In the assistance business, trust is built when circumstances are no longer ideal: when plans come to a halt, safety becomes the priority, and the client needs a dependable source of support that responds quickly, calmly, and responsibly. Marking two decades of CORIS Assistance in Serbia, Darko Stupar, the company’s director, discusses the development of the industry, digitalization, the medical concierge approach, the global network of partners, and a business philosophy in which efficiency finds its true measure only when supported by quality, empathy, and organization
Providing assistance services is a very specific business. Could you explain the nuances of this field in a few sentences, and what your personal “zero principle” is: speed, efficiency, safety, or something else entirely?
The assistance business is, above all, a business of trust. People usually become aware of it at the moment when something disrupts their plans, comfort, or sense of security, whether it is a health issue, a car breakdown, an unexpected situation while traveling, or the need to organize help quickly. For us, assistance is not just a response to a problem. It is also a way to help our partners build relationships with their clients and strengthen the reputation of a company that simply cannot afford to let that trust slip.
That is why my zero principle is not speed alone, efficiency alone, or safety alone, but a reliable solution. Speed without quality is not enough, efficiency without empathy is incomplete, and safety without good organization remains only a promise. Our goal is for the user, wherever they may be, to feel they are in safe hands.
Two decades of CORIS in Serbia is a major milestone. What has changed the most in the industry over these twenty years: user needs, speed, digitalization, or expectations of quality?
Everything you mentioned has changed, but if I had to single out two key things, I would say user expectations and digitalization. Today, users expect much more than before. They do not only want the problem to be solved, but to be solved quickly, transparently, professionally, and with a clear feeling that someone has truly taken responsibility.
Speed has become expected, digitalization is essential, and quality is no longer a differentiator but a basic requirement. That is why we developed the “24Safe” mobile application, which makes access to services easier for users and gives insurers additional value within their policies. The user experience provided by this application is also reflected in the Digital Transformation Award, which we received from a truly relevant jury composed of representatives of the business community, the Serbian and Vojvodina chambers of commerce, the Privrednik business club, communications agencies, the Media Association, and others.
When we talk about luxury today, whether while traveling or at sea, what is true luxury in your view: the prestige of a destination or security at every moment?
True luxury today begins with the feeling that you are fully taken care of even when things do not go according to plan. The beauty of a destination, the exclusivity of a marina, or the quality of a yacht are certainly part of the experience, but the true premium feeling comes from knowing that you have reliable support at every moment, organized discreetly and efficiently.
Modern luxury is measured less and less by what is visible, and more and more by what gives you peace of mind. When you know there is a team that can respond quickly, in a coordinated and global way, you are actually receiving what is most valuable today: peace of mind. Purchasing an adequate travel insurance policy and having a good assistance service are exactly what make that possible.
"Speed without quality is not enough, efficiency without empathy is incomplete, and safety without good organization remains only a promise"
We are witnessing strong growth in the health care and beauty industries. Health prevention, good appearance, longevity, and quality of life are becoming increasingly important to us. How does CORIS Global Medik help us keep the body healthy?
When people hear the term medical assistance, they most often think of emergency interventions. Of course, that is an important part of our work. But today, health assistance is much broader and more sophisticated.
The health care and beauty industries are growing because people no longer want only to react once a problem appears. They want to plan their health, vitality, recovery, and quality of life in advance. This is where what we call a personalized medical concierge approach comes in. It means that we do not only provide the user with information. We guide them through the entire process: from understanding the need, choosing the appropriate institution or specialist, and organizing examinations and consultations, to logistics, follow-up, and support after an intervention.
If a user is in a marina, on the open sea, or on a remote island, can they still count on the seamless medical concierge process you are talking about?
When life takes place outside standard routes, away from major cities and outside working hours, the support system must function without hesitation and without improvisation. This means 24/7 availability, international coordination, a strong network of partners, and the ability to quickly assess the safest and most efficient solution.
That feeling of complete organizational security is the essence of a medical concierge service. When we talk about the further development of health assistance, one important direction is the development of Air Ambulance capacity as part of the broader vision of the CORIS DS Group. This is especially important in complex situations where time, location, and the quality of transport determine both the outcome and the user’s comfort.
What does your protocol look like from the first call to the solution? Do you have a global network of partners: hospitals, clinics, transport providers, insurers...?
Our operating principle is contained in our company slogan, “Everywhere. EveryCare”, and it is not a phrase, but an operational standard. The first step is receiving the call and precisely identifying the need: who the user is, where they are, what the situation is, and what level of support is required.
The second step is guidance, meaning an assessment of the most appropriate solution: advice, an appointment, transport, an institution, or an emergency intervention.
The third step is activating the partner network and implementing the solution, including clinics, hospitals, doctors, transport providers, contact centers, and all other participants. The fourth step is follow-up and closing the case.
Yes, we have a developed network of partners around the world. It is precisely this combination of local understanding and global connectivity that makes assistance efficient.
What separates regional companies with the ambition to compete globally from those that remain only locally recognized?
First of all, the difference lies in their way of thinking. Companies that want to compete globally do not see quality as a local success, but as a standard that must be comparable with the best in the industry. They invest in processes, people, partnerships, reputation, and long-term sustainability, not only in short-term results.
Another important difference is discipline. Global ambition requires reliability, consistency, and a willingness to keep learning and adapting. Having a good idea is not enough. You need to have a system that can deliver that idea every time, regardless of the market and circumstances. In my opinion, it is precisely this combination of vision and operational maturity that makes the difference.
When we look at everything you have developed so far, from a global network of partners and the Air Ambulance initiative, through cooperation with leading insurance companies in the region, to an insurance brokerage business and a mobile application, the question arises: how is such a system built at a relatively young age?
I believe serious things are never built overnight, regardless of age. They are built through vision, discipline, the readiness to take responsibility, and, perhaps most importantly, by choosing the right people around you.
I believe in teams, in systems, and in the idea that growth does not come from noise, but from consistency. When you know where you want to go, you see challenges as part of the journey, not as a reason to give up. In our business, there is no room for superficiality. You have to understand the market, the needs of partners, the psychology of users, reputational risk, and operational reality.
That is why something that may look like rapid growth from the outside is, from the inside, actually a series of carefully placed steps. The expansion of the group, entry into new markets, development of new services, and strengthening of international partnerships did not happen by chance.
They came as the result of a clear strategy and a great deal of work.
Does the business rhythm of a company director and owner leave room for private life? You are known for your love of literature, hedonism, fine watches, and even better wine, and then there is also family time...
Time spent with my family regenerates me and brings me back to the most important inner balance. The work I do is intense, dynamic, and requires a high level of focus, but private life must not be just a pause from responsibilities. It should be a space where a person gathers strength for new endeavors.
Traveling with my family is something for which I always have to find quality time, because it is precisely then that moments are created which remain more important than any business success. The interests you mentioned probably say something about my character as well. I like things that have a story, measure, duration, and craftsmanship behind them. A good watch reminds you of the value of time, wine reminds you of patience and maturation, and literature reminds you that even in the fastest world, a person must preserve depth.
I think these are also good lessons for business. In the end, everything comes down to priorities. I do not believe in perfect balance, but I do believe in consciously distributing energy. When you know what matters to you, you know how to protect time for it. And for me, family is always the most important category.
