How Newe Seguros Unified Sales, Marketing, and Support
Marcos Vinicius Pereira explains the insurer's restructuring, its focus on surety bonds, and its broker strategy.
Marcos Vinicius Pereira details Newe Seguros' strategic turnaround and its expansion into surety bonds. The interview covers uniting sales, marketing, and customer service under a single commercial executive. Pereira also discusses broker partnerships and the application of artificial intelligence in insurance.
Marcos Vinicius Pereira, chief commercial, marketing, and customer service officer at Newe Seguros, joined Bruno Gimenes on Marketing - The Podcast to discuss the company's strategic evolution, the importance of surety bonds in corporate business, and the integration of sales, communications, and customer support under a unified leadership team.
The full video episode, featured above, offers Pereira's in-depth perspective on B2B negotiation dynamics and the critical role of human relationships across the insurance market.
Personal background and hobbies outside the office
Born in Rio de Janeiro and raised in São Paulo, with career stints across southern Brazil, Pereira balances his corporate responsibilities with personal passions like soccer and distance running. The executive points to motorcycle road trips as his ultimate mental reset: "With a motorcycle, I put on my helmet, it's just me and my thoughts, and I hit the road—not speeding, sometimes with no set destination, just genuinely riding on the open road. I don't like city traffic, but it's a moment where I connect with myself, forget problems, let go of worries, explore new places, get fresh ideas, and meet different people."
When it comes to road running, Pereira notes that the sport quickly became a routine and engaging habit. According to Pereira, it is "the most expensive free sport out there," given the ongoing investment in gear, footwear, and race registrations that runners accumulate as their training progresses.
Career journey and lessons from entrepreneurial setbacks
Pereira started his professional path at age 16 after being emancipated to manage a family business—an initial venture that failed and prompted him to study advertising and marketing to master organizational fundamentals. After working in marketing and shifting into commercial roles at service companies, he launched another business specializing in structural steel for commercial construction, an endeavor that lasted three years and struggled with low sales frequency. He later co-founded Smarters, a conversational AI startup, before entering the insurance industry through Prudential and Potencial Seguradora.
Drawing on these milestones, Pereira argues that business acumen is built through repetition and resilience after setbacks. "No company gets anywhere until somebody sells something, man," Pereira says, emphasizing that negotiation is an organized process: "I firmly believe sales is a structured process, not luck. You can structure a sale, prepare for it, gather intelligence, understand who is sitting across the table, and chart the right course forward."
Understanding surety bonds and Newe Seguros' restructuring
Founded six years ago with an exclusive focus on agricultural insurance, Newe Seguros endured three consecutive years of adverse results caused by severe climate-driven crop losses in 2021. Beginning in 2024 under the leadership of Henrique Camilo, the company launched a turnaround plan, phasing out five non-core products to concentrate on high-priority lines, led by surety bonds. Between 2024 and 2025, the firm's surety bond portfolio doubled in size, generating more premium volume in the first four months of the following year than in all of the previous year and lifting Newe to 14th place in Susep's market share rankings from January to June.
Pereira explains that surety bonds are corporate guarantees mandated by law or contract to ensure the execution of construction projects, public concessions, or legal proceedings as an alternative to cash judicial deposits that tie up working capital. Underwriting these policies requires comprehensive credit and balance sheet reviews, requiring direct technical alignment with general counsel, CFOs, and corporate controllers.
Brand repositioning and broker relationships
To solidify its transition from a monoline carrier into a multiline insurer anchored by surety bonds, Newe Seguros refreshed and unified its visual identity, discarding an earlier format where each product line used a different color. "We didn't do a full rebrand; we call it a brand facelift. We refined it and aligned around a standard core color to project the exact communication tone we wanted—that of a serious, established company," Pereira explains.
Because surety bonds stem from B2B contractual requirements and depend on insurance brokers as vital distribution partners, the company steered its marketing efforts toward corporate positioning on LinkedIn and introduced the Newe Conecta partner program. Pereira emphasizes that their core value proposition centers on accessibility: "While the market is automating relationships, we want to position ourselves as a dependable, solid company that listens to clients and delivers practical, steady solutions for long-term relationships."
Leading commercial, marketing, and customer service under one roof
By taking charge of sales, marketing, and customer service simultaneously, Pereira aligned Newe Seguros' external messaging with its operational delivery, eliminating gaps between sales commitments and support resolution. This integrated structure requires commercial leadership to remain closely engaged with clients and brokers while tracking performance metrics such as NPS and return on paid media investments.
According to Pereira, marketing professionals must spend time in the field to design high-impact campaigns. "If marketing isn't present in the field, they have no idea what is actually happening. You have to be there, experience the customer's pain points, and see firsthand whether your messaging is working or not," Pereira notes, adding that real-time dashboard reviews keep budget allocation focused.
The role of artificial intelligence in insurance
Within Newe Seguros, artificial intelligence is implemented across internal operational workflows, including automated analysis of 20- to 30-page audited financial statements for credit underwriting, centralized customer service ticket triaging, and claims adjustment support. Pereira stresses that technology should operate in the back office to accelerate turnaround times while keeping front-line client touchpoints human.
"For us, technology as a whole must be a means, not the end," Pereira says. In his view, maintaining direct interpersonal contact is what builds lasting business credibility: "It needs to run at full capacity behind the scenes so we can be fast, efficient, and precise, but at the front line, we want a distinctly human relationship. We don't want to dehumanize our processes or customer interactions."
Final thoughts on limited-budget creativity and resilience
Pereira concludes by noting that financial constraints often spark creative problem-solving and prevent resource waste, even as corporate budgets expand. "When you have to operate with limited budgets, it forces you to be far more creative," Pereira observes.
The executive notes that consistently challenging core assumptions is essential for building sharp communication and commercial strategies. According to Pereira, regularly examining the reasoning behind every corporate decision expands market perspective and creates lasting competitive differentiation.