PRIMERJAVA POLOŽAJA BANČNEGA ZAVAROVALNIŠTVA V IZBRANIH DRŽAVAH EVROPSKE UNIJE - Rožman, Jasmina ([J. Rožman], 2015)
Spremembe na finančnih trgih so privedle do težnje po povezovanju finančnih institucij. Na to so vplivale vedno večje zahteve strank po širši ponudbi finančnih storitev, demografske spremembe, varčevalni trendi, globalizacija ter tehnološki razvoj. Povezovanje bank in zavarovalnic je privedlo do razvoja nove panoge, bančnega zavarovalništva. Bančno zavarovalništvo je dejavnost, ki zajema trženje bančnih in zavarovalniških storitev ter njihovih kombinacij preko skupnih prodajnih poti. Bančno zavarovalništvo predstavlja celotno finančno storitev, ki omogoča zadovoljitev potreb strank banke in zavarovalnice. Področje bančnega zavarovalništva urejajo bančne in zavarovalniške direktive ter dodatna nacionalna zakonodaja v posamezni državi. Z medsebojnim povezovanjem, banka in zavarovalnica oblikujeta celostno ponudbo finančnih storitev, s katero dobi stranka na enem mestu celovitejšo rešitev za svoje potrebe. Banka in zavarovalnica pa z združitvijo znanja in povečanjem zmožnosti, dosegata svoje individualne cilje. Pri tem je njuna razvita poslovna mreža veliko bolje izkoriščena, dostopata do večje baze podatkov strank, poveča se obseg produktov, znižajo se fiksni stroški ter poveča dobiček. Za povezovanje bank in zavarovalnic obstaja več različnih oblik, prava izbira oblike pa je odvisna od različnih dejavnikov. Najpogostejši obliki sodelovanja sta ustanovitev skupne zavarovalnice in ustanovitev zavarovalnice s strani banke. Bančno zavarovalništvo se lahko uveljavi praktično v vsakem okolju, njegova uspešnost pa je odvisna od pravnih, ekonomskih in družbenih okoliščin. Najbolje se je bančno zavarovalništvo razvilo in doseglo zavidljive uspehe v Franciji, kamor segajo tudi sami začetki razvoja bančnega zavarovalništva. Uspešno se je razvilo tudi v Španiji in Italiji, medtem ko v Veliki Britaniji in Nemčiji kaže omejen razvoj. Na uspešen razvoj najbolj spodbudno vplivata pozitivna davčna in regulativna obravnava. Na to, v kakšni meri in na kak način se bo bančno zavarovalništvo razvilo v določeni državi vplivajo različni dejavniki. Uspeh prinašajo zmogljiva prodajna mreža, usmerjenost k zadovoljevanju strankinih potreb, pravilna vrsta zavarovalnih produktov, tesen odnos med banko in strankami, učinkoviti informacijski sistemi, usposobljena prodajna ekipa in drugo. Bančno zavarovalniški model se je izkazal za najbolj primernega na področju življenjskih zavarovanj, saj tam dosega višje tržne deleže kot na področju premoženjskih zavarovanj. Življenjska zavarovanja so namreč bolj povezana z osnovnim bančnim produktom. Na področju premoženjskih zavarovanj še zmeraj prevladujejo posredniki in zastopniki. V zadnjih letih se je povečala tudi neposredna prodaja. Changes in financial markets have led towards integration tendency of financial institutions. This tendency was due to the increasing demands of customers for a wider range of financial services, demographic changes, savings trends, globalization and technological development. Integration of banks and insurance companies has led to the development of a new branch, called bancassurance. Bancassurance is an activity, which involves marketing of banking and insurance services and their combinations through joint sales channels. It represents the entire financial service that enables to satisfy customer's needs. The field of bancassurance is regulated by banking and insurance directives and additional national legislation in each country. By mutual integration, the bank and the insurance company formulate a comprehensive range of financial services, which gives the client a more comprehensive solution for his needs in just one place. Bank and insurance company are able to achieve their individual goals by combining their skills and increasing their capacity. Their developed business network is better utilized, they have access to a larger customer database, their range of products can increase, fixed costs can be reduced and profits can increase. There are many ways of entering into bancassurance, but the right choice depends on various factors. The most common forms of cooperation are joint venture and establishing a new insurance company, which is wholly owned by the bank. Bancassurance can be enforced in any environment practically, but its success depends on legal, economic and social circumstances. It developed well in France, where bancassurance achieved enviable success. France is also the place, where bancassurance developed at first. It has also been successfully developed in Spain and Italy, while in Britain and Germany bancassurance shows limited development. Successful development of bancassurance, is mostly influenced by positive tax and regulatory treatment. To what extent and in what manner the bancassurance could developed in a particular country is influenced by various factors. Greater success comes from a powerful sales network, focusing on meeting the customer's needs, from the correct type of insurance products, a close relationship between the bank and customers, effective information systems, trained sales team and others. Bancassurance model has been proven to be the most suitable in the field of life insurance, because in there, it achieves higher market shares than in non-life insurance, since life insurance products are more closely linked with basic banking products. In the field of non-life insurance, intermediaries and agents still dominate. In recent years, the share of direct sales also increased.