Portugal’s Fidelidade Launches “Sofia” – A Revolutionary Platform Supporting Life After 60

At Insurope, we love to see our Network Members going above and beyond — and Fidelidade in Portugal just raised the bar.

It’s no surprise because Fidelidade is the leading life and non-life insurer in Portugal, with approximately 30% market share. Founded in 1808, Fitch rating agency classified Fidelidade with an "A+ (IFS)" and "A (IDR)" rating, the highest on the national business scene, highlighting the company's high capitalisation, namely its solvency ratio and the solidity of its investment portfolio.

Meet Sofia: a personalized approach to ageing well at home. Sofia connects care, wellbeing and home support around each person’s real needs, helping people aged 60+ live with autonomy, comfort and dignity—without feeling “taken care of,” but truly supported.

“Our main goal is for everyone aged 60 and over to know Sofia and see it as a trusted point of reference for any need they may have. More than a service, Sofia is designed to be a constant presence — anticipating needs, simplifying decisions and supporting people and families at every stage of ageing at home.” – Daniel André, Head of Sofia

Watch the video HERE.

Here’s what makes Sofia stand out:
Home Care, Done with Purpose and Proximity

At its core, Sofia is a home-care service platform designed to support people aged 60+ in their daily lives. From personal hygiene and medication support to companionship, emotional stimulation and everyday assistance, Sofia ensures that care happens where it matters most: at home, with continuity and respect for each person’s routines and dignity. 

Caregivers Who Make the Difference

Sofia’s greatest strength lies in its caregivers. Carefully selected and experienced, they are chosen not only for their technical skills, but for their empathy, reliability and ability to build meaningful relationships. This human connection is at the heart of everything Sofia does — and often what families value most.

Close, Ongoing Support for Families and Caregivers

Unlike traditional home-care services, Sofia provides continuous coordination and follow-up through dedicated Relationship Managers. They support caregivers in their day-to-day work and remain closely connected to families, ensuring clarity, trust and quick adaptation whenever needs evolve. Care is never static—it grows with the person.

One Trusted Reference for Care at Home

Sofia was created to be a single, trusted point of reference for families navigating care decisions. By combining qualified caregivers with close human supervision, Sofia removes uncertainty and replaces it with confidence, consistency and peace of mind.

Award-Winning Care with Social Impact

Sofia’s approach has been recognized internationally, having won Best Insurance Project at the Portugal Digital Awards 2025 and Best Social, Sustainable and Responsible Project at the Qorus Awards 2025. These distinctions reflect a shared belief: that innovation in care must be human, responsible and deeply connected to real lives.

Sofia represents a new model of home care — one that puts people first, supports families and values those who care.
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Learn more here: www.sofia.pt