In 2023, we shared the story of BeSafe Group, a pioneering insurtech company in the travel & hospitality sector, through the words of Francesco Brusco, who co-founded the company together with Alessandro Bartolucci.
Born from direct experience in the hospitality industry, BeSafe has established itself as an innovative player, revolutionizing the management of prepaid rates through integrated insurance solutions designed to protect both travelers and industry operators.
Today, two years later, we return to our conversation with Francesco Brusco to explore how the BeSafe project is evolving in the United Arab Emirates, and what role Kelmer Group has played in supporting the company’s expansion and consolidation in such a dynamic and strategic market.
This is an opportunity to delve into the results achieved, the challenges faced, and the future goals within a constantly transforming context — that of travel tech.
1. Since your entry into the Emirati market, what milestones have you achieved in terms of growth or consolidation?
Entering the UAE market marked a turning point in our international business development strategy. In a short time, we managed to build a network of collaborations with leading players in the tourism sector and international groups based in both Dubai and Abu Dhabi. This allowed us to significantly increase our visibility and customer base in the region. We recorded double-digit growth in foreign volumes and strengthened our international brand reputation as a leading insurtech for safe, digital-first travel experiences.
2. What impressed you the most about the Emirati market, confirming your decision to invest in this region?
We were struck by the strong focus on innovation and digitalization, particularly in the travel, fintech, and insurtech sectors, which perfectly aligns with our vision. The UAE is today a global hub for tourism and technology, with an ecosystem that fosters the adoption of advanced solutions such as those offered by BeSafe, and a population accustomed to interacting with digital services. This type of environment confirmed to us that our solutions have fertile ground to grow and contribute to transforming the way travelers are protected.
3. What obstacles or complexities have you faced along this journey, and how did you overcome them?
We encountered and overcame complex regulatory and cultural challenges thanks to a flexible, results-oriented approach, as well as the support of local professionals who assisted us at every stage of our business development.
4. How did Kelmer’s support make a difference in your expansion and consolidation process in the UAE?
Kelmer has been a true strategic facilitator for us. Their in-depth knowledge of the local context, combined with a tailor-made approach, allowed us to accelerate our market entry process. From the start-up phase to the legal structuring of BeSafe’s business, through to compliance aspects, they guided us every step of the way with professionalism and vision. This enabled us to focus our energy on product innovation and market acquisition.
5. From your perspective, what are the key factors that truly make a difference when undertaking an internationalization process?
Internationalization is not just replicating a business in another location: it is an evolution. And those who know how to evolve, grow.
In a sector like ours, speed and agility are essential, but they must be combined with an in-depth knowledge of the target market. What really makes the difference is having a clear strategic vision, reliable local partners, and the ability to adapt your operational model to the cultural, technological, and regulatory specificities of the country.
6. Looking to the future, what role do you see Kelmer continuing to play in your consolidation journey in the MENA region?
In our growth journey in the MENA region, we see Kelmer as a strategic ally we can continue to rely on. As we expand into new countries within the area, it will be crucial to have a partner who understands not only the local dynamics but also the specific needs of an innovative business like ours. Kelmer will continue to be a reference point for operational support, as well as an accelerator in building a strong and long-lasting presence in the MENA market.