Gokhale Education Society’s

SHRI BHAUSAHEB VARTAK ARTS, COM. & SC. COLLEGE &

SHETH K.V. PAREKH ARTS &COM. Jr. COLLEGE
Gokhale Mahavidyalay Marg, Borivali (w), Mumbai-400091
NAAC B+ & ISO 9001:2000

PROJECT REPORT ON

BANCASSURANCE

SUBMITTED BY

Mr. VIJAYAN M. ADIDRAVIDAR

T.Y.B.Com. (Banking & Insurance) (Semester V)

SUBMITTED TO

UNIVERSITY OF MUMBAI

PROJECT GUIDE

Mrs. RAKHI PITKAR

ACADEMIC YEAR: 2009-2010

 DECLARATION

I Master. Vijayan M. Adidravidar, student of Shri

Bhausaheb Vartak Arts, Com. & Sc. College of
T.Y.B.Com. (Banking & Insurance) (Semester V)
hereby declare that I have completed this project on
“Bancassurance” in the academic year 2009-2010. The
information submitted is true & original to best of my
knowledge.

Signature of Student

Place: Mumbai

Date:
 ACKNOWLEDGEMENT
At this juncture, I would extend my sincere gratitude to a lot of people without
whom this informative project would have been impossible. Every work that is
appreciated is always supported by various hands. This project would just not be
complete without the valuable contribution from various people whom I have
interacted with in the course of its completion.

I would like to express my gratitude to all those who gave me the possibility
to complete this thesis. I want to thank my principle Dr. Mrs. S.V. Sant from Shri
Bhausaheb Vartak Arts; Commerce & Science College who has always been a
symbol of hope for me.

I am deeply indebted to my coordinator and my project guide Mrs. Rakhi

Pitkar from Shri Bhausaheb Vartak Arts, Commerce & Science college whose help,
stimulating suggestions and encouragement helped me in all the time of research
for and writing of this thesis.

I have furthermore to thank my lecturers in the Shri Bhausaheb Vartak Arts,

Commerce & Science College who helped me and encouraged me to go ahead with
my thesis. I am bound to the staff members of Shri Bhausaheb Vartak Arts,
Commerce & Science College for their stimulating support.

My colleagues and seniors from Shri Bhausaheb Vartak Arts, Commerce &
Science College supported me in my research work. I want to thank them for all
their help, support, interest and valuable hints.

Especially, I would like to give my special thanks to my parents for their endless
love and support which helped me to complete this work.
 EXECUTIVE SUMMARY

It gives me immense pleasure to present my project for Bancassurance .The whole

experience is a gratifying one especially in terms of knowledge and information.

This project gives you a brief knowledge of the following:

 Introduction and meaning of bancassurance, banking company and

insurance company.

 Different Models of bancassurance and various distributional channels

through which bancassurance products are distributed.

 Advantageous of Bancassurance to banks, to insurance company and the

customers.

 Bancassurance in Indian scenario and global scenario comparison of both.

 Emerging trends and challenges in bancassurance and the factor for success
of bancassurance

 This project would study and address the issues related to bancassurance,
particularly in India. Strategic considerations at macroeconomic level on
future outlook have also been discussed along with suggestions and
recommendations to sustain the growth that it has witnesses till now.

 The Case Study and Analysis is done as per the information provided to me
by Mr. Rajesh Sheth Marketing Manager of Bank of India, Mr. Rakesh L.
Singh and Shivaji Chandar Panchamukh SDM (Sales Department
Managers) of HDFC Standard Life Insurance Survey analysis as well as
SWOT analysis of bancassurance.
 Research & Methodology
This project consist data which are collected from various sources. Normally there
are two sources of collecting the data i.e. primary data and secondary data. In this
project I have taken both primary as well as secondary data.

PRIMARY RESEARCH

Primary Research has been done to validate the information given in the project.
This research has been extensively done via visit to a bank (BANK OF India) and
an Insurance company (HDFC Standard Life Insurance). Interview from Rajesh
Sheth, Marketing manager of Bank of India and two SDM (Sales Department
Managers) of HDFC Standard Life Insurance Mr. Rakesh L. Singh and Shivaji
Chandar Panchamukh have really proved helpful in completion of the project.

SECONDARY RESEARCH
The secondary data about the project is collected through various sources i.e.

• Books on the very topic.

• Various Websites.
• Newspaper Articles.
• Magazines containing the information about the topic.
Objective of this project

Primary Objective of my study on the topic “ Bancassurance” is that this is

relatively a new concept in India and thereby I would like to enhance my
understanding and improve my knowledge regarding this topic & above all I
would definitely want to apply this information so gathered in my future career
prospects. Whereas the main objective of making this thesis stands to is research on
the Bancassurance strategy adopted by the banking companies. Today the customer
is the king of the market and to satisfy his wants and needs the industry has to
adopt many strategies. The customers want everything under, one roof, by thinking
of this point the banking industry came up with BANCASSURANCE. Survey
analysis of the customers is also done. 50 customers’ views are taken into
consideration on Bancassurance which are shown through pie diagram and bar
diagram in this project.
INDEX
SL. No. CONTENTS PAGE
NO.
1. Introduction 1-7
1.1 Introduction to bancassurance
1.2 Introduction to banking
1.3 Introduction to insurance
1.4 Meaning of bancassurance
1.5 Bancassurance = insurance product + banks reach
1.6 Regulatory Framework in India
2. Bancassurance Models 8-11
2.1 Structural classification
2.2 Product based classification
2.3 Bank referrals
3. Distribution Channels 12-16

4. Advantages of bancassurance 17-19

4.1 Advantages to banks
4.2 Advantages to insurers
4.3 Advantages to consumers
5 Indian scenario 20-25
5.1 Reasons for banks entering into insurance
business in India
5.2 Policies Sold by Indian Insurance players via
Bancassurance
6. Global scenario 26-30
6.1 Bancassurance business conducted by companies
6.2 Bancassurance in India VS Bancassurance in
Asia & Europe
7. Survey Analysis 31-36

8. SWOT Analysis 37-41

8.1 Strength
8.2 Weakness
8.3 Opportunity
8.4 Threats
9. Bancassurance: Emerging Trends and Challenges 42-45
 SECTION 1- Introduction

Introduction to bancassurance
Introduction to banking
Introduction to insurance
Meaning of bancassurance
Bancassurance = insurance product + banks reach
Regulatory Framework in India
 Introduction to Bancassurance

The Banking and Insurance industries have changed rapidly in the changing and
challenging economic environment throughout the world. In this competitive and
liberalized environment everyone is trying to do better than others and
consequently survival of the fittest has come into effect.

This has given rise to a new form of business wherein two big financial
institutions have come together and have integrated all their strength and efforts
and have created a new means of marketing and promoting their products and
services. On one hand it is the Banking sector which is very competitive and on the
other hand is Insurance sector which has a lot of potential for growth. When these
two join together, it gives birth to BANCASSURANCE.

Bancassurance is nothing but the collaboration between a bank and an

insurance company wherein the bank promises to sell insurance products to its
customers in exchange of fees. It is a mutual relationship between the banks and
insurers. It’s a relationship which amazingly complements each other’s strengths
and weaknesses.

Standard Chartered Bank Forms Bancassurance Alliance with Eagle

Insurance (09/26/2006). Bajaj Allianz Life Insurance has entered into
bancassurance alliances with five co-operative banks including Manjeri
Cooperative Urban Bank Ltd (Kerala) and Hubli Urban Cooperative). Dena Bank
and Om Kotak Mahindra Life Insurance Company (OMKM) have announced a
strategic alliance for bancassurance for Indian consumers (February, 2003).
This news is just few samples that kept on hitting the headlines one after the other
in past few years. With the beginning of 21st Century, a new revolution in
distribution of insurance products emerged. The synergies between the banking and
insurance industry suddenly came to limelight and picked up like a wild-fire in a
very short span. Equally interesting is the fact that the concept got appreciated
across all the countries; developed and developing countries alike.

Bancassurance, the provision of insurance services by banks, is an established and

growing channel for insurance distribution, though its penetration varies across
different markets. Europe has the highest bancassurance penetration rate. In
contrast, penetration is lower in North America, partly reflecting regulatory
restrictions. In Asia, however, bancassurance is gaining in popularity, particularly
in China, where restrictions have been eased. The research shows that social and
cultural factors, as well as regulatory considerations and product complexity, play a
significant role in determining how successful bancassurance is in a particular
market.
 Introduction to Banking

Banking as per the Banking Regulation Act, Banking is

defined as: -

“Accepting, of deposits of money from the public

for the purpose of lending or investment; repayable on demand through cheques,
drafts or order.”

A sound and effective banking system is necessary for a healthy

economy. The banking system of India should not only be hassle free but it should
be able to meet new challenges posed by the technology and any other external and
internal factors. Many new things have come up in the banking sector in the recent
years. Banks have adopted the new technology because banking has not remained
up to accepting and lending but now it is all about satisfying the needs of the
customers.

The development of the Indian banking sector has been accompanied by

the introduction of new norms. New services are the order of the day, in order to
stay ahead in the rat race. Banks are now foraying into net banking, securities, and
consumer finance, housing finance, treasury market, merchant banking etc. They
are trying to provide every kind of service which can satisfy or rather we should
say that it can delight the customers.

Entry of private and foreign banks in the segment has provided

healthy competition and is likely to bring more operational efficiency into the
sector. Banks are also coping and adapting with time and are trying to become one-
stop financial supermarkets. The market focus is shifting from mass banking
products to class banking with the introduction of value added and customized
products.
 Introduction to Insurance Sector

Insurance may be defined as: -

“It is a contract between two parties where by one party undertakes to

compensate another party for the loss arising due to an uncertain events for which
another party agrees to pay a certain amount regularly.”

In India, insurance has a deep-rooted history. Insurance in India has

evolved over time heavily drawing from other countries, England in particular. The
insurance sector in India has come as a full circle from being an open competitive
market to nationalization and back to a liberalized market again. The business of
life insurance in India in its existing form started in India in the year 1818 with the
establishment of the Oriental Life Insurance Company in Calcutta.

The Insurance Act, 1938 was the first legislation governing all forms
of insurance to provide strict state control over insurance business. Today there are
14 general insurance companies and 14 life insurance companies operating in the
country. But today also the insurance companies are trying to capture Indian
markets as not many people are aware of it.

The insurance sector is a colossal one and is growing at a speedy rate

of 15-20%. Together with banking services, insurance services add about 7% to the
country’s GDP. A well-developed and evolved insurance sector is a boon for
economic development as it provides long- term funds for infrastructure
development at the same time strengthening the risk taking ability of the country.
 Bancassurance- Meaning

Bancassurance is the term used to

describe the sale of insurance products in a
bank. The word is a combination of “banque
or bank” and “assurance” signifying that both
banking and insurance is provided by the
same corporate entity. Bancassurance is the distribution of insurance products
through the bank’s distribution channel. It is a phenomenon wherein the insurance
products are offered through the distribution channels of the banking services along
with the complete range of banking and investment products and services. In
concrete terms Bancassurance, which is also known as Allfinanz-describes a
package of financial services that can fulfill both banking and insurance needs at
the same time? As the name suggests, the concept started in France in
1980.Bancassurance has achieved remarkable success particularly in Europe.
Bancassurance represents over 65% of the premium income in life insurance in
Spain, 60% in France, 50% in Belgium and Italy. Bancassurance tries to exploit
synergies between both the insurance companies and banks.
 Bancassurance = Insurer’s Product + Bank’s reach:

To put in simple words, bancassurance is

the provision of insurance banking products and
services through the distribution channel of a
bank or to a common client base. The usage of
the word started picking up when the financial
markets witnessed mergers and alliances between the two booming segments –
banking and insurance. According to a recent study, bancassurance is on the rise,
particularly in emerging markets. Worldwide, insurers have been successfully
leveraging bancassurance to gain a foothold in markets with low insurance
penetration and a limited variety of distribution channels.

Banks world over have realized that offering value-added services such as
insurance, helps to meet client expectations.

• Competition in the Personal Financial Services area is getting `hot’ in India.

• Banks seek to retain customer loyalty by offering them a vastly expanded
and more sophisticated range of products.

Customers also want a “one-stop shop” for all their financial needs. Therefore
banks are trying to provide more services and integrate them into their business
model. Bancassurance is one such initiative. Further the risks involved in doing this
business is very low.
Banks are also trying to integrate this business into their own business. Customers
would also get this benefit as these products are offered not only by their sales
force but also by net banking and other IT enabled services like ATM etc.
Insurance companies also have a wide range of insurance products catering to a
wide range of needs. Bancassurance is beneficial for insurance companies as well
as they would be cutting costs and cross-selling apart from the wider reach of their
insurance products.

In a country like India, where the need of insurance is not felt by customers,
insurance companies should try to exploit every opportunity of selling their
insurance products which Bancassurance promises.
 Regulatory Framework in India
In India, the banking and insurance sectors are regulated by two different
entities (banking by RBI and insurance by IRDA) and
bancassurance being the combinations of two sectors comes
under the purview of both the regulators. Each of the regulators
has given out detailed guidelines for banks getting into insurance
sector. The RBI requires any bank intending to undertake
insurance business to obtain its prior approval. RBI guidelines for banks entering
into insurance sector provide three options for banks. They are:
• Joint ventures will be allowed for financially strong banks wishing to
undertake insurance business with risk participation.
• Any commercial bank will be allowed to undertake insurance business as
agent of insurance companies. This will be on a fee
basis with no-risk participation. Banks are entitled to
referral fee on the basis of premium collected.
• The Monetary & Credit Policy of the RBI in
October 2002 allowed banks to undertake referral
business through their network of branches subject to certain restrictions.
The Insurance Regulatory and Development Authority (IRDA) guidelines for the
bancassurance are:
• Each bank that sells insurance must have a chief insurance executive to
handle all insurance activities.
• Banks are included within the IRDA’s Licensing of Corporate Agents
Regulation 2002. All the people involved in selling should undergo
 mandatory training at an institute accredited by IRDA and pass the
examination conducted by the authority.
• Commercial banks, including cooperative banks and regional rural banks,
may become corporate agents for one insurance company.
• Banks cannot become insurance brokers.
The whole aim of the present regulatory framework is to ensure that any risks that
may arise from insurance business don’t affect banking business. In essence there
should be an “arms length” relationship between the bank and the insurance
company.
 SECTION 2- Models, Channels and Advantages

Bancassurance Models
Distributional channels
Advantages of bancassurance
1. to Banking Companies
2. to Insurance Company
3. to Customers
 Models of Bancassurance

Models of Bancassurance

Structural Classification Product based classification Bank Referrals

Stand-alone insurance products

Referral Model
Blend of Insurance,

With Bank Products

Corporate Agency

Insurance as Fully Integrated Financial Service/ Joint ventures

 Structural Classification

a) Referral Model

Banks intending not to take risk could adopt

‘referral model’ wherein they merely part with their
client data base for business lead of commission. The
actual transaction with the prospective client in referral
model is done by the staff of the insurance company
either at the premises of the bank or elsewhere. Referral
model is nothing but a simple arrangement, wherein the bank, while controlling
access to the clients data base, parts with only the business leads to the agents/
sales staff of insurance company for a ‘referral fee’ or commission for every
business lead that was passed on. In fact a number of banks in India have already
resorted to this strategy to begin with. This model would be suitable for almost all
types of banks including the RRBs /cooperative banks and even cooperative
societies both in rural and urban. There is greater scope in the medium term for this
model. For, banks to begin with can resort to this model and then move on to the
other models.

b) Corporate Agency

The other form of non-sick participatory distribution channel is that of

‘Corporate Agency’, wherein the bank staff as an institution acts as corporate agent
for the insurance product for a fee/commission. This seems to be more viable and
appropriate for most of the mid-sized banks in India as also the rate of commission
would be relatively higher than the referral arrangement. This, however, is prone to
reputational risk of the marketing bank. There are also practical difficulties in the
form of professional knowledge about the insurance products. This could, however,
be overcome by intensive training to chosen staff, and packaged with proper
incentives in the banks coupled with selling of simple insurance products in the
initial stage. This model is best suited for majority of banks including some major
urban cooperative banks because neither there is sharing of risk nor does it require
huge investment in the form of infrastructure and yet could be a good source of
income. This model of bancassurance worked well in the US, because consumers
generally prefer to purchase policies through broker banks that offer a wide range
of products from competing insurers.

c) Insurance as Fully Integrated Financial Service/ Joint ventures

Apart from the above two, the fully integrated financial service involves
much more comprehensive and complicated relationship between insurer and bank,
where the bank functions as fully universal in its operation and selling of insurance
products is just one more function within. This includes banks having wholly
owned insurance subsidiaries with or without foreign participation. The great
advantage of this strategy being that the bank could make use of its full potential to
reap the benefit of synergy and therefore the economies of scope. This may be
suitable to relatively larger banks with sound financials and has better
infrastructure. As per the extant regulation of insurance sector the foreign insurance
company could enter the Indian insurance market only in the form of joint venture,
therefore, this type of bancassurance seems to have emerged out of necessity in
India to an extent. There is great scope for further growth both in life and non-life
insurance segments as GOI is reported have been actively considering to increase
the FDI’s participation up to 49 per cent.

I. Product based classification

(a) Stand-alone Insurance Products

In this case bancassurance involves marketing of the insurance
products through either referral arrangement or corporate agency without mixing
the insurance products with any of the banks’ own products/ services. Insurance is
sold as one more item in the menu of products offered to the bank’s customer,
however, the products of banks and insurance will have their respective brands too.

(b) Blend of Insurance with Bank Products

This method aims at blending of insurance products as a ‘value

addition’ while promoting the bank’s own products. Thus, banks could sell the
insurance products without any additional efforts. In most times, giving insurance
cover at a nominal premium/ fee or sometimes without explicit premium does act
as an added attraction to sell the bank’s own products, e.g., credit card, housing
loans, education loans, etc. Many banks in India, in recent years, has been
aggressively marketing credit and debit card business, whereas the cardholders get
the ‘insurance cover’ for a nominal fee or (implicitly included in the annual fee)
free from explicit charges/ premium. Similarly the home loans / vehicle loans, etc.,
have also been packaged with the insurance cover as an additional incentive.

III. Bank Referrals

There is also another method called 'Bank Referral'. Here the banks do not
issue the policies; they only give the database to the insurance companies. The
companies issue the policies and pay the commission to them. That is called
referral basis. In this method also there is a win-win situation everywhere as the
banks get commission, the insurance companies get databases of the customers and
the customers get the benefits.
 Distribution Channels
1. Career agents

2. Special advisers

3. Salaried agents

4. Bank employees

5. Corporate agency & Brokerage firm

6. Direct response

7. Internet

8. E- Brokerage

9. Outside lead generating techniques

Corporate Direct
Individual Brokers Referrals
Insurers Agents Business
agents
Banks Others
1 2 3 4 5 6 7
Private
59.71 16.87 8.92 0.83 7.06 6.61
insurers
LIC 98.37 1.25 0.32 0.06 0.00 0.00
Total 85.67 6.38 0.31 0.31 2.32 2.17
New Business (Life) Undertaken under various intermediaries (2005-2006)

Distribution Channels
 Traditionally, insurance products were promoted and sold principally
through agency systems only. The reliance of insurance industry was totally on the
agents. Moreover with the monopoly of public sector insurance companies there
was very slow growth in the insurance sector because of lack of competition. The
need for innovative distribution channels was not felt because all the companies
relied only upon the agents and aggressive marketing of the products was also not
done. But with new developments in consumers’ behaviours, evolution of
technology and deregulation, new distribution channels have been developed
successfully and rapidly in recent years.

Distribution Channels diagram

 Career Agents:
 Career Agents are full-time commissioned sales personnel holding an
agency contract. They are generally considered to be independent
contractors. Consequently an insurance company can exercise
control only over the activities of the agent which are specified in
the contract. Many bancassurers, however avoid this channel,
believing that agents might oversell out of their interest in
quantity and not quality. Such problems with career agents usually
arise, not due to the nature of this channel, but rather due to the
use of improperly designed remuneration and incentive packages.

 Special Advisers:
Special Advisers are highly trained employees
usually belonging to the insurance partner, who
distribute insurance products to the bank's corporate
clients. The Clients mostly include affluent population
who require personalised and high quality service.
Usually Special advisors are paid on a salary basis
and they receive incentive compensation based on their sales.

 Salaried Agents:
Salaried Agents are an advantage for the
bancassurers because they are under the control and
supervision of bancassurers. These agents share the
mission and objectives of the bancassurers. These are
similar to career agents, the only difference is in terms of
their remuneration is that they are paid on a salary basis
and career agents receive incentive compensation based
on their sales.
  Bank Employees / Platform Banking:
Platform Bankers are bank employees who spot
the leads in the banks and gently suggest the customer to
walk over and speak with appropriate representative
within the bank. The platform banker may be a teller or
a personal loan assistant. A restriction on the
effectiveness of bank employees in generating insurance
business is that they have a limited target market, i.e.
those customers who actually visit the branch during the opening hours.

 Corporate Agencies and Brokerage Firms:

There are a number of banks who cooperate
with independent agencies or brokerage firms while
some other banks have found corporate agencies. The
advantage of such arrangements is the availability of
specialists needed for complex insurance matters and
through these arrangements the customers get good
quality of services.

 Direct Response:
In this channel no salesperson visits the
customer to induce a sale and no face-to-face contact
between consumer and seller occurs. The consumer
purchases products directly from the bancassurers by
responding to the company's advertisement, mailing or
telephone offers. This channel can be used for simple
packaged products which can be easily understood by the consumer without
explanation.

 Internet:
 Internet banking is already securely established as an
effective and profitable basis for conducting banking
operations. Bancassurers can feel confident that Internet
banking will also prove an efficient vehicle for cross selling of
insurance savings and protection products. Functions requiring
user input (check ordering, what-if calculations, and credit and
account applications) should be immediately added with links
to the insurer. Such an arrangement can also provide a vehicle for insurance sales,
service and leads.

 E-Brokerage:
Banks can open or acquire an e-Brokerage arm
and sell insurance products from multiple insurers. The
changed legislative climate across the world should help
migration of bancassurance in this direction. The
advantage of this medium is scale of operation, strong
brands, easy distribution and excellent synergy with the
internet capabilities.

 Outside Lead Generating Techniques:

One last method for developing bancassurance eyes involves
"outside" lead generating techniques, such as seminars, direct mail and
statement inserts. Great opportunities await bancassurance partners today and,
in most cases, success or failure depends on precisely how the process is
developed and managed inside each financial institution.

Advantages of Bancassurance
 Bancassurance is a means of product diversification and a source of
additional fee income for banks. Insurance companies see Bancassurance as a tool
for increasing their market penetration and premium turnover. The customer sees
Bancassurance as a bonanza in terms of reduced price, high quality product and
delivery at doorsteps. Bancassurance if taken in right spirit and implemented
properly can be a win-win situation for all the participants viz; banks, insurers and
the customers.

Advantages to banks

(A)By selling the insurance product by their own

channel the banker can Increase their income.

(B) Banks have face-to-face contract with their

customers. They can directly ask them to take a
policy. And the banks need not to go anywhere for
customers.

(C) Banks are using different value added services life-E. Banking tele banking,
direct mail &so on they can also use all the above-mentioned facility for
Bancassurance purpose with customers & non-customers.

(D) Productivity of the employees increases.

(E) By providing customers with both the services under one roof, they can
improve overall customer satisfaction resulting in higher customer retention
levels.

(F) Increase in return on assets by building fee income through the sale of
insurance products.

(G) Can leverage on face-to-face contacts and awareness about the financial
conditions of customers to sell insurance products.
 (H) Banks can cross sell insurance products E.g.: Term insurance products with
loans.

Advantages to Insurers

(A) The Insurance Company can increase their business through the banking
distribution channels because the banks have so many customers.

(B)Insurers can exploit the banks' wide network of

branches for distribution of products. The penetration
of banks' branches into the rural areas can be utilized
to sell products in those areas.

(C)Customer database like customers' financial

standing, spending habits, investment and purchase
capability can be used to customize products and sell
accordingly.

(D)Since banks have already established relationship with customers, conversion

ratio of leads to sales is likely to be high. Further service aspect can also be tackled
easily.

(E)The insurance companies can also get access to ATM’s and other technology
being used by the banks.

(F)The selling can be structured properly by selling insurance products through

banks.

(G) The product can be customized as per the needs of the customers.
 Advantages to Consumers

(A) Product innovation and distribution

activities are directed towards the
satisfaction of needs of the customer.

(B) Bancassurance model assists customers

in terms of reduction price, diversified
product quality in time and at their doorstep
service by banks.

(C)Comprehensive financial advisory services under one roof. i.e., insurance

services along with other financial services such as banking, mutual funds,
personal loans etc.

(D) Easy access for claims, as banks is a regular visiting place for customers.

(E) Innovative and better product ranges and products designed as per the needs
of customers.

(F)Any new insurance product routed through the bancassurance

Channel would be well received by customers.

(G) Customers could also get a share in the cost savings in the form of
reduced premium rate because of economies of scope, besides getting
better financial counseling at single point.

(H) Enhanced convenience on the part of the insured.

 SECTION 3-Scenarios

Indian Scenario
Global Scenario
INDIAN SCENARIO
 Indian Scenario

The business of banking around

the globe is changing due to integration
of global financial markets, development
of new technologies, universalization of
banking operations and diversification in
non-banking activities. Due to all these
movements, the boundaries that have
kept various financial services separate
from each other have vanished. The
coming together of different financial
services has provided synergies in
operations and development of new concepts. One of these is bancassurance.

Bancassurance is a new buzzword in India. It originated in India in

the year 2000 when the Government issued notification under Banking Regulation
Act which allowed Indian Banks to do insurance distribution. It started picking up
after Insurance Regulatory and Development Authority (IRDA) passed a
notification in October 2002 on 'Corporate Agency' regulations. As per the concept
of Corporate Agency, banks can act as an agent of one life and one non-life
insurer. Currently bancassurance accounts for a share of almost 25-30% of the
premium income amongst the private players in India.

Traditionally, the banks and financial institutions are the key

pillars of India’s financial system. Public have immense faith in banks. Share of
bank deposits in the total financial assets of households has been steadily rising
(presently at about 40%). Indian Banks have constantly proven their capability
reach the maximum number of households. In India at present there are total of
65700 branches of commercial banks, each branch serving an average of 15,000
people. Out of these are 32600 branches are catering to the needs of rural India and
14400 to semi-urban branches, where insurance growth has been most buoyant.
(196 exclusive Regional Rural Banks in deep hinterland.) Rural and semi-urban
bank accounts constitute close to 60% in terms of number of accounts, indicating
the number of potential lives that could be covered by insurance with the frontal
involvement of banks.

Reasons for banks entering into insurance business in India

• Indian insurance market is a hidden goldmine – an estimated Rs. 1, 80,000

crore in terms of annual insurance premium.

• Sale of insurance through banks will meet an important

set of consumer needs.

• Bank’s branch network allows face to face contact that

is so important in the sale of insurance.

• Bank channel can also boost sales productivity.

• Banks are best qualified to sell insurance products. They have a wide
distribution reach. Because of the strong ties with the customers they are in a
better position to sell insurance products to them.

• Banks can provide integrated financial services under one roof to their
customers.

• Another main advantage in tapping the bank’s retail distribution network is

cutting the cost of distribution by almost 30%. As some of the studies
revealed that 50% of an insurer’s cost structure is directly or indirectly
related to distribution.
• Though insurance companies are good underwriters of risk, they are not to
well known for their expertise in investment management. On the other
hand, banks are generally perceived to be not good at managing risk but they
are perceived to be better at investment management. Bancassurance is about
bringing the two attributes together.

• According to reliable research sources, bancassurance salesman has a much

faster learning curve, usually around two years as compared with four and a
half years in an insurance company. In that sense, the cost of training is
amortized over a shorter period of time and therefore turns-out cheaper.

• Valid reasons why banks should allow insurance salesman to sell insurance
products in their premises:

a. Bank gets a royalty or a commission for every insurance policy sold.

b. The bank gets an investment management fee for managing the insurer’s
investment.

c. Insurance products, like retirement and pension plans, are growth areas
for banks.

• With greater need to downsize - banks can utilize their existing surplus
manpower – reducing costs and optimum use of infrastructure.

• Instant access to 60,000 + bank branches including in remote areas.

• Availability of insurance in rural areas, through cost effective banking

channels.

• As banks are increasingly resorting to alternate delivery channels, surplus

space would be available to distribute insurance products.
Policies sold by Indian Insurance players via bancassurance

Company % of policies

ICICI Prudential 15% in 2002, 30% in 2004

SBI Life 15% in 2002, 50% in 2004

Birla Sun Life 25% in 2002, 40% in 2004

ING Vyasa Life 10% in 2002

Aviva Life 50% in 2002, 70% in 2004

Allianz Bajaj Life 25% in 2003

Royal Sundaram Allianz 40% in 2002

HDFC Standard Life 10% in 2002, 40% in 2004

MetLife 25% in 2002

 Global Scenario

Bancassurance has seen tremendous acceptance and growth across

nations. Although it enjoys a penetration rate in excess of 50% in France, Spain,
Italy and Belgium, other countries have opted for more traditional networks. The
Life insurance market in the UK is largely in the hands of
the brokers. With advent of bancassurance, their market
share has increased from 40% in 1992 to 54% in 1999. Sales
agents also play an important role on a market entirely
regulated by the Financial Services & Markets Act (FSMA)
which imposes very strict marketing conditions. In Germany, the market continues
to be dominated by general sales agents, even if their market share has declined
from 85% in 1992 to 54% in 1999. In Asia, there is a need for financial institutions
to be proactive and interact with regulator in order to explore the potential that
bancassurance has a complementary distribution channel. Market share per
distribution network for insurance products across various countries has been
detailed in the below diagram.
Bancassurance business conducted by companies
In several countries in LatinAmerica, banks have benefited from recent reforms –

financial deregulation, among others – by selling insurance products across the

counter. An example is the Brazilian market where private pension products are
marketed. Bancassurance also took advantage of the large number of national and
especially international partnerships which took place in the 1990s. In some
countries, bancassurance is still largely prohibited. Even in United States, it was
legalized in after much deliberation, when the Glass-Steagall Act was repealed
after the passage of the Gramm-Leach-Bliley Act.
 Bancassurance in India vs. Bancassurance in Asia & Europe

The following table compares the issues related to bancassurance in India with
Europe and Asia (general):
 Europe Asia (general) India
Regulation Liberalized Ranging from Supportive
liberalized to forbidden

Mature
Market markets but High growth potential High growth
pension
growth reforms can
spur growth in
the
life insurance
sector
Bancassuranc Highly Mostly distribution Distributive
e model integrated alliances and joint
models ventures

Tax Tax free

Squeeze on bank
Major drivers concessions status on
Margins.
for life maturity
insurance Insurers’ growing cost
premium paid pressure and desire to Small tax
expand distribution relief on
capability. premium.

Financial deregulation Narrowing

Foreign companies use bank margin
Squeeze on Bancassurance to enter
bank margins Asian Markets

Europe Asia(general) India

Products Mainly life Mainly life insurance Mainly non-

insurance products linked to bank unitized
products to services and
maximize tax increasingly, products
benefits geared towards managed
savings
Mostly single Regular
premium premium

Distribution Multi-bank Mainly bank branches Bank

In several countries in LatinAmerica, banks have benefited from recent reforms –
financial deregulation, among others – by selling insurance products across the
counter. An example is the Brazilian market where private pension products are
marketed. Bancassurance also took advantage of the large number of national and
especially international partnerships which took place in the 1990s. In some
countries, bancassurance is still largely prohibited. Even in United States, it was
legalized in after much deliberation, when the Glass-Steagall Act was repealed
after the passage of the Gramm-Leach-Bliley Act

SECTION 4- Analysis

Survey analysis
SWOT analysis
 Survey analysis (questionnaire)

A survey was conducted of about 50 people who did regular banking transactions
and also had an insurance policy. These included several housewives, businessmen,
professionals, students, etc. The following analysis was done on the basis of the
survey conducted:

 Are you aware of Bancassurance?

No 20%

Yes
Yes 80% No

Interpretation: - Among those who surveyed, 80% of respondents were aware

that their bank provided bancassurance. They knew with which Insurance
Company their bank has tie up with; also they were aware about various policies
provided by their banks. However, 20% of the respondents were amused with the
term bancassurance and didn’t know anything about it and the services provided by
their banks.
  Have You Taken An Insurance Policy From Your Bank?

Yes
34%
No

No Yes
66%

Interpretation: Among the people who were surveyed, there were only 34%
people who had taken insurance policy from their respective banks. Remaining
66% respondents didn’t opt to take a policy from their banks.

 The Kind Of Insurance Policy Taken From The Bank:-

70 63%
60

50 42%
40

30 23%
18%
20

10

Deposit Based Loan Based Life Insurance Others

Interpretation: Maximum number of insurance taken was related to loan. It
was either car insurance or a home insurance. Out of the people surveyed 63% said
that they have taken a loan based insurance. There were 23% who have taken
insurance which are deposit based because it is a part of the deposit scheme. Only
18% have taken life insurance cover from the bank and 42% belong to others
category.

 Reasons For Taking An Insurance Policy:-

90 65%
80% 28% 40%
80
70

60
50
40
30
20
10
0

Security Savings Brand Image of Brand Image of

Bank Insurance

Interpretation: There was a mixed response from the customers. 80% said that
they took the insurance policy because of security benefits. 65% said that since,
they trusted their bank, they took the policy. There was 40% who said that the
brand image of the company also mattered. Only 28% said that savings was a
reason that encouraged them to buy insurance policy.
  On Your Choice Which Mode Of Insurance Distribution
Channel Would You Prefer To Buy The Policy From?

Insurance
Companies Banks
20% 23%

Brokers
7%

Agents
50%

Interpretation: 50% people preferred agents because they provide personalized

services. 20% took insurance from companies because of their trust on the
company. 23% said they would buy insurance from banks because of the brand
name and their trust on banks. Only 7% said that they would buy insurance from
brokers.
  Which Bank Do You Feel Would Excel In Bancassurance?
Rate Them Accordingly

100
90%
90
80 70%
70
60
50 38%
40
30
20
10
0

Public Sector Private Sector Foreign Banks

Banks Banks

Interpretation: 90% people said that private sector banks would excel in this
because of their aggressive selling policies and they provide quality services to the
customers. 70% votes were given to foreign banks, because foreign banks have
proper management and aggressive selling strategies. The public sector banks were
given the least votes because of their lazy approach to work.
  Do You Think Bancassurance Has A Good Future?

No, 5%

Yes
No

Yes, 95%

Interpretation: 95% people said that they believe that Bancassurance has a
very bright future because there is an immense potential for the insurance industry
in India. But 7% believe that because of the emergence of the new technology such
as ATM’s, Internet banking etc the banks will soon go virtual so there is not much
scope for it.
 SWOT Analysis:

Banking and Insurance are very different

businesses. Banks have less risk but the
insurance has a greater risk. Even though, banks
and insurance companies in India are yet to
exchange their wedding rings, Bancassurance as
a means of distribution of insurance products is
already in force in some form or the other.

Banks are selling Personal Accident

and Baggage Insurance directly to their Credit
Card members as a value addition to their
products. Banks can straightaway leverage their existing capabilities in terms of
database and face-to face contact to market insurance products to generate some
income for themselves, which previously was not thought of.

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. This can be used by the bank to
promote traditional banking products and other financial services as well.
Bancassurance enables banks and insurance companies to complement each other’s
strengths as well.

It is therefore essential to have a SWOT analysis done in the context

of bancassurance experiment in India. A SWOT analysis of Bancassurance is given
below:
 Strengths:

 In a country like India of one

billion people where sky is the
limit there is a vast untapped
potential waiting for life insurance
products. Our other strength lies in
a huge pool of skilled
professionals whether it is banks or
insurance companies who may be easily relocated for any bancassurance
venture.

 Banks have the credibility established with their constituents because of a

variety of services and schemes provided by them. They also enjoy pride of
place in the hearts of people because of their long presence and sustained
image.

 Banks also enjoy a wide network of branches, even in the remotest areas that
can facilitate taking up the task on a large and massive scale, simultaneously.

 Banks are very well aware with the psychology of the customers because of
their interaction with the customers on regular basis. Because of this the
bankers can guess the attitude and diverse needs of the customers and could
change the face of insurance distribution to personal life insurance.

 With the help of banks trained staff, its brand name and the confidence and
reliability of people on the banks, the selling of insurance products can be
done in a more proper way.
 Weaknesses:

 In spite of growing emphasis on total branch

mechanism and full computerization of bank
branches, the rural and semi-urban banks have
still to see information technology as an
enabler. The IT culture is unfortunately
missing completely in all of the future
collaborations. The internet connections are also not properly provided to the
staff.

 To undertake the distribution of the insurance products, the bank employees

have to undergo certain minimum period of training, followed by a test and
then get them licensed. Moreover the standards of the examination have been
raised in the recent past making it difficult for many examinees to clear the
same.

 There is lack of personalized services because the

traditional insurance agent is considered a member of the
family and hence is able to render a personalized service
during and after the sales process. However that may not be
the case in regards to a bank employee.

 There are many differences in the way of thinking and business approaches
of bankers and the managers of insurance companies. Banks are traditionally
“demand-driven” organizations with a reactive selling philosophy. Insurance
organizations are usually “need-driven” and have an aggressive selling
philosophy.
 Opportunities:

 There is a vast untapped potential waiting to

be mined particularly for life insurance
products. There are more than 900 million
lives waiting to be given a life cover (total
number of individual life policies sold in
1998-99 was just 91.73 million).

 There are many people in many areas that are still unaware about the
insurance and its various products and are waiting that somebody should
come and give them the information about it.

 In urban and metro areas, where the customers are willing to get many
services like lockers and safe deposit systems and other products and
services from banks, there is a good opportunity to market many property
related general insurance policies like fire insurance, burglary insurance and
medi-claim insurance etc.

 Banks' database is enormous even though the goodwill may not be the same.
This database has to be dissected and various homogeneous groups are to be
churned out in order to position the Bancassurance products. With a good IT
infrastructure, this can really do wonders.
 Threats:

 Success of a Bancassurance venture requires

change in approach, thinking and work culture
on the part of everybody involved. The work
force at every level are so well entrenched in
their classical way of working that there is a
definite threat of resistance to any change that
Bancassurance may set in. Any relocation to a
new company or subsidiary or change from one work to a different kind of
work will not be easily acceptable by the employees.

 Another possible threat may come from non-response from the targeted
customers. If many joint ventures took place between banks and insurance
companies then it may happen that the customers may not respond to such
ventures as happened in U.S.

 Insurance in India is perceived more as a saving option than providing risk

cover. So this may create an adverse feeling in the minds of the bankers that
such products may lessen the sales of regular bank saving products. Also
selling of investment and good return products may affect the FD Portfolio
of the banks.

 If no strict norms are there for such ventures then many unholy ventures may
take place which may give rise to tough competition between bancassurers
resulting in lower prices and the Bancassurance venture may never break
because of such situations.
 SECTION 5- Bancassurance Trends and Opportunities

TRENDS
CHALLENGES
 Bancassurance: Emerging Trends & Challenges
Trends
 Though bancassurance has traditionally targeted the
mass market, but bancassurers have begun to finely
segment the market, which has resulted in tailor-made
products for each segment.

 Some bancassurers are also beginning to focus exclusively on distribution. In

some markets, face-to-face contact is preferred, which tends to favour
bancassurance development.

 Nevertheless, banks are starting to embrace direct marketing and Internet

banking as tools to distribute insurance products. New and emerging
channels are becoming increasingly competitive, due to the tangible cost
benefits embedded in product pricing or through the appeal of convenience
and innovation.

 Bancassurance proper is still evolving in Asia and this is still in infancy in

India and it is too early to assess the exact position. However, a quick survey
revealed that a large number of banks cutting across public and private and
including foreign banks have made use of the bancassurance channel in one
form or the other in India.

 Banks even offer space in their own premises to accommodate the insurance
staff for selling the insurance products or giving access to their client’s
database for the use of the insurance companies.
 Challenges

Banks could be more enduring than individual agents when

selling insurance, but bancassurance relationships are not. Since the opening up of
the insurance sector in ’00, as many as six bancassurance alliances have ended in
divorce says Economic Times.

If bancassurance was termed as marriage between banks and insurance, then the
probability of divorces can’t be ruled out. Critics opine that bancassurance is a
controversial idea, and it gives banks too great a control over the financial industry.
The challenge to sustain such alliances could be immensely daunting. The
difference in regulation, not only across countries but between banks and insurance
industry as well has been cited as the primary reason. The difference in trade
customs, work culture in these industries is another impediment

Sales front:

Bank employees are traditionally low on

motivation. Lack of sales culture itself is bigger roadblock than the lack of sales
skills in the employees. Banks are generally used to only product packaged selling
and hence selling insurance products do not seem to fit naturally in their system
HR issues:

Human Resource Management has experienced some difficulty due to such

alliances in financial industry. Poaching for employees, increased work-load,
additional training, maintaining the motivation level are some issues that has
cropped up quite occasionally. So, before entering into a bancassurance alliance,
just like any merger, cultural due diligence should be done and human resource
issues should be adequately prioritized.

Public and private divide:

Private sector insurance firms are finding ‘change management’ in the public sector
a major challenge. State-owned banks get a new chairman, often from another
bank, almost every two years, resulting in the distribution strategy undergoing a
complete change. In the private sector, the M&A activity is one of the causes for
change.

In the past, Dena Bank, which had originally partnered Kotak Mahindra Life,
switched loyalty to the public sector Life Insurance Corporation? So did Allahabad
Bank, which had a tie-up with ICICI Prudential Life Insurance. Punjab National
Bank and Vijaya Bank have been forced to drop their bancassurance partnerships
after they chose to set up an insurance broking JV.

Group companies dilemma:

The other conflict that most insurers face is when they have a bank within their
own group. Half of the insurance firms in India are part of a financial group that
has a bank. They include ICICI Bank, State Bank of India, ING Vysya, HDFC,
Jammu & Kashmir Bank, and Kotak Mahindra Bank. According to Rajesh Relhan,
head of bancassurance, Aviva Life, there is a fear among banks that at some point
in future their insurance partner may end up cross-selling banking services to their
policyholders. Besides, companies that sells predominantly through agents
experience channel conflict when both agents and banks target the same customer.

Operational Challenges:

The developments in the 21st century, particularly due to increase in non-life

insurance products pose further problems to the bancassurance alliances:

• The shift away from manufacturing to pure distribution requires banks to

better align the incentives of different suppliers with their own.
• Increasing sales of non-life products, to the extent those risks are retained by
the banks, require sophisticated products and risk management.
• The sale of non-life products should be weighed against the higher cost of
servicing those policies.

Banks will have to be prepared for possible disruptions to client relations arising
from more frequent non-life insurance claims
 SECTION 6- OUTLOOK OF BANCASSURANCE

Factors for the success of Bancassurance

Future scope for Bancassurance
Findings
Recommendations
 Factors for the success of Bancassurance

The decision
Mining database

The banks culture

Bank customer
relationship
Life insurance products based
on the insurers desires (sales
Lower cost of distribution
due to higher sales driven)
productivity

The existing bank branch

network/infrastructure

Information Technology
 Banks and insurance companies are very different in both value and
culture. In India, the selling of insurance through banks is yet to emerge as regular
activity and, therefore using traditional products and systems may not be
appropriate.

The bitter experience of banks in Bancassurance even with innovative products in

the previous year was mainly due to poor marketing, poor publicity, monthly
payments during time of inflation and declining value of money, lack of product
promotion initiated by the branch staff to avoid manual strain in mobilizing and
maintaining accounts for Bancassurance products under different heads and
conventional way of dealing with customer in explaining the merits of taking
Bancassurance products. Fundamental to Bancassurance is the convenience and
accessibility to the customer.

• Lower cost of distribution due to higher sales productivity

The potential to be tapped is ample and increasing the clientele base for the
insurance products will reduce the cost of distribution. Banks can leverage their
strengths to develop additional mass.

• Mining database

Banks have huge database of clients. Bank should ensure relevant and flexible
database systems.

• Bank customer relationship

Dealing with high net worth customers may require insurance specialists to address
complex sale issues. Bank officials need to be very clear about service standards,
policy issues, processing issues and sales and marketing supports.
 • The existing bank branch network/infrastructure

Branch network should be utilized in with more ambiances for selling insurance
products. The costs of infrastructure can be defrayed over a larger products and
services.

• Life insurance products based on the insurer’s desires (sales

driven)

Rather than the consumer’s needs market oriented, in rural and semi-urban areas
also, similar policies can be canvassed for sale. However, in these branches, the
bank should be proactive and innovative in suggest a proper planning for the
payment of premiums.

• Information Technology

The banks are technology- savvy now and competing

with each other on the service front. The technology up
gradation can ensure more effective utilization of the
synergies the banks posses in Bancassurance. Banks
should train and equipped their staff with the backing of
technology, to deliver the requirements, Utilization of ATMs and debit cards as
payments mechanism.

• The bank’s culture

Bank’s culture must be transformed to sell insurance and it must be ensured that
shelf space is adequately provided in a bank’s retail delivery systems. It is
important to note though, that if the bank’s culture is not compatible with selling
insurance, then specialist insurance salesman may be needed.
 • The decision

On what types of Insurance products to be sold and methods of distribution of these

products are symbiotically related. The effort and expertise required to sell a
product must be in consonance with skills available and cost base of the chosen
distribution method.

The success of the banking products is the function of the increasing strength of the
service/ products plus the stages of economic
development at which society living. Similar is the
way with Bancassurance as banking product. India,
as a future economic giant in the world economy
will not lag behind in supporting Bancassurance.
Indian banks are known for their innovation and the various products and services
which surfaced, disappeared and later surfaced in a new avatar will certainly do
well for the banking system.
 Future scope for Bancassurance

By now, it has become clear that as economy

grows it not only demands stronger and vibrant financial sector but also
necessitates providing with more sophisticated and variety of financial and banking
products and services. The outlook for bancassurance remains positive. While
development in individual markets will continue to depend heavily on each
country’s regulatory and business environment, bancassurers could profit from the
tendency of governments to privatize health care and pension liabilities.

India has already more than 200 million middle class population coupled
with vast banking network with largest depositors base, there is greater scope for
use of bancassurance. In emerging markets, new entrants have successfully
employed bancassurance to compete with incumbent companies. Given the current
relatively low bancassurance penetration in emerging markets, bancassurance will
likely see further significant development in the coming years.

In India the bancassurance model is still in its nascent stages, but the
tremendous growth and acceptability in the last three years reflects green pasture in
future. The deregulation of the insurance sector in India has resulted in a phase
where innovative distribution channels are being explored. In this phase,
bancassurance has simply outshined other alternate channels of distribution with a
share of almost 25-30% of the premium income amongst the private players.

To be fruitful, it is vital for bancassurance to ensure that banks remain fully

committed to promoting and distributing insurance products. This commitment has
to come from both senior management in terms of strategic inputs and the
operations staff who would provide the front-end for these products. In India, the
signs of initial success are already there despite the fact that it is a completely new
phenomenon. There is no doubt that banks are set to become a significant
distributor of insurance related products and services in the years to come.
 Findings
 Although the concept is simple enough in
theory, but in practice it has been found to be
far from straightforward.

 Almost many people have a fair idea about

Bancassurance and that their banks sell
various insurance products. But still few
people don’t know about Bancassurance as a concept.

 It has been also found out that the banks have various opportunities to cross
sell insurance products. The insurance companies also have the opportunity
to take advantage of the bank’s network and other avenues.

 It is also seen that customers have a lot of trust on the banks, and because of
that trust the customers will take the insurance products from banks.

 As the brand name of the banks is important so is the brand image of the
insurance companies. So the banks and the insurance companies must tie-up
with the right partners. This will help them to create a better image in the
minds of the customers.

 It has also clear from the study that the private sector and the foreign banks
have better future in Bancassurance. But the public sector banks are also
trying to give them a tough competition e.g. SBI Life Insurance Co.

 The insurance business can go a long way because there is a large population
who is still unaware about insurance. So the insurance companies have a
huge potential market in the years to come.

 The banks fail to provide personalized services as are provided by the

agents. So banks will have to improve in that area. They should provide after
sales services to the customers.
 Recommendations
 The Insurance companies need to design products specifically for
distributing through banks. Trying to sell traditional products may not work
so effectively.

 The employees of the banks who are selling insurance products must be
given proper training so that they can answer to any queries of the customers
and can provide them products according to their needs.

 Banks should also provide after sales services and they should be more
aggressive in selling the insurance products.

 Banks should also do the settlement of claims which will increase the trust
and reliability of the customers on the banks.

 In India, since the majority of the banking sector is in public sector which
has been widely responsible for the lethargic attitude and poor quality of
customer service, it needs to rebuild the blemished image. Else, the
bancassurance would be difficult to succeed in these banks.

 A formal and standard agreement between these banks and the insurance
companies should be taken up and drafted by a national regulatory body.
These agreements must have necessary clauses of revenue sharing. In case of
possible conflicts, the bank management and the management of the
insurance company should be able to resolve conflicts arising in future.

 For bancassurance to succeed, products and processes will need to be

tailored to bank markets, rather than adjusted to insurer’s specifications.

 Banks and Insurance companies should apply all the skills and potential in
this area and take advantage of the same and they should improve the
products from time to time according to the needs of the customers.
 SECTION 7- Case Study

Bank of India
HDFC (Standard Life Insurance)
BANCASSURANC
E
 BANK OF India

Bank of India was founded on 7th September,

1906 by a group of eminent businessmen in
Mumbai (previously known as Bombay), India.
Prudence and high standard of customer service
has been the corner stone’s of the Bank's growth
during these 102 years. Today, the Bank ranks
as a premier bank with over 2865 branches in
India and 25 foreign branches/offices with an
asset base of more than USD 32 Billion as on
31st March 2007. Corporate credit, export
finance, forex and care for customer have
created strong brand equity for Bank of India.

The Bank entered into bancassurance tie up with ICICI Prudential Life
Insurance Co Ltd, for selling life insurance products in December2001. The
number of branches engaged in selling life insurance products was gradually
increased from 595 to 710. Various initiatives were undertaken for giving thrust to
this business, like identifying Marketing Managers exclusively for Insurance
business in high potential areas. This has resulted in increase in volume of business
and referral commission by 90% over the previous year.

The Bank has signed agreement for tie-up with National Insurance Co Ltd (NICL)
for selling their Non-life insurance products on referral basis. All branches in 47
Zones, as against 29 major Zones last year, have been authorized to undertake
referral business. 53 major branches were identified across the country where
NICL agreed to open their Extension Counters for giving thrust to insurance
business. Due focus was also given through efforts by their Zones / branches and
Marketing Managers. This has resulted in increased business and referral
commission.
• The Bank is into Bancassurance business since December 2001 and they are
into tie up to undertake insurance business of behalf of ICICI Prudential Life
Insurance Co Ltd for selling life insurance products & National Insurance Co
Ltd. for non-life insurance products.
• According to them the Bancassurance business have definitely proved to be
an advantage to the banking industry because it helps the bank in generating
additional income thereby providing them with an edge over their
competitors and improving their profit position.
• For purpose of entering into bancassurance business the bank used 2
channels:
 One party’s distribution channel gained access to the client base of
other party.
 Through a joint venture with ICICI Prudential Life Insurance Co Ltd
& National Insurance Co Ltd

• The reasons that made the bank take up this business include competitive
pressures, high operating cost, shift in the attitude of the people to invest into
insurance business for tax benefits, earning additional income (fee based).
• The distribution channels undertaken by the bank for distributing the
insurance products include:
 Employment of salaried agents to promote and sell products.

 Bank employees themselves undertake the business of promoting and

selling products.

• The Bank has also received IRDA stipulated training for insurance agents;
advisors so as to make them familiar with the insurance regulations and
 product information, so that they can source the insurance plans to the right
customer.
• As far as the bank employees who are involved in the selling of insurance
products are concerned, a dedicated team of employees from Bank of India
are employed in the branch to guide them and resolve various issues.
• As the concept of bancassurance is new, the Bank in order to educate the
Bank customers and make them aware, use various techniques:
 Display material.

 Through direct interaction with customers.

 Through Bank employees.

• According to the Bank, people prefer buying insurance products from the
Bank and there are no target customers as such. There are different plans for
different target audience; which depends on the type of policy that is being
promoted & sold.
• Some of types of Non-Monetary incentives that the Bank provides to agents/
employees for doing well include:
 Rewards/Recognition.

 Dinner/ Lunch with zonal & senior managers.

 Vacations (count station) with family.

 Internal competition.

• As the number of activities of a Bank increases, the number of frauds and

unwanted manipulation also increases. To curb these HDFC Standard Life
undertake the following measures:
 Proper and timely audit.

 Regular training for the employees in the organization is undertaken.

 Insura
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SECTION 8 – CONCLUSION
BIBLIOGRAPHY
WEBLIOGRAPHY
 Conclusion

The life Insurance Industry in India has been

progressing at a rapid growth since opening up of the
sector. The size of country, a diverse set of people
combined with problems of connectivity in rural areas,
makes insurance selling in India a very difficult task.
Life Insurance Companies require good distribution
strength and tremendous man power to reach out such a
huge customer base.

The concept of Bancassurance in India is still in its nascent stage, but the
tremendous growth and the potential reflects a very bright future for bancassurance
in India. With the coming up of various products and services tailored as per the
customer’s needs there is every reason to be optimistic that bancassurance in India
will play a long inning.

But the proper implementation of bancassurance is still facing so many

hurdles because of poor manpower management, lack of call centers, and no
personal contact with customers, inadequate incentives to agents and unfulfillment
of other essential requirements.

I have experienced a lot during the preparation of the project. I had just a simple
idea about Bancassurance. But after a detailed research in this topic I have found
how important bancassurance can be for bankers, insurers as well as the customers.
I am contented that all my objectives have been met to its fullest.

I have also experienced that though Bancassurance is not being utilized to its
fullest but it surely has a bright future ahead. India is at the threshold of a
significant change in the way insurance is perceived in the country. Bancassurance
will definitely play a defining role as an alternative distribution channel and will
change the way insurance is sold in India.
 Stage of
Polarization:
Most banks
Emergence of
have short term
Change in winners
agreements; a
Some Banks yet regulations stage of Strong
to firm up could impact realignments alignments with
partnerships current may occur banks with cross
arrangements
Insurers investments and
partnered with exclusivity.
select banks
Broking
under Corp
arrangements
Agency

Short Term Medium term Long term

2005-06 2006-09 2010 onwards

The figure above shows the marriage of the two- banks and insurance companies
seems to be successful till today & their relationships will be firmed to bond
together, thus, according to me; they can make a good couple in the years to come.

The bridge has been reached and many are beginning to walk those
cautious steps across it. Bancassurance in India has just taken a flying start. It has a
long way to go ……….. After all The SKY IS THE LIMIT!
 Bibliography

Webliography

 www.google.com
 www.rbi.org.in

 www.askjeeves.com

 www.wikiepedia.com

 www.insuranceforum.com
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Insurance