Bupa Global Latin America announces the appointment of Fernando Martín as Managing Director and commits to digital growth and new strategic alliances in the region

February 10, 2026 — Bupa Global Latin America (BGLA) announced the appointment of Fernando Martín as its new Managing Director, a position he assumed on February 1. In this role, he will be responsible for leading the vision, strategy, and operation of the business in the Latin American markets where BGLA has a presence.

With more than three decades of experience in the insurance and healthcare sectors, Fernando Martín has served as Chief Operating Officer (COO) of BGLA for the past four years, leading strategic projects in Ecuador, the Dominican Republic, Mexico, Spain, and other key markets in the region.

His leadership has been instrumental in accelerating the operational transformation of the business, strengthening organizational efficiency, and consolidating a solid value proposition for customers and strategic partners.

Fernando Martín takes over the position from José Luis Buil, who is retiring after more than 40 years of outstanding service at Bupa.

Carlos Jaureguizar, CEO of Bupa Europe and Latin America, said:

“We have highly committed teams, a clear strategy, and the momentum needed to continue bringing our purpose to more people and communities. This change not only preserves continuity; it enhances it. It prepares us for even more ambitious goals and challenges us to continue innovating, elevating our customers' experience, and strengthening our partnerships.”

A new phase to accelerate business transformation

• Under Fernando Martín's leadership, Bupa Global Latin America will drive an agenda focused on:
• The development and evolution of the portfolio of health products and solutions.
• The consolidation of strategic partnerships across the region.
• The continuous improvement of the customer experience, with a focus on accessibility, simplicity, and omnichannel service.
• Strengthening digital health through Blua, expanding services that facilitate access to quality medical care anytime, anywhere.
• Strengthening local markets through operating models adapted to the particularities of each country.
• Promoting sustainability and social commitment initiatives through the BGLA Green program, with reforestation, education, and inclusive sports projects.

Fernando Martín, CEO of Bupa Global Latin America, said:

"Latin America is undergoing a rapid transformation in the way it accesses healthcare, and Bupa is ready to lead that change. Our focus will be on expanding digital capabilities, extending healthcare services to people at any time, and strengthening strategic alliances that drive sustained growth in all our markets. This new phase will allow us to evolve faster, be more accessible, and respond precisely to what our customers and partners in the region are looking for."