Health as we are all seeing has become the central theme of our everyday life and political agenda. Generali, which is one of the most important international players in health protection, could not escape this challenge and, through a series of innovations presented by Generali Italia, decided to increase and above all revolutionize its offer, with an overall investment of over 500 million euros in the next three years, which will aim to reach 300 new customers.
Health comes first priority for 80% of Italians but the offer of services had first of all to be simplified, to better unravel between prevention, treatment, home assistance, and to integrate everything with the new digital tools. “It's not just about reimbursing medical expenses, it's about planning and managing your health,” he said the CEO of Generali Italia Marco Sesana explaining the paradigm shift -. Health needs a plan and every client needs to have their own plan." The focus therefore becomes, in line with the "life partner" mantra adopted by Generali for some time, the all-round well-being of the customer, especially the over 360s who today number 65 million in Italy but will number 13 million in 2045: rethinking active aging policies, the so-called Active Aging”.
The first big news concerns precisely this need for protection at 360 degrees, with theThe new Health and Wellness offer that integrates the Imagine Now platform. In introducing it, Arianna Nardi, Generali Italia Marketing Manager, goes straight to the point: “Protection for the customer and the family takes place with a single contract and a single payment moment. The services will be selected by ticking them like in a playlist”. In particular, the new offer includes new forms of prevention and access to treatment, with Generali filling a gap in the public health system, as we have unfortunately seen in this pandemic: the widespread presence in the area. Thanks also to digital tools, the customer can book teleconsultations and check-ups directly via the App (but also over the phone, for less digital customers), and above all access treatment in affiliated clinics within a radius of 20 km away from home ( for 94% of customers) and at a discounted rate. A very concrete protection, but that's not all.
Generali has the ambition to import into Italy a residence system for the elderly that is already widespread in some countries around the world. It is a question of organizing a real second life for all over 65 customers who, although initially healthy, are entering the most complicated phase of life. A mission that should be shared by the public and in fact in the new service called Convivit Cdp participates 50%, with the other 50% held by Welion, a company of the Generali Italia group. The goal here is to create residences we could say futuristic to accompany the client at 360 degrees in the last 20 years (on average) of her life: not only a home but also assistance, well-being, prevention. Within 10 years, 20 will be built in Italy, with 2.500 expected guests. It is a beginning, a paradigm shift, on which Generali had already allocated 100 million just for the real estate fund (which will increase) and another ten million to provide the various services within the structures.
Finally, a non-negligible initiative of a financial nature. A new private equity fund entirely dedicated to investments in health innovation will make its debut in the autumn: 400 million in 10 years, managed by Generali Investment with a focus on Italy and Europe. Without forgetting the client companies, who in the new Generali Italia health package will be able to choose an additional integrated welfare service: Benefit, a digital life coaching program to promote a healthier lifestyle. About prevention.
