O posicionamento da Fidelidade no mercado de bancassurance

: a penetração de «seguros não vida» na base de clientes das instituições bancárias

Abstract

Before the current financial crisis, banks focused their business on granting mortgage loans, which, in turn, had life insurance and non-life insurance (fire insurance, multi-risk, among others) associated. Currently, banks have restricted bank credit and therefore had to extend the scope of their business, developing the concept of bancassurance. Bancassurance has led to a partnership between CGD (Caixa Geral Depósitos) and Fidelidade. Both specialize in service and insurance sales in banking. This partnership consists of selling non-life insurance, especially in automobile and healthcare insurance, thought the bank. The study presented in this work results from a proposal made by the company Fidelidade, which aims to analyze the penetration of non-life insurance in bank clients, namely identifying factors that influence sales of non-life through the Portuguese banking sector. A brief statistical study was conducted in order to identify reasons why customers decline on proposals, aspects that are considered when accepted and which type of insurance customers tend to choose.

Date of Award	16 Mar 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Jorge Julião (Supervisor) & António Costa (Co-Supervisor)