Massimiliano Maggioni is a Professional Affiliate at the Scuola Superiore Sant'Anna, Pisa, Italy. Previously, as Head of Marketing for non-life/P&C products at BNP Paribas, he was responsible for non-life product development for the retail banking, financial intermediaries and corporate channel. Prior to this experience, he was a Senior Manager at Mazars Audit & Assurance, his duties including development of advisory services for business consulting addressed to the Italian financial market and work relating to Solvency II. His previous posts have included Senior Manager at KPMG Advisory, Head of Management Accounting for the Generali Assicurazioni Group, and Senior Consultant in Financial Services Strategy at Accenture. He has lectured on courses relating to insurance at the University of Genoa and the MIB School of Management in Trieste. He has authored more than 20 publications in scientific journals. Giuseppe Turchetti is Professor of Management at Scuola Superiore Sant'Anna, Pisa, Italy. His main research interests include strategy and marketing in the insurance and healthcare industries; structure, organization, and financing of the insurance, healthcare, and long-term care systems; management of insurance and health care organizations; economics and management of innovation in the insurance and healthcare sectors; and behavioral economics in insurance and healthcare. He has been a member of, and often coordinated, competitive research projects funded by the Italian National Council of Research, Italian ministries, the European Commission, and the private sector. Professor Turchetti has been a Fulbright Research Scholar at the Kellogg School of Management – Northwestern University (Evanston-Chicago, USA). He is a Senior Fellow of The Research Institute of the Finnish Economy, Helsinki (ETLA) and Founder and Vice President of the Association of Marketing and Insurance Culture (AMCA). He has authored/edited 15 books and authored more than 200 publications on scientific journals.