ITC London Selects Startups for Inaugural Challenge Lab 2026
ITC London has named five startups as finalists for its first Challenge Lab, connecting innovators with Generali to tackle insurance challenges and drive sustainable, low-carbon solutions. The live pitching session will take place at ITC London 2026.
ITC London today announced the five startups selected as finalists for the inaugural Challenge Lab, a new competition platform connecting innovative startups with industry leaders to tackle insurance’s most pressing challenges. Sponsored by Generali, the Challenge Lab will culminate in a live pitching session on the main stage at ITC London 2026, taking place at The Brewery, London, on 26–27 January 2026.
The selected finalists—Senen, Ledgertech, Betterfly, MyVal, and Innovatrix—will pitch their solutions directly to Generali and an audience of senior insurance leaders, investors, and innovators during the dedicated Challenge Lab session.
Launched under the theme “Protecting People, Empowering Planet,” the Challenge Lab calls on startups to reimagine insurance as a force for good—designing products and services that not only protect against risk, but actively accelerate the transition to a sustainable, low-carbon economy.
“The quality and ambition of the applications we received exceeded our expectations,” said Lee Cibis, Head of Content, ITC London and ITC Europe. “These five finalists demonstrate how innovation in insurance can drive meaningful climate action, social equity, and commercial impact. We’re excited to see them take the stage at ITC London 2026 alongside Generali.”
The Challenge: “Protecting People, Empowering Planet”
Generali challenged startups to address five critical areas shaping the future role of insurance:
Climate Risk Intelligence: Using data, AI, and predictive modelling to assess and mitigate risks from floods, wildfires, and extreme weather
Sustainable Incentives: Creating insurance models that reward greener behaviour through pricing, coverage enhancements, or loyalty benefits
SDG Integration: Embedding Sustainable Development Goals metrics into underwriting to direct insurance capital toward responsible enterprises
Social Impact: Extending protection to vulnerable communities disproportionately affected by climate change
Innovation Beyond Tradition: Exploring parametric insurance, microinsurance, and embedded insurance models that support sustainable consumption
The five finalists were selected for their ability to combine innovation, scalability, and sustainability impact, highlighting how insurance can evolve from a risk-transfer mechanism into a catalyst for resilience and positive change.
“We’re proud to support the Challenge Lab at ITC London 2026,” said Danilo Raponi, Group Head of Innovation for Generali. “These finalists show how aligning risk protection with sustainability goals can help insurance shape behaviour, allocate capital responsibly, and drive climate resilience and social equity.”
Live at ITC London 2026
The Challenge Lab pitching session will take place on the main stage at ITC London 2026, an exclusive, invite-only event for senior insurance and insurtech leaders. Following the success of the 2025 edition, the 2026 event will bring together 600+ C-suite executives and decision-makers for two days of high-impact content, networking, and collaboration focused on digital transformation and innovation in insurance.
