Strategic Innovation with Morten Hübbe, CEO of Tryg Group

About the event

Can 300 entrepreneurs make a difference? This is the question Tryg asked themselves in 2016, when they opened the doors to The Camp – an opportunity for tech entrepreneurs to work in Tryg’s office space in return for exchange of ideas that could drive innovation in an industry where technology and digitalization is changing traditional insurance products for cars, homes and accidents.

But The Camp is only one part of an ambitious growth strategy from CEO Morten Hübbe. To break the trend of declining topline growth and to stay ahead of the industry challenges of artificial intelligence and digitalisation, Tryg has for a number of years worked with a strategy with product innovation at the forefront and a high focus on innovation in the core business areas. Added to that a newly designed organization within Tryg called New Business and Customer Innovation has been established to ensure Tryg offers best-in-class products to customers.

Tryg Group CEO Morten Hübbe will share the story of how strategic innovation drives growth at the 290 year-old Tryg and generates value for the company, its shareholders and its customers. He will talk about the leadership required to navigate in times of major industry challenges and the impact of taking unusual decisions such as The Camp.


About the speaker

Morten Hübbe holds a Master Degree in Finance and Accounting from Copenhagen Business School and has held various positions within the insurance industry in companies such as the Zurich Insurance Group and Alm. Brand Forsikring. In 2002, he joined Tryg as Group CFO and stepped into the role of the Group CEO in 2011. He holds board member seats at Simcorp A/S, TJM Forsikring and KBC.


About the company

Tryg is one of the largest non-life insurance companies in the Nordic region with activities in Denmark, Norway and Sweden. Each day its 3,300 employees create security and value for more than 3 million customers. Tryg offers a wide range of insurances for the private, commercial and corporate markets – and handles over 950,000 claims each year. See also:



17:00 Registration
Welcome by CBS MBA Alumni Society 
Talk by CEO Morten Hübbe
Reception – refreshments and snacks


Event Details

Parking: Free. Parking instructions will be sent to you by e-mail.

Registration: Please remember to register before 30 January 2019 at 09:00. If all seats are taken, feel free to contact us at and we will write your name on the waiting list!

Questions or cancellation? Please contact us at


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