Author: Norman, Larry

Source: The International Journal of Bank Marketing, Volume 25, Number 2, 2007 , pp. 117-119(3)

Publisher: Emerald Group Publishing Limited

Abstract:

<B>Purpose</B> - 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. <B>Design/methodology/approach</B> - 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. <B>Findings</B> - 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. <B>Originality/value</B> - The paper provides an interesting insight into bancassurance from the perspective of AEGON Financial Services.

Keywords: Banks; Financial services; Insurance

Document Type: Research article

DOI: http://dx.doi.org/10.1108/02652320710728447

Publication date: 2007-03-06

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