Bankassurance in Croatia: SWOT Analysis

Banks and insurance companies intended to offer their clients a full financial service at one place, by developing and introducing bankassurance products. This model had been created during 70/80‘s in France, motivated by a new context of life insurance market. Since then, bankassurance has been highly successful in Europe. The result varies for different countries, depending upon its demography and economic and legislative climate. The first trial of organizing the bankassurance in Croatia was done by Allianz Zagreb d.d. and Zagrebačka banka d.d., mostly connected to bank loans. Other insurers are also planning to start with such a model. So, in this work a SWOT analysis is done in context of introducing the bankassurance in our country and author estimates the direction of this industry’s development in Croatia.