Kenny Li from Hong Kong wins the Generali Global Advisor Excellence Contest 2026

Budapest – Kenny Li, from Hong Kong, has won the 2026, 8th edition of the Global Advisor Excellence Contest (GAEC), Generali’s annual initiative recognising the Group’s most outstanding advisors. This year, more than 160,000 advisors from across Generali’s global network took part in the contest, while 300 Top Finalists gathered in Budapest to celebrate excellence in advisory.

Since its launch in 2017, the contest has encouraged advisors from different countries to exchange experiences, learn from one another and showcase best practices, fostering a culture of collaboration and excellence across the Group. Each year, Generali recognises the most innovative and high-performing advisors based on a range of criteria, including Top Line Growth, Advisory Excellence, Multiholding and Digital Usage, all key elements of the Group’s “Lifetime Partner” strategy.

The 2026 edition also highlighted the contribution of advisors who actively support the activities of Generali’s foundation, The Human Safety Net, which helps vulnerable families with young children and supports the integration of refugees through employment and entrepreneurship initiatives.

Isabelle Conner, Group Chief Marketing & Customer Officer of Generali, commented: “The Global Advisor Excellence Contest celebrates the advisors who bring our Lifetime Partner ambition to life every day for millions of customers around the world. Through their commitment, expertise, and personal dedication, they help people and businesses navigate important moments in their lives with confidence. As we continue to strengthen our advisory model through digital innovation, we remain focused on what matters most: building trusted relationships and delivering meaningful, personalised support. Congratulations to Kenny Li for this outstanding achievement and thank you to all our advisors who make a difference for customers every day across more than 50 countries.”

One of the strategic priorities of Generali’s “Lifetime Partner 27: Driving Excellence” plan is to further strengthen customer relationships through its advisory network and omnichannel approach. Today, customers increasingly expect to combine the convenience and flexibility of digital interactions with the value of personalized professional advice.

Furthermore, Artificial Intelligence (AI) is helping make this combination even more effective, supporting advisors in delivering more relevant, personalised and timely advice. Supported by investments in cutting-edge technologies, digital tools and advanced CRM capabilities, AI helps advisors across key activities, from meeting preparation and product knowledge to personalised recommendations. By combining human expertise with AI-powered insights, Generali is enhancing productivity and service quality while enabling more meaningful customer interactions, contributing to the Group's ambitions to maintain its #1 position in Relationship Net Promoter Score, achieve 90% customer retention and grow to 24 million multiholding customers by 2027.

Additionally, reflecting the central role of advisors in Generali’s customer strategy, the 2026 edition of GAEC also provided an opportunity to celebrate the Group’s global brand platform and advertising campaign, “Here. Now.”, which further highlights the passion, expertise and dedication of our advisors.