There are 153 insurers in Italy—which is the largest insurance market in Europe, according to SNA—dealing in property and casualty and life and health insurance.

The nation’s entire market is dominated by five carriers, Bortolani says, and those companies keep a tight rein over distribution, preventing competition.

Traditionally, says Bortolani, Italians have not embraced insurance. But she says a younger generation of potential buyers has a greater understanding of the value of insurance and the demand is growing as the Stae-aid benefits are being cut because of the economic crises.

The more than 7,500 SNA members—represented at the IIABA’s meeting by Giorgia Pilligrini, vice president of the association, and Roberto Soldato, a member of the board of directors—are not only seeking U.S. insurers to do business with, but also the knowledge of how to work with multiple agencies.

“We have the insight to explain how U.S. insurers can set-up in Italy,” says Bortolani. “We want to establish an ongoing relationship with the IIABA and start the process of reciprocal exchange of information. We want to the culture of the IIABA in Italy.”