Generali CEE Holding Completes 4Life Direct Acquisition

Generali CEE Holding BV, the parent company of Generali subsidiaries in the CEE, has finalized the acquisition of 4LifeDirect, a life insurance distribution company in Poland. This follows the necessary regulatory and competition approvals.

The M&A transaction, announced on December 22, 2023, aligns with Generali’s “Lifetime Partner 24: Driving Growth” strategy.

It aims to enhance the business profile and profitability in the CEE region.

4LifeDirect, specializing in direct sales of life insurance, has operated in Poland since 2009. Following Brexit in 2020, its portfolio of 80,000 life insurance policies was transferred from Red Sands Life Assurance Company (Europe) Limited to Generali Życie TUSA.

4LifeDirect continued servicing these clients and became an insurance agent of Generali Życie TUSA in July 2020.

Manlio Lostuzzi, Generali CEE Regional Officer and CEO of Generali CEE Holding BV, emphasized that this acquisition allows Generali to expand in the life insurance sector.

He noted that it would improve customer service through direct channel solutions and strengthen the Group’s position in Poland.

Manlio Lostuzzi, Generali CEE Regional Officer and CEO of Generali CEE Holding BV

The finalization of this transaction will allow us to develop in the life insurance industry, serve our customers even better, using direct channel solutions and strengthening the Group’s position in Poland

Manlio Lostuzzi, Generali CEE Regional Officer and CEO of Generali CEE Holding BV

Roger Hodgkiss, President of Generali Polska, highlighted 4LifeDirect’s unique direct sales platform in Poland. He praised the well-organized call center and the experienced, stable, and competent team joining the Group.

4LifeDirect is a distinctive direct sales platform on the Polish market, which, thanks to a properly organized call center, provides unique opportunities for selling life insurance in this channel

Roger Hodgkiss, President of Generali Polska

This acquisition does not affect existing customers. All insurance contracts through 4LifeDirect remain unchanged.

Yana Keller  by Yana Keller