Navigating industry evolution

: the strategic challenges of Ferri Assicura

Abstract

This Dissertation examines the challenges faced by Ferri Assicura, an Italian family-owned insurance agency, as it navigates digital transformation and changing consumer behavior in an increasingly commoditized market. Traditionally built on face-to-face relationships, small agencies like Ferri Assicura now compete with digital-first Insurtech firms that prioritize low prices, flexibility, and on-demand coverage. The agency must balance modernization— required by the large insurer it depends on for its product portfolio—against limited resources and operational constraints, raising questions about its long-term competitiveness. Designed as a pedagogical tool for in-class discussion, this Case Study provides a foundation for students to analyze industry shifts, investigate the challenges faced by traditional agencies, and explore pathways for adaptation. Through a Literature Review of topics relevant to Ferri Assicura’s challenges and the analysis in the Teaching Note, the Thesis highlights trust as a crucial differentiator, allowing small agencies to position themselves as advisory experts rather than transactional intermediaries. A failed merger project further underscored difficulties in scaling operations and the need for structural adaptation. To remain competitive, Ferri Assicura must adopt a hybrid approach—leveraging digital visibility to attract younger consumers while reinforcing its value in complex, high-trust insurance segments. By developing a more structured organization, refining client engagement strategies, and expanding its service portfolio, Ferri Assicura will position itself for sustainable growth in a dynamic market.

Date of Award	5 May 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Magalhães Guedes (Supervisor)