The growth strategy of Athora Italia, the life insurance company of the Athora Group
Athora Italia is a company specialising in life insurance, with over fifty years of experience in the Italia market. It is part of the Athora Group, a European excellence in insurance savings and pension services, with around 3 million customers and 139 billion euros in assets under management and administration in five countries¹.
In Italia, Athora from 2022 has embarked on a development path with the ambition of becoming a key player in the life insurance market. Specialisation in the life insurance sector represents a distinctive strategic choice, allowing us to bring together consolidated vertical competences and an in-depth knowledge of the market in which we operate. This approach translates into the ability to develop insurance solutions capable of responding comprehensively and innovatively to clients' savings and investment, retirement and protection needs, guaranteeing an effective balance between security and returns.
The Company's core business is insurance savings, with particular reference to Branch I products. The financial driving force behind these solutions is the Separate Management Athora Risparmio Protetto which, with approximately EUR 700 million in assets, certified a gross return of 4.55% in October 2025, one of the best in the Italia life market, testifying to the solidity of our strategy and our constant commitment to protecting and enhancing the value of customer savings.
A key strategic guideline is the development of distribution partnerships. Athora Italia distributes its products through a wide and diversified network that includes banks, financial advisory and private banking networks, brokers, agencies and comparison platforms. The selection of partners is based on a shared vision and the desire to build long-term relationships geared to mutual growth. This is the logic behind the exclusive agreements signed with important banking institutions such as BdM Banca, Cassa di Risparmio di Orvieto and, more recently, Banca di Credito Popolare and Banca del Fucino, solid realities strongly rooted in the territories.
In the same territories and, more generally, at a national level, the Compagnia has also been active in positioning its brand with an important cross media communication campaign on TV, OOH, Digital and national, local and sector press, which has enabled it to quickly increase its notoriety among its target audience.
At the same time as business development, Athora Italia attaches a central role to financial education, recognised as a concrete and growing need for Italian families. In collaboration with Nomisma, the company has set up the Look to the Future Observatory, a permanent survey that analyses the sentiment of Italians on the themes of savings, investments, welfare and protection, often providing a snapshot of a country that looks to the future with contrasting feelings, between the awareness of the lengthening of life and the widespread fears linked, for example, to the inability to meet future expenses or to non-self-sufficiency. The Observatory, which has now become a point of reference at national level, has clearly highlighted the need to strengthen financial culture, particularly among the younger generations and the under-35s.
In this context, Athora Italia has already launched several financial education projects some time ago, developing dedicated content on its digital channels and promoting a university roadshow involving several prestigious Italian universities. In keeping with its commitment to the new generations and social responsibility, the Company has launched a major partnership with the Serie A Women, of which it has become Title Partner for the next two years. A choice that looks to the future with confidence: women's football is not just a sporting competition, but a cultural and social movement capable of speaking to the younger generations, involving families and communities and promoting shared values such as inclusion, female empowerment and long-term vision.
On this platform of value Athora Italia has built an articulated ecosystem of projects: among the first initiatives, the "Violence is not a game" campaign, launched on the occasion of the International Day for the Elimination of Gender Violence; the new TV campaign, which enhances the Company's role as a partner capable of accompanying people over time; Young Finance, the financial education podcast produced in collaboration with the Sole 24Ore and, lastly, the editorial project "A parità di pagine", which every week, until the end of the championship, will give wide visibility to the women's football movement in the main sports dailies.
¹ Pro forma data as at 30/6/2025 relating to the acquisition of Pension Insurance Corporation Group ("PICG"). Transaction approved by relevant regulatory authorities, with completion expected on 27 March.
