Prosegur Compañía de Seguridad (PSG) Investor Day 2025 summary

Strategic priorities and business model

• Focus on profitable growth, customer experience, and financial returns, with a finance-driven model emphasizing cash flow and debt control.

• Hybrid product development strategy combining in-house innovation and partnerships with global leaders, especially in video and AI, to maintain technological leadership and exclusivity.

• Continued investment in marketing and brand awareness, with a shift toward targeting high-value, long-term customers and optimizing the sales funnel.

• Expansion of value-added services, product bundling, and simplification of offerings to enhance differentiation and customer loyalty.

• Operational transformation through CRM upgrades, cloud migration, AI-driven process improvements, and digital channel expansion to boost efficiency and scalability.

Market overview and positioning

• Growing demand for security and peace of mind is driving increased market penetration of alarm systems, with higher brand visibility and investment supporting this trend.

• Market penetration rates vary by country, with Iberia at 11.1% and LatAm averaging 3.5%, indicating significant growth opportunities.

• The company holds leading market positions in several countries, ranking #1 or #2 in most key markets.

• Positioning as a premium security provider, aiming to match or exceed leading competitors in customer satisfaction and churn rates.

• Strategic avoidance of aggressive discounting and promotions, focusing instead on ARPU expansion through value-added services.

Strategic initiatives

• Product improvements focus on enhanced app experience, new features, and smart home integration, with future launches planned.

• Channel mix optimization with growth driven by telesales and third-party channels, while door-to-door remains for high-value clients.

• Customer experience initiatives target high NPS, transparent service, and longer customer lifetimes.

• AI and digitalization initiatives already delivering operational efficiencies and improved customer experience, with further projects in the pipeline, including churn classification and smart onboarding.

• Joint ventures like the Telefónica partnership in Spain seen as a model, but difficult to replicate in other geographies.