What Agenzia Generale di Forlì - Generali Italia S.p.A does

Generali Italia S.p.A. is the principal Italian operating subsidiary of Assicurazioni Generali S.p.A., a Milan-listed global insurance group (ticker: G) with origins tracing to 1831. The company delivers a comprehensive insurance and financial services portfolio organized into seven principal lines: Auto & Mobility (Immagina Strade Nuove, ATTIVA Veicoli commerciali, GenMar nautical), Home/Health/Family (Immagina Adesso Casa, Salute&Benessere, Cucciolo pet, ViviCondominio), Life (Scegli col Cuore family, Scegli per una Lungavita LTC), Savings & Investment (GenerAzione Investimento, Valore Futuro, GeneraSviluppo Sostenibile), Pension (GenerAzione Previdente PIP, Generali Global open pension fund), Professional & Business (ATTIVA series for commerce, artisans, welfare, regulated professions, plus Cyber Lion, GeneraImpresa 360, GeneraEnergia), and Large Enterprise (Cyber, Property, Casualty, Marine, Aviation, Financial Lines, Risk Engineering, Construction & Bonds, Multinational Programs, ART & Parametric). The platform is delivered through a hybrid distribution model pairing a physical agency network with 22,000 field consultants, digital self-service quote calculators (preventivi.generali.it), and the MyGenerali mobile app for policy management, claims, and the PiùGenerali loyalty program. A network of 800,000 affiliated structures (car workshops, health facilities) supports claims handling and customer service.

The business model is subscription/recurring premium-based across all major product lines. Pricing is highly customized via individual risk assessment, with disclosed discount mechanisms including up to 45% off auto insurance via telematics black-box installation and a 10% introductory discount on the LTC "Scegli per una Lungavita" product. Revenue is generated through annual or multi-year premiums on P&C, recurring or single premiums on life and health, and management fees on unit-linked and pension fund products. Generali Italia serves approximately 11 million insured customers across five segments: individuals and families (primary), SMEs and micro businesses, professionals (doctors, lawyers, engineers, accountants, teachers), large enterprises, and institutions/non-profits. Geographic reach is Italy-only, with multinational programme services for internationally operating Italian corporations. Recent corporate activity has focused on consolidating Italian group entities — Cronos Vita, Genertel, and Genertellife — into Generali Italia via demerger and portfolio transfer, reducing subsidiary complexity within the Generali Group's Italy country structure.

The underlying technology stack includes digital quote generators, the MyGenerali mobile application, the digital European Accident Report (CAI Digitale), digital signature capability for policy documents, and the telematics black box device. No AI/ML capabilities are explicitly disclosed in the source data. The company is registered as a public limited company (S.p.A.) under Italian jurisdiction in Treviso-Belluno, with the regional agency in Forlì (Emilia-Romagna) serving as one of many physical branches across the network. Generali Italia is a wholly-owned subsidiary of Assicurazioni Generali S.p.A., positioning it within one of Europe's largest insurance groups by premiums and reinforcing its distribution and brand advantages.

Name

Agenzia Generale di Forlì - Generali Italia S.p.A

Legal name

Generali Italia S.p.A.

Website

https://agenzie.generali.it

Company type

Public

Founded year

1831

Operating status

Operating

Headcount range

1–10 employees

Short description

Generali Italia S.p.A. is the principal Italian insurance subsidiary of Assicurazioni Generali S.p.A., serving approximately 11 million customers across individuals, SMEs, professionals, large enterprises, and institutions with a comprehensive portfolio of P&C, life, health, savings, pension, and specialty insurance products distributed through 22,000 consultants, physical agencies, and the MyGenerali digital platform.

Ownership category

akta.pro rank

Product category

Multi-line Insurance

NAICS

Direct Life, Health, and Medical Insurance Carriers (52411), Direct Health and Medical Insurance Carriers (524114), Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)

SIC

Accident & Health Insurance (6321), Life Insurance (6311), Fire, Marine & Casualty Insurance (6331), Insurance Agents, Brokers & Service (6411), Surety Insurance (6351)

akta.pro primary industry

Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD)

akta.pro secondary industries

Ancillary & Supplemental Health Products (Accident/Critical Illness/Hospital Indemnity) (HLAEABAJ), Individual/Retail Critical Illness & Hospital Indemnity (FSAIAKAE), Disease-Specific & Condition-Specific Critical Illness (e.g., Cancer, Heart/Stroke) (FSAIAKAH), Large Commercial Package (National Accounts) (FSAJAFAC), Travel Medical Insurance (Individual) (FSAIAEAI)

Keywords

• Property casualty insurance
• Life insurance products
• Professional liability coverage
• Pension and savings plans
• Commercial insurance solutions

Headquarters

HQ city

Forlì, Emilia Romagna

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Property & Casualty Insurance: Core P&C insurance products including auto (RCA), home, commercial multi-risk, marine, aviation, and casualty insurance. Revenue generated through annual or multi-year premium payments with various coverage tiers.
2. Life & Health Insurance: Life insurance products including term life, whole life, pension plans (PIP), income protection, and health insurance. Revenue from recurring premiums or single premium payments.
3. Savings & Investment Products: Unit-linked, multi-branch investment products, and pension funds. Revenue generated through management fees and premium contributions.
4. Corporate & SME Insurance: Specialized insurance products for businesses including construction bonds, cyber risk, financial lines, property, multinational programs, and employee benefits (welfare).
5. Professional Liability Insurance: Professional indemnity and liability coverage for doctors, engineers, architects, lawyers, accountants, teachers, and other regulated professions.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Generali Italia S.p.A. provides a comprehensive portfolio of insurance and financial protection products — auto/mobility, home, health, life, professional liability, pension/savings/investment, and large-enterprise risk coverage — distributed through Italy's largest agency network of 22,000 consultants supported by digital quote tools, the MyGenerali app, and affiliated repair and healthcare structures.

Product overview

Generali Italia S.p.A is a comprehensive insurance company offering a broad portfolio of insurance and financial products organized into distinct product families. The core offerings include: Auto & Mobility products (Immagina Strade Nuove, Immagina Strade Nuove Passione Moto, Ruote da Collezione, GenMar, ATTIVA commercial vehicles and agricultural machines, and Sei in Circolazione for drivers/passengers); Home, Health & Family products (Immagina Adesso Casa, Immagina Adesso Salute&Benessere, Immagina Adesso Cucciolo pet insurance, ViviCondominio, and ARTE Private for art/precious objects); Savings & Investments (GenerAzione Investimento, Valore Futuro, GeneraSviluppo Sostenibile, GenerAzione Risparmio, ImmaginaFuturo, Pensione Immediata); Pension & Retirement (GenerAzione Previdente PIP, Generali Global open pension fund); Professional & Business insurance (ATTIVA series for Commerce, Enterprises, Artisans, Welfare, various professions including Healthcare, Technical, Liberal, Non-Ordinistic, Public Employees, Teachers; Cyber Lion, GeneraImpresa 360, GeneraTrasporti, GenerAmbiente, GeneraEnergia, TFR/TFM); Large Enterprise solutions (Cyber, Property, Casualty, Marine, Aviation, Financial Lines, Claims, Risk Engineering, Construction & Bonds, Multinational Programs, ART & Parametric); and Travel insurance (Generali Sei in Viaggio). The company also provides digital services through MyGenerali App. With approximately 11 million insured customers, 800,000 affiliated structures, and 22,000 consultants, Generali operates through a multi-channel distribution model combining agencies, digital platforms, and intermediaries.

Differentiator

Problem solved

Functional benefit

Brands

• GenerAzione Investimento: Investment insurance product with multi-branch coverage
• Scegli per una Lungavita
• Immagina Adesso
• Immagina Adesso Salute&Benessere
• Immagina Adesso Casa
• Immagina Strade Nuove
• Cyber Lion
• GenMar
• MyGenerali
• PiùGenerali

Products and services

• Immagina Strade Nuove Auto insurance for individuals; customizable coverage that adapts to the driver's style and offers telematics-based discounts.
• Immagina Strade Nuove Passione Moto Motorcycle and scooter insurance for individuals, including RC Auto coverage for electric scooters under Italian Law 177/2024.
• Ruote da Collezione Insurance for classic cars and historic motorcycles.
• GenMar Nautical insurance for boats, vessels, and outboard motors.
• ATTIVA Veicoli Commerciali Insurance for commercial vehicles used by businesses for transportation needs.
• ATTIVA Macchine Agricole Insurance for agricultural machinery and farm vehicles.
• Generali Sei in Sicurezza in Circolazione Personal accident insurance for drivers and passengers providing medical and indemnity coverage while on the road.
• Immagina Adesso Modular multi-risk insurance for households covering home, health, accidents, civil liability, and pets under one policy.
• Immagina Adesso Casa Home insurance protecting residential property against damages and risks.
• Immagina Adesso Salute&Benessere Health insurance covering illness and accidents for individuals, with a focus on wellness and preventive care.
• Immagina Adesso Cucciolo Pet insurance for dogs, cats and other domestic animals covering veterinary expenses and third-party liability.
• Immagina Adesso Armonia Personal third-party civil liability and legal protection insurance for individuals.
• ViviCondominio Condominium insurance protecting buildings, residents and civil liability.
• Scegli per una Lungavita Long-term care (LTC) insurance for individuals, providing coverage in case of loss of self-sufficiency.
• Scegli col Cuore - PROGETTI Life insurance policy protecting personal projects and mortgage obligations.
• Scegli col Cuore PER CHI AMI Life insurance policy for protection of loved ones and family dependents (term life cover).
• Pensione Immediata Immediate life annuity insurance contract providing regular income payments to the insured.
• GenerAzione Investimento Multi-branch (unit-linked + traditional) investment insurance product combining protection cover with investment opportunities.
• Valore Futuro Investment insurance product offering life protection with potential financial returns.
• GeneraSviluppo Sostenibile Sustainable investment-linked insurance creating value through environmentally and socially responsible investments.
• GenerAzione Risparmio Capital accumulation plan (Piano di Accumulo) that grows over time through flexible recurring contributions.
• ImmaginaFuturo Flexible savings plan tailored to individual needs and financial goals.
• GenerAzione Previdente Individual Pension Plan (PIP) for supplementary retirement savings.
• Generali Global Open pension fund providing complementary retirement coverage (Fondo Pensione Aperto).
• Generali Sei in Viaggio Travel insurance covering medical expenses, trip cancellation, and unforeseen events while traveling.
• Cyber Lion Cyber risk insurance for businesses (professionals/SMEs) protecting against digital threats, data breaches, and cyber attacks.
• ATTIVA Commercio Insurance for commercial activities, shops and restaurants targeting small businesses and retailers.
• ATTIVA Imprese&Artigiani Business and craft enterprise insurance covering artisanal activities and small businesses.
• ATTIVA Welfare Corporate welfare insurance covering accidents and illness for company employees.
• GeneraImpresa 360 Comprehensive business insurance for SMEs covering multiple risk categories under one policy.
• GeneraTrasporti Cargo transport insurance covering goods in transit for businesses.
• GenerAmbiente Environmental liability insurance (RC Ambientale) covering environmental damage obligations for businesses.
• GeneraEnergia Insurance for photovoltaic and wind energy installations covering renewable energy equipment.
• ATTIVA Professione Sanitaria Professional liability and malpractice insurance for healthcare professionals and medical practitioners.
• ATTIVA Professione Tecnica Professional liability insurance for engineers, architects, and technical professionals.
• RC Avvocati Cassa Forense Professional liability insurance for lawyers (avvocati) including Cassa Forendre statutory coverage.
• ATTIVA Professione Liberale Professional liability insurance for accountants, labor consultants, real estate agents, condo administrators, and other liberal professions.
• ATTIVA Professione Non Ordinistica Professional liability insurance for unregulated professionals (without mandatory professional association registration).
• ATTIVA Professione Dipendente Pubblico Professional liability insurance protecting public sector employees from claims arising in the course of their duties.
• ATTIVA Professione Insegnante Professional liability insurance for teachers and school administrators.
• ATTIVA Turismo Insurance for tourist accommodation facilities and hospitality businesses.
• ATTIVA Agricoltura Agricultural business and agritourism insurance covering farms and rural enterprises.
• ATTIVA Zootecnia Livestock and beekeeping insurance covering animal husbandry operations.
• ATTIVA Raccolto Crop insurance protecting agricultural production from natural events and weather-related losses.
• Generali TFR Insurance solution for company TFR (Trattamento di Fine Rapporto — Employee Termination Fund) liabilities.
• Generali TFM TFM (Trattamento di Fine Mandato) insurance for executives and corporate collaborators.
• Risparmio Impresa Easy Saving Corporate liquidity investment product providing easy savings options for businesses.
• Cyber (Large Enterprise) Cyber risk insurance for large enterprises providing protection and rapid business recovery services.
• Property (Large Enterprise) All Risks coverage for corporate assets and property protection for large enterprises.
• Casualty (Large Enterprise) Corporate casualty insurance for large enterprises protecting against liability and damage claims.
• Marine (Large Enterprise) Marine insurance solutions covering ships and cargo for maritime risks for large enterprises.
• Aviation Mono and multi-risk aeronautical insurance covering aviation industry risks for large enterprises.
• Financial Lines Financial risk insurance solutions for corporate financial exposures (D&O, crime, fidelity, etc.).
• Claims (Enterprise Claims Management) Claims management services protecting business continuity and operational resilience for enterprises.
• Risk Engineering & Loss Prevention Corporate risk analysis and mitigation services using engineering expertise and loss-prevention methodologies.
• Construction & Bonds Construction sector insurance and sureties covering building projects and bonds for large enterprises.
• Multinational Program Service Integrated insurance approach for companies with international business operations and presence.
• Alternative Risk Transfer (ART) e Parametriche Alternative risk transfer and parametric insurance solutions for rapid coverage of critical events targeting large enterprises.
• ARTE Generali Private Art and precious objects insurance for high-value personal collections including jewelry and artwork.
• ARTE Generali Exhibition Insurance for temporary art exhibitions and shows covering artworks on display.
• ARTE Generali Institutional Institutional art insurance for museums and cultural institutions covering permanent art collections.
• Generali & Non Profit Insurance specifically designed for the third sector, non-profit organizations, and associations.
• MyGenerali App Mobile platform providing policy management, claims submission, document access, and loyalty program (PiùGenerali) participation directly to customers.

Quantifiable outcome

• Up to 45% discount on auto insurance with telematics black box device
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Radio24minorGTM or Marketing PartnerPartnership with Radio24 for the 'E se domani' podcast series focused on longevity, wellness, and protection themes. The podcast explores topics related to longevity, well-being, and insurance protection in daily life.

Scale indicators4 records

Recent moves6 records

Expansion highlights8 records

Direct peers

• Allianz Italia: Italian subsidiary of Allianz SE, one of the world's largest insurers, offering a similar broad product suite in P&C, life, and health. Comparable in scale, distribution model (agents + bank channels), and target customer segments.
• Vittoria Assicurazioni: Mid-sized Italian insurer focused on auto, home, life, and pension products sold primarily through tied agents. Comparable in agency-led distribution and product mix targeting Italian families and SMEs.
• Italiana Assicurazioni: Italian multi-line insurer (Reale Group) offering P&C, life, and health products through agents. Comparable in targeting Italian individuals, professionals, and SMEs with a similar product breadth and distribution model.
• AXA Italia: Italian operations of AXA Group offering comparable P&C, life, health, and savings products through agents and direct channels. AXA Italia is among the top multi-line competitors to Generali Italia with similar customer breadth.
• Zurich Italia: Italian subsidiary of Zurich Insurance Group providing personal and commercial insurance across auto, home, life, and corporate lines. Comparable as a global insurer's Italian operating subsidiary with overlapping product and customer focus.
• UnipolSai Assicurazioni: Italy's largest domestic insurance carrier by market share, offering a comparable multi-line portfolio across auto, home, life, health, and pension products. UnipolSai is the most direct head-to-head competitor of Generali Italia in the Italian retail and SME insurance market.
• Reale Mutua Assicurazioni: Italy's largest mutual insurer offering P&C, life, and health products through an agency network similar to Generali Italia. Direct competitor in the Italian retail and SME segments with comparable traditional distribution model.

Emerging players

• Poste Vita: Insurance subsidiary of Poste Italiane, distributing life, health, and home insurance products through Italy's postal network. Significant competitor particularly in mass-market life and savings products.
• Intesa Sanpaolo Assicurazioni: Insurance arm of Italy's largest banking group, offering life, savings, and protection products distributed primarily through Intesa Sanpaolo's bank branches. A key competitor in bancassurance-led life and pension products.
• CNP Assicurazioni (UniCredit partnership): Italian life and protection insurer operating through UniCredit's bank channel as well as direct sales. Competes with Generali Italia in life, savings, and pension products distributed via banking partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/generaliitalia
• YouTubeyoutube.com/user/GruppoGeneraliItalia
• Facebookfacebook.com/GeneraliItalia
• LinkedInlinkedin.com/company/ag-generali-forl%C3%AC
• Instagraminstagram.com/Generaliitalia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Agenzia Generale di Forlì - Generali Italia S.p.A