“A quarter of a century accompanying what matters most: life, memory, and hope.”
This phrase is not merely a slogan for La Ascensión S.A.; it is the synthesis of a profound transformation led by its CEO, Guillermo J. Chaves Ocaña, who has redefined a traditional industry toward a modern vision grounded in strategy, data analysis, and a strong organizational culture.
At the intersection of institutional discipline and digital innovation, the CEO of La Ascensión has demonstrated that even the most conservative sectors can lead the era of Artificial Intelligence. In 2026, the company not only celebrates 25 years of history; it consolidates itself as one of the most relevant funeral pre-need companies in the country, with a management model powered by technology and data analytics. This approach has positioned it among the top players in the Colombian sector, challenging century-old competitors with a formula as simple as it is powerful: data to decide and warmth to serve.
His leadership was not born in the hallways of traditional corporatism. It was forged within the Colombian National Police, where organization, discipline, and a strong sense of purpose shaped his character. To this foundation he added a key legacy from his father: creativity in solving everyday problems. This combination of structure and creativity is now part of the DNA of his leadership style. For him, coherence is non-negotiable: “A leader who does not lead by example ruins corporate culture,” he states with the conviction of someone who has spent more than 20 years guiding teams in the private sector and nearly 33 years in the public sector.
Under these principles, he leads a company that moves—by his own description—at the speed of a “bullet train,” integrating more than 20 cities, including Bogotá, Cali, Ibagué, Pasto, and Neiva, into a nationwide service network, where operational efficiency is not an end in itself but the means to protect what matters most: accompanying with dignity one of the most sensitive moments of human life.
The Data and Artificial Intelligence Revolution
Engineering Efficiency: Technology in Service of Humanity
For Guillermo Chaves, digital transformation is not an isolated objective but a lever to dignify work and improve the customer experience. From its early days, La Ascensión understood that data is a strategic asset for the organization. This path began with the cleansing and integration of its databases and evolved into the creation of CIEX (the Funeral Research and Statistics Center), a strategic-level structure where data engineers, data scientists, and senior analysts turn information into high-impact decisions.
Thanks to its advanced data governance, the company is now positioned as the leader in its industry nationwide in terms of the strategic use of information. This leadership was internationally recognized in Buenos Aires, Argentina, where the Latin American Trade Association of Cemeteries and Funeral Services (ALPAR) awarded La Ascensión the Silver Butterfly at the 2025 Trascender Awards, in the category “Tribute to the Community.”
The company’s technological architecture is built on three major pillars: a generative AI ecosystem and AI agents that, through intelligent channels, serve nearly 500,000 customers per year with a 96% satisfaction rate; a systemic strategy of process automation and robotic process automation (RPA), with approximately 35 processes systematized and a fleet of eight software robots designed to take on manual and repetitive tasks, freeing human talent for work of greater strategic and emotional value; and a digital self-management model that, through an application and an exclusive portal, allows customers to resolve most of their needs under the principle of “first-contact resolution,” reducing friction during moments of high sensitivity.
High Tech with a Human Heart: The Human Factor and Strategic Co-Creation at La Ascensión
Despite the technological deployment, the CEO is categorical: “Data is a relevant asset for the company, but our most important asset is our people.” From this conviction, the La Ascensión Academy was born—an internal training initiative that strengthens both technical competencies and soft skills among employees.
The premise is clear: training requires investment, time, and dedication, but the greatest cost for an organization is failing to develop its people’s potential. For this reason, the company allocates significant resources to its talent, convinced that culture goes hand in hand with training and becomes the true engine of change.
Innovation at La Ascensión is built collectively. From junior leaders to senior executives, all participate in the development of the SWOT matrix, fostering shared strategic thinking aligned across the organization. This dynamic is reinforced through committees and meetings within each department, where ideas are presented, evaluated, and—when proven viable—implemented and publicly recognized, even with financial incentives. In this way, a culture of participation is consolidated where, on the company’s “bullet train,” no one is a spectator; instead, every employee integrates into change and business growth, becoming a true protagonist.
The Next Decade: Sustainability, Digitalization, and New Farewell Experiences
Looking toward the future, Chaves envisions a greener and more digital funeral services industry. The company is already preparing for aquamation (alkaline hydrolysis) as an alternative to cremation—an ecological option that promises to transform the sector in Colombia. The future of mourning will be a more personalized experience, with AI-supported digital obituaries, online ceremonies, and tributes that transcend borders.
For Guillermo Chaves, modern leadership requires balance between strategic vision and attention to detail. He believes in delegation and trust in specialized teams, but also that the CEO must understand key operational aspects in order to earn respect and make better decisions.
That conviction is summarized in a principle he repeats to emerging leaders: “Base your decisions on data and facts, not on opinions.” For this reason, he insists that training in generative AI, Business Intelligence, and AI agents is no longer optional, but an indispensable condition for leading organizations that compete in an increasingly complex and accelerated environment.
The Legacy
By the end of 2026, La Ascensión will deliver the most advanced Service Center in southwestern Colombia. Strategically located in Neiva, the capital of the Huila department, this complex will integrate into the Medical City clinical hub, consolidating itself as the final link in the healthcare ecosystem and a benchmark for technology and human dignity for families.
This architectural complex is not merely a building; it is designed to serve more than 100,000 members, including both contractors and beneficiaries, across Huila, Caquetá, and Putumayo. Equipped with state-of-the-art thanatopraxy laboratories and eco-friendly aquamation systems, the facility redefines the funeral experience by combining cutting-edge technology with a profound sense of human dignity.
This legacy is not expressed solely through infrastructure, technology, or business results. It also materializes in initiatives that seek to transform the way society talks about death and mourning. Under this vision, “Let’s Talk with Meaning” was born—the La Ascensión podcast led by the CEO. This space has succeeded in turning the silence surrounding the end of life into a necessary dialogue, positioning itself as a reference in education and emotional support. More than institutional content, it is a natural extension of the company’s philosophy: humanizing an industry historically marked by the taboo of death.
With 25 years of history and growth that today protects more than 1.3 million Colombians nationwide, La Ascensión demonstrates that even the most traditional sectors can transform themselves when they dare to lead with competent teams, refined data, and human purpose.
