How Generali transformed its workforce with Testamento Optimizer

Thanks to Optimizer, Generali has structured a unified sales approach, modernized client support, and strengthened the effectiveness of its network across the entire territory

Generali, a leading insurer committed to commercial excellence

Generali France, a subsidiary of the international group present in more than 50 countries, is among the leading insurers in the French market. The company offers a comprehensive range of products in life insurance, health, provident insurance, savings, retirement, and property & casualty. Its salaried sales network ensures personalized, local support.

The France business focuses on the design, distribution, and management of insurance contracts, as well as the provision of associated services.

0 M

individual, professional, and corporate clients

team members

corporate expert advisors

A triple challenge: commercial consistency, customer personalization, and skills development

Generali France must balance commercial performance, quality of customer relationships, and sustainable commitment across several key areas:

Transformation and modernization of the network

to strengthen commercial efficiency, agility, and innovation capacity, in line with the objectives of the Excellence 2022 plan.

Client-distributor-insurer synergy

to ensure everyone’s satisfaction and optimize the network’s added value.

Personalization of the customer relationship

to offer a tailored experience, perfectly suited to the specific needs of each profile.

Skills development and proximity management

To maintain a high level of performance in a competitive market.

In this context, a unified national sales approach becomes essential, supported by the use of a solution that is both accessible to the network, encouraging multi-ownership, and engaging for the client, who becomes fully involved in building their solutions through a playful and educational approach.

A digital approach to meet market expectations

of customers are willing to share their data in exchange for a personalized experience

0 %

€257 billion: that’s the size of the French insurance distribution market, a highly competitive environment where every point of performance matters.
Source: Xerfi, 2023
+15% conversion rate for unified, digitalized networks that focus on commercial consistency and streamlined processes.
Source: Insurance Sales Performance Observatory, 2023
Coordinated, multi-format networks outperform the market average, a strong signal in favor of harmonized practices.
Source: L’Argus de l’Assurance

All clear indicators: commercial harmonization is a key driver of profitability, trust, and customer loyalty.

A solution co-designed with end users and key departments: IT, legal, operations, and field advisors

The technical environment posed several challenges:

Integration of a sales support solution into a multi-channel CRM
Development of secure and robust APIs
Secure management of databases
Design of user-friendly interfaces tailored to the diverse profiles of advisors

A modular architecture, a strong focus on security and compliance, and meticulous planning were key to ensuring the success of this integration, which involved multiple departments: Business, Legal, Operations, and IT.

A SaaS solution gradually implemented in the field

The solution was implemented in close collaboration with Generali’s various business units, involving advisors and managers from the outset. Their engagement enabled the development of features aligned with field needs and ensured a smooth adoption process.

The adoption of Optimizer by the employee advisor network was supported by an effective go-to-market strategy:

Interactive webinars for rapid onboarding
Dedicated materials (videos, guides, FAQs)
Regular feedback loops to capture insights from the field
Targeted Q&A sessions to tailor the tool to real-world needs
Satisfaction surveys to continuously adapt the solution to specific expectations

+40% conversion rate through a fully digitalized process

100% successful adoption! The solution has transformed the network’s sales approach by placing advisory at the heart of the client relationship and creating new sales opportunities.

This modernization strengthens the teams’ expertise and simplifies clients’ understanding of their issues and concerns. A resounding success for an optimized and secure commercial approach.

Massive team engagement
Enhanced expertise
Better client understanding and tailored personalization opportunities

“To sell more, let’s sell better”

Eric Lemercier – Former Director
of the Generali Salaried Network

The beneficiary clause: an opportunity for insurers

In 2024, Testamento conducted an exclusive survey among French consumers revealing that the beneficiary clause is a strategic lever still underutilized by insurers.

Discover why it represents a genuine business opportunity and how to turn it into a high-value advisory tool: