Özet:

Recently have become more widespread and have gained increasing importance in the insurance sector, a concept that is one of the distribution channels in the marketing of insurance products is bancassurance. In fact, bancassurance, which is marketing of insurance products via banks, is being implemented in many parts of the world through different business models and is becoming widespread.Bancassurance now is an alternative distribution channel particularly in the marketing of life insurance products, and tends to be a strong channel to meet consumers’ insurance needs in addition to their regular banking activities. Bancassurance will play an important role in the growth of insurance market if the current circumstances continue both in our country and worldwide. Thus, the position of banks in marketing of insurance products will increase. The aim of this study is to provide an overview of the bancassurance, formed as a result of a joint strategy and cooperation of banks with insurance companies; to include applications in the world and reveal the main determinants of success factors; to put forward mainly used insurance products in bancassurance and benefits provided to consumers, banks, insurance companies and government. Later on, the distribution of premium production by channels in life and non-life branches in our country and the trend of this distribution will be shown. Finally, various discussions will be placed that might contribute to the development and deepening of bancassurance in our country.

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