BАNK AS A MODERN INSURANCE SALE CHANNEL

This paper deals with one of the newest sale channels on foreign and especially on national insurance market. First of all modern insurance sale channels as a whole were researched so as the sale of insurance through companies not dealing with insurance was the focus of analysis, and the position of banks from that point of view. It was important to process basis for development of bancassurance. Of course, the most important thing is to assess market share of banks as sellers of insurance in certain countries. To that eff ect, data on bancassurance share in premium of life and non-life insurance in Europe and the North America were provided. Overview of the status of development of bancassurance in Serbia is of special importance. Existence of this business venture so far enabled consolidation of determinants of successful work both for banks and insurance companies, which was also given due care.

Key words: bancassurance, insurance sale, insurance sale channels, bancassurance in Serbia.