RepTrak® Model

RepTrak® Model of the Reputation Institute

modello RepTrak®

The project design applies the RepTrak® model of the Reputation Institute, an authoritative international framework that measures reputation, identifies the factors that guide it and allows companies to track and compare their performance with respect to competitors. RepTrak® is the first standardized tool, integrated across the world, to frame and measure the corporate reputation with several stakeholder groups at the international level.

The heart of the RepTrak® model is Pulse, i.e. the emotional factor, which makes it possible to create a link between stakeholders and the Company and allows it to measure strengths based on four attributes: esteem, trust, admire and feeling. The soundness, or otherwise, of the link determines the Company’s reputation. 

The Reputation Institute has identified 7 rational factors that represent the “rationale” of reputation on which work can be done to change perceptions and therefore the behavior of stakeholders: 

  1. Products & Services
  2. Innovation
  3. Workplace
  4. Governance
  5. Citizenship
  6. Leadership
  7. Performance 

The RepTrak® Model

The RepTrak® index is the common metric adopted both for building and protecting Reputation and represents a link between the two souls of the integrated project as it forms its central hub thanks to its strong correlation with the stakeholders’ behavior of support, such as the stakeholders’ willingness to buy, recommend and invest, and with business variables, such as profit and market capitalization. 


  1. Provides safe, reliable products and services that keep promises
  2. Ensures timely claims management
  3. Provides products and services that are transparent and easily understood by all customers
  4. Comprehensively responds to requirements linked to mobility, healthcare, pension schemes and home protection, combining insurance policies with innovative services
  5. The completeness of coverage, quality of the service and unique nature of the range of products and services are worth the price
  6. Guarantees maximum assistance and professionalism in managing customer relations at all stages of the contract, offering suitable, customised solutions on the basis of their needs
  7. Makes a vast range of contact points available (network of agencies, apps, digital channels, bancassurance channel) to ensure speed, accessibility and a positive, fluid relationship between the insurance company and the customers


  1. It is capable of collecting, organising and managing data to add benefits to customer solutions
  2. It has updated tools, skills and infrastructure in line with technological developments in the industry
  3. It is committed to digitalising its services in terms of both accessibility through various channels and the forms of payment available to customers
  4. It has an innovative, distinctive range of products and services


  1. It remunerates employees adequately
  2. It is “made up” of people who love their jobs
  3. It values and promotes inclusivity at work
  4. It takes care of the health and wellbeing of its employees

Conduct (Governance)

  1. It operates fairly and ethically
  2. It has pro-active relations with institutions to define policies in areas of national interest (healthcare, pension schemes, new mobility, climate change, etc.)
  3. Its relations with its stakeholders are transparent


  1. It proposes insurance solutions that take account of the environmental impacts
  2. It invests and funds initiatives linked to the world of sport, culture and youth
  3. It is particularly attentive and active in environmental, social and corporate governance and sustainability, incorporating these considerations into its industrial and financial strategies
  4. It supports the territory, communities and people


  1. It has charismatic leadership
  2. It has a network of highly specialised agencies spread throughout the national territory and integrated with the digital channels made available by the Group
  3. Its management is capable of interpreting and managing market challenges
  4. It is a step ahead of other insurance companies
  5. It plays a key role in the financial sector


  1. It guarantees financial performance that is in line with or better than the industry average
  2. It has excellent growth prospects
  3. It always keeps its promises in terms of results
  4. The asset structure in the long term is solid and sustainable