Born in Italy in 1973, Massimiliano Merlo began his career in the financial and insurance distribution sector at Lombard International Group, where he supported the distribution network and gained experience in the development of insurance investment products. In 2000, he transitioned to a role as a Private Banker, first at Crédit Agricole Indosuez and then at Investitori SGR, where he developed the skills and sensitivity to meet the needs of individuals and families, while focusing on wealth and estate planning. At the same time, he acquired strategic expertise in operational, organizational, and transformation processes. In 2010, he founded Firstance and has since held various executive roles, currently serving as CEO and Chief Commercial Officer