Amissima Vita becomes Athora Italia, a new phase of growth opens for the company in the Italian life market

Milan, Nov. 14, 2022 - Amissima Vita S.p.A. ("Amissima Vita") announces that today its rebranding to Athora Italia S.p.A. ("Athora Italia") was finalised following the acquisition of the company by Athora Holding Ltd. ("Athora") last August.

The change of company name and brand name represents the beginning of a new and exciting chapter in the history of the company, which for more than 50 years has aimed to meet the investment, savings and protection needs of clients and the distribution partners it works with.  

Athora Italia aims to grow significantly in the Italian life market and in particular in bancassurance, which historically represents its main distribution channel.

The strategy will be supported by the commitment of the shareholder Athora Holding Ltd. (Athora or the Group), a leading European group in savings and pension services with €96 billion of Assets under Administration1. The Group has secured considerable growth in the last five years raising more than over €6 billion of total equity capital and achieving a financial strength rating of A- by Fitch.

Jozef Bala, Managing Director and General Manager of Athora Italia, says, "Today is a very important day for us. The rebranding to Athora Italia amplifies our ambition to grow in the Italian life market and bancassurance in particular. Being part of Athora further strengthens our ability to offer solutions to meet the most important needs of the future for our clients and our distribution partners: protecting their capital from risks, ensuring adequate returns, investing in the future of the loved ones, and ensuring the peace of mind of a peaceful retirement. A future full of opportunities awaits us, and I am convinced that we are in the right position to seize them to the fullest."

As part of the rebrand, Athora Italia also unveiled a new content-rich website,, featuring the latest information on its product range and services.

1The pro forma number comprises AuA at 30 June 2022 for Athora’s existing business units and estimated AuA at announcement/completion for the transactions in Italy (completed 1 August 2022), Belgium (completed 3 October 2022) and Germany (subject to completion).