To mark its ten-year anniversary, Prima held a special edition of its annual intermediaries convention at Alcatraz Milano yesterday.

Over 600 agents and brokers from Prima’s intermediaries network came together to celebrate a decade of growth together since the first Prima insurance policy was sold.

The event was hosted by Veronica Ruggeri, the Italian journalist and TV personality, and featured special guest and football legend, Fabio Cannavro. There was also a performance from one of the biggest names in Italian music, held exclusively for the people who work with and for Prima.

Prima has transformed the insurance sector since it was founded in 2015, driven by technology, data and a passion to improve the customer experience.
The company took the opportunity to look back on its decade-long history of innovation, which has resulted in over 4 million customers and €1.3 billion in collected premiums.

Prima’s network of over 1,500 agents and brokers have played a key role in that success. In fact, today they represent the company’s main sales channel in Italy in terms of volume. The network itself benefits from Prima’s advanced technological tools and ongoing training and support. During the convention, Prima recognised those intermediaries that had performed exceptionally in 2024, with awards for results, quality of service and entrepreneurial spirit.

“For us, this event is the most authentic way to celebrate an important milestone together with our network,” says Giulio Apostolo, Commercial Director at Prima. “Their passion and expertise has helped us achieve these extraordinary results.

“In recent years, we’ve created a model based on technology empowering people, simplifying our intermediaries’ workload while allowing them to offer customers a more personalised and efficient service. Today more than ever, we believe that listening, discussing and co-designing with our network partners is the key to continued innovation and growth.”

“In this decade, Prima has become a solid, profitable and rapidly expanding reality, rewriting the rules of the insurance market,” added Andrea Balestrino, Prima’s Country Manager for Italy. "The extraordinary results in 2024 come from working together closely with our network partners, who have been true ambassadors of our brand for more than five years now. We’re committed to continued collaboration in this next decade and beyond. We’ll continue to invest in technology, people and service, to offer more and more to those who choose us every day."

Yesterday's convention was part of a wider program of events organised by Prima to celebrate its tenth anniversary. These include "Prima Village", happening on June 14th at the Castello Sforzesco in Milan. Open to the public, this event boasts activities for all the family and will be followed by "Prima Sound", an evening of live music and entertainment in collaboration with the Italian radio station RTL 102.5. For more information, see www.primavillage.it.