---
title: "Product Definition"
description: "Innovative, simple insurance products resulting from collaborative, visual, agile product design and management. Learn more about Product Definition."
url: "https://www.guidewire.com/it/products/solutions/solutions-for-the-insurance-lifecycle/product-definition.md"
language: "it"
locale: "it"
---

# Product Definition

Innovative, simple insurance products resulting from collaborative, visual, agile product design and management. Learn more about Product Definition.

Product Definition

Anchor your insurance lifecycle with innovative, simple insurance products that are based on collaborative, visual, and agile product design and management.

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/images/products/lifecycle/hero-lifecycle-product-definition--800x480.png?h=480&iar=0&w=800)

[Download the Solution Brief](https://explore.guidewire.com/c/product-definition-solution-brief?x=sBli6B)

[See the Full Insurance Lifecycle](/it/products/solutions/solutions-for-the-insurance-lifecycle)

## Manage Rising Customer Expectations, Accelerating Competition, and Growth Opportunities

Find new ways to win new business and retain existing customers. Develop innovative insurance products that are tailored to the specific needs of policyholders across different market segments and lines of business.

| Build new products in              ### **8-10 Months** | Update existing products in              ### **3-6 Months** |
| --- | --- |

Source: [Datos Insights](https://datos-insights.com/reports/speed-to-market-for-property-casualty-insurers/)

Lead with intent. Shift your strategic mindset and capture new market opportunities.

### Accelerate Product Launches

Visualize insurance product definitions for faster launches with tools that align teams and keep updates moving. Built-in content, autogenerated code, and APIs help reduce the time from ideation to rollout.

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/images/products/lifecycle/pd-11--950w.jpg?h=594&iar=0&w=950)

### Attract and Retain Customers

Create tailored products that meet real customer and market needs. Give product managers the tools to adapt quickly, whether it’s meeting regulatory changes or entering new markets, with dynamic updates and no downtime.

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/images/products/lifecycle/pd-2--950w.jpg?h=594&iar=0&w=950)

### Maximize Product Profitability

Grow your business by making it easier for customers to adopt new products and complete the quote-to-buy process. Track what’s working with built-in usability and adoption metrics.

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/images/products/lifecycle/pd-31--950.jpg?h=594&iar=0&w=950)

## Develop Innovative Insurance Products

## Product Definition In Action

Watch how insurers can easily create and launch innovative products with the help of Guidewire Marketplace, Advanced Product Designer (APD), and PolicyCenter.

## Integrated, Intuitive, Simple

Guidewire empowers product managers and actuaries to design, refine, and launch insurance products in weeks, not months and years. That means quicker time to market, stronger premium growth, and better quote-to-bind ratios.

![Lifecycle - Product definition](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/images/solutions/solutions-subpages-marketecture-images/solution-brief-marketectures--product-definition--904w.png)

## The Entire Insurance Lifecycle:

Explore Every Stage

[/it/products/solutions/solutions-for-the-insurance-lifecycle/claims-servicing](/it/products/solutions/solutions-for-the-insurance-lifecycle/claims-servicing)

[/it/products/solutions/solutions-for-the-insurance-lifecycle/product-definition](/it/products/solutions/solutions-for-the-insurance-lifecycle/product-definition)

[/it/products/solutions/solutions-for-the-insurance-lifecycle/pricing](/it/products/solutions/solutions-for-the-insurance-lifecycle/pricing)

[/it/products/solutions/solutions-for-the-insurance-lifecycle/distribution](/it/products/solutions/solutions-for-the-insurance-lifecycle/distribution)

[/it/products/solutions/solutions-for-the-insurance-lifecycle/underwriting](/it/products/solutions/solutions-for-the-insurance-lifecycle/underwriting)

[/it/products/solutions/solutions-for-the-insurance-lifecycle/policy-management](/it/products/solutions/solutions-for-the-insurance-lifecycle/policy-management)

### EDesign

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/project/guidewire/guidewire/customers/logos/customer-logo-edesign-350w.jpeg?h=350&iar=0&w=350)

### EMC

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/images/customers/aa-customer-logos---350w/d-i/customer-logo-emc--350w.jpg?h=350&iar=0&w=350)

### Lolivier

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/images/customers/aa-customer-logos---350w/j-q/customer-logo-lolivier-assurance-auto--350w.jpg?h=350&iar=0&w=350)

### MACIF

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/images/customers/aa-customer-logos---350w/j-q/customer-logo-macif--350w.jpg?h=350&iar=0&w=350)

### MWFB

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/images/customers/aa-customer-logos---350w/j-q/customer-logo-mountain-west--350w.jpg?h=350&iar=0&w=350)

### San Cristobal

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/images/customers/aa-customer-logos---350w/r-s/customer-logo-san-cristobal-seguros--350w.jpg?h=350&iar=0&w=350)

### The Hartford

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/images/customers/aa-customer-logos---350w/t-z/customer-logo-the-hartford--350w.jpg?h=350&iar=0&w=350)

### Westfield

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/images/customers/aa-customer-logos---350w/t-z/customer-logo-westfield--350w.jpg?h=350&iar=0&w=350)

## Proven Experience, Earned Trust

### Westfield Specialty

COO

[Watch the Video](https://www.guidewire.com/video/2F0E3EED-8032-4951-B814-065E32FC4CCB)

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/images/products/lifecycle/westfield-specialty-brad-kass--400x267.png?h=267&iar=0&w=400)

The story for us has been in a very, very short period of time, being able to grow as we have, as well as build the infrastructure to support it, and Guidewire is one of the key technology platforms and enablers for us.

### Mountain West Farm Bureau

Senior Operations Manager

[See Their Story](/it/customers/success-stories/mountain-west-farm-bureau)

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/images/solutions/lifecycle/400-mwfb-adam-necklason--400x267.png?h=267&iar=0&w=400)

APD is one of the best decisions that we've ever made to actually utilize and implement. So utilizing the APD system, we were able to complete five lines of business in five sprints, each four weeks long. That's roughly a month for us to complete and stand up a line of business.

### San Cristóbal Seguros

Chief Operations Officer

[See Their Story](/it/customers/success-stories/san-cristobal-seguros)

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/images/products/lifecycle/san-cristobal-nicolas-ercole--400x267.png?h=267&iar=0&w=400)

The move to Guidewire Cloud gives us the agility to face inflation and regulatory challenges while launching new products and making rate changes faster. We now have the ability to issue a new large commercial fleet policy in minutes, something that previously took days.

## SEE WHAT OUR CUSTOMERS SAY

Brochure

## More Resources

![](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/project/guidewire/guidewire/blog/thumbnails/blog-20201201-gw-cloud-560x320.png?h=320&iar=0&w=560)

[Advanced Product Designer Data Sheet](https://edge.sitecorecloud.io/guidewiresodb06-guidewire0f2e-productioncd91-5186/media/project/guidewire/guidewire/brochures/pdfs/dsadvancedproductdesigneren0223.pdf)