Since 1909
Our history
Four generations of the Pinoja family at the service of the security of Ticino families and businesses.
The origins
Choosing LG Swiss Broker means relying on over 100 years of experience and dedication.
In 1909, as man was preparing to reach the North Pole for the first time and the motor industry was expanding, Losone remained a quiet, agricultural municipality. At that time, one of the greatest dangers was fire, which could reduce the families of the day to poverty.
It was then that Salvatore Pinoja, a member of the Losone patriciate, decided to sign the first agreement with “Bâloise Compagnie d’assurances contre l’incendie”, thereby founding what we know today as LG Swiss Broker.
Over time, the company passed to his son, Innocente Pinoja, whose dedication not only to his work but also to the common good left a lasting mark on the local community, both politically and socially.
In the 1980s, his two sons, Gabriele and Leonardo, continued their father’s tradition, developing the concept of insurance brokerage independent of any single insurer, offering instead all the insurance products of the leading insurers operating on the Swiss market.
Since then, LG Swiss Broker has grown considerably. From a handful of employees in its early days, the company now has around thirty administrative staff at its Losone headquarters and an established network of more than forty independent insurance advisers.
With the arrival of Giulia and Valentina, Gabriele’s daughters, the family legacy is carried forward by the fourth generation, who work alongside Gabriele and Leonardo in running a company already geared to the future, with the aim of continuing to be a key player in our canton’s insurance market.
The ownersOver a century of history
The milestones of a family story
1909
Salvatore Pinoja
The start of a long story: Salvatore Pinoja takes out the first insurance policy.
1940
Innocente Pinoja
Innocente Pinoja, Salvatore’s son, begins his career and develops the family business.
1983
Leonardo Pinoja
Leonardo Pinoja, Innocente’s son, joins the company.
1985
Gabriele Pinoja
Gabriele Pinoja, Leonardo’s brother, joins the company.
1996
The company becomes a fully fledged brokerage
The company becomes a fully fledged brokerage, working with all the insurers on the market.
2020
LG opens
LG opens its new iconic headquarters at Via Mezzana 28 in Losone.
2021
Giulia Pinoja
Giulia Pinoja, the first of Gabriele’s two daughters, joins the company full time.
2023
Valentina Pinoja
Valentina Pinoja, Giulia’s sister, begins her career in the family business.
The present
Expertise to support your insurance choices
Founded over a century ago, LG Swiss Broker is a reference point in insurance brokerage, offering tailored, high-quality solutions to meet its clients’ needs. With a history spanning four generations of commitment and dedication, the company is proud to be recognised in the canton of Ticino as a reliable partner for those seeking stability, experience and trust.
With in-depth knowledge of the insurance market and a proven ability to adapt to the changes and challenges of the sector, the company is ready to protect what matters most to its clients: their family, their business, their assets. The wellbeing of clients is at the heart of everything the company does.
The company’s philosophy is based on transparency and honesty, recognising the importance of communicating openly with clients. Clients’ trust is a priority for LG Swiss Broker, which has worked diligently to earn it in its more than one hundred years of activity.
Let’s talk
With LG Swiss Broker you have a reliable partner by your side.
Contact us now to start protecting your future.
Request a consultationThe people
The owners and the fourth generation
Owners
Gabriele Pinoja
Owner of LG Swiss Broker
“I was just at the very start of my professional career, in 1985 at Baloise Insurance, and my father, as my first task, gave me about twenty files of clients already insured with our firm.
I had to analyse them and then visit the clients, strictly without an appointment…, to renew the contracts and assess whether other insurance cover might be needed.
One morning I decided to visit one of these clients, accompanied by my brother, who acted as my tutor. It was certainly one of the first five clients I visited.
He was a nice old farmer who lived in a hamlet above Intragna. When we reached his home he welcomed us very kindly, recalling the many visits he had received from my father in the past.
Before we began discussing the renewal of the contracts, he wanted to offer us a grappa straight away; I could not bring myself to refuse, even though it was 10 in the morning. My brother, certainly better prepared, accepted but did not drink it; I, on the other hand, told myself: down in one, so I won’t think about it any more. I had barely put the ‘cichet’ down when the dear old man said to me: ‘Ah, I see you like it, then I’m happy to pour you another one straight away…’ I won’t tell you how I felt after the second…”
Owners
Leonardo Pinoja
Owner of LG Swiss Broker
“Back in 1978 I began my apprenticeship under the guidance of our father Innocente. Having decided to take up the profession of ‘insurer’, he sent me straight to the front line!
One day he told me that I had to go and get a contract signed in Cadenazzo; he had deliberately chosen a dear friend of his so that my first outing would not be too demanding.
The particular thing was that I had to go on my ‘Maxi Puch’ moped and that the total distance was about forty kilometres! I would be out for several hours.
Before setting off he explained that I had to get two ‘shirts’ signed! I did not have the courage to ask for further explanation and turned to an experienced secretary, who explained, laughing, that it was not a question of getting shirts to wear signed, but that ‘shirts’, in jargon, were the folders used to hold the various attachments to be insured!
I travelled among the fields of the plain all morning, the client signed the ‘shirts’, and I returned proud of the success of my first appointment!”
The fourth generation
Giulia Pinoja
Specialist at LG Swiss Broker
“I still remember as if it were yesterday that day in the second year of primary school when we took part in the ‘Game of Jobs’.
When my turn came, I began to mime someone driving a car, then getting out, shaking hands with another person and, with a professional air, explaining something to them, then pointing out where to sign on an imaginary sheet.
After several minutes, none of my classmates could guess the job I was acting out.
At that point the teacher, to help them, asked me to reveal the first letter of the job. I answered promptly and firmly: ‘It starts with S’. Despite this clue, nobody managed to guess.
In the end they gave up and asked me to reveal the answer. With the innocence and at the same time the seriousness of a six-year-old girl, I said: ‘It’s my dad, he’s a Surer and he visits clients’.
That day I learned that the correct word was not ‘Surer’, but ‘Insurer’.
At the time I would never have imagined that, twenty years later, I could proudly say that little Giulia was not simply imitating her father’s work, but was also unknowingly anticipating her own professional future.”
The fourth generation
Valentina Pinoja
Client account handler at LG Swiss Broker
“After a little over a month of work, during which I had mainly dealt with administrative tasks, the time came for my sister Giulia’s holidays.
I found myself having to handle her clients’ requests as her stand-in, obviously within the limits of my skills. Before leaving, Giulia left me a list of the files to follow up during her absence, recommending in particular that I deal as soon as possible with one specific file.
She literally told me: ‘It’s very simple, you just have to contact the clients, arrange an appointment with them, make sure they bring all the necessary documents, and during the consultation check that they fill in all the fields of the additional form required by the insurer’.
Proud as I am, I nodded confidently, promising that I would take care of everything as soon as possible. The following Monday, documents in hand, I tried to understand their content, as they were completely new to me.
Finally, on reaching the last sheet and, to be honest, the worst (!), I found the infamous list that is probably feared even by long-standing experts: it was a list of the documents the clients had to provide. In length it could have passed for all the letters sent to Father Christmas by every child in Losone, including, of course, terms whose existence I did not even know.
After contacting the clients, I realised I was not able to answer any technical questions, so I asked my father Gabriele for help, setting my pride aside.
Without him I would never have managed (… and I would probably still be reading the list…).
When she came back from holiday, Giulia greeted me with an amused smile, confessing that she had already had that complicated form filled in, but had forgotten one point. She had not dared to contact the clients again to correct the error, so she had left the job to me.
Since then I tease her, saying that she deliberately leaves the ‘hot potatoes’ for me when she goes on holiday, so that I am forced to sort them out!”