Generali unveils new brand for global care

Generali Group has launched a new global care brand called Redion, bringing together two of its key businesses, assistance services and employee benefits, under one unified identity and offering.

Having operated as an integrated entity within Generali Care for nearly three years, Redion is the brand Generali Care deserves — one that honours the extraordinary work already accomplished and makes visible, to the world, what clients and partners have experienced for years. Antoine Parisi, current CEO of Generali CARE Hub, will lead Redion as group CEO. 

Redion is built on the complementary depth of two industry leaders. Europ Assistance, the creator of the global assistance industry over 60 years ago, has expanded its expertise over time into travel insurance, roadside assistance, and personal services. Generali Employee Benefits (GEB), established in 1966, is the global platform dedicated to the human capital of multinational corporations and, following the acquisition of Swiss Life Network earlier in 2026, the undisputed worldwide leader in employee benefits.

Under Redion, these two bodies of expertise are fully unified: one data strategy, pooled AI investment, and a single elevated standard across technology and operations — available to every client and partner, across every market.

Redion has placed technology, data and artificial intelligence at the centre of its development - with a dual objective: to significantly improve the speed and quality of services, and to deliver smoother, more personalised experiences. The platform is building its own technological solutions to transform the care experience in depth, complementing the human expertise and partner networks that have always been at its core. In every critical situation - from medical repatriation to workplace injury - AI supports human decision- making.

Built on two operating values: excellence and being easy to work with, Redion embodies Generali Group's ambition to be the world's premier care partner. That means being caring, collaborative, agile, reliable and expert in every interaction, for every client, in every country. Redion is bringing greater clarity and consistency across the Asian markets in which it operates, notably Japan, Hong Kong, Malaysia, Singapore, and Thailand. These markets represent key growth priorities, supported by strong local teams and leadership.

The rebrand reflects Redion's commitment to local decision-making across the full travel protection value chain, combined with global scale and continuous care for travellers at any hour. It also simplifies regional engagement for both current and prospective partners.

Antoine Parisi, Global CEO of Redion, said: "Redion reflects the determination of our teams to deliver an enhanced, integrated and technology-enabled proposition for clients and partners worldwide. One brand means one data strategy, pooled AI investment and a single, elevated standard across our technology platform. The Redion name carries no geographic or sectoral ceiling. But what I want people to understand is that behind the technology stands a network of tens of thousands of doctors, nurses, roadside technicians and local experts who show up in person when it matters most. We are digital-first — and human always."

Giulio Terzariol, group deputy CEO of Generali, said: "Redion is the expression of what Generali Care has already become: a global, integrated platform, purpose-built to deliver comprehensive Care across every dimension of people's lives. Fully aligned with our "Lifetime partner 27: Driving excellence" strategy and our ambition to lead in protection, health and accident, Redion embodies a simple, immediate and consistent standard of Care, bringing together complementary capabilities in prevention, insurance and assistance in one seamless, global proposition."

Jean-Laurent Granier, CEO of Generali France and global business activities and chairman of Redion, said: "I sit in three seats at this table - as chairman of Redion, as a network partner through GEB, and as a client on the assistance side. From all three, my reading is the same: for some time now, the reality of this organisation has been well ahead of the brand carrying it."

Hassen Bennour, CEO of Redion for Asia Pacific (APAC) said: "Redion marks an important step for our region. The new name reflects our international footprint, with 45% of revenue generated outside Europe, and supports our growth ambition in the Asia market and the broader APAC region. As Redion comes together under one global identity, we will deliver a more unified experience for travellers across our region and beyond."

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