Portal de Periódicos da CAPES

Making bancassurance work: matching global power to local knowledge

2007; Emerald Publishing Limited; Volume: 25; Issue: 2 Linguagem: Inglês

10.1108/02652320710728447

1758-5937

Larry F. Norman,

Law, logistics, and international trade

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.