ICMIF member the Unipol Group (Italy) is the top company in the insurance and banking sectors in terms of reputation according to the sector-specific model built by The RepTrak Company, an international company specialising in measuring the reputation of seven thousand companies internationally in approximately forty markets every year.
Ten years after the launch of the Reputation Management programme – involving the continuous measurement of corporate reputation on a monthly basis among a representative sample of the Italian population and annually among six other key stakeholders – the Group, even in a year of general reputation decline in all business sectors, has been confirmed as the leader in Italy with a positive increase of +9.9 points compared to the insurance sector’s reputation index average and +10.7 points compared to the banking sector’s average. Unipol says this is a positive gap compared to the constantly growing insurance sector, which went from +5.7 points in 2019 to +9.9 in 2023, for a reputation index performance of 77.6 points on a scale from 0 to 100, placing Unipol in the “strong” reputation bracket (70-79).
The company’s noteworthy actions in this first decade included: the addition of Reputation as an objective and as an asset in the 2022-2024 Strategic Plan Opening New Ways; the inclusion of reputation as a metric for the management by objectives (MBO) system of the Group’s managers; the approval of the integrated reputation governance model and the creation of corporate bodies for proactive reputation management; and the creation of the reputation KPI dashboard to compare perceptions against company events.
Unipol’s reputation profile is mainly associated with the Italian population’s good perceptions of product innovation, social impact and future vision: the Group’s products are considered innovative and accessible thanks to the integration of insurance solutions with products and services developed with other partners. The Group has proven itself to be capable of developing products that are increasingly relevant to society and capable of improving people’s lives in concrete terms. The Group’s capital soundness and strong growth prospects are equally important aspects that have caused Unipol to be increasingly perceived in the minds of the Italians as a cutting-edge partner that strives for maintaining its leadership.
The Group considers reputation a management lever capable of activating cultural change in order to promote the creation of value. It has adopted an integrated approach that keeps reputation building and protection activities continuously aligned.
Unipol’s reputation management model is characterised by:
- breadth of analysis (there are seven groups of stakeholders whose perceptions and expectations are regularly surveyed: public opinion, employees, customers, agents, financial community, journalists, and institutions);
- internal/external perspective, which enables the comparison of internal (senior management and employees) and external (other target groups) perceptions and expectations;
- strategic alignment, according to which the various company units are called upon to contribute to the achievement of the Group’s reputation objectives (creation and protection) based on a work dashboard and shared actions.
