text: The company faced significant challenges during World War II, including German and Yugoslav occupations and the subsequent British-American administration of the Free Territory of Trieste. Following this tumultuous period, Generali's branches in Eastern countries were expropriated under the presidencies of Antonio Cosulich (1943–1948) and Mario Abbiate (1948–1954), adding to the complexities. Between 1960 and 1968, Baroncini, who had been with Generali since 1937, served as president during Italy's economic boom.
  In 1963 the French branch of Generali, Concorde, adopting the intuition of Pierre Desnos, founded Europ Assistance; the new company gave birth to the concept of "private assistance", offering organized support to individuals facing difficult situations away from home.
  In 1974, the company established Genagricola, which focused on the Group's agricultural activities.
  From 1968 to 1979 Cesare Merzagora was president and restructured the company in a more efficient and transparent way. He was succeeded by Enrico Randone, who held the position until 1990.
  In 1988, Generali bolstered its presence in France by acquiring a stake in Compagnie du Midi. The following year, it became a shareholder in the AXA Midi group. In 1996, Generali made a strategic decision to sell its share package, providing the necessary liquidity for the purchase of INA Assitalia.
  In 1994, Generali launched Genertel, the first company in Italy to offer financial services via telephone. Four years later, in 1998, Banca Generali was established as an online bank. Over time, Banca Generali evolved into a banking hub within the Group, moving into the private banking segment.