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ILC: Building a cross-cutting strategic purpose for the ILC Group

Defining a common purpose for the ILC Group, translated into a strategic matrix with commitments, KPIs and responsible parties, strengthening a more empathetic, human brand focused on user experience.

Brand Definitions
Brand Architecture

Caso ILC

Industry

Multisector Holding

Client

ILC (Inversiones La Construcción S.A.)

Challenge

ILC: Building a cross-cutting strategic purpose for the ILC Group.

To develop shared strategic definitions for all companies within the ILC Group, which operate across highly diverse market categories and therefore have different audiences, competitive environments, and business priorities: Consalud, Red Salud, Banco Internacional, Confuturo and Habitat.

Solution

Generate a Strategic and Collaborative process.

To design a strategic and collaborative process that allowed us to empathize with each business while simultaneously identifying shared interests across the group. This enabled the definition of transversal objectives that could then be activated in a specific and tailored way within each company.

Results

We managed to find a common purpose for all the companies in the ILC group.

Through extensive listening, research, and multidimensional data gathering, a common Purpose was defined for all ILC Group companies. A working framework was then developed to operationalize this purpose through concrete commitments, clear ownership, and KPIs, enabling proper monitoring and follow-up.

Additionally, ILC evolved its brand image—moving away from a purely financial role toward a brand that reflects a genuine responsibility for user experience: more empathetic, solution-oriented, and above all, more human.

Testimonies from the Case

Our customers opinion regarding the case.

Case ILC

Paula Daza

President, Red Salud

“I find this work tremendously positive because it allows us, in such a difficult and urgent moment, to pause and reflect on the purpose that ILC—and all ILC companies—should have. In doing so, we can build together and lead on issues that are critically important at a national level.”

Case ILC

Pablo Gonzalez

CEO, ILC

“If you look back at what we’ve been doing over the last eight or nine years, an instance like this was necessary to put everything we’ve been working on onto the table—to organize it, process it, and understand whether we are all aligned. I believe this is a very good moment, because we have done a lot, developed a strong strategy, and implemented committees. We arrived with real material and inputs, not just loose reflections.”

BBK Group

Strategic transformation of the ILC Group toward a shared purpose.

Definition and implementation of a transversal strategy that unified the vision of diverse brands—Consalud, Red Salud, Banco Internacional, Confuturo and Habitat—under a shared purpose, fostering a more human, collaborative, and people-centered identity.

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