Casquinho, ConstançaPinho, Rita Inês Almeida Firmino de2026-06-192026-06-192024-01-092024-01-09http://hdl.handle.net/10362/203897The current project focuses on developing a compelling value proposition for an insurance company, specifically addressing how to create more attractive solutions and deliver relevant experiences tailored to the preferences of younger generations. Grupo Ageas Portugal is the primary beneficiary of this effort. The challenge at hand required a detailed market assessment of the insurance industry and its stakeholders, involving a deep dive into the profile of younger generations. The project aimed at identifying their specific needs, and pain points, and recognizing trends that could be leveraged as opportunities for insurance companies. The primary strategic objective is to bridge the gap between insurance and the preferences of younger generations. The project outcome consists of several recommendations designed to establish authentic connections between the younger generation and insurance, derived from the study of twelve hypotheses. These recommendations cover key areas that will serve as a foundational framework to understand and engage this segment—an accomplishment that no other insurance company in Portugal has successfully achieved. To kickstart this innovative initiative, a new value proposition and pilot setup is proposed.engStrategy consultingStrategyInsuranceYounger generationsInnovationDigital solutionsImpactmaster thesis203601939