With over 20 years of experience in the security industry and a strong presence across Latin America, SoftGuard takes a major step in its global expansion with the launch of SoftGuard Spain. Our new headquarters, located at Calle de Génova 21 in the heart of Madrid, serves as a strategic hub for our growth across Europe, the Middle East, and Africa (EMEA).
A Strong Commitment to the EMEA Market, with Spain at the Center
Spain plays a key role in SoftGuard’s expansion—not just for its growth potential but also as a strategic hub for the region. From this new office, our dedicated on-site commercial and technical team will provide direct and personalized support to local clients.
Leading this initiative is Alfonso Rubio Peinado, our newly appointed Country Manager. With over 20 years of experience in Alarm Receiving Centers (ARCs) and a strong background at CERCA – Centro Especial de Recepción y Control de Alarmas, Alfonso will be closer than ever to our clients. His role includes hands-on support from implementation and training to productivity enhancement and user experience optimization.
To further strengthen this approach, we will launch a customer visit program and introduce a SoftGuard Administrator Certification at the end of February.
Fernando Sánchez Doncel: A Respected Leader at the Helm
Heading SoftGuard Spain is Fernando Sánchez Doncel, a highly regarded figure in the security industry. With a career spanning over 20 years at Grupo Prosegur, Fernando has led major projects across Spain, Portugal, Italy, Romania, Colombia, and Morocco. His leadership roles include Director of Operations at Grupo Clece and, more recently, spearheading the development of Spain’s largest ARC for Sicor Alarmas El Corte Inglés.
Fernando brings not only vast expertise but also in-depth knowledge of the Spanish market, with a strong focus on innovation, quality, and service excellence. His leadership will be instrumental in strengthening our presence in ARCs and expanding into key sectors such as retail, banking, insurance, private communities, and more.
“Fernando Sánchez Doncel is a benchmark of commitment, professionalism, and excellence in our industry. With him, we reaffirm our vision of being a trusted partner, fully aligned with the specific needs of the Spanish market.” – Daniel Banda, CEO of SoftGuard
Innovative Solutions with a Client-Centric Approach
SoftGuard Spain will offer a comprehensive portfolio of security solutions, including alarms, cameras, GPS, access control, and personal security apps. Our goal is to support clients in their evolution, providing flexible and cutting-edge tools to help them diversify services and stay competitive.
We are also committed to regular on-site visits, ensuring strong relationships with our clients, understanding their needs, and working closely with them to ensure the success of every implementation.
With this exciting new chapter, SoftGuard Spain is set to become a leading force in the EMEA market, delivering the best in security technology across Spain and beyond.
For more information:
📍 SoftGuard Tech Global SL
📍 Calle de Génova 21, Centro, 28004 Madrid, Spain
📧 info@softguard.com
📞 +34 612 40 77 69
Fernando brings not only vast expertise but also in-depth knowledge of the Spanish market, with a strong focus on innovation, quality, and service excellence. His leadership will be instrumental in strengthening our presence in ARCs and expanding into key sectors such as retail, banking, insurance, private communities, and more.
“Fernando Sánchez Doncel is a benchmark of commitment, professionalism, and excellence in our industry. With him, we reaffirm our vision of being a trusted partner, fully aligned with the specific needs of the Spanish market.” – Daniel Banda, CEO of SoftGuard
