Bupa Europe & Latin America (ELA) CEO appointment

Bupa today announced that Iñaki Peralta will become the new Chief Executive Officer of its Europe and Latin America (ELA) Market Unit and of Sanitas, with effect from 1 January 2021. This follows the announcement that Iñaki Ereño, current CEO of Bupa ELA, will become Bupa’s Group CEO on 1 January 2021, subject to regulatory approval.


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ELA comprises the Sanitas insurance, dental, hospitals and new services and aged care businesses in Spain; LUX MED in Poland; Bupa Chile; Bupa Acibadem Sigorta in Turkey; Care Plus in Brazil; Bupa Mexico; and Bupa Global Latin America which includes operations in Guatemala, Panama, Dominican Republic, Colombia, Ecuador, Bolivia and Peru.

Iñaki Peralta is currently the General Manager of Sanitas Seguros, Bupa’s health insurance business in Spain, and a member of the executive team of the Bupa ELA Market Unit. He has led Sanitas Seguros since 2013. In 2019, he was appointed to also lead Bupa’s health insurance business in Mexico.

In his 20 years with Sanitas, he has held a variety of roles including leading Sanitas Hospitales between 2008 and 2013, and Operations Director of Sanitas Mayores, Bupa’s aged care business in Spain. 

Under Iñaki’s leadership, Sanitas Seguros has grown revenue, profits and numbers of customers as well as achieved very high levels of customer satisfaction. He has implemented an omni-channel approach to customer engagement and service, driven digital transformation, built successful long-term relationships with large hospital groups, and developed major bancassurance distribution partnerships with BBVA and Banco Sabadell.

Iñaki Ereño, Bupa Group CEO Designate, said: “I am very proud that we can appoint such a strong internal candidate to be the new CEO of Bupa ELA. Iñaki is an outstanding people leader, with an impressive track record both in insurance and in provision. He has a deep knowledge of our other businesses in the ELA Market Unit. I know that he will be a great leader.”

Iñaki Peralta, Bupa ELA CEO Designate, said: “It is a privilege and a thrilling challenge to lead Bupa ELA, which is very close to my heart. After more than 20 years working for Sanitas and Bupa, I am convinced of the growth opportunities this ever-changing industry offers. I take on the role with the support of a great team and together, we will continue to innovate and offer customers the best human-centred healthcare.”

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