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BANCASSURANCE - PowerPoint PPT Presentation

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BANCASSURANCE. PRESENTED BY : KARMAN KAUR BHAVSIMRAN SINGH. AN OUTLINE. Concept of Bancassurance Need for Bancassurance in India Growth of Bancassurance Bancassurance -a win-win strategy Demerits Bancassurance Models S.W.O.T. Analysis Obstacles To Success

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  • Concept of Bancassurance
  • Need for Bancassurance in India
  • Growth of Bancassurance
  • Bancassurance-a win-win strategy
  • Demerits
  • Bancassurance Models
  • S.W.O.T. Analysis
  • Obstacles To Success
  • Regulations of RBI and IRDA
  • Fact File and Conclusion

“There is no stronger force than an idea whose time has come”

  • Bancassurance - a term coined by combining the two words bank and insurance (in French) - connotes distribution of insurance products through banking channels
  • According to IRDA, ‘bancassurance’ refers to banks acting as corporate agents for insurers to distribute insurance products
  • According to Swiss Re 2002, the bancassurance is defined “as a strategy adopted by banks or insurance companies aiming to operate in the financial services market in a more or less integrated manner” and “is the distribution of insurance products by banks
need for bancassurance in india
  • Researches and present day statistics speak about the need of a well equipped financial structure for a country that helps it to grow economically.
  • The financial resources in the hands of people should be channelized in effective manner so as to increase the returns from the basic financial structure of nation and also the quality of living of people. Insurance policies are instruments/products that play major role in upholding the financial structure of developed countries.
  • Though the teething phase of insurance, one may say is just past, a desirable foothold is yet to be found. With growth in number of middle class families in the country, RBI recognized the need of an effective method to make insurance policies reach people of all economic classes in every corner of the nation.
  • Implementing bancassurance in India is one such development that took place towards the cause.
growth of bancassurance1
Growth of Bancassurance
  • Breaking the monopoly of public sector both in the life and non-life segments
  • More need for constant innovations in marketing mix
  • Concept of banks selling insurance products was well received in many parts of the world
  • Bancassurance can be practised on a very vast canvas
reasons for growing phenomena of bancassurance
Reasons for growing phenomena of Bancassurance
  • Life insurance premium represents 55% of the world insurance premium, and as the life insurance is basically a saving market. So it is one of the methods to increase deposits of banks.
  • Insurers have been turning in ever-greater numbers to alternative modes of distribution because of the high costs they have paid for agent services. These costs became too much of a burden for many insurers compared to the returns they generated.
  • Insurers operate through bancassurance own and control relationships with customers. Insurers found that direct relationships with customers gave them greater control of their business at a lower cost. Insurers who operate through the agency relationship are hardly having any control on their relationship with their clients.
  • The sale of insurance products can earn banks very significant commissions (particularly for regular premium products).In addition, one of the major strategic gains from implementing bancassurance successfully is the development of a sales culture within the bank
  • In addition to acting as distributors, several banks have recognised the potential of insurance in India and have taken equity stakes in insurance companies. This is perhaps the precursor of a trend we have seen in the United Kingdom and elsewhere where banks started off as distributors of insurance but then moved to a manufacturing role with fully owned insurance subsidiaries

Who bring what to the Partnership…

  • Bank
  • Customer base and relationships
  • Distribution network
  • Brand
  • Insurer
  • Sales & marketing expertise for insurance products
  • Profit maximization selling insurance products
  • Strong technical expertise
  • Product know-how
  • Financial strength
  • Brand




  • Customer Relationship
  • Product Diversification
  • Fee Income
  • Access Funds
  • Reduced price
  • Convenience
  • One stop shop
  • High quality and Better service
insurance companies
  • Expand customer base
  • Cost Reduction
  • Increase in volume and profit
  • Share services with banks
  • Improved brand equity
  • Marketing experience
demerits of bancassurance
Demerits of bancassurance
  • Data management of an individual customer’s identity and contact details may result in the insurance company utilizing the details to market their products, thus compromising on data security.
  • There is a possibility of conflict of interest between the other products of bank and insurance policies (like money back policy). This could confuse the customer regarding where he has to invest.
  • Better approach and services provided by banks to customer is a hope rather than a fact. This is because many banks in India are known for their bad customer service and this fact turns worse when they are responsible to sell insurance products. Work nature to market insurance products require submissive attitude, which is a point that has to be worked on by many banks in India. 
bankassurance models strategies
  • Integrated model
    • Successful in Europe, players in countries like France, Italy, and Spain operate either through fully owned insurance subsidiaries or through joint ventures that have an exclusive distribution agreement with the bank
  • Non-integrated model
    • Banks sell insurance through authorized financial advisers as bank staff are not allowed to sell. For instance, UK

Open architecture model

    • Banks usually have non-exclusive distribution agreements with several insurance companies
  • Referral Model
    • Bank shares clients’ data base, parts with only the business leads to the agents/sales staff of an insurance company for a ‘referral fee’ or commission

Corporate Agency

    • Popular in India - bank as an institution acts as a corporate agent for the insurance company for the purpose of distribution of insurance products for a fee/commission
  • Integrated Model
    • Bank and an insurance company together manufacture, distribute and bear all the risks associated with that business
  • Huge pool of skilled professionals
  • Established credibility of the banks
  • Wide network of branches, even in the remotest areas
  • Understanding about the attitude and behaviour of the consumers
  • Market expansion for insurance companies
  • Trained staff, brand name and reliability
  • High untapped market potential
  • Rural branches not under CBS, and under-staffed
  • No ready availability of trained staff
  • Lack of personalized service
  • Differences in approaches between banks and insurance companies
  • Customers constrained by time
  • Inflexibility of the products
  • Huge untapped market
  • Requirements of urban customers can be tapped
  • Database can be used to find homogenous group
  • Cross-selling of insurance products for banking products
  • Corporate and salaried customers can be targeted for specific products claiming convenience and ease of access
  • Changes in work culture and attitude difficult among bank employees
  • Non-response from targeted customers
  • May affect the portfolio of banks if insurance is perceived as a substitute for bank savings
  • There may be loss of business confidence
  • Competition between existing players
  • Unsuitable marketing strategy and personnel may result in more harm than benefit


  • In traditional roles neither insurers or banks can effectively do bancassurance.
  • Satisfied customer increased penetration of insurance products



*own proprietary database * developing insurance products

* Strong name recognition & * face to face selling

reputation (local & regional) * underwriting experience

* Managing multiple distribution * managing long tail products


* Cross selling banking products



  • * Poor manpower management
  • * Lack of sales culture within the banks
  • * No involvement by the branch manager
  • * Insufficient product promotions
  • * Failure to integrate marketing plan
  • * Marginal database expertise
  • * Poor sales channel linkages
  • * Negative altitude towards insurance.
regulations under rbi and irda
Regulations under RBI and IRDA
  • The Reserve Bank of India and the insurance development and regulatory authority have a set of guidelines for companies that couple to form bancassurance.
  • Factors regulated by RBI and IRDA ,
  • Based on the equity a bank should hold in joint venture
  • The highest allowable value of equity
  • The type of banks and insurance companies that can couple together and
  • The operation of bancassurance
  • Guidelines drafted by IRDA to promote open architecture in bancassurance.
  • Currently a bank has a tie-up with only one life insurer and one non-life insurer. But in the new model the banks necessarily have to have multiple tie-ups
  • The country is divided into zones and every bank has to choose multiple insurers within the zones. With this the customer will have a wider range of insurance products offered by different insurers. It will also lead to a deeper penetration in the selling of insurance products
bancassurance companies
Bancassurance companies
  • SBI life insurance Company
  • LIC of India is tied up with Vijaya bank, Oriental bank of commerce, Corporation bank
  • ICICI Lombard
  • Bajaj Allianz general Insurance Co. Ltd
  • Birla Sun life Insurance Co. Ltd
  • Barclays – MetLife India
  • Axis bank – MetLife India
fact file
  • Insurance industry has been growing at a commendable rate
  • Bancassurance has grown rapidly during the last 5 years
  • Private sector banks and private sector insurance companies have been more active and therefore beneficiaries of bancassurance
  • Private sector’s (banks and insurers) performance has been better than Public sector (banks and insurers)
  • Further research is needed to investigate the relative failure of public sector in regard to bancassurance
  • Bancassurance offer huge business potential for banks and insurance companies because of growing economy and banking and insurance sector
  • In Indian context bancassurance also need to be viewed from societal perspective and if successful can be a long lasting solution for the prevalent problem of financial exclusion
  • The growth in insurance business on account bancassurance can also result in reduced cost of insurance, of course, in the long-run
  • Policy makers, regulators and players themselves must make concerted efforts for the success of bancassurance