ITC London Launches Inaugural Challenge Lab with Generali: Open Call for Startups to Reimagine Insurance as a Force for Good

ITC London today announced the launch of the Challenge Lab, a new competition platform connecting innovative startups with industry leaders to solve insurance’s most pressing challenges. Assicurazioni Generali SpA will sponsor the inaugural edition, and have set the theme “Protecting People, Empowering Planet.”

The Challenge Lab invites startups with products and solutions for the UK and European markets to submit groundbreaking solutions that transform insurance into a catalyst for climate resilience and social equity. Applications are now open with 3-5 shortlisted startups selected to pitch their solutions on the main stage at ITC London 2026, taking place at the Brewery on 26-27 January 2026.

“We’re incredibly excited to launch the Challenge Lab as a signature feature at our ITC London event in January,” said Ian Carpenter, Portfolio Director for ITC London and ITC Europe “This initiative represents everything we stand for—bringing together visionary startups and forward-thinking insurers to drive real innovation in our industry. We’re thrilled to have Generali as our sponsor for this first edition. Their commitment to sustainability and innovation makes them the ideal partner to help us establish what we hope will become a key initiative at future ITC London and ITC Europe events.”

The Challenge: “Protecting People, Empowering Planet”

Generali is calling on startups to develop solutions that not only protect against risk, but actively accelerate the transition to a sustainable, low-carbon economy. Selected startups will address five key areas:

• Climate Risk Intelligence: Leverage data, AI, and predictive modelling to assess and mitigate risks from floods, wildfires, and extreme weather events
• Sustainable Incentives: Design insurance models that reward green practices through lower premiums, enhanced coverage, or loyalty benefits tied to reduced carbon footprints
• SDG Integration: Embed Sustainable Development Goals metrics into underwriting to direct insurance capital toward responsible enterprises
• Social Impact: Extend protection to vulnerable communities disproportionately affected by climate change, ensuring inclusive access to sustainable insurance
• Innovation Beyond Tradition: Explore new categories such as parametric insurance for renewable energy, microinsurance for climate-vulnerable populations, or embedded insurance supporting sustainable consumption

“We’re proud to support the Challenge Lab at ITC London 2026 – it’s exactly the kind of bold, creative problem-solving the industry needs,” said Danilo Raponi, Group Head of Innovation for Assicurazioni Generali SpA. “Insurance has the power to shape behaviour and allocate capital. By aligning risk protection with sustainability goals, our industry can become a true catalyst for climate resilience and social equity.”

Why It Matters

The Challenge set by Generali recognizes that insurance is uniquely positioned to drive meaningful change. By rewarding sustainable choices and directing capital toward climate-positive initiatives, the industry can redefine its role from risk manager to societal changemaker.

This initiative is not simply about building better products—it’s about fundamentally reimagining what insurance can achieve for people and the planet.

Application Details

Startups interested in participating can apply through here. The selection process will evaluate solutions based on innovation, scalability, sustainability impact, and alignment with the challenge vision.

Selected finalists will present their solutions on the main stage at ITC London 2026, gaining exposure to industry leaders, potential partners, and investors committed to sustainable innovation.

For more information about the Challenge Lab and application requirements, visit our website

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