Pita, José MiguelPatrício, Catarina Cordeiro2024-09-032023-01-242023-01-24http://hdl.handle.net/10362/171087This thesis consists of a consulting project that addresses the challenge “How to position Fidelidade Group in a leading position in the segment of longevity?”. Throughout a comprehensive research process that gathered primary and secondary data on longevity, the Elders of Tomorrow, and the insurance industry, five recommendations were developed. Those are increasing financial literacy; a new business model – Pay as you drive insurance; positioning Fidelidade as a cultural partner – App Cultura; developing hyper personalized insurance in bundles; and enhancing the app Multicare Vitality.engAgeingInsuranceElders of tomorrowPersonalizationLongevityGeneration ZMillennialsAgeingmaster thesis203364821