HOW TO CREATE A STARTUP ALBERTO BUSETTO WITHIN THE GENERALI GROUP Alberto Busetto, head of connected insurance at Generali, discussed how Generali established Generali Jeniot as a data-driven, digital attacker brand. Generali established this separate subsidiary to develop innovative connected insurance and Internet of Things services in digital ecosystems in urban mobility, smart home, health and connected working. Goals included developing new channels to market in the business-to-business, business- to-consumer and business-to-business- to-consumer (B2B2C) segments, as well as creating an Internet of Things platform able to support a partner ecosystem. Generali also wanted to offer innovative digital products and services under a dedicated brand. AN INNOVATION AGENDA FOR THE COVID-19 ERA 18