The tech-driven insurance company is inviting everyone in the city to come together and celebrate a decade of innovation, with motorsports, live music and more.

Prima has kicked off its ten-year anniversary celebrations. The insurtech company has unveiled a line-up of special events in Milan, Italy, the city where its story began and the home of its headquarters. This includes hosting “Prima Village” at Sforzesco Castle – a day of activities, DJ sets and live concerts open to the public for free.

The plans were revealed today at the Triennale di Milano, by those who stand alongside CEO George Ottathycal at the helm of Prima: Andrea Balestrino, Country Manager for Italy, and Fabia Bernacchi, Global Head of Communication. They were joined by Massimo Lo Nigro and Diego Zappone from Italian radio station RTL 102.5, the official partner of “Prima Village”.

Launched in 2015, Prima has transformed the insurance market. Today it boasts over 4 million customers, reached online and through its network of over 1,500 agents and brokers. After its unprecedented growth in Italy, Prima is now replicating that success across the UK and Spanish insurance market. But the company has chosen Milan, the place where it all started, to celebrate their ten-year milestone.

On Saturday 14 June, Sforza Castle will host “Prima Village” from 10:30am to 6pm. The daytime activities include a rally driving space with Rachele Somaschini, the Italian rally driver sponsored by Prima. There will also be skill and speed tests, inspired by the world of motorsports, along with virtual reality experiences and a children's area with entertainment and gadgets.

From 9pm to 11.30pm, Prima has planned an evening of live music. This includes performances from international duo Merk & Kremont, as well as the DJ set of RTL 102.5 with Massimo Alberti. Plus, they’ve lined up one of the most beloved Italian bands and artists, who starred at the latest edition of the Sanremo Festival. RTL 102.5 will cover the entire day live on social media, with Diego Zappone presenting the evening of music.

Prima will also be the star of the city outside the castle walls, with a special campaign featured on Milan’s trams, subways, stops and stations. Its Italian TV commercial, starring Patrick Dempsey, will also show off the tenth anniversary logo.

What’s more, Prima’s annual intermediary convention for its agents and brokers will this year be a special ten-year anniversary edition. Alcatraz Milano will become “Casa Prima”, with a celebratory mural on display from June 4th to 11th. The day will be hosted by a journalist and well-known face of the small screen. A special guest is also expected: a former world champion and golden ball winner, who will bring to the stage a story inspired by the most brilliant moments of his career.

“These celebrations for us are more than just a ten-year marker,” says George Ottathycal, CEO of Prima. “It’s a chance to recognise the value of our journey, made with vision, courage and a lot of passion, that’s taken us somewhere unique. We’ve grown in a solid and profitable way and established ourselves as one of the major players in the traditional insurance market. In this decade, we’ve been able to innovate thanks to technology and data, changing the insurance sector in a positive way and improving the experience of millions of customers.

“With this anniversary, we aren’t only celebrating the past. We’re taking a run-up towards the future. We’re going to continue changing the rules of the game, by guaranteeing our customers competitive prices and an excellent user experience.”

“Milan is a true hub of innovation, energy and resources,” adds Andrea Balestrino, Prima’s Country Manager for Italy. “It’s given us so much. That’s why we want to give back, in our own way, through these initiatives for the city and its people. As always, our activities are a little unconventional for an insurance company. This month of events is our way of saying thank you to a city that welcomed us and believed in us from the very first policy, helping us to write our story.”