Making bancassurance work: matching global power to local knowledge
Purpose – The paper aims to provide an examination of the concept of bancassurance – the combined selling of insurance and banking products, from the viewpoint of a leading figure within the AEGON Financial Services Group. Design/methodology/approach – This is a short and accessible account of the concept and history of bancassurance and the principles that AEGON apply to it, to make it successful for them. Findings – Since it began in the 1980s, bancassurance has had mixed success not only in different markets but among different companies in the same market. The author argues that pursuing a specialised, local approach to bancassurance is the most effective way in maximising its benefits. Originality/value – The paper provides an interesting insight into bancassurance from the perspective of AEGON Financial Services.
Year of publication: |
2007
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Authors: | Norman, Larry |
Published in: |
International Journal of Bank Marketing. - Emerald Group Publishing Limited, ISSN 1758-5937, ZDB-ID 2032104-1. - Vol. 25.2007, 2, p. 117-119
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Publisher: |
Emerald Group Publishing Limited |
Subject: | Financial services | Insurance | Banks |
Saved in:
Online Resource
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