Q.2 Explain the concept of banassurance and bring out the latest development in the banking Industry for promoting banassurance products.
The Concept of Bancassurance
Bancassurance is a concept that has rewritten the way in which insurance products are distributedin many parts of the world and has the potential to do the same in many other markets. Byoffering a holistic financial services package, encompassing banking, insurance, lending andinvestment products, banks can maximise distribution of products to a captive customer base. Inmarkets where it is firmly established bancassurance channels can take an impressive market share of new life business – around 55% in France and between 20% and 30% in many other European countries.Bancassurance – a term coined by combining the two words ‘bank’ and ‘insurance’ (in French) – connotes distribution of insurance products through banking channels. Bancassuranceencompasses terms such as ‘Allfinanz’ (in German), ‘Integrated Financial Services’ and‘Assurebanking’. This concept gained currency in the growing global insurance industry and itssearch for new channels of distribution, with their geographical spread and penetration in termsof customer reach of all segments, have emerged as viable sources for the distribution of insurance products. However, the evolution of bancassurance as a concept and its practicalimplementation in various parts of the world, have thrown up a number of opportunities andchallenges. Aspects such as the most suited model for a given country with its economic, socialand cultural ramifications interacting on each other, legislative hurdles, and the mindset of persons involved in this activity, have dominated the study and literature on bancassurance.Bancassurance is the distribution of insurance products through the bank’s distribution channel.It is a phenomenon wherein insurance products are offered through the distribution channels of the banking services along with a complete range of banking and investment products andservices. To put in simple terms, bancassurance tries to exploit synergies between both theinsurance companies and banks.Bancassurance if taken in right spirit and implemented properly can be win-win situation for allthe participants viz., banks, insurers and the customer.
Latest development in the banking Industry for promoting banassurance products
Bancassurance has developed in parallel to the dramatic expansion of the world’s life insurancemarket since the mid-1980s. This expansion has relied mostly on savings-type insurance products, a significant portion of which are very close to traditional banking products such asfixed-income securities or mutual funds. European wide, bancassurance has been far moresuccessful selling savings-type products than risky products such as those relating to longevity or disability. For these kind of risky products, as well as for property and casualty insurance,traditional insurers have kept their market leadership. While they also have expanded verysignificantly in the life insurance business, it has been at a slower pace than bancassuranceinstitutions, which have benefited from the recycling of savings deposits into life products inseveral countries. This has notably been the case in France, Belgium, Spain and Portugal.A range of bancassurance business models exists and this affects the type of legal structuresused. Nevertheless, these legal structures fall into three main above- mentioned categories:“Partnerships”, “Joint ventures” or “captives”.
(a)The Partnership Model
In this model, the insurance company distributes its products partly, though not exclusively,through a banking channel. In addition, there is no dedicated legal entity to underwrite this business, which is in practice directly accounted for on the insurer’s balance sheet. Under thismodel, the insurance company typically pays distribution commission to the bank, which is inturn offset by entry and management fees charged to policyholders. The relationship between the bank and the insurer may also be complemented by a more or less significant shareholding or cross-shareholding.The business logic for such a model is the recognition by a bank of a real need to be in a positionto offer (mostly life) insurance products to its customers while being unable or unwilling todevelop such expertise internally. In some cases, it may also be a way for the bank to createcompetition among various insurance providers to attract clients by adding value to itsdistribution capabilities.
(b) The Joint Venture Model
This business model relies on a more or less balanced shareholding between one or several banksand an insurance group in a joint venture insurance company. This joint venture distributes its products only through the network of its banking parent(s). In addition, the relationship betweenthe bank and the insurer is sometimes reinforced by a strategic shareholding.The joint venture typically pays distribution commissions to the bank, which are in turn offset byentry and management fees charges to policyholders. In addition, the bank also benefits from the joint venture’s profitability through dividends paid. As in the case of the partnership model, the business logic for creating a joint venture is a recognition by a bank of a real need to be in a position to offer (mostly life) insurance products to its customers with an intention to build upexpertise in this area. Typically, the joint venture is granted exclusive access to market insurance products through the bank’s network.
(c) The Captive Model
According to this model, an insurance company markets its products almost exclusively throughthe distribution channel of its banking parent. In such cases, the ownership by the bank in theinsurer is typically very high, often 100%. The captive insurance company typically paysdistribution commissions to the bank, which are in turn offset by entry and management feescharged to policyholders. In addition, the bank also benefits from the insurer’s profitabilitythrough dividends paid. When compared to the partnership model or a joint venture, the logic for the captive business model is the recognition by the bank of a real need to be in a position notonly to offer (mostly life) insurance products to its customers but also to keep the full know-howand profitability of the business in-house. The insurance captive becomes an important tool of the bank’s marketing policy and is a separate legal entity only due to regulatory constraints. Nevertheless, it is very important that the bank management has sufficient understanding of theinsurance business.