Inclusive Protection Program Qorus-NTT DATA Innovation in Insurance Awards 2025

AXA Italy has identified insurance Inclusion as one of the priorities of the Sustainability pillar of its strategic plan and has consistently launched the "Inclusive Protection" program.

In Italy and European Countries the middle class is sliding downwards due to covid, inflation, wars, economic and political instability…. This part of population is vulnerable and more exposed to risks, in other words “too poor to be rich and too rich to be poor”, too rich to be helped by institution but too poor to make ends meet.

This innovative program in the Italian market, has the ambitious objective of offering better protection to vulnerable population (22% of Italian population – 13mln of people) that is traditionally distant from insurance solutions, also due to limited financial capacity. To guarantee the effectiveness and sustainability of the initiative over time, we have set a strong internal governance with the involvement of all the main internal functions (Marketing, Customer, Distribution channels, Product development, Data, Data Protection, Finance, Strategy…) and the strong sponsorship of the AXA Italy CEO.

The “Inclusive Protection” program follows a transversal approach built on 5 pillars to manage initiatives related to insurance inclusion at 360°: 1. CUSTOMERS: to identify the target customers in scope and to analyze their needs, through numerous dedicated market surveys; 2. PROPOSITION: to select and launch innovative, affordable and attractive solutions for vulnerable population (brand-new products or already existing solutions in our portfolio) 3. COMMERCIAL EFFECTIVENESS: to activate the distribution networks with specific commercial and marketing levers to promptly reach the identified target; 4. POSITIONING: to launch positioning and advertising communication initiatives at national level; 5. MONITORING: to develop and launch a technological innovations (dashboard dedicated to vulnerable customers) to have constant monitoring of the progress of the initiative.

The program, launched during 2024, has the multi-year challenging ambition of constantly increasing the number of vulnerable customers able to access dedicated insurance protection: this is a business opportunity with tangible and measurable actions. Clear business objectives have been defined in terms of the number of vulnerable customers to be protected (over the course of the plan it is estimated to reach over 300,000 customers) and of GWP: all 2024 objectives have been achieved and exceeded.