOLVED INTO THE GROUP IT IS TODAY? Initially, our focus was on creating a company that would break certain paradigms when it came to managing specific types of services. There was a prevailing notion in the market that we had already reached the maximum level of quality possible, and we set out to debunk that myth. In a way, we stepped out of our comfort zone. I believe that this founding spirit is present in the company’s DNA and serves as a guiding compass.
In this manner, we gained ground in the local market, which welcomed us with enthusiasm because we offered an innovative value proposition and had a strong ethical approach to business. This allowed us to achieve market leadership.
Even as market leaders, the spirit of innovation and a commitment to constant evolution and transformation have always been present. This drove us to diversify from the outset. We sought to expand our value proposition by continually adding new business verticals to our model. In addition to the initial B2B model, we developed other models like B2B2C and later B2C. This led to the birth of other companies related to RUA Assistance, creating a virtuous ecosystem. Ultimately, this diversification led us to expand our operations to foreign markets.
Through this strategic vision, RUA has evolved into the group of companies it is today, serving as a strategic business partner for various companies in the insurance, financial, cooperative, and banking sectors.
AT WHAT POINT DID YOU REALIZE AND WHY THAT GROWTH COULD CONTINUE BEYOND BORDERS? DO YOU PLAN TO CONTINUE EXPANDING INTO OTHER MARKETS? At some point, we realized that we were reaching the limit of our potential in Uruguay, and once again, we wanted to step out of our comfort zone. Additionally, based on our accumulated experience and the acceptance of international brands, we had confidence in the company’s potential and ability to successfully expand to new territories. From there, we began identifying markets where our business proposition could be valued and competitive.
In our company, each team member always gives their utmost, and we believe there are no limits. We work passionately day by day, treating it as an exciting adventure and challenge, confident in our potential to continue growing and evolving.
“TODAY, WE OPERATE IN MORE THAN FIVE COUNTRIES, AND WE ARE CURRENTLY OPENING A NEW BRANCH IN COLOMBIA AS PART OF A STRATEGIC PLAN THAT WILL ALLOW US TO EXPAND TO 20 COUNTRIES WITHIN FIVE YEARS.” Currently, we operate in more than five countries, and at this moment, we are opening a new branch in Colombia as part of a strategic plan that will allow us to expand to 20 countries within five years. This entails getting to know new markets, creating our own products and services, actively participating in changing the industries in which we operate, and fulfilling our central purpose of enabling more and more people to access quality services.
YOUR FIRST EXPERIENCE ABROAD WAS IN ENGLAND. HOW WAS IT TO ENTER THAT MARKET, AND WITH WHAT PRODUCTS/SERVICES DID YOU DO SO? In England, we entered the market with the assistance of the British government. RUA is part of a special program by the UK Department for International Trade called the Global Entrepreneur Program. We initially established ourselves with ServiciosYa and later with RUA Assistance.
Having their support made our entry into the market more straightforward. It’s a market that is both attractive and challenging. It offers a cutting-edge value proposition in most aspects of society, which required us to make some technological innovations to align with market expectations.
This was very positive because the investment allowed us not only to secure local agreements but also to innovate in other markets with highly disruptive services and user experiences.
From a cultural perspective, it was a learning experience because we had to form a local team capable of assimilating our culture and efficiently transmitting it to the market. We later replicated this approach in other countries. Instead of managing them remotely, we chose to establish local teams that combined the local culture with Grupo RUA’s values. This allows us to internationalize not only our business model but also our DNA in other markets. The experience is very rewarding because you step into the offices, and it feels like home.
WHAT ARE THE KEYS TO MANAGING SUCH A LARGE, DIVERSE GROUP WITH PRESENCE IN DIFFERENT PARTS OF THE WORLD? It is crucial to achieve harmonious coordination between the local teams and the headquarters team. It’s important that the new team members, who may already have a different culture and even language, can embrace the company’s values and identity while helping to replicate that DNA in other countries.
Furthermore, from a functional standpoint, well-defined company processes must be capable of being translated into the operation of the subsidiaries. This allows for both processes and culture to be replicated as homogeneously as possible.
Finally, it’s important to establish clear objectives for what is expected from the subsidiary teams and to have a regional structure that can monitor this. This structure should be dynamic and expand as the needs of foreign development require.
“WORKING WITHOUT BORDERS COMES WITH GREAT CHALLENGES, BUT IT ALSO OFFERS A SIGNIFICANT OPPORTUNITY TO LEVERAGE DIVERSITY AND GLOBAL TALENT FOR THE GROUP’S DEVELOPMENT.” Working without borders comes with great challenges, but it also offers a significant opportunity to leverage diversity and global talent for the group’s development.
At RUA Assistance, we carefully choose each of our collaborators, trusting in their abilities and values, which are ultimately what enable significant successes through teamwork. This creates a virtuous circle among the different teams and countries, fostering continuous improvement in our company through cultural exchange.
WHAT ARE YOUR RECOMMENDATIONS FOR SUCCESSFULLY ENTERING OTHER COUNTRIES? The journey of expanding into new markets is both exciting and challenging, but above all, it is an adventure that is always worthwhile, regardless of the outcome. Doubt is natural, but it should not hold us back. It’s essential to believe in ourselves and our vision. Have confidence in our ability to innovate, adapt, and overcome any obstacles that may arise along the way.
Of course, it is essential to research and plan the strategy carefully. Conduct market analysis, understand the needs and preferences of local customers, and adapt to their culture and business practices. Another approach that has yielded positive results and could be useful is seeking strategic alliances, whether with local partners or partners who share our values and can assist us.
Lastly, do not be discouraged by the obstacles that will undoubtedly arise along the way. Treat each challenge and event as an opportunity for learning and growth.
I once read the story of the Atlantis Expedition, about five people who dreamed of crossing the Atlantic Ocean on a raft made of logs and reeds. They faced storms and eight-meter waves that almost caused them to founder on more than one occasion. The captain of the expedition, upon arriving after two months, said: “That which we are capable of accomplishing is limited only by the boundaries of our imagination.
